how we raised $120,195 on kickstarter

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The 6-Figure Kickstarter Campaign Formula Matt Hornbuckle Co-Founder/CEO, Stantt

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Matt Hornbuckle, co-founder of Stantt goes over his team's methodology for how they raised $120,195 on their KickStarter Campaign.

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Page 1: How We Raised $120,195 on Kickstarter

The 6-Figure Kickstarter Campaign Formula

Matt Hornbuckle Co-Founder/CEO, Stantt

Page 2: How We Raised $120,195 on Kickstarter

Funded! This project was successfully funded on Nov 18.

Page 3: How We Raised $120,195 on Kickstarter

Funding Unsuccessful! This project’s funding goal was not reached on Sept 22.

Page 4: How We Raised $120,195 on Kickstarter

ü  “Donations” based crowdfunding platform

ü  Created to help bring creative projects to life

Page 5: How We Raised $120,195 on Kickstarter

ü  Validate your market

ü  Build your customer base  

Page 6: How We Raised $120,195 on Kickstarter

ü  55% of campaigns fail

ü  <5% raise $20k

ü  <1% raise $100k  

Page 7: How We Raised $120,195 on Kickstarter

POPULAR PAGES

STAFF SELECTIONS

MANUAL DISCOVERY

A DIFFERENT TYPE OF E-COMMERCE

Page 8: How We Raised $120,195 on Kickstarter

STANTT BACKERS BY SOURCE

13%  

41%  30%  

11%  5%  

PR MENTIONS KICKSTARTER

POPULAR

FRIENDS & FAMILY KICKSTARTER DISCOVER

CROSS PROMOTIONS

Page 9: How We Raised $120,195 on Kickstarter

HOME PAGE POPULAR

Page 10: How We Raised $120,195 on Kickstarter

THE IMPORTANCE OF THE POPULAR PAGE

On Home-Page Popular

Page 11: How We Raised $120,195 on Kickstarter

Build the rocket

Give it a boost

Fuel the momentum

Page 12: How We Raised $120,195 on Kickstarter

Build the rocket

Give it a boost

Fuel the momentum

Page 13: How We Raised $120,195 on Kickstarter

COMPONENT 1: FIND YOUR HOOK

TECHNOLOGY, AMAZING DESIGN, FIRST OF ITS KIND, CAUSE, HUMOR

Page 14: How We Raised $120,195 on Kickstarter

COMPONENT 2: THE VIDEO

TELL A STORY PEOPLE WANT TO BECOME A PART OF

START ON A POSITIVE NOTE

LEAVE THEM FEELING GREAT!

DIVE INTO THE NEGATIVE

STEADY POSITIVE EMOTION BUILD

Page 15: How We Raised $120,195 on Kickstarter

VS

COMPONENT 3: THE LANDING PAGE

FOCUS ON WHAT’S IN IT FOR HIM & MAKE IT VISUAL

First Campaign

Second Campaign

Page 16: How We Raised $120,195 on Kickstarter

VS

COMPONENT 4: SET A LOWER GOAL

PEOPLE WANT TO BE A PART OF SOMETHING SUCCESSFUL

Page 17: How We Raised $120,195 on Kickstarter

Build the rocket

Give it a boost

Fuel the momentum

Page 18: How We Raised $120,195 on Kickstarter

ü  Friends & Family

ü  Existing Customers/Followers

ü  Press Mentions

ü  Paid Media  

COORDINATE FOR A BIG DAY 1!

Page 19: How We Raised $120,195 on Kickstarter

GETTING PR: AGENCY NOT REQUIRED

1,000+ E-MAILS SENT, 300+ UNANSWERED PHONE CALLS, 50+ VOICEMAILS LEFT

Page 20: How We Raised $120,195 on Kickstarter

PR TIP #1: DO YOUR HOMEWORK

GETTING “WARM” INTRODUCTIONS IS INVALUABLE

Page 21: How We Raised $120,195 on Kickstarter

PR TIP #2: REFINE AND TARGET YOUR STORY

First Campaign

Second Campaign

KEEP THINGS SHORT AND SWEET

Page 22: How We Raised $120,195 on Kickstarter

PR TIP #3: BE PERSISTENT, BUT NOT OBNOXIOUS

WRITERS ARE PEOPLE TOO. BE COURTEOUS. DON’T BE A D*CK.

Page 23: How We Raised $120,195 on Kickstarter

Build the rocket

Give it a boost

Fuel the momentum

Page 24: How We Raised $120,195 on Kickstarter

WHEN YOUR PROJECT FALLS OFF POPULAR, TRAFFIC FALLS WITH IT

Key PR Mentions

FUEL THE MOMENTUM: PLAN FOR BURSTS DURING YOUR CAMPAIGN

PR Mention Into Closing

On Home-Page Popular

Page 25: How We Raised $120,195 on Kickstarter

THE 6-FIGURE CAMPAIGN FORMULA

•  Find your hook

•  Tell a story in your video

•  Focus on what’s in it for him

•  Make your landing page visual

•  Tap into shopping psychology

•  Never stop your PR outreach

•  Paid media can help

•  Round up friends and family

•  Get scrappy with your PR

•  Do your homework

•  Refine and target your story

•  Be persistent, but not

obnoxious

•  Coordinate your boost at launch

GIVE IT A BOOST

BUILD THE ROCKET

FUEL THE MOMENTUM