My Complete Kickstarter Marketing Strategy (7 simple steps)

LaunchBoom
5 Dec 202314:51
EducationalLearning
32 Likes 10 Comments

TLDRThis video script by Mark Pecota, CEO of LaunchBoom, outlines a seven-step framework for a successful Kickstarter campaign. It emphasizes the importance of product positioning, compelling imagery, building a reservation funnel, targeted Facebook ads, a captivating campaign page, an effective campaign video, and strategic launch day tactics. The pre-launch preparation is crucial, with strategies to engage potential backers and ensure a strong start.

Takeaways
  • 💡 Kickstarter is an effective platform for raising funds, but success requires a strategic approach.
  • 📚 Mark Pecota, CEO of LaunchBoom, shares a proven framework for Kickstarter success, highlighting the importance of pre-launch preparation.
  • 📈 The 'product idea to crowdfunded framework' consists of seven key milestones that must be achieved for a successful campaign.
  • 📖 Product positioning is crucial; it involves crafting a compelling story that shows how the product solves a specific problem, like the Author Clock example.
  • 🌟 The CBBE framework (Consumer Based Brand Equity) is a four-level approach to writing a great product story, focusing on salience, performance, imagery, judgments, feelings, and resonance.
  • 🖼️ Product imagery is vital, with photorealistic renderings and photography being key elements to showcase the product effectively.
  • 💌 Building a reservation funnel is essential for collecting email addresses and $1 reservation deposits, which can predict the likelihood of a purchase and boost initial funding.
  • 🎯 Facebook and Instagram ads are effective for promoting the reservation funnel, with the Dream 20 framework helping to target the right audience.
  • 🎬 The campaign page and video are critical components, needing to be engaging and persuasive to tell the product story and encourage backers.
  • 🚀 A successful launch day involves emailing the pre-launch email list, aiming to hit the funding goal quickly, which can significantly boost visibility and additional funding.
Q & A

  • How much money has Kickstarter helped product creators raise according to the transcript?

    -Kickstarter has helped product creators raise over $7.6 billion.

  • What is Mark Pecota's role in the context of the video script?

    -Mark Pecota is the CEO of LaunchBoom and has helped over 1000 creators turn their product ideas into real businesses using crowdfunding.

  • What are the seven key milestones for a successful Kickstarter launch mentioned by Mark Pecota?

    -The seven key milestones are product positioning, product imagery, building a reservation funnel, using Facebook and Instagram ads, creating a campaign page, making a campaign video, and the launch day strategy.

  • What is the significance of product positioning in a Kickstarter campaign?

    -Product positioning is crucial as it tells the product story in a compelling way that resonates with the target audience, highlighting how it solves a problem and creating a connection with potential backers.

  • Can you explain the Consumer Based Brand Equity (CBBE) framework and its four levels?

    -The CBBE framework consists of four levels: salience (clearly stating what the product is and how it solves a problem), performance and imagery (showcasing what makes the product special and where it will be used), judgments and feelings (addressing doubts and identifying the emotions associated with the product), and resonance (creating a connection and loyalty with the customers).

  • Why are photorealistic renderings useful in the pre-launch phase of a Kickstarter campaign?

    -Photorealistic renderings are useful because they allow for precise control over the product's appearance and can be used for marketing even if the prototype is not ready yet.

  • What types of product photos are recommended for a Kickstarter campaign?

    -Three types of product photos are recommended: studio photos to highlight every angle and feature, location photos to showcase the product in use in various settings, and action photos to demonstrate the product's benefits through motion or interaction.

  • What is a reservation funnel and how does it benefit a Kickstarter campaign?

    -A reservation funnel is a method to collect email addresses and $1 reservation deposits from people interested in buying the product once it launches. It helps gauge interest and ensures a strong start to the campaign by hitting the funding goal on the first day.

  • How important are Facebook and Instagram ads in promoting a pre-launch reservation funnel?

    -Facebook and Instagram ads are crucial as they help target the right audience and create awareness about the product. They should highlight the problem, present the product as a solution, and direct viewers to the reservation funnel.

  • What should be the focus of a Kickstarter campaign video?

    -The campaign video should be concise, aiming for three minutes maximum, and should explain the product, its features and benefits, and end with a powerful call to action. Quality matters, but a high budget is not necessary; an iPhone with good audio can suffice.

  • What is the significance of hitting the funding goal on the first day of a Kickstarter campaign launch?

    -Hitting the funding goal on the first day, also known as having a LaunchBoom, is significant because it propels the campaign up in the Kickstarter rankings, attracting more attention and potentially driving additional sales from the community.

  • What is the role of the pre-launch email list in the success of a Kickstarter campaign?

    -The pre-launch email list acts as a secret weapon, as it can help the campaign hit its funding goal on day one, ensuring momentum and visibility within the Kickstarter community.

Outlines
00:00
🚀 Kickstarting Success: The Product Idea to Crowdfunded Framework

Mark Pecota, CEO of LaunchBoom, introduces the concept of a successful Kickstarter campaign and outlines a seven-step framework. He emphasizes the importance of not just launching a campaign but following a specific strategy. The first step is product positioning, which involves crafting a compelling product story that solves a problem. Using the Author Clock as an example, Pecota illustrates how effective positioning can lead to a successful campaign. He also introduces the Consumer Based Brand Equity (CBBE) framework, which consists of four levels: salience, performance and imagery, judgments and feelings, and resonance. This framework helps in creating a strong product story that resonates with the target audience.

05:02
📸 Visual Appeal: The Power of Product Imagery

The second step in the Kickstarter success framework is product imagery. Pecota explains the importance of visuals in attracting backers and discusses two main types of product imagery: photorealistic renderings and photography. Renderings offer precise control over product appearance and can be used in pre-launch marketing, while photography includes studio photos, location photos, and action photos. Studio photos highlight the product's features, location photos show the product in use, and action photos or videos demonstrate the product's benefits. Pecota provides examples from past campaigns to illustrate these concepts and emphasizes the role of imagery in conveying the product's value and appeal.

10:03
💰 Building Momentum: The Reservation Funnel

The third step in the Kickstarter strategy is building a reservation funnel. This involves collecting email addresses and $1 reservation deposits from potential buyers during the pre-launch phase. Pecota explains that this helps gauge interest and ensures a strong start to the campaign. He details the steps involved in creating a reservation funnel, including setting up a landing page, offering exclusive VIP incentives, and leading to a thank you page that invites users to join a VIP community. Pecota also highlights the effectiveness of this strategy, noting that those who make a $1 deposit are 30 times more likely to purchase than those who only provide their email address.

🎯 Targeting the Right Audience: Facebook and Instagram Ads

The fourth step in the Kickstarter launch process is promoting the reservation funnel through Facebook and Instagram ads. Pecota discusses the importance of targeting the right audience and creating compelling ads. He introduces the Dream 20 framework for identifying relevant interests and building Facebook audiences. Pecota also emphasizes the importance of ad imagery and copy, suggesting the use of studio shots and fast-cut product walkthroughs. The goal is to highlight the problem, present the product as a solution, and end with a clear call to action directing viewers to the reservation funnel.

📚 Educating and Inspiring: The Importance of a Campaign Page and Video

Pecota discusses the importance of a well-crafted campaign page and video in the Kickstarter process. The campaign page is likened to a Broadway show, needing to captivate with visuals and persuasive copy. It should tell the product story effectively, as outlined in the first step. The campaign video, on the other hand, is compared to a movie trailer and should be concise, showcasing the product's features and benefits with a strong call to action. Pecota advises on the importance of quality, suggesting that even a video shot on an iPhone can be effective if it has good audio and is shot horizontally.

🏁 Launch Day Strategy: Hitting the Ground Running

Pecota outlines the strategy for launch day, emphasizing the importance of preparation and communication. He advises checking all campaign details before going live and sending an email to the pre-launch email list to generate initial momentum. Pecota explains that a quick funding goal achievement can boost the campaign's ranking on Kickstarter, attracting more backers. He also discusses the role of post-launch activities, such as maintaining momentum with Facebook ads and communicating transparently with backers.

🌟 The Pre-Launch Importance: Setting the Stage for Success

In the final paragraph, Pecota summarizes the importance of the pre-launch phase in the Kickstarter campaign. He notes that six of the seven milestones occur before the launch, highlighting the significance of preparation. Pecota encourages viewers to apply the strategies discussed in the video to bring their product ideas to life. He also offers assistance through his team at LaunchBoom and invites viewers to connect with them for further support.

Mindmap
Keywords
💡Kickstarter
Kickstarter is a crowdfunding platform where creators can raise funds for their projects from the public. In the video, it is the central theme as the speaker discusses strategies for a successful campaign on this platform, highlighting that over $7.6 billion has been raised for various projects, and emphasizing the importance of a specific playbook to achieve funding success.
💡Product Positioning
Product positioning is the process of defining how a product is different from its competitors and presenting it to the target audience in a compelling way. The video emphasizes the importance of crafting a product story that solves a specific problem, using the example of the 'Author Clock' which was positioned as a unique time-telling device for book lovers.
💡CBBE Framework
The Consumer-Based Brand Equity (CBBE) framework is a four-level system for creating a strong product story. It includes salience, performance and imagery, judgments and feelings, and resonance. The video explains how to use this framework to establish a product's identity, showcase its unique features, address potential doubts, and create an emotional connection with the audience.
💡Photorealistic Renderings
Photorealistic renderings are digital images created to look like photographs, often used in product marketing before the physical product is available. The video mentions these renderings as a tool for controlling the product's appearance in marketing materials, but also notes that they are not allowed on Kickstarter, suggesting their use in pre-launch marketing.
💡Product Photography
Product photography involves taking high-quality images of a product to showcase its features and appeal to potential customers. The video distinguishes between three types of product photos: studio photos, location photos, and action photos, each serving a different purpose in illustrating how and where the product can be used.
💡Reservation Funnel
A reservation funnel is a marketing strategy used to collect email addresses and $1 reservation deposits from potential customers during the pre-launch phase. The video explains that this method helps identify serious buyers and is crucial for achieving a strong start on the Kickstarter launch day.
💡VIPs
In the context of the video, VIPs refer to individuals who have made a $1 reservation deposit for a product. The term is used to denote a group of committed customers who are more likely to make a purchase, thus helping to ensure the success of a Kickstarter campaign.
💡Facebook and Instagram Ads
The video discusses the use of Facebook and Instagram ads as a primary method to promote a pre-launch campaign. It explains the importance of targeting the right audience and creating compelling ad content that includes both copy and imagery to attract potential backers.
💡Dream 20
The Dream 20 is a brainstorming framework mentioned in the video for creating Facebook ad audiences. It involves imagining 20 brands, organizations, or communities that would be ideal to promote a product, thus providing a diverse set of interests to target in ad campaigns.
💡Campaign Page
The campaign page on Kickstarter is the central hub for a project, where creators present their product story, visuals, and funding goals. The video likens it to a Broadway show, emphasizing the need for captivating content that tells the product's story and persuades visitors to back the project.
💡Launch Day
Launch day is the day when a Kickstarter campaign goes live. The video describes it as a critical moment that requires careful preparation, including emailing a pre-built community of supporters to ensure rapid funding and high visibility within the Kickstarter community.
Highlights

Kickstarter has helped product creators raise over $7.6 billion, emphasizing the platform's effectiveness for funding new product ideas.

A specific playbook is crucial for a successful Kickstarter campaign, contrary to the belief that simply launching a campaign guarantees funding.

Mark Pecota, CEO of LaunchBoom, shares his expertise from helping over 1000 creators successfully crowdfund their products.

The 'product idea to crowdfunded framework' outlines seven key milestones necessary for a successful Kickstarter launch.

Product positioning is the first milestone, involving crafting a compelling product story that solves a specific problem.

The Author Clock campaign is highlighted as an example of successful product positioning, appealing to bookworms and storytellers.

The Consumer Based Brand Equity (CBBE) framework is introduced, consisting of four levels to help write a great product story.

Salience, the first level of CBBE, emphasizes the importance of clearly defining what the product is and how it solves a problem.

Performance and imagery, the second level of CBBE, focuses on showcasing what makes the product special and its ideal usage scenarios.

Judgments and feelings, the third level of CBBE, involves addressing potential doubts about the product and evoking desired emotions in the audience.

Resonance, the top level of CBBE, is about creating a connection with customers through shared mission and values, as demonstrated by the Crooked Moon campaign.

Product imagery is crucial, with two main types: photorealistic renderings and photography, each serving different marketing purposes.

A reservation funnel is introduced as a method to collect email addresses and $1 reservation deposits during the pre-launch phase.

The importance of having a pre-launch email list is highlighted, as it can significantly impact the success of a Kickstarter campaign.

Facebook and Instagram ads are recommended for promoting the reservation funnel, with a focus on targeting the right audience and creating compelling ads.

The campaign page is likened to a Broadway show, requiring captivating visuals and persuasive copy to effectively tell the product story.

The campaign video is compared to a movie trailer, needing to be concise, high-quality, and with a strong call to action.

Launching the campaign involves emailing the pre-launch email list and ensuring all campaign details are finalized before going live.

Maintaining momentum post-launch is key, with continued use of Facebook ads and transparent communication with backers.

The seven key milestones outlined in the video emphasize the importance of pre-launch activities in achieving Kickstarter success.

Transcripts

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Kickstarter SuccessProduct CrowdfundingLaunch StrategyMarketing TipsPre-Launch PlanningProduct PositioningFunding GoalsEntrepreneurshipCrowdfunding TipsProduct Launch