LETTERPRESS BUCKET-SERIES CROWDFUNDING

ONLINE MARKETING RESEARCH & PROPOSITION

MARKETING RESEARCH

Premises
Google AdWords is the medium that can help target customers
very close to conversion in the purchase cycle, and on of the
best for generating relevant leads.
Facebook offers the most comprehensive targeting method in
terms of segmenting your audience, which is great for
generating buzz, leads, and evanghelists due to its
engaging nature.
All the estimates are based on our experience in doing Google
AdWords and Facebook for a series of sectors (platforms,
aggregated data, secondary databases, etc.).

OUTLINE
The following document contains:
1. General profile of the potential consumer
2. Market research (with focus on the crowdfunding sector)
3. Marketing strategy overview:
a. Search Network
b. Display Network
c. Social Media
d. Sites, Blogs, Forums
4. Appendix

1. Customer Segmentation

Customer Segmentation
Demographic:
Millennial (20-35 years old)
College graduates
Big City
"Hipster"
Adventurous
Travelers
Letterpress Community (businesses & enthusiasts):
Letterpress print shops
Purchasers of Letterpress
Backers of letterpress crowd-funding campaigns
Adventure travel:
Followers of travel experts/bloggers on social media
Backers of letterpress travel campaigns
Football:
Notre Dame Alumni
Yale Alumni

Customer Segmentation
IDEAL PROSPECT:
30 year old,
letterpress enthusiast,
avid traveler,
loves american football,
graduated from Notre Dame or Yale.

* this profile will be used for the hyper targeted Ad Groups, on both PPC channels

2. MARKET RESEARCH

MARKET RESEARCH
Art Category - Kickstarter

MARKET RESEARCH
Crowdfunding Category - Art

MARKET RESEARCH
Crowdfunding Category - Art

MARKET RESEARCH
Supporter Analytics - Art

MARKET RESEARCH
Reward Analytics - Art

MARKET RESEARCH
Reward Analytics - Art

MARKET RESEARCH
Reward Analytics - Art

MARKET RESEARCH
Campaign Analytics - Art

MARKET RESEARCH
Campaign Analytics - Art

MARKET RESEARCH
Campaign Analytics - Art

MARKET RESEARCH
Consumer Interest Trends

MARKET RESEARCH
Consumer Interest Over Time
Topics:
letterpress

Although losing a lot of

ground, from this data we
can identify a trend in
increased interest during
November and December
spikes.

MARKET RESEARCH
Consumer Regional Interest letterpress

MARKET RESEARCH
Rising Searches related searches
TOP QUERIES

RISING QUERIES

3. MARKETING STRATEGY

MARKETING CHANNELS OVERVIEW

3.A. GOOGLE SEARCH NETWORK

MARKET STRATEGY
Google Search Network
EXCLUDE LIST:
Invitations, giclee, bridal, wedding, photography,
paper for, paper, paper stock, lithography,
supplies, lithograph, lithographs, machine, ink,
business card, business cards, tabletop, kit, foil,
diy, how to, what is, font, fonts, stamping,
letterpresses, card, stationary, stationery, app,
game, vandercook, cards, pressing, presses,
press, letters, letter, canvas, equipment,
machines, wood type, blocks, chandler, printing,
print shop, printer, invite, invitation, invites,
printers, plates, printing press, birth, baby

MARKET STRATEGY
Google Search Network average monthly searches

MARKET STRATEGY
Google Search Network estimation

forecast is estimated based on the following assumptions:

ax CPC bid = $ 0.13
aily Budget = $ 20
verage CTR = 3 %

MARKET STRATEGY
Google Search Network estimation

MARKET STRATEGY
Google Search Network estimation

3.B. GOOGLE DISPLAY NETWORK

MARKET STRATEGY
Google Display Network market overview

MARKET STRATEGY
Google Display Network Interest centered campaign
There are 2 scenarios:
1. Targeting College
Sports enthusiast,
18-34, both male
and female.
2. Same as (1) but also
Travel enthusiasts.

MARKET STRATEGY
Google Display Network Interest & Topic
By adding 2 TOPICS to
the previous targeting,
the total inventory
available dropped
between 5 10K.
This would be a volume
too low for adding any
traction to the
Crowdfunding
Campaign.

3.C. SOCIAL MEDIA

FACEBOOK

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

MARKET STRATEGY
Social Media - Facebook

FACEBOOK APPLICATION

MARKET STRATEGY
Social Media Facebook (crowd-speaking) Application

http://dastart.ro/zumzet

TWITTER

MARKET STRATEGY
Social Media - Twitter
Top tweets using main keyword #letterpress by: @bad_robot, @printmag,
@baseline_mag
The sentiment score is based around overall Twitter sentiment at the time.

MARKET STRATEGY
Social Media - Twitter
Top tweets for main targeted keywords

MARKET STRATEGY
Social Media - Twitter

We will promote the campaign

n twitter, using Zingables
rowdfunding Social Media Outlet:

ttps://twitter.com/Crowdfund_Sites

D. PARTNERS (SITES, BLOGS,ETC)

MARKET STRATEGY
Sites

http://crowdfunding-sites.us/category/news/campaig

We will add a campaign post, containing (see right ex.):

. Embeded Video

. Copywrite

. Indiegogo/Kickstarter Widget

. Scoring Tab

http://crowdfunding-sites.us/news/campaigns/little-fishes-

4.APPENDIX

APPENDIX
ALL DATA ART CATEGORY for KICKSTARTER
project_id authorLocation

title

Misun Kim

authorWebsite
category
https://sites.google.com/site/p
uppyshaker/
Illustration

shortLink

14720Seoul, South Korea

Brighton And Hove,
14719United Kingdom

authorName

April 19, 2013800.00

Seoul, South Korea

160.00

http://kck.st/WCmINO

The Book of Beasts: A Monster and Demon-themed artbook

J David Bennett

http://folksy.com/shops/JDBee Illustration

contributors

daysLeft

Ending Date

April 17, 2013500.00

goal

Brighton And Hove, United Kingdom

244.00

http://kck.st/Zokx0m

The Pet Print Project

14722Manchester, NH

Jon-Paul LaFerriere

http://jlillustration.tumblr.com Illustration

10

April 17, 2013500.00

Manchester, NH

531.00

http://kck.st/ZVG5jN

Robot Portraits!

14729Tuscaloosa, AL

Amy Swartz

http://www.skullgarden.net

Illustration

146

April 15, 20135,000.00

Tuscaloosa, AL

5,950.00

http://kck.st/XbKa1J

The Wooden Tarot- a Major Arcana Project

14742San Francisco, CA

Matthieu Brajot

271

April 5, 2013750.00

San Francisco, CA

13,445.00

http://kck.st/1081erF

Pet Portraits

14759Syracuse, UT

Matt Crane

http://www.llamacafe.com
Illustration
http://gavacho13.deviantart.co
m/
Illustration

101

March 23, 20131,000.00

Syracuse, UT

1,717.00

http://kck.st/W4J5xs

Super Sesame Street Fighter Parody Poster

14780Los Angeles, CA

barry mcwilliams

http://twitter.com/barrymcw

Illustration

465

March 13, 20133,600.00

Los Angeles, CA

8,470.00

http://kck.st/XDe8N0

Wrylon Robotical Field Guides

14773Leeds, United Kingdom

Becci Whitehurst

Illustration

36

March 11, 2013300.00

Leeds, United Kingdom

715.00

http://kck.st/13axVVl

(Super awesome) Art Installation.

14804Redmond, WA

Koloud 'Kay' Tarapolsi

http://www.acraftyarab.com

Illustration

96

March 11, 20133,232.00

Redmond, WA

3,532.00

http://kck.st/13icbtE

Arabic Alphabet Fun Flashcards

14796Baltimore, MD

Pccolo

http://heypiccolo.co

Illustration

96

February 16, 20132,500.00

Baltimore, MD

2,831.00

http://kck.st/WKy65U

Pccolo Print Project

14799Los Angeles, CA

Sam Booker

http://bookered.blogspot.com

Illustration

51

February 3, 2013900.00

Los Angeles, CA

1,315.00

http://kck.st/RUmmkz

The Call of Cthulhu 4-Color Screen-Print!

14808Austin, TX

Jeff Dee

http://jeffdee.deviantart.com/

Illustration

38

January 28, 2013750.00

Austin, TX

2,291.00

http://kck.st/Wz4nwy

The Inimical Races of Tekumel

14814Portland, OR

Michael Buchino

http://buchino.net

Illustration

101

January 26, 20132,000.00

Portland, OR

3,496.00

http://kck.st/UnKDz0

Heartstorm

14818Boston, MA

Jennifer Lewis

http://www.jenny-lewis.com

Illustration

82

January 19, 2013350.00

Boston, MA

1,653.00

http://kck.st/R7NUm3

Jennifer Lewis Illustration Limited Edition Frog Robot Print

14826Brooklyn, NY

Drew Morrison

http://www.drewmorrison.com Illustration

71

January 5, 20134,000.00

Brooklyn, NY

4,066.00

http://kck.st/XuurPq

ENTRIPPY: AN INTERACTIVE ILLUSTRATION ROADSHOW

14817Lake Worth, FL

Dave Berns

http://hotdamnarts.com

Illustration

28

January 3, 2013400.00

Lake Worth, FL

1,398.00

http://kck.st/12wcLDH

Hail to the King, Baby! Elvis/Ash Limited Edition Art Print

14848Austin, TX

Jeff Dee

Austin, TX

5,243.00

http://kck.st/T1wAgf

Revisiting my Legions of the Petal Throne Art

Nick Ferran

http://jeffdee.deviantart.com/ Illustration
http://artbynickferran.tumblr.co
m/
Illustration

64

14844Fort Wayne, IN

34

November 27, 2012800.00

Fort Wayne, IN

1,140.00

http://kck.st/WBIW1r

OUTSIDE

14866Olympia, WA

Never Knows HMC

http://neverknows.com

Illustration

55

November 16, 2012750.00

Olympia, WA

1,585.00

http://kck.st/T3t8U5

People of Greater Olympia History Cards

14885Cleveland, OH

Len Peralta

http://www.lenperalta.com

Illustration

143

October 30, 20128,008.00

Cleveland, OH

9,497.00

http://kck.st/Sg1qVL

Geek A Week: Version 4.0

14896Los Angeles, CA

barry mcwilliams

547

October 25, 20125,500.00

Los Angeles, CA

18,267.00

http://kck.st/QhLUqe

The Wrylon Robotical Illustrated Catalog of Botanical 'Bots

14890Austin, TX

Monica Knighton

http://twitter.com/barrymcw
Illustration
http://nobordersstudio.blogspo
t.com/
Illustration

70

October 20, 20123,300.00

Austin, TX

3,442.00

http://kck.st/S7lkvI

The Magician's Cat: An Illustrated Free Children's eBook

14951Provo, UT

Jed Henry

2422

August 31, 201210,400.00

Provo, UT

313,341.00

http://kck.st/NIbLax

Ukiyo-e Heroes

14939South Burlington, VT

Isaac Cates

http://jedart.blogspot.com
Illustration
http://satisfactorycomics.blogs
pot.com
Illustration

169

August 27, 2012750.00

South Burlington, VT

3,383.00

http://kck.st/Qz7P7u

Animal Alphabet Postcards

14959Chicago, IL

Gerrymander

http://gerrymander.in/

Illustration

536

August 13, 201220,000.00

Chicago, IL

20,492.00

http://kck.st/OySjuP

The Election Day Advent Calendar

14971Long Beach, CA

Alice Chiang

http://alicechiang.tumblr.com/ Illustration

65

August 7, 20121,500.00

Long Beach, CA

1,619.00

http://kck.st/Nh5gcg

My Memory Map: An Illustration Book

15067Cleveland, OH

Len Peralta

http://www.lenperalta.com

Illustration

250

May 31, 20129,750.00

Cleveland, OH

13,206.00

http://kck.st/IksZIC

Geek A Week: Legends of Videogames

15080Lincoln, VT

Janet Fredericks

http://janetfredericks.com

Illustration

83

May 23, 20125,500.00

Lincoln, VT

6,294.00

http://kck.st/IFDNwN

Mango Baskets & Rickshaw Blessings, a travel journal book

15108Los Angeles, CA

Hangboy

229

Venice, CA

21,167.00

http://kck.st/yPlX0T

HANGBOY WORLD WAR TOO / ART BOOK

15114Los Angeles, CA

Natasha Lillipore

http://www.hangboy.com
Illustration
http://pussymoneyw33d.tumblr
.com/
Illustration

31

April 19, 2012700.00

Los Angeles, CA

710.00

http://kck.st/GF3uN5

Chunktopia Zine

15116New York, NY

Robert Scott

http://www.robertscottart.com/ Illustration

346

April 19, 201225,000.00

New York, NY

33,595.00

http://kck.st/ySpW56

The Urban Tarot Deck

15148Richmond, VA

Aijung Kim

March 11, 20124,000.00

Richmond, VA

4,800.00

http://kck.st/wn7yCi

The Golden Moth Illumination Deck

Monica Knighton

http://www.aijungkim.com
Illustration
http://nobordersstudio.blogspo
t.com/
Illustration

127

15151Austin, TX

109

March 8, 20122,500.00

Austin, TX

5,546.00

http://kck.st/yF3906

Stolen Child Tarot, A Limited Edition Major Arcana Deck

15165New York, NY

Brian Foo

http://brianfoo.com

Illustration

141

February 23, 20122,000.00

New York, NY

11,000.00

http://kck.st/vZSbyj

Cities of You: Volume 1

15183Phoenix, AZ

Safwat Saleem

http://safwatsaleem.com

Illustration

678

February 10, 20123,000.00

Phoenix, AZ

32,000.00

http://kck.st/A9kjwF

Oh Expletive: Zombies, Unicorns and 8-bit Creatures!

15193Cromwell, CT

Chris Piascik

http://chrispiascik.com

Illustration

361

January 18, 20125,500.00

Cromwell, CT

18,117.00

http://kck.st/vOQI6J

1000 Days of Drawing

15253San Francisco, CA

Nik Daum

215

December 13, 20112,500.00

San Francisco, CA

3,926.00

http://kck.st/pMQxD6

Dordle Cards

15255Milwaukee, WI

Steph Davies

http://www.dordles.com
Illustration
http://www.stephdaviesartmusi
c.com
Illustration

54

December 11, 20111,850.00

Milwaukee, WI

1,991.00

http://kck.st/qUlnvj

Collecting the sketchbook(s) of Steph Davies into a book

15222Austin, TX

Jeff Dee

http://jeffdee.deviantart.com/

Illustration

100

December 6, 20112,500.00

Austin, TX

5,750.00

http://kck.st/tuZCTu

Re-Creating my Egyptian Art from Deities & Demigods

15242Pleasant Grove, UT

Casey Childs

http://caseychilds.com

Illustration

28

November 23, 20111,950.00

Pleasant Grove, UT

2,412.00

http://kck.st/oyM3Yo

\Influential Figures\" Drawing Prints Box Set"

15245Columbus, IN

Andy J. Miller

http://www.designkoma.com

Illustration

138

November 17, 20114,000.00

Columbus, IN

4,710.00

http://kck.st/peWe1M

Day-After-Day in NOD

15252Brooklyn, NY

Jesse Jones

http://www.sinnednyc.com

Illustration

38

November 4, 20111,000.00

Brooklyn, NY

1,526.00

http://kck.st/oyn7l3

Crazy Creature Combo Cards

15250Chicago, IL

Thomas Quinn

http://blankisthenewblack.com/Illustration

255

November 1, 20117,500.00

Chicago, IL

9,836.00

http://kck.st/qZRoRk

The Apocalypse Calendar

15271Modesto, CA

melissa jaffray

103

October 12, 2011500.00

Modesto, CA

3,815.00

http://kck.st/mS2sld

Reviving The Lost Art of Illuminated Manuscripts

15284Charlottesville, VA

Greg Antrim Kelly

http://thompsondesigns.net
Illustration
http://www.gregantrimkelly.co
m
Illustration

54

October 8, 20114,500.00

Charlottesville, VA

6,383.00

http://kck.st/rqVjnW

Pigeon

15286Cleveland, OH

Len Peralta

342

October 2, 20117,500.00

Cleveland, OH

11,430.00

http://kck.st/p7TBbq

Geek A Week 2.0

15299San Francisco, CA

Anna Katarina Thorsen

33

San Francisco, CA

15,148.00

http://kck.st/q9ZSth

MOLLY- a real life murder mystery as graphic novel

15368Charlotte, NC

matt stevens

http://www.lenperalta.com
Illustration
http://katthorsen.wordpress.co
m
Illustration
http://cargocollective.com/matt
stevens
Illustration

424

July 23, 201130,000.00

Charlotte, NC

40,369.00

http://kck.st/kIyAAW

MAX100: The Book Project

15394San Francisco, CA

Benjamin Chun

http://benchun.net

Illustration

94

May 28, 20111,500.00

San Francisco, CA

4,391.00

http://kck.st/m5jWqW

Computational Thinking Illustrations

15406Pacific Grove, CA

Allen Spiegel

http://www.asfa.biz

Illustration

130

May 12, 20118,000.00

Pacific Grove, CA

11,150.00

http://kck.st/hLlyVp

The 52 Weeks Project

15454Albany, NY

Jennifer

http://www.BeNiceProject.com Illustration

52

March 23, 2011300.00

Albany, NY

543.00

http://kck.st/eCVJtn

Be Nice. Guide to Farting and Pooping

15432Chicago, IL

Rob Loukotka

Illustration

94

March 16, 20112,000.00

Chicago, IL

4,472.00

http://kck.st/eFxzJG

Fringe Focus Poster Prints!

15442Austin, TX

Amelia Elodie Raley

http://fringefocus.com
http://old-fashionedway.org/austin-phonographcompany/

Illustration

20

Austin, TX

515.00

http://kck.st/fKswGe

Dr. Sketchy's Austin: Reverse Mermaid Costume Sculpture

December 3, 20121,600.00

May 8, 201217,900.00

September 12, 201115,000.00

February 19, 2011350.00

location

received

Art / Illustration:
79.31 - Average number of
contributors
48.59k - Average Goal Value
5k
- Median Goal Value
8,43k
1,93k

- Average Received
- Median Received

APPENDIX
AMOUNT RAISED - DISTRIBUTION ON CITIES
Sum of received
Row Labels
Illustration

Column Labels
Albany, NY
543

Austin, TX Baltimore, MD
Boston, MA Boulder, CO
Brighton And Hove, United Kingdom
Brooklyn, NY Charlotte, NC Charlottesville, VA
Chicago, IL Cleveland, OH
Columbus, IN
Cromwell, CT Dripping Springs, TX Evanston, IL Fort Wayne, IN
Lake Worth, FL Leeds, United Kingdom
Lincoln, VT Long Beach, CA Long Island City, NY
Los Angeles, CA Machias, ME Manchester, NH
Milw aukee, WI
Minneapolis, MN
Modesto, CA New York, NY Olympia, WA
Pacific Grove, CA
Phoenix, AZ Pleasant Grove, UT
Portland, OR Provo, UT Rangeley, ME Redmond, WA
Richmond, VA
San Francisco, CA Santa Fe, NM Seoul, South Korea
South Burlington, VT
Sparks, NV Syracuse, UT Tuscaloosa, AL Wakefield Peacedale, RI
Grand Total
22787
2831
1653
1175
244
11470
40369
6383
44133
34133
4710
18117
4101
1070
1140
1398
715
6294
1619
35
49929
18315
531
1991
1780
3815
58143
1585
11150
32000
2412
24276
313341
4081
3532
4800
36910
3481
160
3383
2334
1717
5950
5010
795546

http://kck.st/1081erF

13445

http://kck.st/12wcLDH

1398

http://kck.st/13axVVl

1398

715

715

http://kck.st/13icbtE

3532

http://kck.st/9lVXM2

10112

http://kck.st/9ZGHbz

6186

http://kck.st/A9kjwF

32000

http://kck.st/b9FeKy

http://kck.st/bij5Tz

4403

35

http://kck.st/arajeu

http://kck.st/azlbFp

32000

4403

http://kck.st/aGyW Tz

3532

10112

6186

http://kck.st/adGOGg

13445

35

1780

1780

1175

1175

17010

17010

4081

4081