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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition by Jeffrey Babin, Shellye Archambeau, Howard L. Morgan, Leonard M. Lodish

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5. Promotion and Viral Marketing to Maximize Sustainable Profitability

The Coolest Cooler—One of Kickstarter’s Most Successful Campaigns

Ryan Grepper’s Coolest Cooler is one of the most successful Kickstarter campaigns ever, having raised more than $13,000,000. (Kickstarter’s most successful campaign is the Pebble Time campaign discussed in Chapter 12, “Marketing for Financing Activities.”)

However, the first time Ryan sought funding on Kickstarter, the campaign failed to raise the targeted $125,000. The lessons learned between the two campaigns are excellent examples of the principles in this book and especially the promotional methods outlined in this chapter.

Ryan attributes the success of his second attempt to three reasons:

• Supporters ...

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