38 - How a Simple Teaser Video Helped Erez Rubenstein Raise Over $542,038 on Indiegogo for “The Right Cup”, Even Without a Fully Developed Prototype

When The Right Cup CEO, Isaac Lavi, was 30 years old he was diagnosed with diabetes and, by doctor’s orders, eliminated the sugary beverages in his diet.   Pretty quickly he got sick of drinking just plain old water and wished there was a better alternative to artificial sugars.   Luckily, Isaac happened to be an expert in “scent marketing” and began researching a solution. Six years of testing, technology development, and patent applications later, he finished development of “The RIght Cup, an FDA approved, flavor infused, plastic cup that tricks your brain into thinking you are drinking a fruit juice when you are drinking regular tap water.   With all the work done to this point, Erez Rubenstein, The Right Cup Marketing and Creative Director, couldn’t leave anything about their crowdfunding campaign to chance.   Luckily, 6 years of product development also teaches patience.   In this interview, you will learn directly from Erez, who goes into detail about how they slowly and methodically approached the “Pre-Launch” phase of their campaign. Because they took their time and planned and executed their plan effectively, The Right Cup raised 30% of their goal in the first 48 hours, crushed their original $50,000 funding goal by the end of the first week, all on the way to a $542,038 campaign.   Listen and you will learn: Why a fully developed prototype is crucial to a successful campaign, both before and after the campaign ends Step-by-step how Erez put together his PR campaign How they effectively used a teaser campaign to build buzz, prove the concept, and sign people up to their pre-launch email list Why too much pre-launch PR is actually a BAD thing, and what to do about it Erez’ “KISS Pre-launch Online Presence”… you can set all of this up in about an hour How to keep pre-launch subscribers engaged leading up to your campaign Best days and times to launch your campaign How to have friends and family help you get the ball rolling on those first few sales, and why it is so important that you do