When we initially thought of "how to launch" Robopathic.com we instantly thought of Kickstarter. This article outlines how we set out to attract backers to support our project.
Understanding the Kickstarter platform
Launching a Kickstarter campaign was exciting and became an effective way to bring awareness to our smart thermostat and environmental sensor business. Kickstarter is a popular crowdfunding platform that allows individuals and businesses to raise funds for their projects through the support of backers. By understanding how Kickstarter works, we set out to maximize our chances of running a successful campaign.
First, we familiarized ourselves with the basics of Kickstarter. Kickstarter operates on an all-or-nothing funding model, meaning that we needed to reach our predetermined funding goal within a set timeframe in order to receive any funds. It was important for us to set a realistic funding goal that covered our expenses but also, allowed for potential setbacks.
Additionally, Kickstarter is a community-driven platform, so it was essential for us to engage with potential backers and build a strong online presence. We spent several weeks exploring successful campaigns in and out of our industry. Our goal was to learn from their strategies. By understanding the ins and outs of the Kickstarter platform, we thought we'd be well-equipped to launch a successful campaign for our smart thermostat and sensor business.
Learnings/Observations from Successful Campaigns:
- Video's and Pictures (engaging music)
- Tell a Story (explain the why)
- Include Pictures with each Perks/Rewards (most % off or early reward deals don't go above 34% off)
Setting clear campaign goals
Before we launched our Kickstarter campaign, we established clear and achievable goals. We started by defining our funding target, which we expected to cover the costs of manufacturing, marketing, and delivering our smart thermostat and sensor+ units. We also considered the expenses we'd incur throughout the campaign and set a realistic goal that accounts for these factors.
- Manufacturing Costs
- Shipping Costs
- Marketing/Advertising Costs
- Packaging Costs
- Hosting/Technology Costs
In addition to our funding target, we set specific objectives for our campaign. We asked ourselves questions like:
- Do we want to reach a certain number of backers?
- Are we looking to generate buzz and media coverage for your smart thermostats?
Clearly defining our goals helped us stay focused throughout the campaign. This was also very important to our potential backers as we wanted to make sure our messaging was authentic and clear. We set out who we wanted to attract as backers. By clearly articulating our goals, we thought we'd be more likely to attract specific backers who align with your mission, vision and are excited to support our smart thermostat project.
Crafting a compelling campaign page
Our campaign page is the heart of our Kickstarter campaign, so it was essential for us to craft a compelling page that captures the attention and interest of potential backers. As we read more about running a campaign a couple key characteristics stood out:
- Start with a captivating headline that clearly communicates the value and uniqueness of our smart thermostats.
- Use persuasive language and highlight the key features and benefits that set our product apart from competitors.
- Tell a story
- Have a clear and consistent 'design' (format, theme, color palette).
- Include high-quality visuals, such as images and videos, that showcased our smart thermostats in action.
- Include a call-to-action that encourages potential backers to support the campaign.
Visual content was key for us as we wanted to professionally showcase the value of our Smart Thermostat. So we invested lots of time creating visually appealing and informative materials. Our detailed and engaging campaign description was refined to clearly explain our smart thermostat's features, benefits, and the problems it solves.
Lastly, we're very passionate about our product so we wanted that emotion to resonate with potential backers - we highlighted the impact our product would have on their lives (it can literally save your life).
Creating engaging rewards for backers
We knew the value a smart thermostat and whole home sensors have - it can save lives - but we needed to 'speak' to and captivate our target audiences. We started with a compelling video that showcased our product and told the story behind it. We then outlined the value of the product as reward levels for backing the campaign on Kickstarter.
Furthermore, we considered offering attractive incentives to backers who supported our campaign very early on. We established early-bird discounts and limited-edition face plates for Thermo and Sensor+. By creating enticing incentives, it also motivated us - what would we want as backers of a Kickstarter campaign? Originality.
Our effective marketing strategies
To maximize the reach and impact of our Kickstarter campaign, it was crucial to implement effective marketing strategies. We started by leveraging our existing networks and reaching out to friends, family, and colleagues who may be interested in supporting our project. We encouraged them to share our campaign with their own networks to expand our reach.
In addition to personal networks, we utilized social media platforms to promote our campaign and engaged with potential backers. We created compelling posts that highlighted the value and benefits of our smart thermostats, and encouraged followers to share our content. We also considered partnering with influencers or industry experts who could help spread the word about our campaign to their followers.
Overall, we are still learning and glad we could share these valuable tips with you and others interested in Kickstarter.