I don’t know anything about today’s subject, Jackson Cannery. By the time I am done checking out their Kickstarter Project, I still don’t know much about them. We have seen before that it is possible for a project to be successful without a
video…
As long as the project does an excellent job of communicating in the project description, has a well designed rewards matrix, and is continually and consistently marketed/deployed/pimped to the Circle of Influence.
Lesson One: Project Description Must Clearly Communicate Purpose and Vision
The project description does not communicate a Purpose Worth Backing nor does it even make clear what Jackson Cannery is trying to attempt.
Remember, it is your responsibility to communicate to the audience why they should believe in and back your project.
Regarding Jackson Cannery…
While making people want to dance and booking shows is applaudable, it does not mean much towards your recording project. If this is your justification for recording, time to dig deeper.
Also, I cannot even tell what their project is for.
I believe it is for duplicating and “marketing” the album.
Well, “marketing” is about the most loosely used, ambiguous term there is in music and it does NOT do much for most fans. Very, VERY few projects of this scope make much more than their goal when the artist states that ‘anything extra’ will be used for ‘marketing the album’. In my mind, this is strong evidence that the term doesn’t resonate.
Second, Jackson Cannery says “pledges will go directly to funding the production and release of this album”.
I think they may mean “reproduction”? Heck, I don’t even know! And maybe I’m a bit surly today, but I am annoyed by this. In music, production is distinct from reproduction. Which is it?
My point: the language is so incredibly confusing that it is highly unlikely to compel a viewer towards backing.
Lesson Two: Project Needs Mid-level Rewards
To their credit, Jackson Cannery did hit the 5 rewards no band should launch without.
Then they stopped.
As we’ve been hammering on lately, mid-level rewards are absolutely critical to most Kickstarters. Many projects fund half or more of their project with mid-level rewards.
This project would have surely benefitted by some mid-level rewards to entice backers.
In addition to simple funding, it would have given some momentum, which leads to…
Lesson Three: Don’t Give Up On Your Project
We have seen this happen before…
Even with the above problems, it may have been possible for this project to succeed. It made it 25% of the way and with a little more personal effort at connecting to their Circle of Influence, perhaps 50% was in reach.
When you can hit 50%, often you find that inspiration and belief and then it is just a matter of working hard to connect to potential backers.
You also find a sweet spot where potential backers start believing in your project and backing, too!
THE TAKEAWAY
It takes multiple aspects working together to realize your project’s goal. Specifically:
- to communicate your vision and purpose,
- to offer bad-ass, mid-level rewards, and
- to work hard in contacting and connecting to your Circle of Influence.
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