Part 4 – From Sketch to International Distribution … in 5 Months!

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Everything was now in place to launch The Pen Rest on the crowd funding sites.

I decided though in order to maximise the exposure of one over the other I would only use links to Kickstarter. This way I could monitor exactly what response I got without marketing specifically on Indiego. If this community were able to support The Pen Rest on its own I would know.

Because the volume price was based on 1000 Pen Rest I needed a funding goal of £12,500 which would cover everything including costs, marketing, manufacturing and shipping.

Every day without fail I posted to Twitter, Facebook and sent emails to other creators in the Kickstarter community for cross promotions.

In addition to these obvious things I also engaged a PR company to send out a press release to thousands of major journals, newspapers, media and other journalist sites.

I was looking for traffic … I suspected that if I got enough people to see my Kickstarter project I might just get enough funding to make The Pen Rest a reality.

This was a marketing exercise at the start to see how to drive ordinary people to find something so desirable as back it.

As I studied Kickstarter I began to realise that the algorithms they used to display projects in a category were directly proportional to the response. My thesis that if people saw the project they might back it, was more likely if I could keep the project high in the rankings.

So I invested in a variety of services dotted around the internet that offered to increase social awareness, more followers, and to increase the popularity ranking on Kickstarter.

I also placed adverts using Adwords on Google, Facebook, paid advertising on certain high traffic websites and joined a website specifically for people who backed projects on crowd funding sites.

In addition to this I contacted every blog owner that I could find that was in any way connected to pens, ink, stationery and the like.

When contacting other individuals like blog owners and co creators I asked for links back to the Kickstarter project and a testimonial on what they saw in the project.

(Everything that I did by the way pointed to my Kickstarter project. I decided to let the Indiego project market itself to see if it could generate anything on its own. It would prove if my efforts or that of Indiego brought the backing.)

The results of where the traffic came from were fascinating and perhaps not quite what you might expect.

Find out in Part 5 where the traffic came from and how I got on funding the crowd funding projects.