Kickstarter and Indiegogo: Pitch Perfect Platforms
“You’ll like how you look, I guarantee it.” -- George Zimmer
Men’s Wearhouse recently made headlines as the company fired George Zimmer, the founder of the company, from his executive chairman position. Now even if his name doesn’t ring a bell, you would surely recognize his well manicured beard and baritone voice (as long as you don’t confuse him with the Dos Equis guy). Zimmer has been the face of the company and a fixture in TV ads for many years.
Perhaps if Zimmer never founded the company, he might have found his calling as a product pitchman for other companies. It’s pretty evident that he is pretty likeable on camera. But what I (as well as so many other consumers) really appreciated is that it was he was selling his own product. Zimmer’s descriptions, along with his personal guarantee tagline, made believers of his brand.
Of course Zimmer didn’t create this style of marketing. We’ve been sold everything from hamburgers to electric razors by company executives in formulated TV ads. It’s a proven strategy, and one that’s not limited to television anymore.
In case you’re not familiar with the crowdfunding companies Indiegogo and Kickstarter, their platforms allow entrepreneurs and artists to channel their inner Zimmers and personally pitch their projects, from inventions to feature length films, to the public for monetary support. -- If you donate $1,000, you’ll receive a “producer” credit for an aspiring web series about gerbil breeders in New Mexico. (And of course as a “producer,” you’ll want to help promote the project on social media and by word of mouth.)
What I find really cool about many of these videos is once you put aside the varying production values and the project ideas, they’re able to take the executive testimonial TV ads a step farther. Like DVD extras, these videos let you in on the stories behind the ideas with honest descriptions and personal pleas. They bring out personalities and show the passions of the people in a way that scripted TV spots or a press releases can’t.
If you spend some time on Kickstarter or Indiegogo, you’ll see what I’m talking about. Some of these people will make a believer out of you... And perhaps a supporter.
Take a look at these Kickstarter and Indiegogo videos. Each exceeded the initial fundraising goal, probably in part due to a really good pitch person.