Turn the ambiguous task of “getting the word out” about your campaign into a proven strategy that uses a special blend of psychology and timing. Included are the tactics, timelines, and checklists you’ll need to maximize every day of your campaign.
This module includes: 4 videos totaling 23:30 minutes, Visual Launch Calendar, Launch Sequence, End Sequence, and Tips
Preparing for Launch
AFTER your campaign is ready to go but BEFORE launching, talk to as many people from your inner and intermediate circles as possible in order to build early support. TELL THEM what you’re working on, not as a pitch, but as a friend telling another friend about something that excites them. SHOW THEM the draft campaign page, video, and rewards and ask for their feedback and ideas.
The “pre-load” strategy has proven to be an enormous jump start for those who’ve used it. Here’s why: You know your story and your purpose, you understand your project, but you’ve never communicated it to people in real life. This process will refine your pitch which will allow you to communicate clearly and comfortably when it counts the most, on launch day. This project has been in your head for months. The process of bringing it into the real world with people you trust is incredibly validating and confidence building which you’ll need in order to keep the negative, self doubt chatter in your head to a minimum.
4-Day Launch Sequence
DAY 1 – PRELAUNCH: Pre-launch is the day your project goes live. Technically, anybody could stumble in and pledge but you will only share it with your closest collaborators to “seed the tip jar”. This will provide a valuable shot of social proof and momentum for when you begin promoting your project to the rest of the world including your outer circles of influence. How to do it: Directly contact the people you “pre-loaded” and let them know that you’re going to “officially launch” the campaign tomorrow to the rest of the world but they can become a backer today. Tell them it’s important to get a swell of support, excitement and momentum going into the first “official” day.
DAY 2-4 – OFFICIAL LAUNCH: The official launch day will likely be the highest energy peak of your campaign. Tim Ferris, one of the world’s most renowned launch artists, urges you to be everywhere in this crucial time frame. Resist settling for a “slow drip” of awareness and promotion throughout your campaign. In other words, you need to hit all mediums in as tight of a time frame as possible. This initial splash creates excitement, momentum, and well-timed social proof that the rest of your campaign will be built on. Here’s how to do it (the times are my preference but feel free to use what has worked for you in the past):
- Send an email to your mailing list (if you have one) at 7am.
- Post a Social Media update on your page around noon or 1pm. If it gets comments and/or likes, consider paying to “boost” it (boosting doesn’t do much good if the post doesn’t already show signs of life).
- Post a Social Media update between 1pm and 3pm on the personal profiles of everyone who’s involved.
- Pre arrange to have any other networks, bands or friends with large followings send your project to their following via Social Media & email within this three day window. If possible, get them to also do this in the 3 Day End Sequence. These are valuable, take what you can get but if you have a say in the matter, use these only in the first three days or last three days.
- Schedule any radio or local morning news appearances for this three day window if possible and schedule follow-up interviews or appearances with them in the 3 Day End Sequence.
- Work through your Launch Worksheet and personally email or call as many people as humanly possible, starting with the ones who are most likely to back you.
DAILY CAMPAIGN WORK SCHEDULE: Set realistic daily actions and stick to your commitment. After your 4 day launch sequence including the pre-loading, it’s likely there will be many people you have yet to contact. Divide your total number of people from your Circle of Influence who you’ll be personally contacting by 10. Then commit to personally contacting that many people (likely between 10 and 30) each day of your 24-30 day campaign depending on your ability to work it into your schedule and how many people are on your list. Split into two or three points of contact: Launch, Mid Campaign Slump, Last Three Days. Each person should hear from you personally at least twice during your campaign, three times if it’s possible. This means in the first third of the campaign you’ll contact everyone, the second third you’ll follow up with anyone who hasn’t pledged, and in the last third you’ll follow up once more with anyone who hasn’t pledged.
MASS COMMUNICATION SCHEDULE:
- Social Media – At least two value added posts per week
- Email list – One “short update with Call to Action” email per week
- Energize the Backers – 2 thoughtful, value added backer updates with images, video, audio samples, campaign news, etc. per week
Value added posts: Give new information, new content, something interesting with every communication. DO NOT simply repost your campaign link with the same ol’ “Please back!! We’re almost there!!” BS. There’s a time for that, but people will tune you out quickly.
These are bare minimum guidelines for your non one-on-one communications. Almost every campaign creator is concerned with sending too many emails, too many social media posts, but if you do it tastefully with value added content, you shouldn’t worry about offending your followers.
3-Day End Sequence
Approaching the end may seem dismal at best, but rest assured that if you put your effort in the right place, the last three days can be a run-away success. Repeat the Three Day Launch Sequence. Make sure the last three days land between Monday and Thursday. If you need the campaign to run 32 days or 27 days in order to do this, that’s ok. Set your campaign to expire at midnight. This is just as or more powerful than the launch sequence because it evokes the scarcity principle which means those who want to back you need to make a move or face guilt and possible embarrassment when they see you next. You’re Doing Your People a Disservice if you Don’t Properly Follow Up in This Final Three Day Window. Your people feel obligated to pledge and they want you to succeed. If there was ever a time to call in sick from work so you can personally call and email every single person on your launch list, this is the time!
TIP #1 PR, Interviews, and Appearances: Many artists feel like seeking and getting publicity is an extension of their creativity. For this reason you can include this in your campaign even though it’s extremely ineffective at helping you raise funds. Schedule Kickstarter awareness shows and radio and TV interviews in your town. Take pictures and use them to post to Facebook, your email list, and as campaign updates. Although this effort is unlikely to be a large source of pledges compared to directly contacting your inner circles of influence, it will show backers and potential backers that you’re working your ass off to make this campaign a success.
TIP #2 Agile Marketing Mindset: Spin on a dime – if opportunities arise, take them. If feedback gives you new ideas, make them happen if they make sense to you. Be prepared to add flex goals, remove flex goals, add or remove rewards, add new shows or media appearances or even change the final product. All of your work preparing and planning doesn’t mean you have to stick to that plan once you launch. This is the best time to see what’s working and act on new ideas or directions.