You’re reading edition #26 of the LaunchBoom Newsletter, which is sent every Tuesday to thousands of product creators.
Here’s what I have for you today:
- From Kickstarter failure to back-to-back Kickstarter success.
- Why the framing effect is everything in marketing.
- Bill Hader’s advice on writing (and why it applies to products).
1. Short Story
In September of 2020, the team at NomadTech pressed the “cancel” button on their first Kickstarter.
It was a failure.
But one year later, they re-launched and raised €131,354.
This time a success.
One month ago, they finished another Kickstarter and raised €281,350.
Now experiencing even more success.
How did they go from failure to back-to-back success in such a short time?
Here’s their story.
Alfonso and Samuel first met in 2015 at the University of Valladolid in Spain. This was the beginning of NomadTech.
They started selling their first laser cutting and engraving products within a year.
Flash forward to 2019, and they started development of their most ambitious project to date: the OKU Desk – a completely autonomous, innovative and powerful laser cutter.
They decided to launch on Kickstarter to get initial pre-orders.
On August 24, 2020, they pressed the “launch” button on their very first campaign.
€5,699 in pre-orders came in the first day, but after that it slowed to a trickle… forcing them to press the “cancel” button not even a month later.
Most would give up after experiencing failure on Kickstarter, but they took it as an opportunity to learn.
NomadTech joined LaunchBoom in May of 2021.
They put their attention on the pre-launch. They built a Reservation Funnel. They drove traffic through Meta ads. They built a pre-launch email list of buyers.
When they re-launched in August of 2021, everything was different.
This time they raised €56,373 in the first day (10 times more than their last campaign that failed).
By the end of the campaign, they had raised €131,354.
More important than having a successful campaign, NomadTech now had a marketing formula to apply to future launches.
Over the next two years, they finished an even more ambitious product called the Red Fox 2 – an all-in-one CNC router for easy and professional fabrication.
Armed with the knowledge of how to launch a successful Kickstarter, they got to work on their pre-launch. You can see their pre-launch metrics below:
- Ad spend: €14,404.54
- Total leads: 2,995
- VIP leads (put down a €1 deposit): 65
That cost per VIP seems pretty expensive, right?
It was, but they had an expensive product (over €2,000).
When they launched, the had a huge day one.
Check out what Kelvin from the NomadTech team posted in our LaunchBoom Community (every client gets access to this community with over 1,000 creators as of writing this):
They raised €20K in 1 minute…
€100K in 4 hours…
And nearly €200K in 24 hours.
By the end of the campaign they had raised €281,350.
I put together this graph to show you how much they increased their day one funding with each campaign they launched… there’s nearly a 35 times difference between their first campaign and latest campaign.
NomadTech is a perfect example of the power of the LaunchBoom System.
When they failed the first time, they knew they had a good product, but had a bad marketing strategy.
Once they learned the LaunchBoom System, each campaign was better than the last.
Do you have a product idea you want to launch? I highly recommend you don’t go at it alone like NomadTech did for their first launch.
2. Marketing Tip
How you frame something makes all the difference.
Compare the Ford F150’s fuel economy to other cars?
❌ They’re at the bottom of the list.
Compare the Ford F150’s fuel economy to other trucks?
✅ They’re at the top of the list.
The Ford F150’s fuel economy is the same in both situations.
But how they framed it changed how we perceive it.
3. Favorite Content
Bill Hader recently said this about the writing process:
“I’ve learned that when people give you notes on something… When they tell you what’s wrong, they’re usually right. When they tell you how to fix it, they’re usually wrong”
I think it’s the same for building a product.
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