Another day, another lesson from Kickstarter University’s Free Kickstarter Course. Today we’re talking about the best time of to launch your campaign.
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Now onto the lesson.
Finding the best time to launch is one of the biggest challenges with Kickstarter. There are several factors to consider, which all starts with time of year.
Here’s the truth: launching a Kickstarter after Thanksgiving or when school isn’t in session is usually a bad idea.
Well during the summer people tend to be on vacation, so they are less present around their computer.
During the holidays, people are thinking about spending disposal income on gifts for people…NOT a product they won’t be getting until 4-6 months down the line.
Also, during the holidays you are competing with rock bottom pricing from Amazon and other retailers.
Another traditionally bad time to launch would be right around tax time, because everybody has a tax bill due so the last thing they are thinking about is purchasing new stuff.
On the flip side, right after tax season when people are flush with cash is a great time to launch a product because most people have disposable income at that point.
But that’s just one factor that goes into picking the right time. Another factor is buyer mentality. You want to hit a buyer with a product when it’s hot in their mind.
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The Coolest Cooler was one of the biggest Kickstarter ever, and the creator launched his product in June (which goes against what I just said and proves there are no rules in business), when people were thinking about summertime activities.
However, did you know that he also tried launching the SAME product the previous December to disastrous results?
There are many contributing factors to that, but most experts attribute this to the idea that nobody was thinking about, or cared about coolers, in December, so nobody bought it.
Another factor is your convention season. Every industry has conventions, and it’s generally not the best idea to launch a Kickstarter during the biggest conventions because every big company is making announcements during CES and other shows.
While I do love having conventions as part of your launch strategy, I recommend smaller conventions where big companies aren’t launching competing products.
There’s just no way to compete with Samsung and Apple. They will destroy you.
The last factor I consider is backer psychology. People buy more when they are depressed. People are the most depressed during early months of the year, less so during the summer and around holidays, then there is another uptick around Labor Day until Halloween.
If I had to pin the best time down, I would say right after the New Year until March, and September-October as long as you can delivery by Christmas, are great times to launch.
However, it may be different in your industry and it’s important to check for yourself using the factors we discussed.
I’ll be back tomorrow talking about the most important part of any Kickstarter. If you loved this, please rate, review and subscribe on itunes by clicking here.