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In this topic, I just want to go over a quick summary of NFT Project Marketing. Note there is a difference between Art projects vs. Collection projects
Art projects by artists (e.g. Raf, Del) where the artists have a royal following and very niche market. Art project would usually release small edition of art work once in a while for their collectors to purchase. Most of them have no utilities besides the art aspect and potentially some gamification to drive the FOMO emotion.
Collection projects can vary in edition sizes (3k~10k or more), can have many different categories such as meme, art, alpha group, p2e etc etc. The main goal behind these projects are about building a brand and community. This article will focus more on these type of projects to provide a overall basic understand on their marketing.
Brand Awareness:
It is really about 1st impression. Of course people have different art sense and can disagree what art style they like & dislike. Make sure the artist have put in the effort to create the sneak peak pieces. Note: If the sneak peak and products being worked on for release doesn’t match, this is a red flag for people working on the project to speak up.
Brand logo and mission should be easy to understand within the first 10 seconds of reading. Detail mission statement can be contained in the website and discord for people to read in detail.
Tone, be one with the project. Are we building a professional community? art community? gamer community? Different communities have different styles to approach the engagement.
In this topic, I just want to go over a quick summary of NFT Project Marketing. Note there is a difference between Art projects vs. Collection projects
Art projects by artists (e.g. Raf, Del) where the artists have a royal following and very niche market. Art project would usually release small edition of art work once in a while for their collectors to purchase. Most of them have no utilities besides the art aspect and potentially some gamification to drive the FOMO emotion.
Collection projects can vary in edition sizes (3k~10k or more), can have many different categories such as meme, art, alpha group, p2e etc etc. The main goal behind these projects are about building a brand and community. This article will focus more on these type of projects to provide a overall basic understand on their marketing.
Brand Awareness:
It is really about 1st impression. Of course people have different art sense and can disagree what art style they like & dislike. Make sure the artist have put in the effort to create the sneak peak pieces. Note: If the sneak peak and products being worked on for release doesn’t match, this is a red flag for people working on the project to speak up.
Brand logo and mission should be easy to understand within the first 10 seconds of reading. Detail mission statement can be contained in the website and discord for people to read in detail.
Tone, be one with the project. Are we building a professional community? art community? gamer community? Different communities have different styles to approach the engagement.
Main platforms:
Twitter - The core of NFT project social media platform, the first thing people will see and interact. When a project initially launches, gaining followers will be the primary goal to gain awareness. Twitter space can be a good AMA platform.
Medium - This is a nice location to write blog posts about project visions, artists, teams or other project related long articles. (unlike my mirror post, please include pictures or concept drawings to attract people visually)
YouTube/Twitch - Mainly to host stream events or where influencers will be able to discuss/promote about the project. Possible AMA platform as well.
Before hosting events, make sure to have clear instruction on location, date & time. Let people know how they can join, will there be any benefit to join. As the organizer, also consider any method to attract additional attentions to this event.
When considering guest speaker or influencers, make sure they are good fit for your project based on their feed & cost (if any). Try to build relationships with them by engaging with them on twitter, or make honorary drawings before pitching to them. For example, if the collection is art project, don’t go to influencers who only talk about meme and P2E gaming projects, the audiences don’t align.
Before reaching out to people or other projects, make sure to have a outreach message template created and adjust based on how both side can benefit. (e.g. exchange WL spots, offer WL or free mint for promotion)
Other Media Outlets - I believe this deserve a separate section, where a project may reach out to Alpha Channels, NFT News Accounts etc to gain additional awareness upon initial twitter/discord launch. While personally, I don’t believe in giving WL spots to these outlets to raise awareness, some of the alpha channels do have lots of active members across many communities.
Instagram - Recently, projects have been building out their Instagram followings during their promotion. While it is promising for the out reach, Instagram does not attract much audiences at this moment. It may be rewarding if there’s extra human resource to mange it, otherwise, focusing on the primary platform will generate greater results for the effort.
Onboarding:
Welcome the new members, holder or non holder, have sections ready to answer common questions or how they can contribute to the communities. (e.g. How WL?? WL Now?? Wen WL??)
Depending on how the project discord is setup and what vision the team has, it may be good to have a section dedicated to “Navigation Channel”, so people don’t get too overwhelmed with information. (e.g. some projects has many discord bot sections for entertainment, channels for project DAO related discussion.)
Community Events:
This is a board topic where the team will host events and contests to engage with the community. Determine & announce the reward structure prior to the event.
This can also be a community driven event, where community member organize the events amongst each other. While no rewards would be promised by the team, the team can still note the active participants and organizers.
How to reward the community with whitelist or rewards is always a challenge, since it is difficult to know who truly believe in the project. We can discuss some case studies & current trends in separate discussion.
Example events:
fan art
lore creation
member introduction sections
riddle/puzzles
AMA question contests
alpha contest (subjective, not recommended for project not minted yet)
games (rumble bot, garlic bot, smashkarts, other main stream game tournaments)
There are pro & con for each type, but some events are more engaging and long term lasting. What is the goal? Give out WL for the purpose of giving out WL? Create community bonding? Discover talents within the community?
Be consistent, keep engaging!
Now, post launch…
What gives value to the project is the floor price, but what drives the floor price is the value of the project placed by the NFT community. What are the incentives for being a holder? Is the project delivering what they promised or on track of their roadmap? Continue building the project, build trust and expand.
The roadmap and “utility” of the project determines many things a team is expected to deliver post-mint. Under promise and over deliver is always a good practice. We have witnessed many over promise and under deliver… (Reveal by Hypebear, Pixelmon, etc etc). Personally, I believe this rule applies post-mint as well. While it is important to provide announcement and updates on project progress, it is also important to not create false hope or unrealistic promises. (e.g. Don’t promise “Big things are coming”, then leave the rumor unchecked, when people are hurt finically, it hurts the brand image.)
Project need to find ways to continue retain the existing community, but also grow awareness so people want to purchase and be part of the project/community. (Kumo x World can be a good case study)
List of common actives to do post-mint:
Continue with Town Halls or AMA sections to be active and show continued involvement with the community. (Open to public) At the same time, the team can host relax chatting session more frequently inside the Discord to engage with active members. In short, closing the gap between the team and the members.
Ask for ideas & feedbacks and see how to utilize talents within the community to continue building the brand. (The team should have a vision, while listening to the community is good to see if there’s any new thoughts & insights, keep in mind they may be wrong just like anyone else on the team.)
Host events to provide rewards to high value & active members. (note, also keep in mind of other holders who are not as active on Discord, but actively helping with the promotion on Twitter.)
Collab with other projects who are in pre-mint stage to get awareness from people who may not have heard about your project before. There are new people coming into this space everyday, welcome them.
Key takeaway:
Be transparent about the project and statues early on pre-mint as well as post-mint, this will help attract people who believes in the long term prospect of the project.
Deliver, consistently, deliver value to the holders, this is the best marketing push in the end.
Please let us know if you have any questions or suggestions in our discord.
Cheers!
Learning is discovering, uncovering what is there in us.
Twitter: @StudyNao_
Main platforms:
Twitter - The core of NFT project social media platform, the first thing people will see and interact. When a project initially launches, gaining followers will be the primary goal to gain awareness. Twitter space can be a good AMA platform.
Medium - This is a nice location to write blog posts about project visions, artists, teams or other project related long articles. (unlike my mirror post, please include pictures or concept drawings to attract people visually)
YouTube/Twitch - Mainly to host stream events or where influencers will be able to discuss/promote about the project. Possible AMA platform as well.
Before hosting events, make sure to have clear instruction on location, date & time. Let people know how they can join, will there be any benefit to join. As the organizer, also consider any method to attract additional attentions to this event.
When considering guest speaker or influencers, make sure they are good fit for your project based on their feed & cost (if any). Try to build relationships with them by engaging with them on twitter, or make honorary drawings before pitching to them. For example, if the collection is art project, don’t go to influencers who only talk about meme and P2E gaming projects, the audiences don’t align.
Before reaching out to people or other projects, make sure to have a outreach message template created and adjust based on how both side can benefit. (e.g. exchange WL spots, offer WL or free mint for promotion)
Other Media Outlets - I believe this deserve a separate section, where a project may reach out to Alpha Channels, NFT News Accounts etc to gain additional awareness upon initial twitter/discord launch. While personally, I don’t believe in giving WL spots to these outlets to raise awareness, some of the alpha channels do have lots of active members across many communities.
Instagram - Recently, projects have been building out their Instagram followings during their promotion. While it is promising for the out reach, Instagram does not attract much audiences at this moment. It may be rewarding if there’s extra human resource to mange it, otherwise, focusing on the primary platform will generate greater results for the effort.
Onboarding:
Welcome the new members, holder or non holder, have sections ready to answer common questions or how they can contribute to the communities. (e.g. How WL?? WL Now?? Wen WL??)
Depending on how the project discord is setup and what vision the team has, it may be good to have a section dedicated to “Navigation Channel”, so people don’t get too overwhelmed with information. (e.g. some projects has many discord bot sections for entertainment, channels for project DAO related discussion.)
Community Events:
This is a board topic where the team will host events and contests to engage with the community. Determine & announce the reward structure prior to the event.
This can also be a community driven event, where community member organize the events amongst each other. While no rewards would be promised by the team, the team can still note the active participants and organizers.
How to reward the community with whitelist or rewards is always a challenge, since it is difficult to know who truly believe in the project. We can discuss some case studies & current trends in separate discussion.
Example events:
fan art
lore creation
member introduction sections
riddle/puzzles
AMA question contests
alpha contest (subjective, not recommended for project not minted yet)
games (rumble bot, garlic bot, smashkarts, other main stream game tournaments)
There are pro & con for each type, but some events are more engaging and long term lasting. What is the goal? Give out WL for the purpose of giving out WL? Create community bonding? Discover talents within the community?
Be consistent, keep engaging!
Now, post launch…
What gives value to the project is the floor price, but what drives the floor price is the value of the project placed by the NFT community. What are the incentives for being a holder? Is the project delivering what they promised or on track of their roadmap? Continue building the project, build trust and expand.
The roadmap and “utility” of the project determines many things a team is expected to deliver post-mint. Under promise and over deliver is always a good practice. We have witnessed many over promise and under deliver… (Reveal by Hypebear, Pixelmon, etc etc). Personally, I believe this rule applies post-mint as well. While it is important to provide announcement and updates on project progress, it is also important to not create false hope or unrealistic promises. (e.g. Don’t promise “Big things are coming”, then leave the rumor unchecked, when people are hurt finically, it hurts the brand image.)
Project need to find ways to continue retain the existing community, but also grow awareness so people want to purchase and be part of the project/community. (Kumo x World can be a good case study)
List of common actives to do post-mint:
Continue with Town Halls or AMA sections to be active and show continued involvement with the community. (Open to public) At the same time, the team can host relax chatting session more frequently inside the Discord to engage with active members. In short, closing the gap between the team and the members.
Ask for ideas & feedbacks and see how to utilize talents within the community to continue building the brand. (The team should have a vision, while listening to the community is good to see if there’s any new thoughts & insights, keep in mind they may be wrong just like anyone else on the team.)
Host events to provide rewards to high value & active members. (note, also keep in mind of other holders who are not as active on Discord, but actively helping with the promotion on Twitter.)
Collab with other projects who are in pre-mint stage to get awareness from people who may not have heard about your project before. There are new people coming into this space everyday, welcome them.
Key takeaway:
Be transparent about the project and statues early on pre-mint as well as post-mint, this will help attract people who believes in the long term prospect of the project.
Deliver, consistently, deliver value to the holders, this is the best marketing push in the end.
Please let us know if you have any questions or suggestions in our discord.
Cheers!
Learning is discovering, uncovering what is there in us.
Twitter: @StudyNao_
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