This year was massive. We had the privilege to bring two new brands alive: the pure salad bar HAKA with Arjan and the PURE COOK BOOK with Papa Kazmi. Both were realized through crowdfunding. And both campaigns were extremely successful. For HAKA, we raised our target of €50.000 in 2 days. Papa Kazmi’s campaign became the fifth most successful cook book crowdfunding campaign in The Netherlands ever. For the second campaign, we followed the exact game plan as for the first campaign. There was one thing that really stood out though: experience. In this article, we explain why.
Look and feel (and taste)
In our game plan, we underline the importance of a working product. The more certain a person is that this is just the right product for her (i.e. the less obstacle she has), the more likely she is to pre-order it. So here are the five main ways in which potential buyers could experience our book.
- We created a ‘making of’-collection with pictures from the photoshoot and the design process.
- Guests could (and did) try and tested Papa’s cooking and hospitality at our café.
- We shared multiple pages of the book with both recipes and stories through the website, on Facebook and on a wall in our café.
- In the book, we talk about our experiences with dad, like going for a picknick and enjoying our Sunday breakfast together. We made a campaign video in which we brought those scenes alive.
- When the book was finished for more than 80%, we published a proof copy. It cost us almost €200, but it proved to be worth every cent. This was as real as it got. As people could really touch, feel and browse through the book, they knew what they were getting.
Put your money where your mouth is
All of this would have not been possible without the undying belief of our team. For months, we worked on the project when the funds had yet to be raised. There was a real chance that all of our efforts would have been for nothing. But for us, failure really was not an option. The confidence you show when you go all-in really pays of. You create the sense that it is only a matter of time before you succeed.
Now I know we are lucky. Having your potential investors experience a cook book is far more easy than let’s say a flying car. And in many cases you do need the investment before making it true. But I repeat: the more certain a person is that this is just the right product for her, the more likely she is to pre-order it. So try to do as much as you can. Organize tasting nights, create a demo, demonstrate your passion, make it real!
What can you do to create an almost real experience?