Can you cut corners and still run a successful ICO?

Kari Elise
Sep 1, 2018 · 2 min read
Will potential investors consider a project where marketing is only half addressed?

More often these days I am approached by blockchain projects who wish to run their marketing on a “shoe-string budget”. They hope to raise however many millions of dollars to get their solution off the ground, but don’t seem to understand the varied aspects of marketing required to make their dream a reality.

Is it possible to run a successful ICO and cut corners? The short answer is, usually, NO.

Yes it can be expensive to run a successful token sale. However, my experience in working on seventeen ICOs in the past 13 months has resoundingly shown that would-be investors are much more savvy, and less likely to buy into a project without seeing the full offering. They need to know that the team is committed, that they are prepared to do what is necessary to make their blockchain solution a success. In every area, a project must dot those i’s and cross those t’s.

Simply — there have been too many scams, too many failed ICOs, and too many investment dollars lost, for the market to accept anything less than excellence in all areas of a project.

For some teams the belief in their blockchain solution is so strong that they feel a complete marketing strategy is not necessary, that their waves of enthusiasm and excitement will simply cover the missing parts. Whilst this is an enticing idea, it is not based in the reality of a fiercely competitive market.

The fact is that we are still in a bear market and have been since late February. Even very worthwhile projects must work much harder to get half the support that their counterparts received just six months ago.

That’s not to say there haven’t been some great successes over the past six months, with many billions raised in the space, and the birth of some significant solutions to existing real world problems. Yet, each of these successes was no accident, but instead had a clearly considered marketing strategy, and comprised of all the other elements necessary to make a project a success.

What does a complete marketing plan consist of for a token sale?

  • Social Media Marketing
  • Community Management
  • PR and Publicity
  • General/Overarching Marketing

Each of the above can be broken down into a variety of areas, and every one of those areas is very much recommended to run a successful campaign.

About me:

I am a social media and community engagement professional, accomplished at growing active online communities. I have 25 years experience, and have worked on seventeen ICOs in the past 13 months, through their various stages.

Visit our website: https://signaturesocialmedia.com.au

Visit my LinkedIn: www.linkedin.com/in/karielise

Written by

Community Engagement Specialist | Social Media Strategy & Account Management | ICO Strategic Marketing Advice & Development

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