Olivers, an innovative athletic clothing design firm based in California, cruised to over $160,000.00 on Kickstarter, despite only having a $10,000 initial funding goal. Their home-run success is a testament to their focus in keeping design at the forefront of every decision, using only the highest quality components, and continually iterating on the product until it is perfect. We had the chance to sit down with David Wolfe, one of the founders of the company, to gain some insight into marketing projects on Kickstarter.
YOU AND YOUR TEAM RAISED ALMOST 10 TIMES YOUR FUNDRAISING GOAL. CAN YOU WALK US THROUGH YOUR PREPARATION ACTIVITIES?
We had no idea how much we were going to raise. We set our goal based on the minimum order requirments required from our suppliers. We did spend months crafting the campaign and iterating on the product. Our manufacturer and pattern-maker are both down the street, so we were able to revise the product a number of times in a short period. In terms of video and marketing we leveraged some of the contacts in the industry we already had.
WHAT MARKETING EFFORTS HAVE YOU FOUND TO BE THE MOST EFFECTIVE?
The most effective thing we did was activating our existing networks to get them excited ahead of time. We also built a social media campaign with photography done by our Design Director, Mike Armenta, which got people intrigued by what we were working on. I would definitely recommend that creators focus on engaging there friends/friends before the campaign, present a simple product with a clear value proposition, and spend time making a high quality video.
WHAT KIND OF STATISTICS ARE YOU TRACKING WITH YOUR CAMPAIGN AND DO YOU HAVE ANY THOUGHTS ABOUT TRAFFIC CONVERSION?
To be honest, we haven’t spent a ton of time tracking that kind of data. Most of our time has been working on continuing to hone the product and the message. That said, we’ve seen that about 1 out of every 9 people that views our video makes a pledge, which we’re excited about.
HOW MANY PEOPLE ARE ON YOUR TEAM AND WHERE DID YOUR IDEA ORIGINATE FROM?
There’s four guys on the team, and a 5th that has been involved in a smaller capacity. The idea originated from the simple fact that we couldn’t find well fitting, high quality men’s athletic apparel.
DO YOU PLAN ON KEEPING MANUFACTURING LOCAL?
We plan to keep it local. Our factory is one we’ve worked with for years. Having them down the street allows us to ensure both high quality and a timely delivery.