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Using PR to support your crowdfunding campaign.
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Using PR To Influence A Crowdfund Campaign
Leveraging traditional PR, social media,thought leadership and new mediums
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“Innovative and hungry” agency of PR strategy consultants
• Award winning agency– Mountain West Venture Network’s Emerging Elite– Utah Valley Entrepreneurial Forum's (UVEF) Top 25 Under 25 – vSpring v100 winners
• Success in multiple markets– Tech and mobile– Life Science– Business and entrepreneurship – Consumer
Introduction
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• Today’s media is all about telling a story• Coverage is the “story”, not the list of
features– It is “pitched”, not press released– At times, product specific– Most often, a powerful story – your story
• Thought leadership• Customer stories – case studies• Interesting angles to your products
What is PR?
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• Media coverage• Events• Contributed articles• Thought leadership blogs • E-Books, subject matter articles• Video for company YouTube channels• Company blogs, email lists• All re-purposed for social media
Today’s PR takes many forms
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Today’s PR is a Hybrid Model
PR drives web traffic,social media, lead capture & conversions
Web TrafficFacebook likesTwitter followersYouTube viewsEmail subsCRM leadsConversion $
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• Social media is a mouthpiece for PR– Message thought leadership– Gain credible media coverage– Leverage for Facebook, Twitter, LinkedIn, Email lists
• Company and key executives
– Weave in personal images and topics– Be active everyday – messages and following– Embed social media streams on the web site– Hook web traffic with e-books, articles
• Content is king– Varied business, social content– Visual content is highly beneficial
PR can drive investment and revenue
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PR drives SEO
SEO drives leads and sales
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Crowdfunding Success Stories
Crowdfunding Advice
Salt LakeComic Con
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Crowdfunding Case: SL Comic Con
1. Deliver on your promises
“It is better to fail to fundthan to fail to deliver”
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Crowdfunding Case: SL Comic Con
2. Get Social backing for your idea.
Put out a Facebook pageAbout your campaign and see how many “likes” you can get.
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Crowdfunding Case: SL Comic Con
3. Thank your backers.
You can send out individualized messages to each.
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Crowdfunding Case: SL Comic Con
4. Don’t overcommit on levels or bonuses
It is better to offer less at first, lest you over-commit. You can Always add more later.
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Crowdfunding Case: SL Comic Con
5. Factor in the costs of using the platform
International shipping, gifts, etc., can cost you more than you think.
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Crowdfunding Case: SL Comic Con
6. Create Titles for Funding Levels That Tie Into Your Project For example, werewolf, mummy, witch and vampire levels for a Comic book
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Crowdfunding Case: SL Comic Con
7. Poll your backers
Find out what they’d like for levels andBonuses.
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Crowdfunding Case: SL Comic Con
8. Use Platform to Promote your Product even after The campaign is Complete
Let people know wherethey can reach you and how they can see yourother products.
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Crowdfunding Case: SL Comic Con
9. Illustrate Levels and Bonuses
Graphics are easier to assimilate than words. Video is helpful as well.
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• The value of PR
Awareness, Longevity, Credibility, Utility
• Awareness (views or CPM)– Unpaid CPM, high volume sites, viral hits
• Longevity– PR gets archived into the media sites
• Credibility– Third party voice carries high value
• Utility– PR can be used across all marketing
PR ROI vs. Advertising
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• Done right, PR drives results– Web traffic, social media energy, revenue
• Content is king– Thought leadership is critical to the “story”
• Showcase business and industry expertise
• Re-use media coverage across all marketing– Social media, email lists, sales collateral
• Drive PR with the customer decision in mind– Speak to a target customer, not the entire market– What would influence them? Drive that message
Summary
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Cheryl Snapp ConnerManaging [email protected]
Clay [email protected]
Web www.SnappConner.com
Thank you
