Priscilla Cherry owns online radio station Shaunio Radio. When Priscilla first inherited the station, she decided to dedicate it to independent artists, in order to honour one of her family members who had passed away. She saw it as an opportunity to share his music around the world, and to share the music of other independent artists.
So she decided to use the Alberta BoostR platform to crowdfund and re-launch the station. And she knew marketing would be key to running a successful crowdfunding campaign: she created videos for social media, cold-called strangers, you name it. And it worked! Here are her thoughts on how her marketing efforts made the difference.
Q: What different marketing channels did you use?
Priscilla: Obviously social media, because in our information age, it’s huge. At the beginning, I was really consistent in keeping people updated and engaged, and posted almost every day. But for me, I know people get bored fast and they like to be entertained. So besides social media and the videos, I thought, well, let me go back to traditional marketing. And I actually went business to business and was telling them about my campaign. So, like actually going door to door saying, ‘hi, nice to meet you!’ kind of thing. And actually cold calling as well. So I took it back a couple years and added some traditional marketing.
Q: Did you find that cold calling people was a successful strategy? Were people interested?
Priscilla: A little bit. You call people out of the blue and you give your little pitch, but they have no idea who you are. So they’re like, ‘what does this girl want?’ So I did that first, and then people would say ‘oh, I’ll get back to you’ or, ‘oh, send me an e-mail.’ If anything, I’d get a share of my video, a post, a retweet or something, but not necessarily any contributions. So that’s when I was like, for my personality, I have to be talking to people face to face, person to person. And that ended up being perfect, I got contributions when I went door to door.
Q: I was actually wondering how that went after seeing your video! (To see Priscilla’s video on door to door marketing, click here)
Priscilla: Yeah, it was interesting. Some people…you just don’t know what to expect. And honestly, some people, how I re-enacted it was not even an exaggeration. Literally people are just like, ‘no not interested,’ and I hadn’t even said anything yet! But other people, who are entrepreneurs themselves, they respect the hustle kind of thing, so they support right back, which is really nice. It’s hit or miss, definitely.
Q: What kind of marketing advice would you have for someone who’s just trying to start a campaign?
Priscilla: Honestly, I would just suggest completely stepping outside of the box. If it feels uncomfortable, then do it, because you never know what kind of results you’re going to get. Like door to door marketing. Just try different things outside of your box. Like I said, I never did that before, but I tried it, and it worked! So you never know what kind of results you’re going to get.
BoostR Question: Would you rather be a dragon, or own a dragon?
Priscilla: I think I’d rather be a dragon? Is this a trick question? Because dragons are cool, I want to blow fire out of my mouth, that’s pretty cool. And not scare people, but a dragon is a fierce thing. And if I am a dragon then I own myself, so there you go!