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Image courtesy of Kickstarter<\/a><\/p><\/div>\n The video for the incredibly successful <\/span>Coolest campaign on Kickstarter<\/span><\/a> is a great example of a pitch video. Narrated by the product\u2019s creator, Ryan Grepper, the Coolest video demonstrates all of the many tasks his Coolest cooler can perform. These include blending iced beverages, charging your smartphone, and playing music, among others. <\/span><\/p>\n The video is short and sweet, clocking in at just under 3 and a half minutes. And Grepper manages to end with a call to action that reminds you why you’re there in the first place- to back an awesome product- without being too heavy-handed.<\/span><\/p>\n Here are a few action items you can borrow from the Coolest video- and you can execute each and every one of these whether you\u2019re shooting with an expensive camera rig or on your iPhone. \u00a0<\/span><\/p>\n <\/p>\n Image courtesy of Every Interaction<\/a><\/p><\/div>\n Your campaign page is your new venture\u2019s face to the world. It needs to tell your audience who you are, what your product is, and that you\u2019ve got your ducks in enough of a row to be trusted. One way to communicate all of these things is through cohesive branding design on your campaign page.<\/span><\/p>\n The experts at <\/span>Enventys Partners point out<\/span><\/a>, <\/span><\/p>\n As with any business venture, you\u2019ll need brand assets \u2013 logos, renderings, photos and more. This needs to come first.<\/span><\/p><\/blockquote>\n These <\/span>branding essentials<\/span> should appear throughout your campaign page. A consistent visual message makes a lasting impression on your potential backers and provides credibility for your growing business.<\/span><\/p>\n Once you have these basic assets in place it\u2019s time to think about the specific design elements you\u2019ll need for your campaign page. <\/span>Headers<\/span> and other <\/span>campaign-specific graphics<\/span> outlining product details, stretch goals, and rewards and incentives will be needed to tell your story and sell your project persuasively.<\/span><\/p>\n The <\/span>Kickstarter campaign<\/span><\/a> for the second print book of the webcomic <\/span>Strong Female Protagonist<\/a>\u00a0<\/span>provides an excellent example of a unique and cohesive campaign design. All of the graphics for the campaign are drawn in the same style as the comic itself. The headers, rewards, and stretch goals graphics all share a similar color scheme with the cover of the book itself. Every visual included on their campaign page looks like it belongs with the rest.<\/span><\/p>\n <\/p>\n What can you learn from the Strong Female Protagonist campaign? <\/span><\/p>\n Showing off your product to its best advantage is a no-brainer. But, accomplishing that goal involves (at a minimum) two separate steps: providing professional-looking images of your product and calling out your product\u2019s strongest features and design details.<\/span><\/p>\n Let\u2019s start with creating professional-looking images.<\/span><\/p>\n Since the advent of online shopping, product photos have become an invaluable selling tool. Traditional stores allow a consumer to not only see but also to pick-up and handle the products they consider purchasing. Online shopping doesn\u2019t offer that luxury.<\/span><\/p>\n Potential buyers (or in the case of crowdfunding, backers) rely on photos or renderings alone to determine what exactly their money is going to get them. Images convey what the items looks like, how it works, and the potential quality of the item. They also help a backer to see how the product might relate to their life.<\/span><\/p>\n Tyler Kapper of <\/span>Big Commerce<\/span><\/a> explains, <\/span><\/p>\n So, to turn browsers on your ecommerce website into buyers, you need to show potential customers your products in their best light, including how they can be used or worn. This helps to put the images into a lifestyle frame of mind for customers, who can then identify with the usage of the item, or move on to another brand.<\/span><\/p><\/blockquote>\n Phazon, a manufacturer of wireless earbuds<\/span><\/a>, was on top of their product imagery game when they earned <\/span>1816%<\/span><\/i> of their original Indiegogo fundraising goal.<\/span><\/p>\n Phazon shared professional, well-lit images of the earbuds, as well as the earbud charging case. They also included images of the earbuds being worn while athletes participate in a wide range of sports activities, putting their claim that their earbuds won’t fall out under any circumstances up front and center. On top of that, they included graphic renderings of the earbuds, charging case, and cable; and a 360\u00b0 3D model of their earbuds. <\/span><\/p>\n After looking at this wealth of visual information I almost feel as though I\u2019ve held and worn Phazon\u2019s earbuds myself. And I want a pair! So what did they get right and how can you do it too?<\/span><\/p>\n If you\u2019d like to learn more about how to set up your own product photography rig on the cheap, check out these great articles from <\/span>Shopify\u2019s Mark Macdonald<\/span><\/a> and <\/span>Tyler Kapper of Big Commerce<\/span><\/a>. Once you\u2019ve got your product images ready to go, it\u2019s time to start thinking about your product feature graphics. <\/span><\/p>\n Your crowdfunding campaign needs to be optimized for the average internet audience- which a <\/span>2015 Microsoft report<\/span><\/a> revealed has shortened by one-third since the turn of the millennium. So, it\u2019s important to provide a graphic (or graphics) that succinctly point out all of your product\u2019s most valuable features.<\/span><\/p>\n UPRIGHT GO\u2019s<\/span><\/a> Indiegogo campaign did an excellent job of this. Their product graphics are clear and easy to grasp. This was particularly important for their product- a wearable posture tracker that vibrates if you start to slouch- as the tracker itself looks rather nondescript.<\/span><\/p>\n Despite the UPRIGHT GO\u2019s unassuming appearance, the campaign raised over $1.1M, a whopping 4473% of their original funding goal. Perhaps their excellent product feature graphics had something to do with their success?<\/span><\/p>\n UPRIGHT GO included a graphic showing the physical value the tracker would provide to their wearers, as well as a graphic calling out the convenience features the tracker provides. <\/span><\/p>\n They also included an easy-to-follow graphic showing how the tracker is worn and a graphic with screenshots of the tracker\u2019s accompanying app.<\/span><\/p>\n Here\u2019s what you can learn from UPRIGHT GO\u2026<\/span><\/p>\n Regular updates to your campaign page, with details about stretch goals and new backer rewards, keep your current backers interested and encourage new backers to contribute. JD Alois of <\/span>Crowdfund Insider<\/span><\/a> recommends that you update your campaign page \u201call of the time\u201d to keep interest high. \u00a0And these elements all need to be thought out as part of your overall design as well.<\/span><\/p>\n Kickstarter recommends updating whenever your campaign<\/span>\n
\nBuild trust with consistent branding design<\/b><\/h2>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/05\/27131841\/rsz_everyinteraction-cards-all-2.png\")
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Feature your Product in the Best Possible Light<\/b><\/h2>\n
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\nKeep backers interested with updates and outreach<\/b><\/h2>\n![\"\"](\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/05\/27131841\/rsz_email-1903444_640.jpg\")
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