The end of a crowdfunding campaign is just the beginning of your marketing.
Thanks to preorder platforms like Indiegogo InDemand, once you run out of time on Kickstarter or Indiegogo — you can sell preorders of your product all the way until you are to market. Yes, you can move over from Kickstarter to Indiegogo-Indemand once your campaign is out of time. Indiegogo-Indemand is different than normal Indiegogo.
Our post campaign program is an influencer marketing / PR hybrid. We pay influencers on key social media accounts (youtube is particularly great for this), we continue pitching journalists (some will cover post-campaign even though they didn’t cover live campaign), and we pitch to influencers who don’t require payment. A great example of one of them is Unbox Therapy.
Paying for media via influencers (influencer ads) generally has a quite high conversion rate, even higher than Facebook Ads when done right.
Influencer marketing is fantastic in that it can work even with micro budgets. There are many micro influencers on instagram and youtube, as well as "pay for review" online publications. We see our clients net great conversion rates and revenue from micro influencers.
We place small bets with numerous influencers as a start to see where the product is getting value from and where it is not. Once we have a good feel for what channels are producing results, we increase our ad spend with them and eliminate the channels that are not.
PR has alot to do with being at the right place at the right time when it comes to getting coverage. For this reason, many publications will cover a product after their crowdfunding campaign has ended even though they didn't cover during a live campaign.
Many times it takes several months of pitching a product to top tier publications before they bite on a pitch and publish. Working with us post-campaign gives us tons to time to be persistent with the top tier press and eventually break through. This is why all venture funded startups have PR firms (or inhouse PR) - because it takes patience and time to land certain media outlets.
Many of our clients do not have review units during their live campaign, but several weeks or months post-campaign they end up getting a small batch of units that can be sent to journalists for review. Getting review units post-campaign opens the door to a PR campaign that is just as big and profitable as a live-campaign PR campaign.