It’s important to remember that “the crowd” is very diverse and potentially huge. It’s not just your audience, or everyone on Republic Europe – think about ideal potential investors who don’t know about either of us yet, but who could love the opportunity to be a part of your business.
Think about who you want to invest in your business during your Republic Europe campaign in advance so that you can prepare the right messages, connect with them in the most appropriate channels and all at the right time.
Anchors
WhoAngel investors, venture capital funds, institutional investors, friends and family.
WhyThese investors understand private investment, and likely your space, and invest larger amounts that can kickstart momentum in your campaign and validate the opportunity.
PlanList investors in your space who could be a good fit for your business.
HowResearch how you can get in front of these. Investors. Can you get an intro? Are they attending an event you can attend? Organise face to face meetings and attend pitching events during your campaign.
WhatMake a good business case and have a clear plan for reaching your milestones for this audience.
WhenStart now, if you’ve not done so already. The lead time for these investors can be months to close.
Direct audience
WhoFriends, family, business partners, old colleagues, business network, customers.
WhyThese people tend to know you and like what you’re doing. They believe in the product or team.
PlanCreate lists of each of these audiences who you can reach out to. Then craft messages appropriate for each of them.
HowEmail, call and invite them face to face to learn more about your campaign. Messages and tone of voice should be tailored to your relationship with them.
WhatRemind them why they like you. Are they related to you/your team/partner? Are they loyal customers? Did you used to talk about the business when you studied together? Make it clear why them, why you, why now?
WhenStart this as soon as you can, as they may be able to help you spread the word or create your campaign.
Indirect audience
WhoPremium customers/users, social following, friends of friends, followers of your community, industry influencers. Also your ideal customer base.
WhyThese people aren’t as close to you as your direct audience but they are loosely connected to you and may like the idea of taking part. Also influential for reaching larger base of potential investors.
PlanCreate lists of each of these audiences who you can reach out to. Then craft messages appropriate for each of them.
HowSocial media, email, PR, great content, industry influencers, events.
WhatRemind them of problems that they may face or be aware of and tell them about your solution (and how they can be a part of said solution). Also ask for a lot of sharing and RTs.
WhenThis audience tends to be more active when a campaign is public, but you may want to engage influencers and PR a week before you go public.
