How I got 300 followers on Kickstarter using free stickers
This is going to be a part of a series of blog posts I am going to write about on how I got more followers for my upcoming reality TV card game, “Love, Career & Magic.”
Today I want to talk about a tactic I used to get around 300 followers on my Kickstarter pre-launch page.
So in my upcoming game, I have 25 different characters that you can play as. They include characters like an orc hacker or a dragon chef. (You can see a full list here)
I believe that the most attractive quality or selling point for my game is the artwork. That’s why I wanted to put the characters front-and-center in my page and my marketing strategies.
I gained over 300 Kickstarter followers and over 1,000 emails from this tactic.
I printed a few thousand stickers of my characters and decided to give them out for free on my website in exchange for three things.
- An email newsletter sign up.
- A Kickstarter pre-launch page follow.
- A social media post (aka a signal boost).
Unfortunately, despite my warnings not everyone did all three things as instructed. So after the first couple hundred stickers, I decided to not send any stickers to anyone who didn’t complete all of the tasks.
Don’t send the stickers to anyone who doesn’t follow your instructions or anyone who unsubscribes.
Where did I post the signup link?
I then posted this link on various social media such as Twitter, Instagram, Facebook, etc. However, by far the largest two sources of traffic came from two subreddits—/r/freestickers and /r/freebies/.
Here are the best times to post in these subreddits:
So, how good are these leads?
Obviously you will get a lot of people who only signed up to your list for the free stickers. These are the people you want to avoid as much as possible. And when they do sign up, make sure that they at least made a post on their social media so that other people who may actually be interested in the game might discover you and sign up.
People who sign up only for the free stickers are unavoidable.
I’ve received over 1000 email sign ups from this free sticker campaign. I’ve since then sent out a couple of email campaigns to this group. And around 30% of them have opened my emails.
Unsubscribe the people who are not interested in your game.
So I keep the 30% as part of my regular email list and funnel the rest of the 70% into a sunset email campaign where I check to gauge their interest and ultimately unsubscribe them if they are not responding well.
How much did this cost? What’s the ROI?
I’ve sent out stickers to around 1000 people. Here are the breakdown of the costs (not including my labor obviously, although I really should include that).
Prices are in USD:
- $0.58 a stamp (domestic only)
- ~$0.10 an envelope
- ~$0.01 a label
- ~$1.50 for three stickers (your mileage may vary here)
This would bring you to a grand total of $2.19 per lead.
However, seeing as how 70% of the 1000 are not actually good leads, we can only consider 30% as beneficial. So that would have brought the cost of each “good” lead up to around $7.30 per lead if you saw similar percentages as I did.
For full transparency’s sake though, it actually did not end up costing me that much to run this campaign. I am fortunate enough to have parents who work in the commercial printing industry so I was able to get the stickers for free. Which brings down my cost to $0.69 per lead or $2.30 per “good” lead.
To try to bring down costs, you can only include one sticker which would also save you time in labor and bring down the costs to $1.19 per lead or $3.96 per “good” lead.
In fact, I did not expect to receive stickers for free from my parents which is why all the wording on my signup page says “sticker” not “stickers.”
Some intangible benefits
Despite the large costs and the relatively low percentage of “good” leads, I am very happy with the results of this campaign. Yeah it could’ve been better but I think you also have to consider some of the intangible benefits—
1. A larger Kickstarter follower count begets more followers.
The more people you have following you, the more likely it is others will follow you. Similar to how a large crowd in front of a street performer brings a larger audience which in turn brings more money to the street performer. A random uninitiated person is more likely to follow a Kickstarter campaign with 500 followers than 50 followers.
2. The stickers are out there somewhere sparking passive interest.
I’ve emailed the receivers of the sticker to ask if they can share where they’ve put the stickers. I’ve received some interesting photos and now they are out there in the world as passive ads for my game. When these people hang out with others, there will inevitably be questions about the cute artwork and links exchanged.
3. There are more SEO backlinks to my website, giving me a bit more legitimacy in search engines.
Especially as a new game, it’s hard to build the backlinks to your website quickly. This benefit is a bit of a stretch in terms of whether or not it’s actually useful, but I hope what they say is true—that any press is good press.
Thanks for reading! Want more tips?
This article is part of a series of marketing tips that I wrote. If it helped you in any way, please let me know in the comments or by email at firstname.lastname@example.org! So many people have helped me on my journey and I’d love to pay it forward. No strings attached at all.