We are delighted to be part of the team behind the incredible Crowdfunder campaign to bring the Foo Fighters to Cornwall. This campaign has grown exponentially from just an idea to achieving its target of £150,000 within 53 hours! Now the Foos are an awesome band but we never expected that kind of response!
What’s particularly interesting in all of this is that it’s so unpredictable. There are many things we can do to improve the prospects for crowdfunding campaigns with a structured, strategic social media campaign in advance to build up interest and engagement; you can run a press campaign alongside the fundraising; you can get as many interested parties as possible to post on their websites and link into it…..but ultimately, we don’t know how the general public will respond. It’s the same with marketing campaigns in general terms. We don’t know what the next market trend will be but we can keep our eyes and ears open, we can develop the ability to respond to opportunities quickly, we can develop our own ideas and take risks but there are no guarantees.
There are agencies and thinktanks out there who work on telling the future for businesses of all kinds and there are those out there who are making it happen like artists, directors, choreographers, producers. But even all of these people can’t tell what the next big thing will be. We also need to recognise that usually, the Foos excluded, these kind of campaigns do not work overnight. So it is a long, drawn out, unspecific, unknown process that involves a lot of risk and strategic guessing and heartbreak if ideas don’t work.
So why do we take these risks with new event concepts, new business ideas, new funding campaigns etc etc?
A couple of weeks ago, I heard from one of the Directors of LEGO where he was talking about how they innovate and it resonated with a conversation I had with Martin Crump from Evolution Development – it’s a change or die world. We, both individually and corporately, need to keep on changing. Our human nature means that we continuously learn and develop so our preferences and interests also evolve and change. We are like sharks – we have to keep on (mentally) moving to stay alive. When we stop coming up with new ideas or when we stop seeking to understand the world a little more, we lose that spark that makes us human.
Claire Eason Bassett, Managing Director, Mackerel Sky