Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.comFrom clickbait
to kick-baitMarketing lessons in the kickstarting era
CROWDFUNDING,
Thanks for having me! Managing Director @InSites Consulting
I have a passion for media, politics, music &
movies. I am happily married, a proud dad
of 2, and a mediocre soccerplayer I am
often described as ‘an opinion on 2 legs’
I love my job because I’m fascinated by the
question “why do people do what they do?”
@hakimzemni
be.linkedin.com/in/hakimzemni
Is it a success?
CROWDFUNDING:
Kickstarter success
@HakimZemni
+$1,000,000,000
Since March 2014: 1 billion dollar threshold breached on Kickstarter
(source: Fortune.com)
Crowdfunding success
@HakimZemni
+$5,000,000,000
2013: +5 billion dollars in worldwide crowdfunding
(source: Businesslaw.co.uk)
Crowdfunding success
@HakimZemni
90-96bExpected in the year 2025 (World Bank Study)
Crowdfunding in the world
@HakimZemni
(source: businesslaw.com)
59% 35%6%
Rest of the world
Reward Donation
Equity Lending
4 types
I pay, I get something. I pay, that’s it.
I pay, you share. I pay, you repay.
@HakimZemni
Crowdfunding platforms have totally
different promises in Europe & The States.
Why is it a success
CROWDFUNDING:
6 reasons why consumers love to
crowdfund.
for consumers
It’s not new.
#1
@HakimZemni
Crowdfunding is not new
@HakimZemni
Nelson’s column was partly funded by
public subscription
1843
It’s a game.
#2
@HakimZemni
Gamification works!
@HakimZemni
People are ‘suckers’ for goals and want to ‘level up’
Gamification works!
@HakimZemni
‘Potato salad’. That was the pitch.
Gamification works!
@HakimZemni
‘Potato salad’. That was the pitch.
People loved it.
Start-ups are cooler
than rockbands.
#3
@HakimZemni
Does the economic crisis have an impact on the way you live?
The impact of the crisis
@HakimZemni
2 out of 3 Gen Y’ers experience the impact of the crisis.
The impact of the crisis
41% still lives at home.
@HakimZemni
@HakimZemni
The impact of the crisis
@HakimZemni
I want IN!
WHY?
Considers becoming
self-employed.
47%
n= 244
It’s the start-up
era, stupid.
@HakimZemni
The Unicorn Club-dream
U.S.-based software companies started since
2003 and valued at over $1 billion. (techcrunch)
@HakimZemni
The start-up dream
@HakimZemni
People dream of becoming one of
these aspirational start-ups.
New is the new old
@HakimZemni
89%Don’t care about
how old a brand is
Start ups are the new rock ‘n roll
@HakimZemni
Most young students lack an online
bank account, or credit card of their
own. Few have experience using email
lists, Web analytics or CRM tools.
But a lot of them want a startup.
Co-everything.
#4
@HakimZemni
From co-creation to co-everything
Today’s consumers want to be
involved in all stages of the innovation
process.
Collaboration
88% of
GenY’ers
would like to
help brands
@HakimZemni
Collaboration
35% already
did it
@HakimZemni
Collaboration
@HakimZemni
Jibo is now in pre-sale.
And you will get to co-create the
‘skills’ you’d like it to be able to
perform.
It creates jobs.
#5
@HakimZemni
@
Jobs!
Every $37,702 (€29250)
invested in startups one
new job is created.
Source: Economic Value of Crowdfunding (2014).
Creating jobs = a good promise
@HakimZemni
Adding ‘domestic manufacturing’ in
your pitch buys a sympathy vote.
It makes you
feel good.
#6
@HakimZemni
Feeling bad.
@HakimZemni
These guys made us feel extremely
bad.
Feeling good.
@HakimZemni
+$100 million
Thanks to the ice bucket
challenge our newsfeeds and
summer looked a little less
depressing this year.
Why is it a success
CROWDFUNDING:
4 reasons why not only startups love to
crowdfund.
for brands
It’s not just for startups!
@HakimZemni
Chapel Down, “the market leader in English wines”, has announced an
equity crowdfunding initiative to raise £1 million
They get money.
#1
@HakimZemni
They create awareness.
#2
@HakimZemni
Shark Tank!
@HakimZemni
Shark-tanking: putting your concept forward to a potential target group
and see whether they like it or destroy it.
Shark Tank!
@HakimZemni
Reflecta Glow bikes, by the well-established Villy Custom, were first
put forward on a CFP before going to market.
R&D Crowdfunding
and feedback.
#3
@HakimZemni
It builds
a community.
#4
@HakimZemni
How is it a success?
CROWDFUNDING:
The crowdfunding reality
Only 44% reaches it’s goal
Source: Kickstarter
@HakimZemni
How to create kickbait?
Creating kick-bait
@HakimZemni
Step 1:
Create the ‘perfect’ pitch
Creating kick-bait
@HakimZemni
Target:
$10,000
Creating kick-bait
@HakimZemni
Creating kick-bait
@HakimZemni
A catchy name. Bunch o Balloons
Creating kick-bait
@HakimZemni
A catchy name.
A nice visual/logo.
Creating kick-bait
@HakimZemni
A catchy name.
A recognizable consumer insight.
A nice visual/logo.
My kids and I love water balloons. While I sat there for hours fillingand tying, I tried to think of waysto make it faster and easier.
Creating kick-bait
@HakimZemni
A catchy name.
A recognizable consumer insight.
A clear product description.
A nice visual/logo.
Creating kick-bait
@HakimZemni
A catchy name.
A recognizable consumer insight.
A clear product description.
A unique product benefit.
A nice visual/logo.
They tie themselves?
Yep. Prettycool, huh?
Creating kick-bait
@HakimZemni
A catchy name.
A recognizable consumer insight.
A clear product description.
A unique product benefit.
A real reason to believe.
A nice visual/logo.
A direct comparison with
competitive products.
(source: gogetfunding)
Important! Some things are more kickbait than others
@HakimZemni
More crowdfunding
Less crowdfunding
Creating kick-bait
@HakimZemni
Step 2:
A day-to-day marketing plan
Presocial.
Social.
Evergreen.
Time.
Impact.
Time.
Impact.
Time.
Impact.
The crowdfunding marketing plan
@HakimZemni
In pre-social media times, marketeers used to think in campaign peaks.
In social media times, marketeers keep the momentum going in between campaign
peaks.
In the evergreen crowdfunding era, marketeers work towards a higher peak.
Evergreen.
Time.
Impact.
The crowdfunding marketing plan
Campaigns with day-to-
day marketing plans raise
180% more.
Campaigns with teams
raise 38% more.
@HakimZemni
Evergreen.
Time.
Impact.
Idea.
Pitch on platform.
Constant updates.Involve friends&family.
Community is born.Congratulations you now
have a brand.
Community starts sharing.
Gamification kicks in.
Goal is reached.
Celebrate. Thank.
Keep updating.
Prepare Go to
market.
The (perfect) crowdfunding marketing plan
20 to 40 days.
Keep funding.
@HakimZemni
The crowdfunding marketing plan
The 40% tipping point.
With 40% of the funding target
raised, people are more likely to
start donating.
@HakimZemni
Take-aways?
CROWDFUNDING:
#3 take-aways
It’s fun and it makes us
feel good.
Big insight, big
funding, big branding.
You’re not asking for money,
you’re building a community.
@HakimZemni
Thanks for having me! Managing Director @InSites Consulting
Questions, feedback, remarks?
@hakimzemni
be.linkedin.com/in/hakimzemni