Top 10 Tips for a Successful Food or Drink Crowdfunding Campaign
I have recently been working with a few clients who have been looking into crowdfunding so I thought I would share a few tips to help other food and drink producers who may be thinking of this route to raise much-needed funds for their business to grow. I hope you find them useful.
- Spend time planning your campaign page well ahead of launching it
It will take months of preparation to prepare a successful campaign and to make sure you have everything in place once the donations start rolling in. So make sure you have the time and resources to devote to it before you start, as you don’t want to spend all your efforts and time on the campaign to the detriment of the rest of your day to day business. So work out who is going to be doing what within your business during this period so focus is on the campaign as well as keeping your business going.
- Why are you crowdfunding?
You know why you are crowdfunding (well hopefully you do!) – but make sure you think about how you convey this to your audience. What exactly are you going to be doing with the money? When and how? What will it mean to your backers? People want this information – they want to know that if they support your campaign that the money is going to be effective in achieving what you are setting out to achieve. So you may be crowdfunding for a new oven for example – but what does that mean exactly? Better working conditions for employees? Quicker production so you can make more product and get it to more people?
- Build up the audience before you launch your campaign
This is absolutely key and critical to the success of your campaign. Maybe you already have a massive database of emails that you can be communicating with prior to the launch, but if not, why not do a lead-generation booklet – such as a Recipe Booklet to build your audience.? Social media is a great way to build your audience. Take a customized approach to each platform and write a social media content planner for the pre-campaign period as well as the campaign period. Think about what your pre-campaign teasers/hooks will be.
- How to make your campaign page stand out
Spend time creating your campaign page – tell the story, using photos, and graphics and video. The video really is the key selling point – remember people aren’t just investing in a food or drink product, they are investing in people and a story.
- Think about your rewards carefully
Make sure you have rewards for every budget. Also think creatively. There are different sorts of rewards you can offer: Product (your food or drink or branded merchandise such as a T-shirt/bag); Experience e.g. learning to bake with you or a tour of your factory; Creative – having their input into something such as developing a new flavour, tasting some new products with you; and finally Sentimental e.g. name something after them e.g. your new drink variant could have their name. Make sure you think of all your potential investors e.g. direct consumers, your wholesale customers and corporate.
- Keep the Momentum Going
Once the campaign is launched, you may think all the hard work is done – but unfortunately not!! It’s important to keep the momentum going, keeping your audience updated with any new perks, new videos and key milestones. This is easily done through social media, but don’t forget to update your campaign page too.
- Get as much coverage in the press as possible
You don’t need a massive PR budget – take a look at the following two websites where you will find journalists looking to write about your campaign. Anewstip and HARO
- Choose the best time to launch your campaign
Think about the best time to launch your campaign – it needs to be a time when people have money – just before Christmas or January are probably not ideal.
- Follow up once the campaign has finished
Make sure you send updates once your campaign has come to a close and keep those who contributed updated as your business grows – you never know when you might meed them again!
- A successful campaign that I love!
And here’s a link to a successful campaign that I love – personal, quirky with humour, clear mission and story to buy into…see what you think.SNACT CROWDFUNDING CAMPAIGN
For a FREE month’s trial of Relish Food Marketing Club visit www.relish-marketing.co.uk. UNLIMITED mentoring from the Relish team and access to oodles of resources to help your business grow.
How to increase sales of your products in farm shops
We all want to grow our businesses which means we need to increase the sales of our products in-store. Whilst offering price discounts is a short term fix it is not sustainable as we all need to make a profit at the end of the day!
Farm Shops love creating an enjoyable shopping experience for their customers, so they can be very open to discuss different ways of supporting your brand instore.
Here are 5 different marketing ideas to discuss with your farm shop contact to help increase sales of your brand by inspiring and educating consumers on the reasons they should buy your brand.
- Events – are you able to tap into any events the farm shop may be running e.g. Mother’s Day, Easter, Vegetarian Week etc. You could run a tasting session, have a Company representative there to talk about your brand. You could sponsor an event enabling you to have branding on any promotional material. You could be really proactive and have a calendar of events and detail how you want to get involved to discuss with the farm shop.
- Loyalty Cards – some farm shops now offer a loyalty card where suppliers can actually target a specific type of consumer e.g. buying a competitor brand, specific category of food. You could promote your brand, offer recipe ideas or issue a coupon for when they purchase your product.
- Newsletters/Blogs – Many farm shops have a large mailing list that they send newsletters to. Are there opportunities for you to include some information about your brand? E.g. promote a new listing, give ideas of how to consume your product, offer a recipe. Are you able to write a blog on a relevant topic and feature this on their website?
- Bag Stuffer’ – Discuss producing an information card or recipe leaflet that can be popped into shoppers bags by the till operatives. Can these leaflets also be displayed near where your product is being sold?
- Social Media – connecting with farm shops on Facebook & Twitter is a great way of engaging with them and their customers. Simply commenting on some of their posts is a great start. You may be able to run competitions on social media for their customers and encourage them to visit your website enabling you to build your consumer database. Sharing blogs that are hosted on your website can be shared through their social media.
Engaging with Farm Shops to discuss the types of activity you can run instore will really help you get your brand in front of more consumer eyes. Shoppers may not have noticed your brand sat on the shelf but with a bit of brand exposure you will increase your customer numbers and ultimately your brand sales.
If you have any questions on in-store marketing activity or would like to share any of your experiences, we’d love to hear from you at [email protected]