How one broadcast blew this kickstarter’s expectations out of the water

Building a new tech product can be daunting. Not only is there a difficulty in engineering and design, there is also an even greater challenge in bringing a product to market. Without a well-known brand to fall back on the success of your product relies almost entirely on its quality; unfortunately it can be very difficult to communicate this value and quality to potential customers without spending a fortune on marketing.

A major reason for this is the nature of Television advertising. Tv ads have almost no middle ground, they are either short, 15 or 30-second ad spots, or full program time slots that span a half hour. Consumers who are interested in the latest and greatest in tech and gadgets rarely want to spend a half hour hearing about any one product, while 30 seconds is all to short a time span to truly communicate a product’s value.

Realizing this, NewsWatch TV sought to bridge the gap. The company initially produced and televised tech reviews independently. Interestingly enough, these semi-short form reviews ended up serving the purpose an informericial might, without the overextended bloat and expense typical of a 30-minute slot. Manufacturers were able to communicate the product benefits without wasting time or tuning out viewers.

There is no better example of this than news watches recent campaign for Avanca’s Ockel Sirius B pocket PC. Avanca originally started an Indiegogo campaign hoping to secure $10,000 in funding. By the end of the fundraising period, Avanca was able to secure $456,551, more than 45 times what they had originally hoped for.

It’s clear to see that the way forward for small and developing tech companies is to communicate the benefits the product to the customer. The best way to do that is with a short-form review on a major televised tech news program, such as NewsWatch TV.