The Bare Naked Ladies (the band, not to be confused with a random San Francisco day in Dolores Park) sings a whimsical song about “If I had a million dollars.” If I had $1M, Kickstarter is where I’d spend my dough (and Kiva - but that’s another post coming soon.)
Kickstarter’s been getting a lot of headlines lately (great PR, whomever you are!) Kickstarter - if you ever read this (chance is slim to none but worth saying) - I want to work for you/with you!
But I digress. Kickstarter is a funding platform for creative projects. Amazing people that want to do amazing things, and need money to do them (hello, reality) create fundraising campaigns. Much like PBS telethons, Kickstarter allows each campaign to determine pledge amounts and the rewards you’ll get for how much you back the project. The more money, the better the reward.
It’s a brilliant premise, done on a user-friendly platform, with a huge and avid following. As a person that loves art and creative thinking, plus I’m a bit of a tech/web geek, this site is beyond “teh awesome”. And if I had more money, I would be sponsoring so many projects.
With that in mind, even though it’s not a direct fit with PR, I am going to share awesome Kickstarter campaigns that I wish I could fund. (And I’m seriously going to find a way to create a “this makes me happy” budget to use for this stuff.)
First up is Occuprint, which is an amazing part of Occupy Wall Street that takes the protest art and shares it with the world. My dream would be the $860 archive, BUT if there are 4 friends that want to go in with me on the $300 deal, we get a lot of cool stuff for $60 each.
PRSA held a contest to define PR. http://www.mediabistro.com/prnewser/the-definition-of-pr-has-been-revealed_b34653
They received more than 900 suggestions.
I can’t emphasize enough the power of an effective original survey program for building brand leadership and media coverage. I’ve run dozens of surveys at this point, and plan to share my tips in future posts.
But for now, a perfect client example: TOA Technologies. You probably don’t know them, but they work with service providers like Cox Communications to make sure your cable guy gets to your house on time - and only makes you wait 2 hours or less. They’re B2B software based in Cleveland, and they wanted to get more awareness with general consumer media.
Waiting for the cable guy (or furniture delivery, or electrician) is a real problem, but there wasn’t data showing the COST. So in 2009 I established TOA’s Cost of Waiting annual survey of American consumers. The first one was small, but got 18 media hits (a huge bump for TOA). We drastically expanded the 2010 survey - adding questions, expanding to the UK and Germany, creating more content (amazing infographics, three PDF reports, a video and a microsite). We got 83% more coverage and much better quality - including the front page of the Denver Post, a broadcast hit on BBC and more.
I got new clients and the account transitioned to another team before the 2011 survey, but the survey groundwork had been set and I consulted on execution this past year. The team KILLED it with media coverage and created fantastic supporting materials. David Letterman and Conan O’Brian talked about it on air. MAJOR kudos to my Atomic colleagues in New York for the tremendous success.
My agency published a blog post case study in November, and you can watch the videos there.
The survey STILL has legs, which is true of great data programs. The Wall Street Journal wrote about it this week: The Wait-Time Misery Index.