Inbound Marketing Strategy for Design and Tech Products in Reward-Based Crowdfunding

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School of Business | Bachelor's thesis
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Date
2021
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
31 + 1
Series
Abstract
Objectives The main objectives of this study were to identify the main marketing strategies utilized by tangible design and tech products in reward-based crowdfunding and how prevalently said strategies are used. Furthermore, this study aimed to identify how effective the discovered strategies are. Summary 100 tangible and design tech products were selected from the platform Kickstarter.com. Data was collected on their amount of funding and marketing strategies utilized for each campaign. The data was scored and analyzed to answer how prevalent marketing strategies are in reward-based crowdfunding and how effective the strategies are. Conclusions The discovered marketing strategies were prevalently used with 53% of campaigns using at least one marketing strategy. Additional marketing strategies generally lead to more funding. Furthermore, selecting a reputable marketing partner can help creators leverage their capital, reduce risk, and ultimatly increasing their funding.
Description
Thesis advisor
Rannikko, Heikki
Keywords
Crowdfunding, Kickstarter, Reward-based crowdfunding, Entrepreneurship
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