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عنوان فارسی مقاله:
یک محل عالی برای کار! ادراک جمع سپاری برندینگ کارفرما
عنوان انگلیسی مقاله:
Seeking funding in order to sell: Crowdfunding as a marketing tool
سال انتشار :2016
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بخشی از مقاله انگلیسی:
3. Match company objective with crowdfunding approach
It is evident from the aforementioned examplesthat crowdfunding websites can serve as valuable marketing channels, and that there are various approaches firms can take to engage with them. The starting point for selecting the right approach entails determining what the company wishes to achieve. Table 1 presents the primary objectives of each of the crowdfunding projects that were discussed in the previous section. However, it should be clear that although these firms may have had certain objectives, they may have gained other benefits as well. The table therefore shows both the primary objective (marked with X) and the additional benefits (marked with +). The objective of the first Pebble campaign was to raise capital after its founder was unable to attract funding elsewhere. This led to some additional, unexpected benefits in the form of product promotion and direct sales. Since the product had already been fully designed, the company was not looking forfeedback orideas. In contrast,the second Pebble campaign deliberately entailed the purposes of marketing, registering direct sales, and promoting the new smartwatch. As stated by Naturajan Venkatakrishnan of FirstBuild, the primary objective of the Opal ice machine campaign was to obtain feedback from the market before mass production. As the project appeared to be successful, it also helped to promote the product and generate sales. Hasbro’s initiative was entirely different than FirstBuild’s, in that Hasbro did not have a product when it started engaging with the community of Indiegogo. The project essentially consisted of two parts: the company first organized a crowdsourcing contest to generate game ideas (Afuah & Tucci, 2012, 2013) and then crowdfunded the winning game to evaluate its market potential. Although the Shock Top beer brand also created a contest, it was not related to the company product, but rather to a cause: finding solutions to the California drought. It is quite common for brands to build their identities around a certain cause or value. For example, Unilever’s Dove brand was reinvigorated in the early 2000s through its Campaign for Real Beauty, which challenged media-driven definitions of beauty as seen on runways in favor of individuals’ confidence and well-being as measures of ‘real beauty’ (Deighton, 2007). The way that Shock Top set up its contest with Indiegogo illustrates how crowdfunding websites can be used to strengthen a brand’s identity. Finally, Camden Town Brewery created an equity-based crowdfunding campaign motivated by the sole purpose of raising capital, which it then used to expand its production facilities.
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کلمات کلیدی:
Brands Are Discovering Crowdfunding as a Marketing Tool – Adweek www.adweek.com/...marketing/brands-are-discovering-crowdfunding-marketing-tool... Sep 23, 2013 - Since launching in 2008, crowdfunding platform Indiegogo has become known as the provenance of creative types, scrappy startups and charitable campaigns. ... Philips recently used Indiegogo to launch a competition in which entrepreneurs battle to raise money for their product ideas. Why Crowdfunding Is a Must-Have Marketing Tool for ... - MarketingProfs www.marketingprofs.com/.../why-crowdfunding-is-a-must-have-marketing-tool-for-b... Sep 19, 2014 - Marketing Strategy - Crowdfunding isn't just for small businesses anymore. Find out why billion-dollar brands are now turning to crowdfunding ... Crowdfunding as a Marketing Tool | Social Media Today www.socialmediatoday.com/content/crowdfunding-marketing-tool Apr 21, 2013 - But this is not all yet. The most interesting thing is that besides fundraising crowdfunding performs three important marketing functions. How Brands Use Crowdfunding For Kick-Ass Marketing - Celery Blog https://blog.trycelery.com/how-brands-use-crowdfunding-for-kickass-marketing/ Feb 23, 2015 - Marketing as the primary reason for crowdfunding is gaining .... Crowdfunding as a storytelling tool cuts through noise, and connotes innovation ... Crowdfunding campaign - the most important marketing tool https://readyfundgo.com/the-most-important-crowdfunding-marketing-tool/ Jul 26, 2017 - The most important crowdfunding marketing tool. ... If you are serious about your crowdfunding campaign it is no longer enough to use text and ...
