Infosessie crowdfunding: Hoe bereik je de crowd? - Geert Stox (Arteveldehogeschool)

Geert Stox

idea crowd

38,9%

61,1%

1 2

19,6%

63,4%

10,7%4,1%

1,4%

0,7%

1 2 3 4 5 6

March 2015

zoomwalls.com

Brian Matthew

galleryhip.com

Kickstarter is about

creative projects and art,

not investing or shopping.

Perry ChenCEO Kickstarter

“

Belgians suck?

fashions-cloud.com

wallpaperstock.net

It’s all about

persuasion

graphicdefiner.wordpress.com

Persuasion?How do we do that, captain?

Your launch is the climax,

not the start

DISRUPT

hdlost.com

• Your need pre-sales to kick-off with a climax.

• Don’t wait for the campaign to contact press.

• Inform your contacts from the start so they know

your campaign is coming – think social media.

• Start collecting new contacts and engage with

them – journalists, blogger, local media…

• Consider letting them participate in your process –

they are a wonderful source for improvement!

PLANNING

& timingCommunication planCampaign planFinancial planProduction planFulfillment plan

• Count 3 to 6 months preparation before the campaign.

• Consider it not as a hobby or a thing on the side:

you’ll need resources and time to get the quality.

• 3/4 of successful project creators quit their job to put

together the campaign page on a full-time basis – source:

Shopify interviews

• Don’t only prepare the campaign, also plan

• financial plan

• production time

• distribution time

create a

BRAINSPOT

• What do you want to do/create/produce?

• Find the right words to easily describe it and

give it meaning.

createYOURSTORY

• Start with WHY…

• Find the win – win – win

• Make it simple – elevator/bar pitch

backer

user

you

Think BACKERS

Gil Penchina

• You’re making a story to persuade backers, so tell

the story for them.

• Make it logic, clear and simple.

• If you can’t make it simple, explain it to your half-

deaf grandmother; it forces you to make it simple

and comprehensible.

• Be yourself though, people are backing in

confidence and faith – remember emotion.

• Never try to convince everybody!

make it

VISUAL

• 90% of information transmitted to the brain is visual.

• Visuals are processed 60,000x faster in the brain than text.

• The average crowdfunding page has 3500 words of text and 20 high-quality visuals.

make a‘PROFESSIONAL’

VIDEO

nucleohalo.com

• : 50% of projects with videos succeedversus 30% of projects without videos.

• : Projects with pitch video raise 115%

more than campaigns without.

• Try to keep your video under 3 minutes. (although some exceptions prove that rule to be wrong).

• It all starts with a good scenario – start with watching successful project idea videos for

at least 2 hours.

Tell about

YOURSELF

• Don’t be a stranger!

• Who you are, who is on the team.

• How did you come to the idea?

• Why do you want to do it?

• What’s in for you?

• What kind of person are you?

– Show it through tone and style.

and share your

PASSION

pinstake.com

make a

COMPELLING

SITE

• Not considered as a must, but hey, if you want to convince backers, think like backers…

• If they don’t know you, they check you on the web.

• You cannot afford not to communicate.

• Remember you never get a second chance (neither to make a first impression).

• Don’t forget, trust and confidence are also emotions.

go SOCIAL (oh, no,

you already are)

22% of the crowdfunds come from people clicking on social media posts - Shopify

japantimes.co.uk

go for

OPENCOMMUNICATION

cuwest.com

• Be true

• Be honest

• Be yourself

• Be transparant

• Even when things go bad (s*** happens).

• You won’t be the first that gets backers on his porch!

never

stop

communicating

• “Raising money is the easy part.”

• Plan 3 updates per fortnight or one every 5 days.

• Keep your backers updated on the progress.

• Manage the development/reward/shipping

expectations – when will it come?

• Update on changes, additions and future projects.

• Prepare your future: maybe you’ll be back for another

crowdfunded project!

Questions on communication

for your company

or crowdfunding idea?

[email protected]

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