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Developing a Winning Crowdfunding Pitch
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There is a plethora of platforms, thousands of hits, millions of dollar$ but how do you stand out the crowd?? Join Jill & Megan as we explore and dissect successful and…not so successful crowdfunding campaigns from a marketing perspective. • Content strategy • Successful reward structure • The art of the update • Brand power About the Presenters: Jill Howard Allen received her BA in Marketing from the University of Wisconsin, Whitewater. She has 20+ years of experience in marketing including Southwest & Southwest.com launching their corporate booking tool, SWABIZ. & Ding!. Megan Knedler attended Iowa State University and Arizona State University for her BA in Marketing and MBA. She has both agency and brand experience building campaigns valued at over $110 million annually. Her research includes consumer behavior (gender & generational), user experience & strategic marketing for startups & entrepreneurs.
Developing a Winning Crowdfunding Pitch
- Developing a Winning Crowdfunding Pitch! 7.17.13! Jill HowardAllen! Megan Knedler! ! presented by ! TRAKLIGHT.COM!
- Getting to know your presenters:! • University of WI! • 20+ years experience! • Launched Southwest Airlines Social Media, SWABIZ & Ding!! • Live in a world of rainbows & unicorns – They like me here! • Professional squirrel spotter! • Iowa State & Arizona State! • Brand advocate w/agency experience! • Geeks out over case studies & market research! • Momma bear to Harper & Anders! JILL! MEGAN!
- What it takes to win.! ! ! Bottom line: PREPARATION ! !
- Let’s break it into steps.! 1. Iden'fy your IP. 2. Protect your IP 3. Pick a pla8orm. 4. Raise social capital. 5. Develop your pitch.
- Identify your IP.! Never. Never. Never. (one more time) ! NEVER. Start to crowdfund before you’ve identified & protected your intellectual property. !
- TIP What is Intellectual Property?! PATENTS! TRADEMARKS! COPYRIGHTS! TRADE! SECRETS! IDEAS! SKETCHES!
- Protect your IP.! • Identify! • Educate! • Legal Documents and Labeling! • Secure Storage! • Do-it-yourself! • Consultants ! • Professionals!
- Pick a platform.!
- http://bit.ly/10RdWhq! TAKE THE QUIZ! INC Magazine's Roadmap for Picking a Platform: !
- TIP Write down your goals. Find a platform that meets those goals.! Highlight nonprofit status Keep everything we raise Has technology category
- Raise social capital.! • Minimum of 6 weeks out! • Create your content! • Hire a PR agency!
- Develop your pitch.!
- Typical Campaign Elements! !Your brand!! !Video! !Rewards! !Pictures! !Updates! !Comments! Social Links! Information- who are you? what is the $$ for?! Emails!
- Meet your competition.!
- Reward Me!!
- Case Study: Lessons Learned (megan couldn’t help it.)!
- What they do.! • Genetic Art! – Ts! – Portraits! • Channels! – Obsessed pet owner! – Animal organizations!
- Campaign attempt #1!
- What went wrong?! 2!
- Seriously?... Try again?! • Lessons learned! • New plan of action! • New cause! • New business ! !opportunity!
- The new plan.! • Pre-Selling! • HEAVY PR! – Social Presence! – Local media! • Partnering! • Get it in writing! • New rewards structure! • SCHEDULE!
- UPDATE! Interested in contributing??! ! http://bit.ly/13jKUHT!
- Case Study: Crowdfunding is one piece of the strategy. (seriously, she has a problem.)!
- What they do.!
- How they prepared.! • Prepared almost 6 weeks in advance! • Research! • Networked!
- The campaign guts.!
- The results.! ! • Met goal 1 week early! • Ended 15% above goal! • Local media coverage!
- The BIG picture results.!
- questions?! @traklight! www.facebook. com/traklight! Praticesafecrowdfunding.com! #practicesafeCF! 855.828.0261! !
- DEAL Get started with traklight.! 10% OFF ID your IP Visit Traklight.com Use the coupon code WEBINAR07
- drop us a line.! JILL! MEGAN! mknedler@traklight.com!jhowardallen@traklight.com! ! Help Save the Cheetahs! http://bit.ly/13jKUHT! !