EP17: Product Launches and Kickstarter Campaigns with Gabe Durham

The Credible Brand Podcast

Jan 11 2024 • 45 mins

In this episode, Gabe Durham, editor-in-chief of Boss Fight Books, shares insights on how they approach product launches for their non-fiction documentary-style books about classic video games. He discusses their use of Kickstarter, building brand identity, involving backers in decision-making, and maintaining communication with backers. Gabe also talks about the importance of timing and planning for launches, leveraging press coverage and social media, and creating effective email campaigns. He shares tips for running a successful campaign, including managing expectations, experimenting with launch strategies, and pricing products appropriately. Gabe concludes by discussing future launch plans and maintaining sales after the initial launch.

Takeaways

  • Use Kickstarter as a platform to launch products and communicate your vision to potential backers.
  • Involve backers in the decision-making process to create a sense of ownership and engagement.
  • Plan your launch timing carefully, considering the day of the week and avoiding busy periods like December.
  • Utilize social media and press coverage to generate excitement and reach a wider audience.
  • Price your products strategically, considering costs and creating value for your customers.

Chapters

00:00
Introduction

01:08
First Product Launch

02:29
Launching through Kickstarter

03:26
Building Brand Identity

04:22
Creating a Video to Communicate Vision

05:20
Involving Backers in the Decision-Making Process

06:48
Setting a Low Funding Goal

07:42
Understanding the Target Audience

09:06
Announcing Books in Batches

09:57
Continuing the Series

10:51
Take Advantage of Collectability

11:48
Honoring Commitments to Backers

12:46
Maintaining Communication with Backers

15:42
Reaching Out to Previous Backers

17:36
Choosing the Launch Date

18:27
Leveraging Press Coverage

19:23
Utilizing Social Media

20:19
Crafting Effective Email Campaigns

22:09
Experimenting with Launch Strategies

23:59
Maintaining Momentum After Launch

26:45
Preparing for Day One

28:14
Managing Expectations After Day One

29:11
Using Stretch Goals to Incentivize Backers

30:38
Collaborating with Influencers

32:36
Experimenting with Different Launch Formats

33:06
Pricing Strategy and Shipping Costs

35:59
Engaging Backers and Creating Value

38:27
Planning for Future Launches

42:17
Maintaining Sales After Launch

44:05
Pricing Strategy and Communicating Value

45:00
Conclusion

Resources and Links