Roy Morejon is the Co-Founder & President of Enventys Partners. He is a digital marketing strategy, marketing analytics and crowdfunding expert, with a two-decade career in building digital marketing and product launch campaigns. He is also the host of the “Art of the Kickstart” podcast.
On today’s episode, Kunle is joined by Roy Morejon, Co-Founder & President of Enventys Partners – a full-service turnkey product launch agency based in Charlotte, NC. Roy’s company is the brains and agents behind multiple million dollar kickstarter campaigns. He has over 20 years of experience in delivering digital marketing campaigns and product launches.
In past episodes, we have had guests talking about first hand experiences with their own Kickstarter campaigns. But today’s guest brings the experience of creating and scaling over 80 million-dollar campaigns. He shares how after starting out as a marketing agency, his company merged with a product development company to offer end-to-end product launch services for inventors.
Roy shares specific examples and insights from the over 2,000 crowdfunded product launches he has been involved in. You get to learn about everything from crowdfunding platforms to building prototypes to pre-launch marketing and post-crowdfunding best practices. There are great nuggets of information here for everyone. You certainly don’t want to miss this one!
Here is a summary of some of the most important points made,
Enventsys Partners has raised over $80 million from crowdfunding campaigns they have run
Kickstarter gives a better return on ad spend and has more early adopters as compared to Indiegogo
You must create enough “Buzz” before launching your crowdfunding campaign
Maintaining a connection with your Kickstarter community is key
Email is still the most effective medium of communication
Youtube is gaining importance as a campaign marketing platform
On today’s interview Kunle and Roy discuss,
Structuring and Scaling crowdfunding campaigns
Delivering Turnkey solutions
Pre-launch marketing strategies
Post-crowdfunding best practices
Defining target list size
Landing page hacks
Transitioning from Crowdfunded to being a DTC brand
10:30 – What does Enventys do?
11:55 – This is why some ideas don’t work
14:55 – The dope on main platforms in the crowdfunding space:
Kickstarter gives a better return on ad spend
Kickstarter is faster and optimizes better
Kickstarter has a bigger chunk of the early adopter population
16:00 – Product development timelines:
9 phases to having a ready prototype
Starts with a patent search – figure out if it has been done before
then figure out ergonomics
Use 3d printed mini models to refine design
19:00 – Bringing a prototype to Kickstarter
Build the product’s story
Create an avatar and define positioning
Decide on pricing, packaging & shipping
Build buzz before launching the campaign
22:10 – Facebook ad strategies for novel products:
Use niche product category pages because brand is unknown
This provides easy access to relevant lookalike audiences
27:40 – Pricing / Bundling hacks:
Bundling research starts during the pre-launch marketing
Use different landing pages to test out prices
30:30 – Marketing video best practices:
Ideal length is 2-3 mins (as per our attention span)
Founder story at the end
Should be reusable and not kickstarter specific
34:10 – Defining Email list targets:
Use historical conversion and AOV data to set funding goals
The average acquisition cost $1-1.3/lead
You need to have 5-10k emails before launch
Incentivize sharing to move up in the line
41:30 – Best channels for activation / advertising:
FB is performing better than google over last 4 years
YouTube spend is increasing as quality of videos improves
Pinterest is a good option post-funding
44:45 – Landing page best practices:
Product has to be front and center
Use GIFs to show product dynamics and engineering
Have multiple email sign up slots
Give them a next step or assets to follow
47:17 – The one clear advantage offered by Indiegogo
53:00 – Inventor incubation resources / ideas:
Edison Nation is a community of over 150k inventors
Run inhouse “Shark Tanks” to leverage employee ideas
58:10 – Transitioning from Crowdfunded to DTC brands
Need a solid Product which solves a problem
Ensure you are protected with patents to avoid being ripped off
Build and maintain the connect with the community
Provide at least 1 update per month
65:30 – Comparison of all social channels as mediums of communication
68:20 – Bunch o Balloons (2013) – Roy’s favorite campaign
71:05 – Tips for press
Build long term relationships
Arrange founder interviews/spotlights
Adds trust and credibility
Kickstarter has a bigger chunk of early adopters than other platforms
Use historical conversion & AOV data to build the optimum list size
2-3 minutes is the ideal length for marketing videos
Email is still the most effective marketing / communication channel
Brands with successful campaigns tend to go back to Kickstarter for future launches
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