Membrana IEO Marketing Case

A couple of months ago, blockchain startup Membrana.io completed the token-sale and raised $600K, according to ICObench. The money was raised through a private sale, then ICO (with the help of personal account on the site), and two IEOs on the exchanges ABCC and Probit.

Source: https://medium.com/@membrana

Membrana CMO gave an exclusive interview to FinPR Agency to share insights on marketing and fundraising. Here goes key highlights.

• The largest check came from a Korean investor.
• 30–40% of pre-sale investments closed through second and third sales to current investors.
• 0 value in term of investments brought: e-mail marketing through the bought databases of IEO investors, spamming in Telegram and Twitter, plus conferences.
• According to the contributors who invested in Membrana, to following factors have helped to make an investment decision: a clear and promising business idea, working product, staking and a beautiful/smart code on GitHub.
• There was no marketing campaign in Japan, and no articles were published in Japanese media. Nevertheless, during the IEO on ABCC, 30% of investments came from Japan.
• Membrana has used MailChimp account for six months with any troubles, but it was blocked on the morning of the ICO start. There were 10K+ people in the e-mail base. So Membrana key advice here is to have accounts not only in one e-mail blast service.
• Most of the investment from one marketing channel was raised from the Indonesian YouTube blogger with 300k subscribers. In second place in term of money raised in the Korean YouTuber (less than 1k subscribers). Both cost less than $1K each.
• In term of the content, the worst Membrana review on YouTube was the most expensive — $3,500. And the best review cost was only $200. So, there is no correlation between a project review and its cost.
• More than half of the YouTube reviews resulted in us in 0 contributions.
• Advertising in WeChat for the Chinese audience and in KakaoTalk for the Koreans is like a black box. You put money and don’t understand what happens if you don’t know the language.
• Key marketing insight — even if you spent 90% of the budget and didn’t earn anything in term of fundraising, you can wisely spend the remaining 10% of the budget and raise ten times bigger.

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