How we raised $120,195 on Kickstarter - Step by Step
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The 6-Figure Kickstarter Campaign Formula Matt Hornbuckle Co-Founder/CEO, Stantt
Transcript of How we raised $120,195 on Kickstarter - Step by Step
The 6-Figure Kickstarter Campaign Formula
Matt Hornbuckle Co-Founder/CEO, Stantt
Funded! This project was successfully funded on Nov 18.
Funding Unsuccessful! This project’s funding goal was not reached on Sept 22.
ü “Donations” based crowdfunding platform
ü Created to help bring creative projects to life
ü Validate your market
ü Build your customer base
ü 55% of campaigns fail
ü <5% raise $20k
ü <1% raise $100k
POPULAR PAGES
STAFF SELECTIONS
MANUAL DISCOVERY
A DIFFERENT TYPE OF E-COMMERCE
STANTT BACKERS BY SOURCE
13%
41% 30%
11% 5%
PR MENTIONS KICKSTARTER
POPULAR
FRIENDS & FAMILY KICKSTARTER DISCOVER
CROSS PROMOTIONS
HOME PAGE POPULAR
THE IMPORTANCE OF THE POPULAR PAGE
On Home-Page Popular
Build the rocket
Give it a boost
Fuel the momentum
Build the rocket
Give it a boost
Fuel the momentum
COMPONENT 1: FIND YOUR HOOK
TECHNOLOGY, AMAZING DESIGN, FIRST OF ITS KIND, CAUSE, HUMOR
COMPONENT 2: THE VIDEO
TELL A STORY PEOPLE WANT TO BECOME A PART OF
START ON A POSITIVE NOTE
LEAVE THEM FEELING GREAT!
DIVE INTO THE NEGATIVE
STEADY POSITIVE EMOTION BUILD
VS
COMPONENT 3: THE LANDING PAGE
FOCUS ON WHAT’S IN IT FOR HIM & MAKE IT VISUAL
First Campaign
Second Campaign
VS
COMPONENT 4: SET A LOWER GOAL
PEOPLE WANT TO BE A PART OF SOMETHING SUCCESSFUL
Build the rocket
Give it a boost
Fuel the momentum
ü Friends & Family
ü Existing Customers/Followers
ü Press Mentions
ü Paid Media
COORDINATE FOR A BIG DAY 1!
GETTING PR: AGENCY NOT REQUIRED
1,000+ E-MAILS SENT, 300+ UNANSWERED PHONE CALLS, 50+ VOICEMAILS LEFT
PR TIP #1: DO YOUR HOMEWORK
GETTING “WARM” INTRODUCTIONS IS INVALUABLE
PR TIP #2: REFINE AND TARGET YOUR STORY
First Campaign
Second Campaign
KEEP THINGS SHORT AND SWEET
PR TIP #3: BE PERSISTENT, BUT NOT OBNOXIOUS
WRITERS ARE PEOPLE TOO. BE COURTEOUS. DON’T BE A D*CK.
Build the rocket
Give it a boost
Fuel the momentum
WHEN YOUR PROJECT FALLS OFF POPULAR, TRAFFIC FALLS WITH IT
Key PR Mentions
FUEL THE MOMENTUM: PLAN FOR BURSTS DURING YOUR CAMPAIGN
PR Mention Into Closing
On Home-Page Popular
THE 6-FIGURE CAMPAIGN FORMULA
• Find your hook
• Tell a story in your video
• Focus on what’s in it for him
• Make your landing page visual
• Tap into shopping psychology
• Never stop your PR outreach
• Paid media can help
• Round up friends and family
• Get scrappy with your PR
• Do your homework
• Refine and target your story
• Be persistent, but not
obnoxious
• Coordinate your boost at launch
GIVE IT A BOOST
BUILD THE ROCKET
FUEL THE MOMENTUM
