How to create a successful product How to create a successful product: Undress - Dress raised $ 615,000 on Kickstarter

How to create a successful product: Undress - Dress raised $ 615,000 on Kickstarter

Undress The project collected more than 615,000 US dollars from 7,200 investors on a Kickstarter - it is an almost perfect example of how word of mouth works together with a good product.

    A very simple idea, which reflects perfectly the real problem faced by many people: changing clothes in public. Undress - this dress for disguise.
    Very well implemented idea. It goes "dress" is very stylish, with additional chips.
    Directed this product for a certain segment of people who really need it or they just really want something like this.

Let's try to understand what contributed to this success.

1. Excellent brand + slogan that is easy to remember and easy to talk with friends.

 Undress (lane -. "Undress") - a very simple and "Velcro" title. In addition, it is easy to pronounce and perceived. That is unlikely someone will say or hear the name wrong.

The very essence of the project is also very comprehensive because we all know how uncomfortable and unpleasant change clothes in public. Undress dress being able to solve this problem!

I think many people immediately think about a couple of his friends, who would not mind having such a useful thing, let's say, in his bag for the gym. It already does Undress a great idea for a gift.

2. A video demonstrating the product (over 80 thousand views!), Helped people to quickly grasp the essence of the project, and to understand that this "dress" does work!

Also, explain the principles of the use of the product, also allows video makers to directly address their potential customers.

Why is the video so important? Because they allow creators to communicate directly with each potential customer and talk about all the benefits of your product.

Potential customers, in turn, immediately understand what this product is and what it is, how it can help them in their daily lives, and why the company can be trusted.

3. Reference to a specific segment of people (athletes, yoga lovers), as well as cooperation with bloggerati.

Theoretically, any person may require such a thing as Undress. But if you do something once for all, then it will not work.

Undress Founders understood this principle on an intuitive level, and therefore all marketing focused on amateur sport and yoga - to those who are most interested in something like that. Undress also mentioned on many blogs running fans, and all this has helped to effectively disseminate information to the target audience.

4. Excessive attention to detail shows that the creators really love your product.

To the product turned out so that it would be really interesting to discuss, he must not only solve some problem. You will have to prove that your product is able to surpass all expectations and become really the best solution to some problem.

This is a huge machine launch "word of mouth".

Let's take the example of Undress highlight a few aspects that influence the effectiveness of brand promotion by word of mouth:

1.     Good Name + spectacular and memorable slogan.
2.     High-quality video, which can cause the discussion.
3.     Reference to a specific niche in the market and customer segment.
4.     Excessive attention to detail of the product.