AUTHENTICITY IN CROWDFUNDING

Art of Ask

Apr 15, 2023 2

If you build it, they will come…

“I’m a humongous believer that ideas are shit

…and that execution is the game” --Gary Vaynerchuck

They say…

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Don’t focus on (it)

If you build it, (they) will come…If you build it, (they) will (come)…

They say…

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(they) = Consumers v. Customers(they) = Investors v. Donors

1 (they)

Costumer Attractiveness• Innovativeness • Novelty / Exclusivity• Fundamental Utility• Pricing Strategy

Bottom Line Considerations• Business Model• Scalability• Rate of Return• Exit Opportunities

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(Call to Action) = Marketing Strategy(Call to Action) = Distribution Channel

2 (come)(Call to Action)

Marketing Strategy• Engagement Tools• Value Added Content• Digital Impressions• Social Media Strategy• Search Engine Optimization

Distribution Channel• Online v. Brick & Mortar• Multilabels v. Indepedent• Wholesale v. Retail• Licensing v. Inhouse• After Service Management

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ASKCALL TO ACTION

2 (come)

Marketing Strategy• Engagement Tools• Value Added Content• Digital Impressions• Social Media Strategy• Search Engine Optimization

Distribution Channel• Online v. Brick & Mortar• Multilabels v. Indepedent• Wholesale v. Retail• Licensing v. Inhouse• After Service Management

(come)(Call to Action)

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Ask + Call to Action Ask + Call to Action

(Ask) (Call to Action) (Ask) (Call to Action)

Crowdfunding…

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Art of Ask…

“Crowd funding is a contact sport. It’s a proactive exercise in communicating and promoting that needs to be done very well to achieve success. As an entrepreneur, business person, or creative individual who wants to use crowd funding, the two skills you’ll need to develop are the ability to communicate well and use promotion, both online and in the real world.” –Brad Wyman CEO, Fund Anything

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If, Ask = Authentic

0 (Ask)

Then, Ask = Effective

Effective = Conversion But, Conversion ≠ Effective

Continuous Conversion

Emotional Impact

Physical Action

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If, Ask = Authentic

0 (Ask)

Products Do Not Live in a Vacuum

• Externalities Impact• Activities Assesment

Relevant is Subjective• Demographic Nuances• Network Effectiveness• Timing Strategy

Then, Ask = Effective

Perception drives Action• Reputation Signaling • Virality• Bandwagon Effect

Effective = Conversion But, Conversion ≠ Effective

Apr 15, 2023 11

0(Authentic) (Ask)

Content Context Channel

Authentic

Targeted & Personal

Consistent & Frequent

Impact/Value Focused

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1(A) (A) (Content)

Content Context Channel

Be Focused (Inform, Engage, Prompt Action)

Be Urgent (Why Now)

Be Consistent but Not Redundant (Brand Identity, Value)

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1(A) (A) (S.T.E.P.P.S)

Content Context Channel

Social Currency Positive Contagion Effect

Triggers Top of Mind, Tip of Tongue

Emotion When we care, we share

Public Built to Show, Built to Grow

Practical Value News you can use

Stories Information travels under the guise of chatter

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2(A) (A) (Context)

Content Context Channel

Master Frequency (Omnipresent)

Master Relevance (Timing, Targeted)

Master Ecosystem (Behavior, Complementary Activities)

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2(A) (A) (JAB, JAB, JAB, HOOK)

Content Context Channel

“There is no sale without the story; no knockout without the setup.”

“A story is at its best when it’s not intrusive, when it brings value to a platform’s consumers, and when it fits

in as a natural step along the customer’s path to making a purchase.

“Use every customer point of contact to weave stories about who you are and what your brand stands for.”

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3(A) (A) (Channel)

Content Context Channel

Adopt Reputation Signaling (Word of Mouth)

Adopt Channel Integration (Streamline Communications)

Adopt Scale (Network Effect, Law of Large Numbers)

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3(A) (A) (Integration)

Content Context Channel

Email Marketing

Social media• Facebook• Instagram• Twitter

Blog / Website

Public relations

focuses on creating a marketing mix combining different “channels”

 

“touching” their prospects/customers multiple times (a minimum of 12 times by Dan Mcdade)

“streamlining” their message and “reinforcing” its impact in their audience’s minds. 

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If you build it, THEY will NOT COME…If THEY are NOT TARGETED…As AUTHENTICALLY AS POSSIBLE…

So Again…

Apr 15, 2023 19

Thank You

Q&A