After 4 months of researching, strategizing, and designing a compelling campaign—the work ain’t over and the fun has just begun.
Our Day 1 strategy is a 4 pronged approach of activating the following channels:
REACHING OUT TO BLOGGERS
While I wait for the Boba Guy’s final approval from Kickstarter, I started to engage key food writers and bloggers we identified at an earlier stage. By giving them a head’s-up before launch, we ensure that we’re gonna get the press hits we need to get the jump start we need.
Engaging bloggers isn’t a email and and hope tactic. We spent hours figuring out potential press angles that might hook the writers and we researched articles they wrote in the past to see if there were themes and patterns we could use.
One blogger that bit responded in less than 1 hour of writing! Why? Because the writer previously wrote about The Boba Guys and we used that article as a jumping point to engage them.
The blogger that confirmed a write-up has 182k daily visitors. If a 10% of the visitors read the post, we are potentially looking at 18k views. If there is a 1.5 % click thru rate we could possibly see traffic to the Kickstarter page of ~273. Our goal is to have an average pledge of $50, so with 273 potential backers from 1 press write-up and 10% of those converting to backers, we’re looking at potentially generating $1360 from 1 blog post.
Let’s see how my projections stack-up to real world numbers! Stay tuned for the results in my next post.