Indiegogo Campaign Tips and Tactics

Key Concepts

• Indiegogo campaign success
• Pitch video and campaign page optimization
• Project stage awareness
• Perks and rewards strategy (MSRP, images, add-ons, volume discounts, secret perks)
• Indiegogo Go-Go Factor Algorithm
• Fixed vs. Flexible Funding
• Indiegogo InDemand
• Launching Soon Page

1. Rockstar Pitch Video and Over-Explaining Campaign Page

• Main Point: A compelling pitch video and a detailed campaign page are crucial for success.
• Details:
  • The pitch video should be concise, highlighting the functions, features, and benefits of the product while telling the brand's story.
  • The campaign page should reiterate and expand upon the video's content, acting as a sales tool.
  • "Over-explaining" is recommended, including all features, benefits, materials, and design iterations.
  • The page should cater to different customer types (scanners, partial readers, detail-oriented).
• Example: Including sketches and iterations of the product's design process.

2. Project Stage Awareness

• Main Point: Understanding and communicating the project's stage (idea, prototype, production) is essential for setting backer expectations.
• Details:
  • Idea Stage: Clearly explain how you will progress to the next stage and involve backers.
  • Prototype Stage: Showcase functionality, designs, and iterations, and foster a sense of community.
  • Production Stage: Provide shipping timelines, territory information, and verification of shipping capabilities.
• Comparison: Unlike Kickstarter, Indiegogo accommodates projects at various stages.

3. Perks and Rewards Strategy

• Main Point: Strategic use of perks and rewards can significantly boost campaign success.
• Details:
  • MSRP (Manufacturer Suggested Retail Price): Create a perceived discount by highlighting the difference between Indiegogo pricing and retail pricing.
  • Images: Include compelling images of the perks to drive sales.
  • Add-ons: Offer additional items during checkout to increase order value.
  • Volume-Based Discounts: Offer discounts for purchasing multiple units.
  • Secret Perks: Provide exclusive, limited-time offers to create urgency and exclusivity.

4. Indiegogo Go-Go Factor Algorithm

• Main Point: Understanding and leveraging the Indiegogo Go-Go Factor algorithm is crucial for visibility.
• Details:
  • The algorithm determines the ranking of campaigns within the Indiegogo marketplace.
  • Velocity of Funding: The speed at which the campaign raises funds is a key factor.
  • Other variables include social media sharing and time spent on the page.
• Actionable Insight: Plan and engineer the launch to trigger the algorithm by securing early backers (friends and family) on day one.

5. Fixed vs. Flexible Funding

• Main Point: Choosing between fixed and flexible funding impacts the campaign's outcome and algorithm triggering.
• Details:
  • Flexible Funding: Allows you to keep the funds raised even if the goal isn't met.
  • Fixed Funding: Requires hitting or exceeding the funding goal to receive the funds (all-or-nothing).
• Example: With a $10,000 goal, flexible funding allows you to keep $8,000 raised, while fixed funding requires reaching $10,000.

6. Indiegogo InDemand Marketplace

• Main Point: Utilizing Indiegogo InDemand after a successful campaign can significantly increase funding.
• Details:
  • Allows you to continue sales and extend the campaign after the initial funding period.
  • Offers lower fees compared to entering InDemand from other platforms.
  • Leverages the social proof of a successfully funded campaign.
• Example: Running a 30-day campaign followed by 30 days in Indiegogo InDemand.

7. Launching Soon Page

• Main Point: Using the Indiegogo "Launching Soon" page can help generate early interest and visibility.
• Details:
  • Allows potential backers to discover the project before it goes live.

8. Functionality and Analytics

• Main Point: Utilize the various functionalities and analytics available within the Indiegogo dashboard.
• Details:
  • Integrate tools like Google Analytics and Facebook Ads.
  • Explore pre-launch functionalities.
  • Analyze the data provided to optimize the campaign.

9. Indiegogo's Shift Towards E-commerce

• Main Point: Indiegogo is increasingly focusing on e-commerce, as evidenced by the Indie Shop and verified shipping programs.
• Details:
  • Indiegogo highlights product prices and discounts more prominently than funding progress.
  • The platform is AB testing reward placements.

10. Kickstarter Launch Formula

• Main Point: The "Kickstarter Launch Formula" book (available on Amazon and Audible) provides a blueprint for successful crowdfunding campaigns, including Indiegogo.

Synthesis/Conclusion

To achieve success on Indiegogo, creators must focus on crafting a compelling narrative through a rockstar pitch video and a detailed campaign page. Understanding the project's stage and setting appropriate backer expectations is crucial. Strategic use of perks and rewards, leveraging the Indiegogo Go-Go Factor algorithm, and utilizing Indiegogo InDemand can significantly boost funding. Furthermore, creators should explore and utilize the various functionalities and analytics available within the Indiegogo dashboard. Finally, being aware of Indiegogo's shift towards e-commerce can inform campaign strategy.