I start to do pre-ICO marketing & find out that it's quite hard: prices very, narrow expertise in agencies, no proper KPI's to be set etc. So I decided at least to collect all reasonable marketing (ok, including PR) instruments that will help to get the best results for ICO. Let's say one stop for ICO marketing:
1. Classic PR - press releases, interviews, Q&A
2. Banner advertising - display ads for extensive reach
3. Influential marketing - connect with opinion leaders.
4. Social media - connect with audience & opinion leaders.
5. YouTube - statements from founders, project introduction.
6. Bounty campaigns - referrals showtime.
7. Placements in blogs - native advertising.
8. Viral media - videos or pictures.
9. Community marketing - you know, Bitcointalk.
10. Events - meetups, conferences etc.
Contribute yours! Add instruments to this list.
1. Classic PR - press releases, interviews, Q&A
2. Banner advertising - display ads for extensive reach
3. Influential marketing - connect with opinion leaders.
4. Social media - connect with audience & opinion leaders.
5. YouTube - statements from founders, project introduction.
6. Bounty campaigns - referrals showtime.
7. Placements in blogs - native advertising.
8. Viral media - videos or pictures.
9. Community marketing - you know, Bitcointalk.
10. Events - meetups, conferences etc.
Contribute yours! Add instruments to this list.
Having recently help complete a successful ICO marketing campaign for Lampix which raised $14.2m apart from the list of instruments - what I believe it’s good as a general rule is to have a marketing plan set up in advance - with your relevant ICO campaign metrics, and ways to capture those metrics in order to guide the performance.
So you can see how social media channels are contributing, and which channels are most effectively driving investors, for example.
And so you can ‘double down’ on those which are working during the start, and at the end of the campaign when investor activity is often at its peak.
Plus with such a plan you can decide which instruments are going to work for your ICO before the launch.
