Kickstarter Lessons – Part 2

I still stand by Part 1 of this series: I launched my Kickstarter too early. Yet one thing I have discovered during my campaign, and specifically during my offline promotional activities is: Not everyone is “Kickstarter friendly”.

I don’t believe this is an existing term, but I’ve deemed it very real that many people are just unwilling to participate on this platform due to a variety of reasons, not all of which are easily surmountable.

Firstly, most folks have never heard of Kickstarter and don’t really understand what it does, what running a Kickstarter campaign means or what even crowdfunding is. Common misconceptions include it being a charity request, a way to steal money, borrowing from friends or free cash for entrepreneurs. While I have tried to fix some of these (I even wrote about it), it’s very difficult to educate about the huge concept of crowdfunding whilst maintaining the request for backing my own project.

Secondly, if there is a long time to market, as with my campaign for Gay Sauna the Board Game, then trying to convince people to buy something now and then wait for 9 months to get it is a pretty tough sell. In fact, it’s proven almost impossible. While I have managed to achieve a few backers and pledges through in-person promotions and sales, the high value of being stood in front of them driving their enthusiasm is then very diluted by requiring them to support a project online that then may not produce a game they can play until Spring 2020.

In the run up to my campaign launch, I had set aside a considerable amount of time for in-person appearances and events that ultimately had very little return to them. Combined with a targeted online campaign that really was focused on the more general gay market meant while my product and brand reach was considerable, this wasn’t converting into pledges.

What’s clear to me now is that trying specifically to find those that might be familiar with crowdfunding and Kickstarter is a much better way to get new pledges. And while in person promotion is great for the brand, game sales in this format will be much easier to realise when I’ve got the games in stock to be able to fulfil orders quickly and not exposing customers to the lengthy crowdfunding wait times.

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