hello everyone welcome to another google+ hangout i’m really excited to
google+ hangout i’m really excited to
google+ hangout i’m really excited to have my friend dan janelle from PR leads
have my friend dan janelle from PR leads
have my friend dan janelle from PR leads with me here to talk about how to get
with me here to talk about how to get
with me here to talk about how to get media attention and promote your
media attention and promote your
media attention and promote your kickstarter campaign then welcome aboard
kickstarter campaign then welcome aboard
kickstarter campaign then welcome aboard hey thanks it’s great to be here and you
hey thanks it’s great to be here and you
hey thanks it’s great to be here and you know I just can’t say enough this is the
know I just can’t say enough this is the
know I just can’t say enough this is the perfect time not 15 minutes ago I said I
perfect time not 15 minutes ago I said I
perfect time not 15 minutes ago I said I pushed the button on a press release
pushed the button on a press release
pushed the button on a press release announcing that we had funded our
announcing that we had funded our
announcing that we had funded our campaign and knowing that we funded the
campaign and knowing that we funded the
campaign and knowing that we funded the campaign in just three days a little bit
campaign in just three days a little bit
campaign in just three days a little bit more than 48 hours from blast off to
more than 48 hours from blast off to
more than 48 hours from blast off to finish line of course they’re still
finish line of course they’re still
finish line of course they’re still taking money but in 48 hours we reached
taking money but in 48 hours we reached
taking money but in 48 hours we reached our goal so woohoo i’m uh i’m really
our goal so woohoo i’m uh i’m really
our goal so woohoo i’m uh i’m really excited you got a good day all right
excited you got a good day all right
excited you got a good day all right awesome so a little bit of background on
awesome so a little bit of background on
awesome so a little bit of background on dane dance company is called PR leads is
dane dance company is called PR leads is
dane dance company is called PR leads is para leads calm and they help
para leads calm and they help
para leads calm and they help entrepreneurs get media attention and
entrepreneurs get media attention and
entrepreneurs get media attention and it’s an amazing service it’s ninety nine
it’s an amazing service it’s ninety nine
it’s an amazing service it’s ninety nine dollars a month and they send you daily
dollars a month and they send you daily
dollars a month and they send you daily targeted list of reporters who are
targeted list of reporters who are
targeted list of reporters who are working on stories and they need
working on stories and they need
working on stories and they need credible experts to quote in their
credible experts to quote in their
credible experts to quote in their stores and that’s an entrepreneur you
stores and that’s an entrepreneur you
stores and that’s an entrepreneur you should have the expertise right we
should have the expertise right we
should have the expertise right we should all be experts in our business
should all be experts in our business
should all be experts in our business and I got a lot of great results from PR
and I got a lot of great results from PR
and I got a lot of great results from PR leads the first big one came when I got
leads the first big one came when I got
leads the first big one came when I got new york times in integral New York
new york times in integral New York
new york times in integral New York something new york times that’s amazing
something new york times that’s amazing
something new york times that’s amazing holy cow i loved him it’s usually the
holy cow i loved him it’s usually the
holy cow i loved him it’s usually the you know you got to do a lot of pitching
you know you got to do a lot of pitching
you know you got to do a lot of pitching or you got to work with the publicist in
or you got to work with the publicist in
or you got to work with the publicist in here it was this reporter from the New
here it was this reporter from the New
here it was this reporter from the New York Times sent out a request or PR
York Times sent out a request or PR
York Times sent out a request or PR leads and i responded and said hey let’s
leads and i responded and said hey let’s
leads and i responded and said hey let’s set up an interview and it was that easy
set up an interview and it was that easy
set up an interview and it was that easy was pretty amazing um and have use it to
was pretty amazing um and have use it to
was pretty amazing um and have use it to get Wall Street Journal and Forbes and a
get Wall Street Journal and Forbes and a
get Wall Street Journal and Forbes and a bunch of other ones I guess it’s a whole
bunch of other ones I guess it’s a whole
bunch of other ones I guess it’s a whole list of reporters from different topics
list of reporters from different topics
list of reporters from different topics different industries that are really
different industries that are really
different industries that are really targeted so you can check it out at pier
targeted so you can check it out at pier
targeted so you can check it out at pier leads calm and the link is in the
leads calm and the link is in the
leads calm and the link is in the description as well and so today we’re
description as well and so today we’re
description as well and so today we’re talking about your business but also
talking about your business but also
talking about your business but also Kickstarter how to get media attention
Kickstarter how to get media attention
Kickstarter how to get media attention towards it so then tell us about the
towards it so then tell us about the
towards it so then tell us about the campaign and congrats on hitting that
campaign and congrats on hitting that
campaign and congrats on hitting that goal and in three days that’s amazing
goal and in three days that’s amazing
goal and in three days that’s amazing well thanks a lot this is great I don’t
well thanks a lot this is great I don’t
well thanks a lot this is great I don’t know if you’re breaking up there but I
know if you’re breaking up there but I
know if you’re breaking up there but I caught every every third
caught every every third
caught every every third werd there and I think you want me to
werd there and I think you want me to
werd there and I think you want me to talk about the Kickstarter campaign so I
talk about the Kickstarter campaign so I
talk about the Kickstarter campaign so I will in just a few minutes I’ll be happy
will in just a few minutes I’ll be happy
will in just a few minutes I’ll be happy to take questions from your audience as
to take questions from your audience as
to take questions from your audience as well you know basically here’s the story
well you know basically here’s the story
well you know basically here’s the story one of my clients came up with an idea
one of my clients came up with an idea
one of my clients came up with an idea to peel garlic they have this product
to peel garlic they have this product
to peel garlic they have this product all the garlic garlic shaker and it
all the garlic garlic shaker and it
all the garlic garlic shaker and it peels garlic of efficiently effortlessly
peels garlic of efficiently effortlessly
peels garlic of efficiently effortlessly uses high-tech it’s it’s really kind of
uses high-tech it’s it’s really kind of
uses high-tech it’s it’s really kind of cool they got endorsements from
cool they got endorsements from
cool they got endorsements from celebrity chefs and they started their
celebrity chefs and they started their
celebrity chefs and they started their Kickstarter campaign and they want to me
Kickstarter campaign and they want to me
Kickstarter campaign and they want to me to come in and help them promote the the
to come in and help them promote the the
to come in and help them promote the the campaign which I did so we wrote a
campaign which I did so we wrote a
campaign which I did so we wrote a series of press releases we sent out one
series of press releases we sent out one
series of press releases we sent out one on the launch day and another one the
on the launch day and another one the
on the launch day and another one the second day and a third one just now on
second day and a third one just now on
second day and a third one just now on day three and they reach the goal and
day three and they reach the goal and
day three and they reach the goal and that was really part of the plan we want
that was really part of the plan we want
that was really part of the plan we want to get a lot of momentum because if you
to get a lot of momentum because if you
to get a lot of momentum because if you get a lot of momentum Kickstarter takes
get a lot of momentum Kickstarter takes
get a lot of momentum Kickstarter takes notice you’re there are lots of
notice you’re there are lots of
notice you’re there are lots of companies that want to get attention on
companies that want to get attention on
companies that want to get attention on Kickstarter and it’s a great great
Kickstarter and it’s a great great
Kickstarter and it’s a great great service but they’re like Amazon they
service but they’re like Amazon they
service but they’re like Amazon they will promote the products that sell so
will promote the products that sell so
will promote the products that sell so if you go to Amazon and you have a book
if you go to Amazon and you have a book
if you go to Amazon and you have a book that’s a hot seller you’ll see that it’s
that’s a hot seller you’ll see that it’s
that’s a hot seller you’ll see that it’s on the front page of Amazon you’ll front
on the front page of Amazon you’ll front
on the front page of Amazon you’ll front page of Amazon for you know a certain
page of Amazon for you know a certain
page of Amazon for you know a certain genre same with products that they like
genre same with products that they like
genre same with products that they like it could be batteries or ink cartridges
it could be batteries or ink cartridges
it could be batteries or ink cartridges and something is selling they’ll put it
and something is selling they’ll put it
and something is selling they’ll put it in a position where everyone will see it
in a position where everyone will see it
in a position where everyone will see it well Kickstarter uses the exact same
well Kickstarter uses the exact same
well Kickstarter uses the exact same idea so if you get off to a fast start
idea so if you get off to a fast start
idea so if you get off to a fast start they’ll put you on the front page of
they’ll put you on the front page of
they’ll put you on the front page of their website or the front page of their
their website or the front page of their
their website or the front page of their website for the different categories
website for the different categories
website for the different categories this one happens to be food so after the
this one happens to be food so after the
this one happens to be food so after the first day they were in the number one
first day they were in the number one
first day they were in the number one position on the front page for the food
position on the front page for the food
position on the front page for the food category so anyone who’s looking for a
category so anyone who’s looking for a
category so anyone who’s looking for a food product or to fund a food product
food product or to fund a food product
food product or to fund a food product or whatever couldn’t help but notice the
or whatever couldn’t help but notice the
or whatever couldn’t help but notice the garlic shaker and also they were number
garlic shaker and also they were number
garlic shaker and also they were number 17 overall of all the Kickstarter
17 overall of all the Kickstarter
17 overall of all the Kickstarter promotions and other thousands of
promotions and other thousands of
promotions and other thousands of promotions in any given time but they
promotions in any given time but they
promotions in any given time but they ranked number 17 because of publicity
ranked number 17 because of publicity
ranked number 17 because of publicity because of social media because of all
because of social media because of all
because of social media because of all the things they did and I don’t want to
the things they did and I don’t want to
the things they did and I don’t want to blow my own horn here you know PR is
blow my own horn here you know PR is
blow my own horn here you know PR is important but it’s part of the marketing
important but it’s part of the marketing
important but it’s part of the marketing mix and these guys work their butts off
mix and these guys work their butts off
mix and these guys work their butts off in a lot of different ways to get to the
in a lot of different ways to get to the
in a lot of different ways to get to the number one position and to engage their
number one position and to engage their
number one position and to engage their audience but PR helped helped kick the
audience but PR helped helped kick the
audience but PR helped helped kick the can down the road and get them into
can down the road and get them into
can down the road and get them into search engines and get them onto
search engines and get them onto
search engines and get them onto newspapers and get them onto media
newspapers and get them onto media
newspapers and get them onto media websites that led to more traffic we
websites that led to more traffic we
websites that led to more traffic we actually have proof that it’s it because
actually have proof that it’s it because
actually have proof that it’s it because we could see who clicked on or how many
we could see who clicked on or how many
we could see who clicked on or how many p
p
p clicked on the releases we could see the
clicked on the releases we could see the
clicked on the releases we could see the number of contributions that’s what the
number of contributions that’s what the
number of contributions that’s what the call to call donors and contributions
call to call donors and contributions
call to call donors and contributions they’re not called buyers and sales
they’re not called buyers and sales
they’re not called buyers and sales because just the way Kickstarter works
because just the way Kickstarter works
because just the way Kickstarter works with their own terminology so we could
with their own terminology so we could
with their own terminology so we could actually see that the numbers increase
actually see that the numbers increase
actually see that the numbers increase when the press releases went out we
when the press releases went out we
when the press releases went out we could see the numbers increase when
could see the numbers increase when
could see the numbers increase when people click on the videos it was all
people click on the videos it was all
people click on the videos it was all very algorithm driven and all very
very algorithm driven and all very
very algorithm driven and all very scientific and I can’t say enough about
scientific and I can’t say enough about
scientific and I can’t say enough about it it’s a wonderful feeling to make your
it it’s a wonderful feeling to make your
it it’s a wonderful feeling to make your goal because a lot of companies don’t
goal because a lot of companies don’t
goal because a lot of companies don’t make their goals at all or they make it
make their goals at all or they make it
make their goals at all or they make it just at the last minute um but here’s
just at the last minute um but here’s
just at the last minute um but here’s the case we’re in literally just a
the case we’re in literally just a
the case we’re in literally just a little bit more than 48 hours we were
little bit more than 48 hours we were
little bit more than 48 hours we were able to raise the $25,000 that they
able to raise the $25,000 that they
able to raise the $25,000 that they needed to to launch their campaign and
needed to to launch their campaign and
needed to to launch their campaign and go on to the next steps of their
go on to the next steps of their
go on to the next steps of their manufacturing and production cycle
manufacturing and production cycle
manufacturing and production cycle awesome so how much how much were they
awesome so how much how much were they
awesome so how much how much were they trying to raise they were trying to
trying to raise they were trying to
trying to raise they were trying to raise twenty five thousand dollars for I
raise twenty five thousand dollars for I
raise twenty five thousand dollars for I believe the fabrication of their their
believe the fabrication of their their
believe the fabrication of their their product and then you know there are
product and then you know there are
product and then you know there are other there are other levels that they
other there are other levels that they
other there are other levels that they need to reach internally to for
need to reach internally to for
need to reach internally to for inventory for distribution whatever me
inventory for distribution whatever me
inventory for distribution whatever me this is a real company that has real
this is a real company that has real
this is a real company that has real products and real people working for
products and real people working for
products and real people working for them and they have a big plan work out
them and they have a big plan work out
them and they have a big plan work out so you just don’t go on shark tank one
so you just don’t go on shark tank one
so you just don’t go on shark tank one day and turn around and sell a billion
day and turn around and sell a billion
day and turn around and sell a billion dollars worth of stuff there’s a lot of
dollars worth of stuff there’s a lot of
dollars worth of stuff there’s a lot of work that has to be done in terms of
work that has to be done in terms of
work that has to be done in terms of like creating an actual product they
like creating an actual product they
like creating an actual product they this is actually it’s kind of a funny
this is actually it’s kind of a funny
this is actually it’s kind of a funny thing you know it’s technology because I
thing you know it’s technology because I
thing you know it’s technology because I think how do you pay how’d you shake how
think how do you pay how’d you shake how
think how do you pay how’d you shake how do you peel garlic what’s this garlic
do you peel garlic what’s this garlic
do you peel garlic what’s this garlic shaker what’s the deal well they have
shaker what’s the deal well they have
shaker what’s the deal well they have this like hourglass shaped little tube
this like hourglass shaped little tube
this like hourglass shaped little tube that you shake it inside there are these
that you shake it inside there are these
that you shake it inside there are these wires that they have figured out with
wires that they have figured out with
wires that they have figured out with physics on where they hit the shells of
physics on where they hit the shells of
physics on where they hit the shells of the garlic and where hits the skin and
the garlic and where hits the skin and
the garlic and where hits the skin and where would separate and how many times
where would separate and how many times
where would separate and how many times you have to shake it for this action to
you have to shake it for this action to
you have to shake it for this action to happen I mean this is real size so real
happen I mean this is real size so real
happen I mean this is real size so real physics they had real brains working on
physics they had real brains working on
physics they had real brains working on this you know people who are designed I
this you know people who are designed I
this you know people who are designed I don’t want to say the Space Telescope
don’t want to say the Space Telescope
don’t want to say the Space Telescope but there are people who are like really
but there are people who are like really
but there are people who are like really high up in physics who knew what they’re
high up in physics who knew what they’re
high up in physics who knew what they’re doing with art and design and physics to
doing with art and design and physics to
doing with art and design and physics to make all of this happen to do a simple
make all of this happen to do a simple
make all of this happen to do a simple thing like peeling garlic which
thing like peeling garlic which
thing like peeling garlic which apparently is not very simple because if
apparently is not very simple because if
apparently is not very simple because if it were simple they would have done it a
it were simple they would have done it a
it were simple they would have done it a million years ago by apparently chefs
million years ago by apparently chefs
million years ago by apparently chefs you know get smelly hands they they cut
you know get smelly hands they they cut
you know get smelly hands they they cut themselves with knives trying to peel
themselves with knives trying to peel
themselves with knives trying to peel the garlic so it’s a safe way of doing
the garlic so it’s a safe way of doing
the garlic so it’s a safe way of doing it apparently America loved it too
it apparently America loved it too
it apparently America loved it too because they put their money where their
because they put their money where their
because they put their money where their mouth is and they bought 25 thousand
mouth is and they bought 25 thousand
mouth is and they bought 25 thousand dollars worth of these things so it’s
dollars worth of these things so it’s
dollars worth of these things so it’s again it’s pretty cool i’m on a high yes
again it’s pretty cool i’m on a high yes
again it’s pretty cool i’m on a high yes i ask you some questions this is fun
i ask you some questions this is fun
i ask you some questions this is fun good so so so it’s great insider ready
good so so so it’s great insider ready
good so so so it’s great insider ready it’s like day one launch you want to
it’s like day one launch you want to
it’s like day one launch you want to have some attention you want to be able
have some attention you want to be able
have some attention you want to be able to drive awareness and drive some sales
to drive awareness and drive some sales
to drive awareness and drive some sales that you get featured on the page so
that you get featured on the page so
that you get featured on the page so leading up to that there’s obviously a
leading up to that there’s obviously a
leading up to that there’s obviously a lot of work and if you’re doing stuff in
lot of work and if you’re doing stuff in
lot of work and if you’re doing stuff in the media you want them to notice you
the media you want them to notice you
the media you want them to notice you what walk me through that process what
what walk me through that process what
what walk me through that process what do you have to do so that on day one
do you have to do so that on day one
do you have to do so that on day one when your kickstarter campaign launches
when your kickstarter campaign launches
when your kickstarter campaign launches there are people talking about you and
there are people talking about you and
there are people talking about you and talk about your part what you did on the
talk about your part what you did on the
talk about your part what you did on the media you’re cutting okay that’s a great
media you’re cutting okay that’s a great
media you’re cutting okay that’s a great question you’re also kind of cutting out
question you’re also kind of cutting out
question you’re also kind of cutting out there i don’t know if it’s my connection
there i don’t know if it’s my connection
there i don’t know if it’s my connection or whatever but when you go back and
or whatever but when you go back and
or whatever but when you go back and listen to this again okay if you need to
listen to this again okay if you need to
listen to this again okay if you need to clean up anything let me know okay uh
clean up anything let me know okay uh
clean up anything let me know okay uh what has to be done beforehand well you
what has to be done beforehand well you
what has to be done beforehand well you need a whole team it’s like a Hillary
need a whole team it’s like a Hillary
need a whole team it’s like a Hillary Clinton said you need a village there
Clinton said you need a village there
Clinton said you need a village there are a lot of lot of moving parts they
are a lot of lot of moving parts they
are a lot of lot of moving parts they had more than 40,000 people signed up on
had more than 40,000 people signed up on
had more than 40,000 people signed up on their Facebook page do you believe if
their Facebook page do you believe if
their Facebook page do you believe if this approach it does not even really
this approach it does not even really
this approach it does not even really exist yet it’s in their minds I but yet
exist yet it’s in their minds I but yet
exist yet it’s in their minds I but yet they were active on Facebook and they
they were active on Facebook and they
they were active on Facebook and they got 40,000 people who were interested in
got 40,000 people who were interested in
got 40,000 people who were interested in this and maybe they went after chefs
this and maybe they went after chefs
this and maybe they went after chefs groups or cooking groups and whatever
groups or cooking groups and whatever
groups or cooking groups and whatever but they really beat the bushes their
but they really beat the bushes their
but they really beat the bushes their second and I’m sure anyone who’s been on
second and I’m sure anyone who’s been on
second and I’m sure anyone who’s been on the receiving end of a Kickstarter
the receiving end of a Kickstarter
the receiving end of a Kickstarter campaign or an IndieGoGo campaign or any
campaign or an IndieGoGo campaign or any
campaign or an IndieGoGo campaign or any of the other kinds of crowd funding
of the other kinds of crowd funding
of the other kinds of crowd funding services knows this you get emails from
services knows this you get emails from
services knows this you get emails from people i mean i got an email about a
people i mean i got an email about a
people i mean i got an email about a month and a half ago from someone whose
month and a half ago from someone whose
month and a half ago from someone whose name sounds vaguely familiar and i
name sounds vaguely familiar and i
name sounds vaguely familiar and i thought it might be spam but it was like
thought it might be spam but it was like
thought it might be spam but it was like familiar enough that i feel like i just
familiar enough that i feel like i just
familiar enough that i feel like i just opened it anyway and said hey dan
opened it anyway and said hey dan
opened it anyway and said hey dan remember me we worked on ashton Tate
remember me we worked on ashton Tate
remember me we worked on ashton Tate together it was like my god that was
together it was like my god that was
together it was like my god that was 1995 that was 20 years ago we have not
1995 that was 20 years ago we have not
1995 that was 20 years ago we have not talked in 20 years and yet he reached
talked in 20 years and yet he reached
talked in 20 years and yet he reached out to me and said hey I’m the project
out to me and said hey I’m the project
out to me and said hey I’m the project manager for this new company we’re doing
manager for this new company we’re doing
manager for this new company we’re doing a Kickstarter campaign for this kind of
a Kickstarter campaign for this kind of
a Kickstarter campaign for this kind of you know was like a television device
you know was like a television device
you know was like a television device and it was like so he reached out to
and it was like so he reached out to
and it was like so he reached out to people 20 years back in his email in
people 20 years back in his email in
people 20 years back in his email in fact it was part of an email string and
fact it was part of an email string and
fact it was part of an email string and I could scroll down and see that the the
I could scroll down and see that the the
I could scroll down and see that the the emails from literally 1995 and
emails from literally 1995 and
emails from literally 1995 and ironically it was 20 years ago to the
ironically it was 20 years ago to the
ironically it was 20 years ago to the day when we
day when we
day when we letest exchanged an email so I think if
letest exchanged an email so I think if
letest exchanged an email so I think if you’re doing a Kickstarter campaign or
you’re doing a Kickstarter campaign or
you’re doing a Kickstarter campaign or an IndieGoGo or anything like that there
an IndieGoGo or anything like that there
an IndieGoGo or anything like that there is no shame you go after anyone and
is no shame you go after anyone and
is no shame you go after anyone and everyone in your database in fact my
everyone in your database in fact my
everyone in your database in fact my wife got a request on like farmer’s
wife got a request on like farmer’s
wife got a request on like farmer’s funding farmers whatever uh one of her
funding farmers whatever uh one of her
funding farmers whatever uh one of her friends sons bought a farm in Maine and
friends sons bought a farm in Maine and
friends sons bought a farm in Maine and he needed some funding so went to this
he needed some funding so went to this
he needed some funding so went to this farm funding site and he reached out to
farm funding site and he reached out to
farm funding site and he reached out to all of theirs friends so there is no
all of theirs friends so there is no
all of theirs friends so there is no shame in asking for money you’re going
shame in asking for money you’re going
shame in asking for money you’re going hat in hand and you’re going to people
hat in hand and you’re going to people
hat in hand and you’re going to people you have this phone to a 20 years you’re
you have this phone to a 20 years you’re
you have this phone to a 20 years you’re going after your friends you’re going
going after your friends you’re going
going after your friends you’re going after your relatives you’re going after
after your relatives you’re going after
after your relatives you’re going after people haven’t spoken from in 20 years
people haven’t spoken from in 20 years
people haven’t spoken from in 20 years in fact one of my cousin’s was an MFA
in fact one of my cousin’s was an MFA
in fact one of my cousin’s was an MFA graduate student at Columbia she’s put
graduate student at Columbia she’s put
graduate student at Columbia she’s put together a funding for a film and you
together a funding for a film and you
together a funding for a film and you know she that was on an IndieGoGo it’s
know she that was on an IndieGoGo it’s
know she that was on an IndieGoGo it’s about three thousand seven months ago
about three thousand seven months ago
about three thousand seven months ago she actually got her funding was like 20
she actually got her funding was like 20
she actually got her funding was like 20 grand that she wanted and but it was
grand that she wanted and but it was
grand that she wanted and but it was like a daily barrage of emails was like
like a daily barrage of emails was like
like a daily barrage of emails was like leave me alone already I I gave you
leave me alone already I I gave you
leave me alone already I I gave you money you want more money ah so you
money you want more money ah so you
money you want more money ah so you might risk some friendships along there
might risk some friendships along there
might risk some friendships along there but hey she’s my cousin and I love her
but hey she’s my cousin and I love her
but hey she’s my cousin and I love her so it was cool and she actually made the
so it was cool and she actually made the
so it was cool and she actually made the film it actually appeared at South by
film it actually appeared at South by
film it actually appeared at South by Southwest so it’s a pretty good film um
Southwest so it’s a pretty good film um
Southwest so it’s a pretty good film um so you could be part of something that
so you could be part of something that
so you could be part of something that is really really important and I think
is really really important and I think
is really really important and I think that’s kind of the fun thing as a donor
that’s kind of the fun thing as a donor
that’s kind of the fun thing as a donor that yo your name is listed on the
that yo your name is listed on the
that yo your name is listed on the credits or you might get a product or
credits or you might get a product or
credits or you might get a product or you might get the product at a deep
you might get the product at a deep
you might get the product at a deep discount because you’re one of the early
discount because you’re one of the early
discount because you’re one of the early people or you just like the idea of what
people or you just like the idea of what
people or you just like the idea of what the company is doing so you support it
the company is doing so you support it
the company is doing so you support it but the company itself it’s this endless
but the company itself it’s this endless
but the company itself it’s this endless endless series of emails in fact I asked
endless series of emails in fact I asked
endless series of emails in fact I asked my client you know I’m going this tell
my client you know I’m going this tell
my client you know I’m going this tell some of this afternoon what one piece of
some of this afternoon what one piece of
some of this afternoon what one piece of advice would you would you give people
advice would you would you give people
advice would you would you give people you know what what was the one key to
you know what what was the one key to
you know what what was the one key to your success and he said number one was
your success and he said number one was
your success and he said number one was getting off to a fast launch so you get
getting off to a fast launch so you get
getting off to a fast launch so you get on the front page of Kickstarter so they
on the front page of Kickstarter so they
on the front page of Kickstarter so they promote you and he said that thirty
promote you and he said that thirty
promote you and he said that thirty three percent of their donations came
three percent of their donations came
three percent of their donations came after the first day were traced back to
after the first day were traced back to
after the first day were traced back to Kickstarter so your friends your
Kickstarter so your friends your
Kickstarter so your friends your families your facebook friends your
families your facebook friends your
families your facebook friends your followers you’re going on your platform
followers you’re going on your platform
followers you’re going on your platform get you onto the front page and then
get you onto the front page and then
get you onto the front page and then Kickstarter kicks in and they do a lot
Kickstarter kicks in and they do a lot
Kickstarter kicks in and they do a lot of the heavy lifting for you and
of the heavy lifting for you and
of the heavy lifting for you and probably it’s all automatic because
probably it’s all automatic because
probably it’s all automatic because people are going to the site and they’re
people are going to the site and they’re
people are going to the site and they’re seeing it automatically but if you’re in
seeing it automatically but if you’re in
seeing it automatically but if you’re in that front page two-thirds of your work
that front page two-thirds of your work
that front page two-thirds of your work is done this Kickstarter again raised
is done this Kickstarter again raised
is done this Kickstarter again raised about a third
about a third
about a third they’re funding which is pretty cool so
they’re funding which is pretty cool so
they’re funding which is pretty cool so well is if I could share that and he
well is if I could share that and he
well is if I could share that and he said he’s all about transparency so
said he’s all about transparency so
said he’s all about transparency so we’re all cool with that I would never
we’re all cool with that I would never
we’re all cool with that I would never divulge company secrets otherwise of
divulge company secrets otherwise of
divulge company secrets otherwise of course but yeah so it was a massive
course but yeah so it was a massive
course but yeah so it was a massive social media campaign lots of the emails
social media campaign lots of the emails
social media campaign lots of the emails I said did you send out emails he said
I said did you send out emails he said
I said did you send out emails he said constantly 24 hours a day so it really
constantly 24 hours a day so it really
constantly 24 hours a day so it really is it’s a lot of work but apparently it
is it’s a lot of work but apparently it
is it’s a lot of work but apparently it pays off to one of the questions is that
pays off to one of the questions is that
pays off to one of the questions is that they want to know what the name of the
they want to know what the name of the
they want to know what the name of the film was ah the name of the film I buy
film was ah the name of the film I buy
film was ah the name of the film I buy something like this it’s like whatever
something like this it’s like whatever
something like this it’s like whatever doesn’t kill you like the kelly clarkson
doesn’t kill you like the kelly clarkson
doesn’t kill you like the kelly clarkson song whatever doesn’t kill you makes you
song whatever doesn’t kill you makes you
song whatever doesn’t kill you makes you stronger so whatever doesn’t kill you
stronger so whatever doesn’t kill you
stronger so whatever doesn’t kill you and my cousin’s name is Hannah Janelle
and my cousin’s name is Hannah Janelle
and my cousin’s name is Hannah Janelle JK nal and was at South by Southwest
JK nal and was at South by Southwest
JK nal and was at South by Southwest just in the last couple of months so
just in the last couple of months so
just in the last couple of months so it’s out there I don’t know how it’s
it’s out there I don’t know how it’s
it’s out there I don’t know how it’s being distributed or anything like that
being distributed or anything like that
being distributed or anything like that but they made the film which is pretty
but they made the film which is pretty
but they made the film which is pretty cool especially if you’re a graduate
cool especially if you’re a graduate
cool especially if you’re a graduate student at Columbia so more power to her
student at Columbia so more power to her
student at Columbia so more power to her cool so then how do you use the media to
cool so then how do you use the media to
cool so then how do you use the media to help boost your Kickstarter campaign
help boost your Kickstarter campaign
help boost your Kickstarter campaign well if the media writes about your
well if the media writes about your
well if the media writes about your product you know that’s that’s that’s
product you know that’s that’s that’s
product you know that’s that’s that’s super cool great but the first step is
super cool great but the first step is
super cool great but the first step is you send out a press release and we use
you send out a press release and we use
you send out a press release and we use PR newswire because it really is
PR newswire because it really is
PR newswire because it really is effective in getting attention on the
effective in getting attention on the
effective in getting attention on the search engines and that’s really a key
search engines and that’s really a key
search engines and that’s really a key thing here because there are a lot of
thing here because there are a lot of
thing here because there are a lot of free press release websites out there
free press release websites out there
free press release websites out there and frankly they don’t generate a whole
and frankly they don’t generate a whole
and frankly they don’t generate a whole lot of traffic or interest or search
lot of traffic or interest or search
lot of traffic or interest or search engine optimization we’ve been doing
engine optimization we’ve been doing
engine optimization we’ve been doing this for a number of years now and built
this for a number of years now and built
this for a number of years now and built up a specialty in this and we like using
up a specialty in this and we like using
up a specialty in this and we like using PR newswire because we found that
PR newswire because we found that
PR newswire because we found that frankly their links get indexed better
frankly their links get indexed better
frankly their links get indexed better than the others and ironically my client
than the others and ironically my client
than the others and ironically my client went behind my back and whose business
went behind my back and whose business
went behind my back and whose business wire and PR web in addition to PR
wire and PR web in addition to PR
wire and PR web in addition to PR newswire on the first day so they didn’t
newswire on the first day so they didn’t
newswire on the first day so they didn’t tell me about that they didn’t know they
tell me about that they didn’t know they
tell me about that they didn’t know they were supposed to tell me about that but
were supposed to tell me about that but
were supposed to tell me about that but you know they did it anyway so here’s my
you know they did it anyway so here’s my
you know they did it anyway so here’s my first real test of using the same press
first real test of using the same press
first real test of using the same press release going out on the same day on
release going out on the same day on
release going out on the same day on three different services so we could see
three different services so we could see
three different services so we could see which ones get picked up more more
which ones get picked up more more
which ones get picked up more more readily and more more actively and more
readily and more more actively and more
readily and more more actively and more importantly which one’s Google likes to
importantly which one’s Google likes to
importantly which one’s Google likes to index more and in a lot of cases it was
index more and in a lot of cases it was
index more and in a lot of cases it was PR newswire we got out there first
PR newswire we got out there first
PR newswire we got out there first it was picked up on more than 200 media
it was picked up on more than 200 media
it was picked up on more than 200 media websites we’ve used them for the last
websites we’ve used them for the last
websites we’ve used them for the last two days as well to get additional
two days as well to get additional
two days as well to get additional traffic and additional search engine
traffic and additional search engine
traffic and additional search engine listings for various topics like bears
listings for various topics like bears
listings for various topics like bears keywords like kitchen gadget hot kitchen
keywords like kitchen gadget hot kitchen
keywords like kitchen gadget hot kitchen gadget new kitchen gadgets kitchen tools
gadget new kitchen gadgets kitchen tools
gadget new kitchen gadgets kitchen tools garlic peelers see how to peel garlic
garlic peelers see how to peel garlic
garlic peelers see how to peel garlic whatever so we done our keyword research
whatever so we done our keyword research
whatever so we done our keyword research there and we showed up pretty well there
there and we showed up pretty well there
there and we showed up pretty well there too uh what we also did was we got
too uh what we also did was we got
too uh what we also did was we got started getting inquiries from reporters
started getting inquiries from reporters
started getting inquiries from reporters at Food Network’s mean we we did a
at Food Network’s mean we we did a
at Food Network’s mean we we did a campaign actually reaching out to
campaign actually reaching out to
campaign actually reaching out to individual reporters who are private
individual reporters who are private
individual reporters who are private databases to food of food reporters
databases to food of food reporters
databases to food of food reporters catering reporters restaurant magazines
catering reporters restaurant magazines
catering reporters restaurant magazines and such and wait about 200 people open
and such and wait about 200 people open
and such and wait about 200 people open the press release is about database
the press release is about database
the press release is about database about 1500 food reporters about 200 open
about 1500 food reporters about 200 open
about 1500 food reporters about 200 open the the press release and about 25 of
the the press release and about 25 of
the the press release and about 25 of those actually clicked on the link going
those actually clicked on the link going
those actually clicked on the link going to the Kickstarter campaign so we now
to the Kickstarter campaign so we now
to the Kickstarter campaign so we now know that there are two groups of active
know that there are two groups of active
know that there are two groups of active reporters who are interested to a
reporters who are interested to a
reporters who are interested to a certain degree in this product and again
certain degree in this product and again
certain degree in this product and again it’s not ready for review it’s already
it’s not ready for review it’s already
it’s not ready for review it’s already for sale so we’re going to be able to
for sale so we’re going to be able to
for sale so we’re going to be able to follow up with them and we’re talking
follow up with them and we’re talking
follow up with them and we’re talking about reporters literally from the New
about reporters literally from the New
about reporters literally from the New York Times the Food Network I could name
York Times the Food Network I could name
York Times the Food Network I could name some famous chefs like Alton Brown I
some famous chefs like Alton Brown I
some famous chefs like Alton Brown I actually read the press release and
actually read the press release and
actually read the press release and other people from the Food Network and
other people from the Food Network and
other people from the Food Network and other big food bloggers and food writers
other big food bloggers and food writers
other big food bloggers and food writers and reviewers so we’re actually able to
and reviewers so we’re actually able to
and reviewers so we’re actually able to pull out the names of reporters that
pull out the names of reporters that
pull out the names of reporters that will follow up with for the next phase
will follow up with for the next phase
will follow up with for the next phase of this campaign so obviously well I
of this campaign so obviously well I
of this campaign so obviously well I wish that they were in a position to
wish that they were in a position to
wish that they were in a position to write daily blogs about hot new stuff
write daily blogs about hot new stuff
write daily blogs about hot new stuff but I don’t think they are so this will
but I don’t think they are so this will
but I don’t think they are so this will help us in the next phase when the
help us in the next phase when the
help us in the next phase when the product was actually ready for review
product was actually ready for review
product was actually ready for review and for purchase and for sale on the web
and for purchase and for sale on the web
and for purchase and for sale on the web and in retail stores and such like that
and in retail stores and such like that
and in retail stores and such like that and they’ve already been contacted by
and they’ve already been contacted by
and they’ve already been contacted by the Oscars and the Emmys to be in their
the Oscars and the Emmys to be in their
the Oscars and the Emmys to be in their gift bags mean these people are
gift bags mean these people are
gift bags mean these people are connected which always helps your
connected which always helps your
connected which always helps your campaign they had celebrity chefs do
campaign they had celebrity chefs do
campaign they had celebrity chefs do endorsements for the product and that
endorsements for the product and that
endorsements for the product and that was on the Kickstarter sales page or I
was on the Kickstarter sales page or I
was on the Kickstarter sales page or I don’t think they call it a sales page
don’t think they call it a sales page
don’t think they call it a sales page occult you know the you know the program
occult you know the you know the program
occult you know the you know the program page the page that introduces you to the
page the page that introduces you to the
page the page that introduces you to the product which frankly is a whole
product which frankly is a whole
product which frankly is a whole industry unto itself there’s a video
industry unto itself there’s a video
industry unto itself there’s a video there’s a long sales letter but you have
there’s a long sales letter but you have
there’s a long sales letter but you have to be
to be
to be you know there’s a whole way of doing
you know there’s a whole way of doing
you know there’s a whole way of doing this and certain do’s and don’ts for
this and certain do’s and don’ts for
this and certain do’s and don’ts for being successful obviously but
being successful obviously but
being successful obviously but Kickstarter has all figured out in the
Kickstarter has all figured out in the
Kickstarter has all figured out in the they want to work in your favor so they
they want to work in your favor so they
they want to work in your favor so they tell you what what works and how to do
tell you what what works and how to do
tell you what what works and how to do things which is really great um but
things which is really great um but
things which is really great um but again for the next phase of our PR
again for the next phase of our PR
again for the next phase of our PR campaign we now know 20 reporters at top
campaign we now know 20 reporters at top
campaign we now know 20 reporters at top places who are interested in this
places who are interested in this
places who are interested in this product was to click through on the
product was to click through on the
product was to click through on the Kickstarter link and another 200
Kickstarter link and another 200
Kickstarter link and another 200 reporters who at least read the press
reporters who at least read the press
reporters who at least read the press release which is at least an indication
release which is at least an indication
release which is at least an indication of interest so we can go back to them
of interest so we can go back to them
of interest so we can go back to them and say hey we know you’re interested or
and say hey we know you’re interested or
and say hey we know you’re interested or you know what can we do to help you
evident I know you dropped out or I
evident I know you dropped out or I dropped out I’m trying to get back in
”
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