Pocomaru

1. Pocomaru A Case study

2. The Situation • Pocomaru about to launchtheir second kickstarter project. Their first project was a success, but most of the support came directly from friends. • In order to succeed as a company, they needed to go beyond close friends and the existing kickstarter community for pledges and rely on media relations and social media to gain exposure. • The company was also starting to attract attention from venture capital groups, and our pledges would also provide market research on new potential target audiences.

3. 4 Steps in this process • Restart media relations • First project had a few articles written about them and would be much easier to influence and earn exposure. • Research to new audiences • Start talking to new audiences, and begin pitching to these new groups. • Maintain Social Media • Regular progress updates. In this situation, our existing fanbase and new pledgers will transition into our clients. • Stay Vigilant • Keep sending out story ideas to writers, new and old. • Always be thinking of new angles and new influencers who can promote product

4. Re-engage existing media • Pocomaru’s previous project, the PocoWoolClutch got the attention of Trendhunter, Simonblog, Apple Magazine, and Cult of Mac. • After tracking down each writer, they immediately featured the new case. • Maintaining contact with them was also crucial for any new updates, or new products that we would be releasing in the future.

5. New audiences • Initial influencer categories: • Technology - Simonblog, Technologytell, Simon Blog, Lockergnome, The Gadget Flow • Apple-centric - Padgadget, Apple Magazine, Cult of Mac, Best iPad Accessories • Men’sFashion - Men’s gear • Design blogs – Galleries HQ • Green technology – Trendhunter, Keetsa • Local business magazines – Seattle Business Magazine, Teresa Springer • Second week of project also revealed pledges coming from Asian and European regions. • Began sending pitches to blogs in those regions, in local language

6. Maintain Social Media • Existing social media audience needs to be engaged. Social media plays a large role in many successful kickstarter projects. • Updates when project hits major milestones (20%, 50%, 1 week left, etc.) • Special mention for existing fans who have pledged to the project.

7. Keeping up • During kickstarter project, I kept up with all writers who agreed to feature our project, and the product. • Continually looking for new media relations. • Fielding questions for interviews regarding company and design methodology.

8. Final results • $4,423 in funds raised. Project was funded one week before the end date. • 47% raised from external sites click-through. • 12 feature articles written. 8 earned through contact 4 organically. • Media reach extended to Germany, Denmark, Philippines, Japan, Singapore and China.

9. Results from external sources

10. Results

11. Conclusions • Maintaining the relationship with media is an integral step for current and future projects. • Developing stories before the project launches could have driven much larger impact as part of a day-one introduction launch. • Keeping up with constant update cycle keeps backers in the loop, especially after the close.

12. Soundbites • The Flow Zone – “Check out that iPad case! Mm! Wool felt is one of the best looking materials in the world….” • Technology Tell – “This iPad case will certainly make your friends envious with its seamless wool and high-grade leather intricately designed for the stylish you” • Trend Hunter– “Don't waste your money on less environmentally friendly options when there are Pocowool eco-friendly iPad cases available. “ • Mansgear.de – “Design und Funktionalität! Im Gegensatz zum Großteil der bereits bestehenden iPad Cover besteht das ‘PocoWool‘ aus einer Kombination von Wolle und Leder“