What happens when a small cookware startup hires professional marketers to run its crowdfunding?
Goal
Have a great idea but can’t get it to market? Since 2008, the answer for many inventors has been to turn to crowdfunding sites such as Kickstarter, Indiegogo and GoFundMe. Let the marketplace evaluate the merits of your contraption. Seems nice.
Yet not all crowdfunding campaigns are created equal. While some entrepreneurs may turn to crowdfunding as a way to avoid the trappings of marketing, it’s clear crowdfunding platforms can be a potent tool in the hands of a skilled marketer.
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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.