Hi there! I’m BP, part of Global Coupon’s marketing team. Since GC is, at its core, a brand marketing platform, Jason has asked us to chime in and give a marketing pro’s perspective here on the blog. Look out for us for content about marketing, made for marketers!
If you’re the kind of person that keeps a casual ear to the ground regarding internet trends and emerging game-changers, it’s pretty likely that you’ve got at least a passing familiarity with crowdfunding.
Here’s a definition of this uniquely modern fundraising model:
“Crowd funding or crowdfunding (alternately crowd financing, equity crowdfunding or hyper funding) describes the collective effort of individuals who network and pool their resources, usually via the Internet, to support efforts initiated by other people or organizations. Crowd funding is used in support of a wide variety of activities, including disaster relief, citizen journalism, support of artists by fans, political campaigns, startup company funding, movie or free software development, and scientific research.” (from Wikipedia)
Sites like IndieGoGo and Kickstarter have made headlines recently due to projects blasting past their fundraising targets, suggesting that consumers are more than willing to put their money where their mouths are if it means getting the content or products they want to see to market.
We recently started our own campaign on IndieGoGo, but we’re approaching it in a rather reversed way. Rather than having our priorities set on reaching a certain funding goal, we want to focus on inviting consumers to get involved on the ground level. Seeing as our whole mindset during the creation of Global Coupon has been to provide consumers with what they want and need, when they want and need it, it feels like a no-brainer to invite this kind of engagement ahead of launch.
But beyond that, we’re looking at the future. So many of the projects on these sites will achieve their goals, and then find themselves thrown into the wider open market with no similar tools to build and grow. That’s a space we hope to inhabit – to enable these businesses, which are riding on their start-up success, to grow into new markets and reach new audiences. No matter how much they raise on these sites, they’re not going to have the marketing budget of your standard multinational. After all, we are in the business of building brands, driving sales, and creating value. So instead, there’s us. We’re scalable, we’re customizable and we’re building a very, very long reach.
We’re happy to be partnered with IndieGoGo, and we can’t wait to realize the potential that lies ahead for everyone involved. But we’re even more excited to see how we can work with theirs (and others’) successful projects over the coming months and years.
If you’re in Canada, you can catch us and IndieGoGo on the CORUS radio network with Saturday at 10:30PST. Or, catch it online later on!