Juiice is a token and platform being made to support a change in how we consume content. It is a step that will drive the community-led initiative forward into the web3 economy. A big challenge to overcome is to gather this community. Given the fact that NFTs still harbour a bad reputation and google searches have declined since December, we face a problem of how to approach this.
It is obvious that mass media doesn’t work anymore. The number of possible channels now presents a problem that you can’t effectively reach the desired people with a single message. For example this is why big sporting events are the only options left for big budget advertising. 30 seconds of screen time costs from $500,000 to $700,000. Big events remain one of the last viable options for mass marketing.
Due to the limited attention people are left with because of the bombardment of different messages, the effort to get your attention is getting more extreme. At first the effort was just to deliver the message, now the first step is to get your attention. To play the devil’s advocate here are some other options on how you can still conventionally spend money for as much eyeballs as possible:
- Plaster your ads on obscure (or innovative) places
- Provocative content
- Constantly offering something new
- Direct mail and promotions
You are still fighting a costly battle, you spend more money and get worse results — and to fix bad results you need to spend more money. What a magic circle of sh*t. To sum up the problems of classic marketing:
- People have a finite amount of attention
- People have a finite amount of money (you search for alternatives before committing)
- More products in a category means less money for each of them (if you open up facebook that means twitter can’t show you ads, buy a pepsi and coke doesn’t get the dollar)
- More ads = more competition, more ads = more noise, more noise = more ads
Proper way of doing it
You may have heard the term that time is money. We can unfold this term to be more precise four our case. Time is a precious limited resource that people have. Attention is the resource that marketers want to extract. Since time is something everybody is running out of, we sure as hell won’t waste it on ads.
Just as it is inappropriate to ask a girl to be your girlfriend on first contact, the same is true for your users. Trust must build up over a timeline where we come into contact (you may have heard the rule of seven). Personalised communication + a period of time + managing expectations is the key to success.
For this reason we are opening up our discord community besides our telegram. Come join and ask the team any question you’d like!
