Not everyone can afford to "prep" the way most suggest - to promote a campaign using marketing resources, you need money. Guess where that comes from. Campaign backers!
Sometimes, you must attempt a campaign to get somewhere, then fail, and try again. That's the method I'm using
I'm on Indiegogo right now selling spinning tops and expect to fall flat on my face. But at least I'll have advertised and generated some interest. Who knows. Might even get enough money together to afford an expensive marketing firm to promote even further.