In this episode, host Nalin talks about the the process in the marketing. She breaks down an example of a large company and how they successfully overcame a marketing launch failure to turn it into a huge success.
-[1:10] Are you afraid of campaigning?
-[5:30] Breaking down the Tesla cyber truck launch
-8:35] Tesla turned their failure into success with over 150,000 pre-orders
-[12:29] People love your story, they love your wins, your fails
-[13:52] The more honest you are with your audience, the more they will love you and want to buy from you
Thanks for listening! Now go crush that campaign!
You can listen to The Crush Crowdfunding Podcast at crushcrowdfunding.com
The Process In The Marketing Transcription
This is the crush crowd funding podcast. The number one place for people who want to launch on Kickstarter and Indiegogo. My name is knowledge and I invite you to join me for tips, hacks, and insights to get you launched and fully funded.
[00:00:20] Hey everyone. Welcome to another session of the crush crowd funding podcast. I'm really excited to have you here today and to really talk to you about crowd funding and how you can absolutely crush your goal on Kickstarter and absolutely crush your goal on anything. Go go. Are you scared? Really? Are you scared?
[00:00:42] A lot of people that I talked to these past few weeks, these past few days, both in person face to face. Sure. I'm based in, and also online potential clients, clients, people, I just meet randomly through different forums. Online. A lot of people actually are afraid. They're afraid to share anything behind the scenes, afraid to show people what they're doing for their crowdfunding campaign.
[00:01:08] So my question for you today is like, Are you afraid? Are you scared to show people or you're doing, let me backtrack a little bit here. So I asked this question because a lot of people I talk to, they're scared. They're scared to show anything that they're doing. Leading up to their crowdfunding campaign.
[00:01:27] They're scared to show any hiccups along the way. They're scared to open up and tell people their stories. They're scared to showcase people why they're creating this party, their product, and why they want to solve for this pain point and digging deeper and deeper and deeper into this asking so many questions asking why, why, why, why on and on and on.
[00:01:47] I've come to realize people are scared to really showcase. Anything about their conferencing campaign, anything about them behind the scenes, because they think that, Hey, all these big brands that I'm following all of these, like Coca Cola, these Amazons, these Googles, you know, like they always always show the beautiful things on social media.
[00:02:09] They showcase. Everything that's polished. They showcased all the bright and cheery images. They show anything that is a plus in content. Well, that's great. It's great. Really it's great for an established brand because they're a global presence. They're worldwide. They. Need to inspire millions and billions of people.
[00:02:29] It's awful advice for crowd funding. Awful. It's completely awful. It's a completely insane thing to think about for crowdfunding because, okay. Remember with crowdfunding process, is the marketing, the process, your process, your process is the marketing. This is the key to marketing for crowd funding, your process, the process is the marketing.
[00:02:51] What does that mean? What I mean by that is that diehard pens. Of Kickstarter, diehard fans of Indiegogo, people who are going to back your product, who are those early adopters at heart. They're just not afraid to see the early drawings. They're not afraid to see broken PCB boards, right? They're not afraid to see you struggle just getting the scenes right.
[00:03:14] For that jacket you're creating. They're not afraid to see you mess up when you're afraid and your board game and your meatball looks a little weird. They're not afraid to see
any of the issues and are afraid to see any of those struggles at all. On the contrary, this is the stuff that excites them and draws them to your story, your vision and your project.
[00:03:35] This is the stuff that gets them to go. Wow. That is so cool. I get to see everything from the beginning, all the way to all the pitfalls that happen, all the struggles that happen, like designing a mug or a habit tracker journal, or a smart water bottle. I can get to see that from all the way in the beginning.
[00:03:55] All the way till it's like made marketed and even like ships to me, people who are on crowd funding, guys, they love stuff like this. So when you're looking at trying to figure out what to do for your marketing, trying to figure out how to build your crowd, I encourage you to just be open, be open, be transparent.
[00:04:13] People want to see all those people want to see. They want to see literally where you're working. Honestly, just kind of look at me. I'm right now sitting in the middle of my kitchen slash dining room. Recording this video in the back, you can even see my fridge right there and you can see my coats hanging.
[00:04:28] Yeah, it's not perfect, but this is me. This is where I'm working today. This is what I'm doing today. People love seeing that. They love seeing that your real, your story is real. You're coming from a place of transparency. You're coming from a place of authenticity. So just be who you are and showcase who you are, because nothing's gonna be perfect.
[00:04:48] I assure you your crowdfunding campaign. Nothing's gonna be perfect. Plantings things to a T, but things are gonna fall apart. It's what you do when things fall apart that gets people to trust you, believe you be supportive of you, be supportive of your story, be supportive of your project. So let's kind of look at how this plays out in the real world, because everyone's probably thinking, Oh, I don't want to believe this.
[00:05:10] Like no way. If my pictures aren't perfect. If my ads aren't spotless, if my PR outreach and influencer outreach, isn't a hundred percent great and perfect. No one's going to follow me. No, one's going to believe me. No, one's going to try to give me money for the product for this preorder. So let's talk about an example.
[00:05:30] Do you guys remember Tesla cyber truck launch? And Elon, if you don't know what I'm talking about, I really encourage you to go to whatever search engine you use, whether it be Baidu, Google, Bing, or whatever you want to use and just, yeah. Just type cyber truck, Tesla launch. See what happens. So if you're not, I'm going to type it out.
[00:05:53] Don't worry. I'll tell you the story. Elon Musk founder of Tesla. He went onstage to launch the cyber truck. Right. This new electric truck that he's been talking about for a while, he's like, wow, I'm so excited. I'm going to launch a cyber truck. This thing was a live event on a stage with a giant audience. It was also streamed online. Right? And millions of people were ready to watch the show, this launch of the cyber truck., cause everyone was like, wow, this truck, we're so excited to see it. It wasn't going to look like what's it going to do? Like everyone was super excited about it. But when he came on stage with the truck, Everyone everyone's jaw just dropped it an ugly thing.
[00:06:31] It was really ugly. It was angular. It was kind of unfinished. It didn't really have a
lot of class. Right? It was not. And then things got even better. Things got even better for the team. Tried to show how strong the truck was, because it was kind of marketed to be tough, strong, like a truck. So they try to showcase like the strength of the truck and they boasted that the windows can actually withstand a sledge hammer. This window can withstand bullets. Right? So they're like, Oh, this thing is so strong. It's so strong. But when they're actually doing the demonstration for, it had a metal ball that they were going to throw at the window, the showcase that, you know, it's going to bounce right off because it's so strong.
[00:07:13] Right. But then boom, they threw it. The window just shattered. It just broken pieces. And they're like, Ooh, that doesn't showcase strength. That doesn't showcase durability. And so they tried again, they didn't give up, they try it again. We got the metal ball again, and they're like, yeah, we're going to try this on a different window because it's supposed to be tough enough to just withstand all this right.
[00:07:33] Boom. And it breaks the second window breaks. It happened again. The same thing it happened, it didn't withstand the metal ball. Oops. Right? Just like big, bad, oops. Okay. From the looks of it from every journalist article, everyone who was watching all the millions of streamers, everybody who was online on Reddit, talking on Facebook, talking on Twitter, everyone thought the launch was a total failure.
[00:07:57] Total utter, complete failure, right after the event shares of Tesla you know, they're a publicly traded company-Shares of Tesla dropped by around 6%, which is giant. The 6% drop actually even means that Elon Musk's personal net worth dropped in one day by, I think it was $760 million. Like the shares dropped so much his net worth is dropped by $760 million in one single day. Just because of that launch, just because that a piece of thing, just because the proof of durability and strength didn't work, all of this just happened like overnight. It's crazy. However, hear me out. However, things took a turn within a few days of the disastrous launch event, disastrous nothing went according to plan. It's a disastrous launch event. Tesla received about 150,000 pre-orders for the cyber truck, 150,000 preorders one five zero zero zero zero pre-orders for the cyber truck. Yes, that's the same cyber truck that was super ugly and everyone does hate it. All the angular design, the same cyber truck that had its windows broken. When it was trying to show how strong it was, that same cyber truck got 150,000. Preorders at a hundred dollars, a piece that's 15 million in preorders guys, 15 million from that disastrous event, I'm still laughing at how crazy that event was. It was insane. Nothing went according to plan. So let's dissect this a little bit. Let's dissect what happened, because I think that knowing this will really, really help you guys wrap your head around the fact that the process is the marketing going up to the launch, the team behind the cyber truck. I was probably sweating buckets. Let's be honest here. They're probably sweating buckets, a window wasn't going to be sledgehammer ready. It wasn't going to be bulletproof or metal ball ready. The prototype design of the car itself wasn't the most beautiful car in the block. The person who designed it probably just had their heart just palpitating the whole timec ause they were like, "Oh, we're going to say this doesn't look like any other car." Just angular and just not that ready or polished, basically, basically just nothing was ready going up to the launch. Nothing was ready. However, yeah, they were able to secure $15 million in preorders just because of that launch event. Why? Because they were really able to put down their barriers, take down everything that was going to be perfection and show the world what they had-show the world, "Hey, this is our idea. This is
where we started. Hey, this is where this idea is going. This is going to be bulletproof. This is going to be beautiful. And we actually go into production. This is what the wheels are going to be like. This is what we envisioned for it." They were able to take down those barriers and just bare all. They were able to show people, Hey, like we know this isn't perfect. Elon Musk even said, well, there's room for improvement. They were able to just tell people, this is what they're trying to make. This is why they're trying to make it and get people on board with their story on board, with their creation process, their production process, their vision, and their idea so that people will believe them.
[00:11:13] That, Hey, this is not something that's going to come out from nowhere. This is it. This is the real deal. You're going to see everything from the struggles. You're going to see everything from the pitfalls to the winds. You're going to see everything from our broken shattered glass all the way through to, Hey, our window, that is sledgehammer and bulletproof. They were able to put down all those barriers and just show people exactly what they're working on and where they're going. And that my friends is the epitomy of what you should be doing for your crowdfunding campaign. This is epitomy of the process is the marketing and your process is your marketing by showing the good and the bad someone like Elon was able to secure the trust of tons of people around him, 150,000 people in the first few days of that disastrous launch and bring people to his site.
[00:12:07] The process is the marketing Kickstarter and Indiegogo backers are a lot like those people who put down money for the cyber truck, they're the type of people who are not afraid. To see things break. They're not afraid to see your struggle. They're just actually excited by the fact that you're showing them exactly what goes into making their product.
[00:12:29] They love your story. They love your wins. They love your fails. They love your struggles and they love you being authentic with them being open with them, showing them exactly what you're making, where you're at, where your head space is at, where you're vision is taking this company, taking this business taking this product. They love seeing all that. That's exactly what you should be doing for your campaign. What Elon is doing is exactly what you should be doing for your campaign. If you're at a point in your board game creation. Where you're still literally just making, like cut out pieces for the different cards. Show people that if you're trying to test out different colors or styles or your new alarm clock show people that people love seeing all these behind the scenes. So every time or any time. You get scared of posting anything or you get scared that this isn't perfect or you get scared of like, Hey look, I'm in my kitchen doing this thing. Don't be scared. Right. The process. Is the marketing. Think back to Elan. Think back to the story I told you think back to and the disastrous launch of cyber drug and how that just gained so much trust in such a short amount of time.
[00:13:44] I think back to Elan every time you're scared to post something because the process. Is the marketing and I assure you the more open, the more honest you are with your audience and the people that you're trying to market to, the more they're going to be attracted to you, the more they're going to be addicted to you and your story while you're offering next time, you're scared. Get out there and post get out there and show your story, get out there and be who you are. And that's kind of the message I have for you guys today. The process is the marketing. Remember that? Thank you for being with me here today. If
you need a crowdfunding expert, feel free to get in touch. You can get started by heading to crush crowdfunding.com.
[00:14:24] Lastly, I would be really grateful if you could leave a review for the podcast, because it will really help others who want to learn about crowdfunding. Just more easily. Find out about the podcast. Thank you so much for being here with me and for subscribing to the podcast and for continuing to listen and just being here with me to go on this journey. To crowdfund your product and your idea. I will see you guys in the next session.
[00:14:54] Thanks for listening to the crush crowd funding firstname.lastname@example.org tune in the same time next week for more ways to crush your launch.
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