At the moment we are keeping the actual project a secret, and all will be revealed one day before launch... but we are second guessing this decision we've made!!
Do NOT keep your project a secret, unless you have an existing large fanbase who is all hyped up and waiting to see what it is. If there's one consistent bit of feedback I've gotten from the 50+ creators I've had on my podcast, it's that they wish they made they work more public leading up to the launch of their campaign.
The goal is to establish trust and rapport with your fanbase and others online leading up to the launch. You can do this by showcasing bits of the project, giving people a sneak peak, etc. You want to build anticipation before you actually announce the campaign AND you want to address objections that you're going to be getting, like how do I pledge, why does this matter, etc.
Can anyone suggest whether it is best to send out press releases to targeted newspapers and media outlets before launch (obviously we would have to go back on the decision to keep it secret for this option), or once the project has had a good amount of backing to suggest it is something to get excited about?
I would first start establishing individual relationships with journalists at the outlets you're targeting before you launch. This way, if you capture interest, you'll have someone on your side fighting for your story or who knows the value of it and you'll stand out from the crowd. Also, it's an individual who writes the story. If it's a big publication, they'll naturally have to write about the trends and things that are blowing up that the editor notices, but it's not true of smaller news. The press release is just a formalized way to introduce your story and expand upon it.
If there is some kind of special announcement that you can make to build anticipation about this launch, I'd do one before. However, if it's just that you're going to be launching a Kickstarter campaign, then I'd focus on spending your time building relationships with individuals before launch.
Cause they might have the next two weeks posts already planned and you might be at the end of your funding period?
It's true, there is an editorial calendar, which is why I'd recommend focusing more on relationship building leading up to the launch rather than just blasting out press releases that don't have a real newsworthy announcement. I mean, you can do it, but it's less in your control if it's picked up.
30% a follow up with some reveal of success?
I would also recommend waiting for the second or third day before sending it out once you've hit 30% because it shows social proof for the campaign. Nothing worse than coming on day 1 and seeing 0 dollars pledged. Although it's not an indication of the actual merit of the project, for people who are SO BUSY, they look for "short cuts" or signs as to whether or not to learn more.
Haha, this might be a silly example, but this also applies to dating. As a female, if you see someone alone, not dressed well, or appearing not confident, you make a quick judgement about who they are as a person and their value. If you see someone having fun with friends, dressed well, and appearing confident, you'll be more likely to respond positively to them if they approach you.
The same is true with marketing and crowdfunding. We use "short cuts" to assign value to news items, pitches, and asks of us. One short cut is social proof. Are other people taking notice? Have any other media outlets said it's good? Another is reciprocation - if someone does something for me or establishes a positive relationship beforehand, we're (meaning the journalist) more likely to assign value to what they're doing and take a second to check it out.
