When we launched Crowdco a little more than 6 years ago, we had the pleasure of experiencing a lot of amazing early successful startups which got funded thanks to our help by providing them with their marketing and PR needs. But since then a lot has changed in the space. Kickstarter and Indiegogo are now used by Venture Capital and Angel backed startups which leverage the crowdfunding engines to build their brands, expand their reach and activate their customer acquisition.
So what has changed?
5 years ago you could launch your product on Kickstarter and pitch it to the top tier publications and your chances would be pretty high of getting featured, but unfortunately, Kickstarter and Indiegogo have been tarnished with a lot of failed startups that didn’t deliver on their promises to their backers or disappeared in thin air.
As a solution, Journalist and Editors have established strict policies like “we don’t write about crowdfunded projects until they have the product ready for market” and others will only write if you have an actual review unit (but there are still many projects which will get featured without samples so its a bit of luck, creativity and hitting that interesting story!). Another thing that’s changed since we started is the amount of startups using Kickstarter and Indiegogo to launch their brands, which has also created a huge headache for writers and editors who constantly get pitches like “We just launched on Kickstarter!”… you can imagine what happens to these emails.
So what should Startups do to succeed in a growing crowded space with little room and opportunities of getting noticed by the media and backers who scour thousands of projects each day?
BUILD YOUR AUDIENCE BEFORE YOU LAUNCH!
Building an organic email list of backers who will want to pre-order your product the day you launch is KEY. So you need to be creative, allocate marketing budget, and get out there 2 – 4 months before you launch. Our lasted project just got funded today calledIntelliRoll. We worked with them to build a strong pitch, marketing awareness, and email optimization which allowed us to get more than 30% of the funds from our email signups and personal network from our client. Indiegogo helped us getting more exposure because we kept our GoGo Factor high above which allowed us to win #1 on their main page. To get the number of pre-signups needed our client attended several events, we developed a successful lead generation strategy and we optimized all of the emails which helped us solidify the audience and drive them to the campaign page for the next two weeks.
So get the traction early on, and the press will follow. Prove your value proposition, key works, pricing structure, images and video ahead of time, build a strong media kit so once you get the attention the media will be glad to follow a successful product and help you maximize your audience reach and push your startup to the next level.
Have a startup that needs crowdfuning help from scratch? Email me at firstname.lastname@example.org