Page 92 - 8Days

STORY CHERYL ONG

had to dig around my bag to find James Bond
my things ’cos everything in it was would approve:
The Bond Ev-
always [jumbled up]. Joseph and I eryday Padfolio
both identified a gap in the market (right, $259) and
for a bag [with many compartments Travel Briefcase
(far right, $449)
to neatly organise one’s essentials] comes with
that solved a simple, everyday several compart-
problem [of messy, disorganised ments to store
all your nifty
bags].” gadgets.

#3
BE DATA-DRIVEN
Faire’s joint venture
with local data analytics driven
e-commerce retailer Y Ventures
Group helped the brand identify
“The data helped by providing #
what their target consumers want KEEP YOUR
and come up with a unique product.
core actionable insights… For 6 CROWDFUNDING
example, their results revealed PITCH SHORT AND SWEET
that consumers place a strong “Communicate the value proposition
emphasis on zippers, pockets and of your product in the shortest
compartments. These findings amount of time possible, bearing # HOLD A PHYSICAL
contributed greatly to the creation of in mind that yours is one of
our prototype. We knew that we had several thousand live projects 8 BRAND LAUNCH
to reimagine the structure of the [on Kickstarter]. Craft a good and “Our brand launch [held
conventional briefcase and make meaningful tagline. Don’t oversell concurrently with our Kickstarter
something that no one else had your product with fancy vocabulary campaign] allowed people a glimpse
before.” or over-styled imagery. Offer visual of our products’ craftsmanship
collaterals such as photos, GIFs and level of quality, and to see the
# or videos that will help your target Kickstarter product samples live. It
CONDUCT FOCUS
definitely helped our brand image
audience imagine the product in the
4GROUPS
and our legitimacy in wanting to

The company gleaned insights from best possible way.” deliver the product we created.”

regular focus groups. It also set up HAVE A SOCIAL
a chat system on its website for # KEEP AN EYE ON
real-time customer engagement. 7 MEDIA PLAN TO #
“We created many feedback 9 YOUR PROJECT
channels to constantly engage with BUILD BUZZ AROUND “You might need to sacrifice sleep
the online community, whether it’s YOUR LAUNCH in order to entertain queries from
via social media, EDMs or email interested parties worldwide.
drip campaigns. Every conversation Ryan and Joseph created hype Anticipate all possible questions.
we’ve ever had — whether through around their campaign’s launch via Don’t leave your backers waiting
discussions, focus groups, research referral campaigns, drip campaigns, when they ask questions or be
or data analysis — contributed to social media activity and focus unsure in your responses.”
the final product.” groups. “We ran a referral campaign
to get more people excited and
five successful referrals they made, #10
BE GENUINE
talking about the launch. For every
# 5 COMPETITION they would receive a complimentary campaign, you’re not just selling a
RESEARCH YOUR
“When launching a
“Do your homework by analysing product. It definitely helped us product, but also yourself and your
[reach our campaign goal of
story. Be honest and transparent
your competition and previous $50,000] in under 48 hours ’cos with your backers. Don’t lie or make
campaigns. It’s important to learn these people would already have a statements that you’re uncertain
what has and hasn’t worked with rough idea as to what we were doing of, or worse, make promises that PHOTOS: FAIRE LEATHER CO.
other similar campaigns.” when we launch.” you’re unable to make good on.”

For more info, go to https://faireleather.co. 8 DAYS | 91