Successfully reported this slideshow.
Your SlideShare is downloading. ×

Growth Marketing Tactics Using Facebook For Crowdfunding Products


Check these out next

1 of 32 Ad

More Related Content

Slideshows for you (20)

Similar to Growth Marketing Tactics Using Facebook For Crowdfunding Products (20)


Recently uploaded (20)

Growth Marketing Tactics Using Facebook For Crowdfunding Products

  1. 1. Referral and Viral Growth Tactics For 2018 Roy Morejon - Enventys Partners
  2. 2. Roy Morejon President & Co-Founder Enventys Partners ● Serial Entrepreneur ● 2015 & 2016 Fastest Growing Companies in Charlotte ● Crowdfunded over 500 Successful Projects ● Raised over $135 Million in past 6 years ● 24 Unique Million+ Dollar Crowdfunding Campaigns ● Featured in CNN, Entrepreneur, Forbes, AdWeek, SEJ, Fast Company, Pando Daily, Yahoo! Tech, Crowdfund Insider
  3. 3. Antonia Saint New York Crowdfunding Case Study @RoyMorejon
  4. 4. CROWDFUNDING HEELS? @RoyMorejon
  5. 5. @RoyMorejon
  6. 6. WHY CROWDFUNDING? ● Minimizes risk ● Proves out market for product ● Reduces need for loans or VC $ ● Community of backers ● PR Opportunities ● No need for a website ● Easy to set up campaign page @RoyMorejon
  7. 7. LAUNCH This Works (most) Everywhere Event Promotion Trade Shows Book Launches on Amazon Mobile App Launches Product or Business Launches @RoyMorejon
  8. 8. THE STORY Antonia Saint New York is a line of women’s heels and flats made to feel like sneakers on the inside. Designed in Brooklyn with patented technology, the brand was founded by Antonia Saint Dunbar. @RoyMorejon
  9. 9. THE GOAL - Crowdfund Cushioned Support ASNY wanted to attract new customers and pre- sell its line of high-tech heels via its Kickstarter crowdfunding campaign. @RoyMorejon
  10. 10. STARTUP MANIFESTO @RoyMorejon
  11. 11. PRE-LAUNCH 1. Earn Trust - Get a presence and give back to your community first. 2. Give Value - Grow a foundation where your customers hang out, and help them solve their problems. 3. Be Present throughout the buyer journey. @RoyMorejon
  12. 12. PRE-LAUNCH GOALS ● Generate targeted email leads ● Keep email leads engaged ○ Contest Apps like Queue increase engagement + viral sharing ● Test target audiences ● Test creative: copy & images ● Small percentage of total budget spent during pre-launch phase @RoyMorejon
  13. 13. Facebook Lead Gen Ads @RoyMorejon
  14. 14. Automation is key to increasing effectiveness of Facebook Lead Gen Ads. ● Get your leads a welcome email ASAP! @RoyMorejon
  15. 15. @RoyMorejon
  16. 16. Always Be Testing - Contests vs. % Off
  17. 17. RESULTS Enter to Win vs. Discount CTA: Enter To Win: .68 CPL Discount: $1.20 CPL Leads from Discount CTA convert into buyers 2.5x better than Enter to Win CTA @RoyMorejon
  18. 18. Facebook Custom Audiences Customer Lists [Emails] Website Visitors Facebook Page Engagers Facebook Video Views Look-a-likes @RoyMorejon
  19. 19. Custom List Conversion Rates ● Segmented Customer List converts 6x better than interest based targeting ● Full Customer List converts 4x better than interest based targeting ● Look-a-likes of buyers convert 2x better than interest based targeting
  20. 20. How To Apply This To Any Business Segment Customer Database ● Top 10% of customers by lifetime value ● Segment based on product type purchased ○ Target with relevant new products ● Create Look-a-likes of these segments. @RoyMorejon
  21. 21. Regardless of your traffic source, a majority of your success is dependent on landing pages that convert. @RoyMorejon
  22. 22. Keys to Facebook Campaigns That Convert ● Start Lead Gen & Live Campaign with low budgets ○ We launch with mix of custom audiences, look-a-likes, & interest based ad sets with $5 - $10/day budgets ○ Scale up the best performing ad sets 50% per day. ● Start with 3 ads per ad set ○ Create 1 baseline ad across all ad sets, and two ads with relevant copy for the specific target audiences. ○ Different messages based on Past Customer, Recent Web Visit, or Interest. ● Test new ads vs. top performing ad after 72 hours.
  23. 23. Adding a Sense of Urgency ● Sequencing of messaging throughout the campaign ○ [Just Launched] LIMITED Early Birds, ○ Early Bird almost sold ○ Early Birds just sold out -- Don’t miss out on this Flash Sale. ○ LAST CHANCE: Final hours of Campaign! ○ Over 500 backers, only a few Early Birds remaining. ■ Sense of urgency with social proof.
  24. 24. Ads that Get Clicks ● Relevant Creative to the target audience ○ Example: Targeting Women+Fans of Hiking with a Woman Hiking & message Love Hiking? Or Hikers will LOVE these new.... “Keep the scent strong” ● Images that get clicks ○ Red, Orange & Green colors in the image, or around the border ○ Collages in the 1200 x 628 image ○ Dual Image Collages work best ● Motion Images ○ Images where just one part of the image is moving. Like the Water, Clouds, Lights flickering using a tool like Plotagraph.
  25. 25. THE CAMPAIGN LAUNCH ● Sent pre-launch leads a “just launched” email to 40K ● We started with a traffic campaign that included about 20 different ad sets and a video-view campaign with one ad set, using a daily budget between $300 - $500. ● As the campaign progressed, we added new audiences, created new ads, and expanded our current audiences from Facebook Feed only to Facebook Feed, Audience Network, Right Rail and Audience Insights. @RoyMorejon
  26. 26. THE CAMPAIGN CONT. ● We also started running Canvas ads to about 10 different audiences and Instagram ads to about 4 audiences a couple of weeks into the campaign. ● We created retargeting audiences to retarget landing page traffic, Facebook page traffic, lead generation form views, video views and campaign page traffic. ● By the end of the campaign, we had tested over 70 different audiences and were running a total of 42 different ad sets with a daily budget over $3,000. @RoyMorejon
  27. 27. 1,796 TRACKED CONVERSIONS @RoyMorejon
  28. 28. 7.03x ROI @RoyMorejon
  29. 29. THE RESULTS ● ROAS on ad spend = 7.03x ● Total tracked revenue = $439,486 over a 40 day period ● Total tracked conversions = 1,796 over a 40 day period ● Total raised on Kickstarter = $1,845,714 ● Total backers on Kickstarter = 6,989 ● Total raised to this point (Including Indemand) = $2,134,370 ● Total backers to this point (Including Indemand) = 7,891 ● Facebook Advertising was responsible for 78% of all the traffic to the campaign page @RoyMorejon
  30. 30. Conclusion… Finally :) ● Pre-Launch Lead Generation with Facebook ● Custom Audiences - The POWER of your list! ● Social Proof: Facebook Ads & Landing Pages ● Sense of Urgency ● The Setup of Successful Facebook Ad Campaign ● The Importance of Testing
  31. 31. Let’s Grow

Editor's Notes

  • Enventys Partners is the first Crowdfunding Marketing Agency to Have a Case Study on
  • Crowdfunding Fashion Campaign on Kickstarter
  • Kickstarter Crowdfunding Expert
  • Why startups should use crowdfunding to launch their product innovation
  • The startup manifesto is not: build it, hunt it, exit.
  • Kickstarter lead gen example on facebook ads
  • How to automate facebook leads into mailchimp
  • Always test facebook ads
  • Performance Marketing Results From Facebook Ads Kickstarter Campaign
  • Facebook Case Study from Kickstarter Marketing Experts - Enventys Partners