3/19/2023 0 Comments Fort kickstarter![]() ![]() “We would do Story sharing campaigns where we gave away some part of our product, or an accessory, in exchange for sharing. Once they felt they had established their presence on Facebook, they expanded to Instagram where they leveraged Stories. What we did do was nurture the virality of it and nurture our private community, which would then go out and share with people.” “Mostly, that was viral sharing, and we got really lucky - we had the right product and the right fit with the market. ![]() While Conor admits the Facebook group is a lot of effort to manage, it accelerated the growth of their email list. On top of learning insights about his future customers - some were wary of magnets in toys, for instance - the Facebook group also allowed him to nurture and educate his customer base.Įducation was particularly important because he was going to ask them to pay for his product without ever having seen it, used it, or even seen someone else use it.Īlso, a fair amount of them were not familiar with Kickstarter, so it gave him the opportunity to teach them how to use it, which he did through video tutorials (a number of times). And the way that I built those early advocates was once they sign up to the email list, I would literally reach out to them and say, ‘Hey, can you join our private Facebook group?’ I noticed that The Nugget Facebook group was not owned by The Nugget, the company, and I thought it was an amazing opportunity for me to own my own channel here.” “Then you have to build early advocates of your product. But Conor didn’t stop there - he then created his own Facebook group to learn from. Social listening is not a new concept by any means, and a lot of marketers do it. So he used that information to effectively target his ads to likely customers. So I studied them really closely…It was really important that I knew what those customers really liked, so I could target them. “I was in those groups silently, just because I wanted to see what was going on. I will save a deep dive into the popularity of the Nugget for another day, but needless to say, there are a variety of Facebook groups, some with tens of thousands of members, devoted to this children’s toy. It was mostly because I knew, going into running these ads, that the people who I wanted were basically hanging out in these Facebook groups based around this product called The Nugget, which is this kid's couch product.” “The reason that it caught fire was not necessarily because of my ad running ability or anything like that. He started running these ads four months before the Kickstarter campaign.Īnd even before that, Conor was learning about his customers, and what they liked, to optimize ad targeting. Not only had he set up the infrastructure, but he gave himself time. ![]() And I started running some Facebook ads, with photos of our product and kids playing with it.” “I set up all this infrastructure before I ever ran an ad. So on top of using a discount to incentivize people to enter their email addresses, it also motivated them to get others to sign up, with the hope of winning free product. ![]() And so I created this contest, with a leaderboard that people could see their number on and got Facebook ads running to this landing page saying, ‘if you sign up here, you'll get not only notified when we launch with a major discount, but we will also enter you into this contest.’” “The back end was really what was interesting in that I could create a contest for people to share and potentially win a free product. He worked with Kickoff Labs to set up a landing page designed for viral marketing campaigns, to direct the Facebook ads to, and built the campaign around a contest. So, how did he get the 8,000 email addresses? The first step was the tried and tested approach - Facebook ads. “I basically decided I needed 8000 email addresses that convert at about 3-4%.So that helped me determine what I needed to do. He researched e-commerce conversion rates and settled on 3-4%. Next, he explained, “it came down to how many email addresses do I need to get in order to sell $25,000 on the first day on Kickstarter? Or even across the whole campaign.The goal is that within the first 36 hours, you fund your campaign fully - it helps the Kickstarter algorithm and it gives you exposure.” That’s how he knew he needed to raise at least 25k. While he clearly understood and spoke to the pain points of parents, especially during the pandemic, Conor didn’t just depend on the strength of his messaging.įirst, he figured out what it would cost to get one container of product from China, and how many units he would need to sell to generate that amount of money. ![]()
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