Creator Guide: Marketing and PR
Behind every successful crowdfunding campaign there’s more than just a great product, there is also a solid marketing strategy. This page outlines some fundamentals for promoting your product and campaign.
If your goals (and budget) warrant it, consider working with a PR or marketing professional to maximize exposure, so you can be free to focus on developing your product and running a business. Talk to us if you’d like to explore options for marketing support.
Getting an early start on marketing and PR tasks is very important. Some things, like community building, will take time and effort to build up. Other things, like your Press Kit, need to be ready on campaign launch day.
For a great case study on how marketing and PR can propel a campaign to success, take a look at this blog post about the Portland Press, a product that raised 137% of its goal and went on to sell in major national retailers like Starbucks.
Document your Marketing Strategy
Write down your strategy for marketing your product. It can be as creative as you are, but most successful strategies combine the personal network, social media, community development, and press and blogger outreach.
Outline your marketing strategy well in advance of the campaign’s launch - at least 1-2 months prior. If you plan to use a PR service or agency, they’ll also need need plenty of time ahead of the launch to prepare the right message and strategy. This should not be an afterthought - it is just as important as the caliber of your creation.
Tell a story that excites
You know your product is awesome - help the world see your vision. Product messaging and an effective storyline are critical to a great marketing campaign. Your product is a hero on a quest to solve a problem. This is an important exercise that is the foundation all of your marketing materials, your product campaign page, website copy, and so on.
- Explain the current landscape, the reason you made this amazing invention. What market forces are at play that create a need for it? Why are you making it? Why now?
- What does your product do? What problem does it solve? Write out a high level overview and list its features.
- Who is it for, and how would they use it to solve problems they face?
- What other competitive products already exist on the market, and how is yours different/better?
- Why is your solution better than the alternatives?
- Sum up your product story in 100 words or less, 50 words or less, and in a concise sentence. This is your tagline.
Build a Press Kit
Make it as easy as possible for press, bloggers and influencers to write about your product and get the images they need for an article. Don’t make them chase you for media assets like video or photos, and make it clear what your product is and how it should be described to their readers. For more information, see our press kit how-to page.
Keep your press kit online in a publicly accessible location where you can easily share it with the media when you start to pitch.
Activate Your Personal Network
- Prepare a contacts list. Who in your personal or professional network would care about or want this product? This includes colleagues in your product’s space, people you’ve met at networking events, past customers for related products, friends and family, and so on.
- Email this group a link to your pre-launch page, along with a personal request for them to share it with others who might be interested or supportive.
- Don’t be pushy or spammy in online groups - be a part of their conversation and add value.
Community development should start well before your campaign launches, and will serve you well during and long after your campaign. Community members are fans of your product, your customers, influencers in your product’s market, and vocal champions who will share the product with others. Think of them as collaborators in your product’s development.
- Join communities related to your campaign, in person and online.
- Look outside the popular social networks for specialty internet forums, groups, or message boards where your audience can be found. Actively engage with them by answering questions, being helpful, and connecting with others in the group.
- Are you a contributor to an open source community that would love what you’re building? Tell them about it.
- Identify local meet-ups, groups, clubs, book stores, etc., where your target community can be found. Attend meetings and ask to give a presentation to the group.
- Ask for input on your product. Some of your best feedback might come from the very people who want to buy your product.
- Ask backers to share your product with others.
- Give prototypes to influential target users of your product so they can test it and give feedback or create early case studies for you.
Don’t be spammy, pushy, or exploit the community for your own sake. Ask for feedback, contribute back to the community, enroll them in your vision. Be tactful and friendly.
Social media is an integral part of your product marketing plan. Write down how often you will share social media messages, and draft a variety of posts to have at ready in your arsenal. Mix it up - what various messages will target backers be interested in?
- Post several times a week to each of the major social media networks: Facebook, Twitter, LinkedIn, Pinterest, and Instagram (or some combination thereof).
- Don’t be spammy. Variety is important, and being conversational (and human) is critical.
- Answer questions and reply to other people’s social media posts.
- Join groups on sites like LinkedIn, Reddit, Facebook, Hackaday, and other forums that are relevant to your product. Actively engage in discussions by answering questions and leaving comments.
- Use a social media tool like Buffer or HootSuite to manage and schedule what you’re sharing on social media.
- Hashtags are used to search tweets and social shares. The right hashtags can help your community find your tweets more easily. Want to know which hashtags are trending? Sites like HashTag Scout or Hashtagify can help you find out what’s trending or popular in your product’s vertical market.
- Use lots of images - they help increase engagement and show off your creation. GIFs and other short videos are great, too.
- Learn more with our guide to engaging social media.
Pitch the press to let the world know about your product. It may be worth carving out a budget to hire a PR professional or enlist Crowd Supply’s team to help you make your pitch. If that’s out of the question, here are some best practices for pitching the media:
- Build a targeted list of writers and bloggers likely to be interested in your campaign. Do some research to see who’s been writing about similar projects to yours.
- Email them a concise, personal email about your product and why you think they’d be interested. Include a link to the press kit and the press release.
- If they say “no thanks,” remove them from your list. If you don’t hear back, do not follow up until you have a significant update, e.g., you hit the halfway mark, met your goal, etc. Three follow ups during the campaign should be sufficient.
- Be tactful and considerate. Many reporters get literally hundreds of pitches a day. Be informative, and never ever rude, spammy, or pushy.
Contact us at email@example.com to see how we can help.
Table of Contents
Intro & Overview
Before Your Campaign Starts
During Your Campaign
After Your Campaign Concludes