Some of the most popular campaigns on Kickstarter and Indiegogo are for bags. This includes messenger bags, backpacks, luggage and even purses. To make sure your bag gets the funding it needs to proceed, you need to have a good plan in place.

Why a plan?

To be successful at crowdfunding, campaigns need some thought and development. A strategic mindset helps with every part of setup and marketing.

There are many entrepreneurs out there who are creative and can come up with great products, but putting together a successful campaign is a completely different task altogether. If you find yourself in such a position, find a consultant to help you. The return on your investment will almost always be higher than if you muddled your way through to create a campaign that fell flat.

This is especially important on Kickstarter, which has an all-or-nothing policy. This means if you put together a campaign that doesn’t reach its goal, you won’t get any of the funds. You’d hate to spend a lot of time and energy putting together a campaign that doesn’t get the attention needed to pull in funders and hit its funding goal.

Stand apart

Because bags are such a popular item, you need to point out what makes your product unique to potential backers. Before launching your campaign, sit down and make a list of everything that sets you apart from the competition. Then, use these key points to craft copy that will sell your bag. Even if what you offer is something as simple as a different material, stitching, color or strap, these things can be important to consumers.

Tell your story

Think about why you created this bag. What was it that inspired you and made you want to share your bag with others? You stand a very good chance of converting a reader into a backer when you share this information. Why? Because people love a good story. As author Maya Angelou once stated, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Stories translate emotion and consumers react to emotion.

Don’t forget video

Don’t overlook the power of video for your crowdfunding campaign. Because it is at the top of the crowdfunding page and is often the first thing a potential backer will look at, this is a component you can’t forget to include. In fact, campaigns that have videos have a 50 percent higher success rate.

Include your story about the bag’s creation, thank people for their support, explain your goal and why you need funding. Use visuals to your benefit. Don’t just sit in front of the camera and talk. Showcase your bag in detail, and show close ups of small parts. Point out what makes your bag so great.

Get the word out

Once you create a great campaign, you need to tell people about it. For example, social media is a key aspect of promoting your project online. Sadly, many people who put together their crowdfunding campaign neglect to develop a social media presence to spread the word, but social media is important before, during and after your campaign. Get potential donors engaged and get them to follow you before launch. When the campaign is up and running, leverage the community you’ve developed. Once you reach your goal, you’ll want to thank everyone and keep them abreast of updates on your progress.

Taking the time to think through all the ways to properly create and promote your campaign can mean the difference between success and failure. Recognizing how crucial these steps are is vital to pulling off a campaign that reaches its funding goal

For more information about how to run a successful crowdfunding campaign, tune into the Art of the Kickstart podcast, subscribe to our newsletter or get in touch.