9 February 2017
One of my all-time favorite YouTube videos features a group of World of Warcraft avatars standing around outside a dungeon as they meticulously plan their strategy. Itching with impatience, one of the avatars breaks away from the group and runs into the dungeon, yelling, “Leeroy Jenkins!”
After a few moments of dismay, the group follows Leeroy into the dungeon and attempts to salvage the mission, but it’s hopeless. I mention this here because this is one of those blog entries where I write about what not to do. As amusing as Leeroy Jenkins is, his dungeon-raiding strategy isn’t very effective.
The Leeroy Jenkins approach to marketing is to self-promote your product (your Kickstarter campaign) in places where it is completely out of context. Here are some classic examples (again, these are not recommended):
- Join a Facebook group specific to a certain topic (e.g., Viticulture) and post a link to your project (e.g., not Viticulture).
- Pledge to support an active Kickstarter campaign and post a link to your project in the comments.
- Post a link to your project in the comments of a blog or YouTube video without any connection to the topic of conversation.
The thing is, Leeroy Jenkins marketers’ hearts are in the right place. They’re passionate about their project and want to share it with others. But this guerrilla marketing strategy has the opposite of the intended effect–instead of drawing people into the project, it aggressively pushes them away.
I like to participate in Facebook groups, Kickstarter campaigns, blogs, and YouTube channels simply because I enjoy talking about that content. It’s a soft, relationship-driven approach to marketing. I’d rather form a bond with someone about a game we love than to shove my project in their face.
Here are some productive ways to build your crowd and share your project:
- 10 Daily Actions to Build Your Crowd
- Kickstarter Lesson #5: Connecting with Bloggers
- Kickstarter Lesson #26: Paid Advertising and How Backers Find Your Project
How do you feel about the Leeroy Jenkins approach to marketing?