How Ten Hundred Raised Over $2 Million on Kickstarter: Insights from Brandon Smithwrick
In an impressive feat, artist Ten Hundred reached his $10,000 Kickstarter funding goal in just three minutes. This extraordinary campaign offers valuable lessons for creators aiming to monetize their passion.
The Artist Behind the Success
Brandon Smithwrick, former director of content and creative at Kickstarter, revealed the secrets behind Ten Hundred’s success. This innovative project, a deck of playing cards featuring unique artwork, ultimately raised over $2 million.
Lesson 1: Build Your Audience Before Monetizing
Smithwrick emphasizes the importance of audience building, stating, “People don’t do enough to build hype.” Before diving into monetization, he spent three years creating content simply to share his thoughts on LinkedIn. His efforts led to unexpected brand partnerships and revenue—demonstrating that a solid audience foundation is crucial.
Key Takeaway: Always focus on building an audience first. You never know when you might need that support later.
Lesson 2: Embrace Niche Marketing
“General content doesn’t perform as well as hyper-niche content,” Smithwrick explains. Instead of targeting broad categories like “comic books” or “games,” focus on specific niches, which not only engage your audience but also cultivate a loyal community. For Ten Hundred, the target wasn’t just art enthusiasts; it was collectors of custom playing cards.
Key Takeaway: Getting specific strengthens your brand and resonates with a dedicated audience.
Lesson 3: Cultivate Your Marketing Skills
A good product is only part of the equation. Smithwrick insists that creators must also excel in social media skills to effectively showcase their products. “Never skip leg day,” he advises, stressing the need to maintain consistent engagement and value delivery to your community.
Key Takeaway: Develop your marketing abilities and engage with your audience regularly to convert interest into sales.
Addressing Questions in the Marketing Space
This Week’s Question: What overlooked marketing strategy has high potential for impact?
Smithwrick suggests using social media to drive exclusive offers within existing communities. Techniques such as offering early access to promotions through platforms like Instagram can foster urgency and excitement.
Next Week’s Question: What creative hot take could change how marketers collaborate with creatives?
Conclusion
Ten Hundred’s successful Kickstarter campaign serves as a reminder that it takes careful planning, target audience understanding, and effective marketing skills to thrive in today’s creator economy. By applying the lessons gleaned from this experience, you can enhance your own creative projects and drive meaningful engagement.
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