Kickstarter - Launchboom Guide
Pre Campaign
Campaign
Post-Campaign
Pre-Launch Email List
Summary
-Build a community of people that want to buy your product BEFORE you launch.
-Hit your Kickstarter goal quickly within the first 48 hours of the campaign.
-Rise to the top of Kickstarter and get free traffic.
-Continue momentum with qualified traffic from ads, email lists, and PR.
-Upsell more product to your backers once the campaign is over.
Marketing Statement: Bold & beautiful Portfolios that are durable and a joy to carry
Marketing Message: Say Goodbye or Stop Spending Money on to Boring Portfolios (that also never last)
Tribe Identity, leader and storyline affects the tone of all marketing
Leader: Song, Founder
Storyline: Before & After — your product presents a solution that allows you to easily visualize life with & without it.
Identity: The Crusader — set out to challenge the status quo or discover the truth.
Drive traffic to simple squeeze/landing page using FB ads - email address - nurturing through emails
Huge Discount + Get Notified When We Launch
Example: “Enter your email and be the FIRST to know when we launch on Kickstarter. You’ll get a HUGE early bird discount.
With this lead offer you are justifying why you need their email address (to notify them first). The benefit of getting notified first is that they are going to get a huge discount.
Quick tip: we’ve tested giveaway lead offers and typically steer away from them because the motivation to give an email is largely driven by winning one free. On the other hand, wanting a discount is directly tied to purchase intent because there is an understanding that they will have to purchase the product to get the discount. This leads to a higher quality lead.
Only 3 things to get right using FB everytime
- Write great copy
- Choose great imagery
- Target the right audience
Example FB Ad Copy Template
Problem is expensive, painful etc.
Solution offers this benefit
Join our community and receive HUGE discounts when we launch on Kickstarter
Dream 20 brands to do messaging
APC
Rad Streetwear
Carhartt
Dezeen
Monocle
Mr. Porter
Acne
Cereal
Nowness
UAL
Its Nice That
Thisispaper
Warby Parker
Kit & Ace
Glossier
Farfetch
Ace Hotel
The Hoxton
END
Larson Jennings
Create an audience from these interests. Stop when the Potential Audience is between 3-5million
Lookalike audience from existing leads list or people who have activated the "lead" event from FB pixel
Exclusions
Custom audiences — exclude all of your Lookalike Audiences, other lists, and Web Traffic Custom Audiences.
Locations — Exclude locations that you don’t want your ad to appear. For example, you should not be advertising a snow related product in Hawaii. If you are considering advertising abroad, group your country by region and make sure you can ship there. The more expensive the shipping, the lower the conversion rate.
Income — Exclude anyone who makes less than $40,000 per year. People who make less than this are less likely to have disposable income. This is not always necessary, but it is extremely important if you have an expensive product.
Your Page Likes — exclude people that like your page. This will help prevent overspending and audience overlap. You should be targeting your Facebook fans separately.
Narrowing
Platform — Narrow by Kickstarter and Indiegogo — people who know about Kickstarter and Indiegogo are more likely to purchase. This is especially necessary if you are targeting internationally. I don’t always use this one, but most of our top performing audiences include this narrowing.
Example FB Ad Copy Template
Action/USP
Beat the heat and stay cool no matter where you go. The only air conditioner that’s truly portable so you can stay cool anywhere, anytime.
Sign up for HUGE discounts when we launch on Kickstarter!
Headline Templates
The _ Ever
The Coolest Portable Air Conditioner Ever
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Question
Want The World’s First Desktop Hydroponics Greenhouse?
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Curiosity
These NASA Inspired Sunglasses Are Made of Aerospace-Grade Titanium
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