Using PR to support your crowdfunding campaign.

1. Using PR To Influence A
Crowdfund Campaign
Leveraging traditional PR, social media,
thought leadership and new mediums
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2. “Innovative and hungry” agency of PR strategy
consultants
• Award winning agency
– Mountain West Venture Network’s Emerging Elite
– Utah Valley Entrepreneurial Forum's (UVEF) Top 25 Under 25
– vSpring v100 winners
• Success in multiple markets
– Tech and mobile
– Life Science
– Business and entrepreneurship
– Consumer
Introduction
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3. • Today’s media is all about telling a story
• Coverage is the “story”, not the list of
features
– It is “pitched”, not press released
– At times, product specific
– Most often, a powerful story – your story
• Thought leadership
• Customer stories – case studies
• Interesting angles to your products
What is PR?
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4. • Media coverage
• Events
• Contributed articles
• Thought leadership blogs
• E-Books, subject matter articles
• Video for company YouTube channels
• Company blogs, email lists
• All re-purposed for social media
Today’s PR takes many forms
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5. Today’s PR is a Hybrid Model
PR drives web traffic,
social media, lead capture
& conversions
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Web Traffic
Facebook likes
Twitter followers
YouTube views
Email subs
CRM leads
Conversion $

6. • Social media is a mouthpiece for PR
– Message thought leadership
– Gain credible media coverage
– Leverage for Facebook, Twitter, LinkedIn, Email lists
• Company and key executives
– Weave in personal images and topics
– Be active everyday – messages and following
– Embed social media streams on the web site
– Hook web traffic with e-books, articles
• Content is king
– Varied business, social content
– Visual content is highly beneficial
PR can drive investment and revenue
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7. PR drives SEO
SEO drives leads
and sales
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8. Crowdfunding Success Stories
Crowdfunding Advice
Salt Lake
Comic Con
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9. Crowdfunding Case: SL Comic Con
1. Deliver on your promises
“It is better to fail to fund
than to fail to deliver”
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10. Crowdfunding Case: SL Comic Con
2. Get Social backing for your
idea.
Put out a Facebook page
About your campaign and see
how many “likes” you can get.
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11. Crowdfunding Case: SL Comic Con
3. Thank your backers.
You can send out individualized
messages to each.
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12. Crowdfunding Case: SL Comic Con
4. Don’t overcommit on levels
or bonuses
It is better to offer less at
first, lest you over-commit. You
can
Always add more later.
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13. Crowdfunding Case: SL Comic Con
5. Factor in the costs of using
the platform
International
shipping, gifts, etc., can cost you
more than you think.
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14. Crowdfunding Case: SL Comic Con
6. Create Titles for Funding
Levels That Tie Into Your
Project
For example, werewolf,
mummy, witch and
vampire levels for a
Comic book
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15. Crowdfunding Case: SL Comic Con
7. Poll your backers
Find out what they’d
like for levels and
Bonuses.
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16. Crowdfunding Case: SL Comic Con
8. Use Platform to Promote your
Product even after
The campaign is
Complete
Let people know where
they can reach you and
how they can see your
other products.
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17. Crowdfunding Case: SL Comic Con
9. Illustrate Levels and Bonuses
Graphics are easier to
assimilate than words.
Video is helpful as well.
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18. • The value of PR
Awareness, Longevity, Credibility, Utility
• Awareness (views or CPM)
– Unpaid CPM, high volume sites, viral hits
• Longevity
– PR gets archived into the media sites
• Credibility
– Third party voice carries high value
• Utility
– PR can be used across all marketing
PR ROI vs. Advertising
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19. • Done right, PR drives results
– Web traffic, social media energy, revenue
• Content is king
– Thought leadership is critical to the “story”
• Showcase business and industry expertise
• Re-use media coverage across all marketing
– Social media, email lists, sales collateral
• Drive PR with the customer decision in mind
– Speak to a target customer, not the entire market
– What would influence them? Drive that message
Summary
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20. Cheryl Snapp Conner
Managing Partner
cheryl@snappconner.com
Clay Blackham
Partner
Clay@snappconner.com
Web www.SnappConner.com
Thank you
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