To understand the features and mechanics of marketing tools in the ICO can be difficult. Novel Kumar Vias, founder of the Agency Qmarketing, in an interview to DeCenter told about ways to promote the ICO, what to look for when unwinding of the projects and in which locations it is best to build cooperation with investors.
Let’s start with the main infopovod — Telegram lock. What do you think about this? You yourself use this messenger?
Yes, of course, I use Telegram. Those who care about gossipred, I recommend to use Telegram via VPN — click on two buttons and stay connected. In General, it is unknown how the story will develop.
In this case, do the managers who lead your projects to Telegram channels?
To be honest, I don’t think that Telegram will flow a lot of users. Likely to leave 20% of the audience. The most active and relevant people will be left. Those who lead their own channels, I would in any case advised to make additional accounts in other social networks. Still have to do the Analytics: if for a month the audience of Telegram greatly reduced, that is, it will take more than 30% of users, then it makes sense to switch to other instant messengers. If the audience will be, we can safely continue work in the Telegram.
You said you need to create an alternative platform. On which channels, in your opinion, should pay attention to the creators of ICO projects?
For publications good LJ, but I think that few out there will want to come back, this story is for generation X than for young people. Tumblr, Medium can be used as channels of content consumption. I would look at a new marketing DMP, teaser grid. At the moment the cases with bloggers more bad than good way of advertising. Perhaps, someday they will be able to operate normally for ICO. So far, the bloggers put a big enough price tag, and in terms of the amount of money that makes their blog usually invest in is not worth it. The same Facebook or Google is a much higher priority.
What are the options for instant messengers?
If to speak about Russia, then I would advise to use a Signal because it’s safe. WhatsApp, unfortunately, there is no desktop version. Plus, the lion’s share of communications comes through Facebook Messenger. I know I will soon be Join chat — messenger, which will allow you to monetize content and manage the community, especially in the framework of the goals that are pursued ICO. Apparently, the developers Join chat very happy now that their main competitor was blocked.
Whether or not to cooperate with the media? Some believe that media — the last century that this is no big deal, that no one reads.
No, cooperation with the media is necessary for 100%. In the future, most likely, all the traditional forms of the text will take in the video, because the new generation is not accustomed to reading. But I’m sure the media will live for a long time. Perhaps this site creates so much traffic, but through a PR publication you can go on the target audience and the targeted advertisement to configure the ad impressions on Facebook. In addition, to interact with the media well, in terms of partnerships. For example, we had a case when we with one publication in «Kommersant» soared to second place on a fairly high-demand. And another blog in the media with a PR publications can seriously increase conversion by 50% from the current figure. Therefore, PR is a very important thing.
Is the usual marketing startups from marketing, the ICO project? Are there any typical features?
Yes, the marketing of the ICO projects are more aggressive, he of short-term, while at the same time you have to run an advertising campaign all over the world. For conventional product marketing is part of one, maximum of two to three countries. To ICO marketing need to act quickly. And there is an unwritten rule — if the marketing ICO contemplating on whether to do something or not to do, you better do, because otherwise there is a risk that the project won’t go off.
What are the main problems arise from the coverage of a large number of countries?
Any team needs to have Legal Advice — the advice of lawyers to give advice on those or other legal norms, because the laws are in all countries different. Failure to comply with the laws can block advertising office. Therefore, it is necessary to legally verify all information regarding advertising opportunities.
In addition, it is necessary to bother and read the research about how advertising works in every country in which there are patterns of human behavior and so on. It helps us a lot with determining the vector of development of the advertising campaign. So, for example, recently we built the marketing concept in South Korea, where people have quite different attitude to creativity. Koreans love more acid flow and combinations of men and animals. So we had to change all ads, reformat it into a more psychedelic.
It is also necessary to understand that if we advertise for a particular country, it may not be suitable for the whole region, a continent which is the country. Because in Japan, unlike South Korea, the situation is quite different, although this is the Asian contingent. Therefore, before the start of the campaign in another country to increase conversion is to create a psychological portrait of a potential user to explore his creativity, habits, cultural values. This can seriously increase your conversion rate.
How to identify and build your audience that will be interested in the project and will not go away?
Just the proverbial content marketing in this sense is very helpful, especially in a time when Facebook and Google are going to block direct advertising from all businesses related to cryptocurrency. In order to draw a normal community, he needs to sell the idea. Often the crypto sites monotonous in its execution and can’t sell your idea. So you need to find more cunning ways. And content, in particular, the articles written and placed in the media or on the blog, just work for sales of this goal. The only feature that a normal community is much more complex than the community of crypto-investors that only want to get their x on the day of the IPO. We conducted analysis on the cohesion of the community, and 90% of the questions were: «When the project Zolotitsa on the stock market? When the project Zolotitsa on a major stock exchange?». Although it would be much wiser to ask about the product roadmap. It turns out that most of the community is likely not fans of your product or ideas, but simply those who want to earn on speculation.
There are many ways a startup’s growth. How to understand what strategy you need it for your project? It became clear that you need to focus on the country. And then what?
If we talk about marketing strategy a normal startup, you first need to study the market, see if there are equivalents. If not, ask yourself a fair question: «why? Why no one in the world thought of such things? Was there any prerequisites for this?». Then you need to correctly study all the competitors using SimilarWeb to find out the structure of their traffic, to analyze the number of orders. Then you define your target audience: what are these people doing, where we hang out, how interested in your project, invest these people in your project. Next you need to position yourself and your product properties in the matrix of competitors, to understand how you’re going to rebuild and that will speak to a specific segment of people. And only then it makes sense to test different channels, to do some tests on the quality of work constantly to optimize, change, creativity and ultimately, after a large number of hypotheses can be found normally operating channels in which your project will be scaled.
How to promote the project after the ICO and maintain the interest of investors? Is there life after ICO?
Of course. For this project to be a good, professional community Manager, who will take over the regulation of relationships within the investment community, raise the temperature of this relationship and be in constant communication. Community managers are the direct translator of company news. These people must be present in the network in order for investors not to arouse suspicion or to question your integrity (applicable for those who want to be honest). Plus, you must correctly set the direction of the grocery roadmap, where it will be possible, for example, to organize a session with the founders to communicate with the community. If you always keep investors informed, will make investors become part of the team and has seen his involvement in the project, your business will live long.