In this episode, host Nalin talks to Ando Wilde about marketing for Houston, We Have A Dolphin , that raised €25,106 on Kickstarter.
– [1:46] What Houston, We Have A Dolphin is about and how it integrates a digital component.
– [3:18] Using organic social media engagement and reaching to the last campaign’s backers as a pre-launch marketing strategy.
– [6:56] Creating an engaging newsletter and a circle-like kind of promotion with other channels for people to sign up for the newsletter.
– [11:19] The struggle to tweak and upgrade the type of content for Instagram so it would convert better, as the other channels.
– [16.17] The decision of not making an early bird offer.
– [21:01] Having a tight relationship with the audience gave the opportunity to create other incentives for backers like signatures on the product.
– [24:24] Using planified (dates and products) stretch goals and dynamics to battle the mid-campaign slowness.
– [36:53] The importance of day 1 on the campaign for overall success, and to have prototypes and every project part as ready as possible before launching.
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Final marketing tip from Ando to new board game creators:
“Bring your audience! Kickstarter will multiply your efforts, but if you don’t make people ready to back you once you go live, every marketing action and all the Kickstarter algorithms won’t help you much either. So find true fans, make people subscribe to your newsletter and get people to follow you with the built-in prelaunch page!”
Kickstarter campaign: https://www.kickstarter.com/projects/hybrgames/houston-we-have-a-dolphin-0
For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
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