Kickstarter Unfriendly Towards Technology Projects? Not Necessarily, Says Ann Arbor Consultant

Jul 18, 2012, 08:00 ET from RFD Insight, Inc.

ANN ARBOR, Mich., July 18, 2012 /PRNewswire/ -- RFD Insight, Inc., an Ann Arbor-based business consulting firm, has supported Tellurex Corporation of Traverse City in a successful Kickstarter campaign, helping to raise 131% of its goal from the popular crowd-funding website.

Online media reports that fewer than 30% of technology companies have successfully reached their goals at Kickstarter, a blow to tech savvy firms across Michigan. Tellurex is a long-time Michigan R&D and manufacturing firm in thermoelectric applications.

By contrast, theater and dance have success rates of 64% and 69% respectively, reports ( while music projects have a 54% rate of reaching their targets.

RFD Insight supported the Tellurex application with new web pages and a press release that were linked to the Tellurex Kickstarter offer with words and images.

"Keywords and terms were carefully chosen to drive high rates of discovery via Google search," explains Lawrence Dolph, managing director of RFD Insight. "In other words, people didn't necessarily know they were looking for this opportunity but found it on Page One of the Google Search citations. The product looked good and they joined pledge stream on Kickstarter."

Five days after the Kickstarter campaign opened, RFD Insight issued a press release through PRNewswire that was posted by 262 major US media and offshore media in the U.K., Germany and India. The press release retained the same high volume search language as deployed on the web site, and the wide posting across the US and overseas created a second huge spike in visits to the Tellurex web site and a new stream of pledges on Kickstarter.

"The first impression that Kickstarter investors are not that friendly towards technology offers has been partially dispelled," observes RFD Insight's Dolph, who leads the marketing practice of the Ann Arbor consulting firm. "Presentation is everything. You may have to work a little harder to make a technology offer as compelling as the arts, but that's not to say it can't be done."

FOR MORE INFORMATION, contact Lawrence Dolph at (734) 516-5841 or message or visit


SOURCE RFD Insight, Inc.