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عنوان فارسی مقاله:
به دنبال سرمایه گذاری برای فروش: کراودفاندینگ به عنوان یک ابزار بازاریابی
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:
Selling visions, seeking funding: WSU pitches Education Village to ... www.winonadailynews.com/.../selling...seeking-funding.../article_8b7607a0-7992-57... Sep 9, 2015 - Minnesota lawmakers with a say in the future funding of building ... a new initiative to help students lighten their debt burden after college. Ethical Innovation in Business and the Economy: https://books.google.com/books?isbn=1784719978 Georges Enderle, Patrick E. Murphy - 2015 - Business & Economics Kickstarter uses crowd power to help inventors get online funding from a large ... Typically the person seeking funding needs only to post a description and/or video of ... In some cases, the inventors raise funds by using the site to pre-sell the ... Why 99.95% Of Entrepreneurs Should Stop Wasting Time Seeking ... https://www.forbes.com/.../why-99-95-of-entrepreneurs-should-stop-wasting-time-see... Jul 22, 2013 - ... finding great investment opportunities, and about the ventures they fund. ... soared to wealth in a very short time via an IPO or a strategic sale. Buy, Lie, and Sell High: How Investors Lost Out on Enron and the ... https://books.google.com/books?isbn=0130091138 Daniel Quinn Mills - 2002 - Business & Economics The company offered itself for sale to its small get-it-right rival at a tiny fraction ... Meanwhile, the get-it-right firm was still seeking funding for its different strategy ...
