You might be surprised to hear that launching and building a crypto, blockchain, or NFT brand is not that different than building a “regular” product or service.
Why? Because you are, in the end, selling it to humans who live in a dynamic world. As tempting as it would be to only consider and activate digital channels, doing so, severely limits a start-up’s ability to gain the top-of-mind awareness required to accelerate consideration from consumers. So convenient as it would be to skip that step, no one is immune from the hard and often costly work to achieve this.
Furthermore, like any complex offering, the marketing mix needs to tell the story of why one should care and what the benefit of doing so delivers. To do this, an omnichannel media strategy is required—because the messaging needs to intersect with the daily routine of the audience segments that are most likely to consider your offering.
This should include a range of channels that will, in the aggregate, deliver multiple impressions, which leads to the desire to learn more, and understand “what’s in it for them.” In our experience, traditional tactics like TV, print, out-of-home, transit, airport, direct mail, and audio legitimize the offering and aid in the performance of digital campaigns.
After all, no true brand has ever been built entirely online, via social media, or via email and PR—think Apple, Coca-Cola, Wells Fargo, Zoom. They are all over the place and are unmissable. Billions of impressions are required to achieve this.
Omnichannel media delivers them, and while you probably can’t be everywhere and known to everyone, you can dominate in a more concentrated way with a smart strategy, strong creative, savvy media negotiations, and buying.
We know because we do this all day every day for some of the most innovative cryptocurrencies on the market today.
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