Try, try again. A month ago, Oni Playing Cards successfully raised $5,251 thanks to 189 backers on Kickstarter. Folks who have been following the Devilish Rogue Project (DRP) over the past few years know that we have launched and re-launched the Wiretap (WT) deck line, falling short of the goal four times.
So what happened this fifth time? Let’s analyze what was done differently.
Subject Matter / Target Audience
This was the make-or-break. We had a strong idea of where our audience was, how to reach them, and what platforms they preferred. The WT campaign was geared towards a niche audience. Gag Order (GO) began to hit that more general “cyberpunk” audience that DRP was looking for. With Oni, the audience was clearly defined and didn’t rely on appealing to different groups with separate tastes.
For a full year, DRP was silent. Posted nothing. It took a lot of willpower not to share what we had going, and at times things leaked out in incomplete forms. Then, on December 27th, DRP went berserk and began posting things everywhere. This form of “lightning advertising,” as we call it, kept the interest high and people engaged. According to the stats, an enormous chunk of pledges came from social media and forums. The other half came from Kickstarter itself.
Knowing this, when creators start Kickstarter projects they should absolutely take time to talk about the product/campaign on all platforms. Keep a torrent of reveals flowing, but make sure that it is spaced out so that people don’t get overwhelmed.
This was something that was discounted during the WT and GO campaigns, out of fear of high shipping costs. DRP worked out the logistics this time around, and boy did it pay off. On estimates, two out of five backers were from international countries. It is well worth offering the international option.
Never underestimate brand staying power. When DRP announced that Make Playing Cards (MPC) would be the manufacturer for the GO campaign, we didn’t even break $1,750. It was close, but fell short. With Oni, however, we were able to use the United States Playing Card Company (USPCC) to draw in a lot more backers. Always pay attention to how your products are made.
Keep It Simple
Design for the numbered cards in the past was something DRP had a lot of fun with, but ultimately made some of the decks unplayable. Oni keeps the designs simple, and introduces the new pip types. Even though this was not instrumental in funding the campaign, we feel it was necessary to make the decks last long after they were purchased.
That’s all for this week. We are busy preparing and sending the art files out to the USPCC, so expect to hear back from us next week with more details. Bye now!