The NavCoin Marketing Campaign — The Results

The NavCoin Marketing Campaign — The results

About a month ago the NavCoin marketing campaign that was funded by the Community Fund went live. After 30 days most of the promotions have come to an end and it is time to make up the balance. What happened, why, what can we do better.

The Campaign

If you have followed the project you know that a little over a month ago the funds that were secured by the Community Fund got released. With these funds, we would buy ad space and marketing packages.

I will outline some of the results below, but also give some insight into the discoveries we’ve made when setting things up and running the campaigns.

Timing

As you know, a little over 2 months ago this phenomenon named ‘Bitcoin’ went nuts.
2019 started with a different sentiment than how 2018 had ended. Slowly there were some signs of recovery, some of the ‘alts’ were performing well and Bitcoin didn’t fall through the -by then established- $3200 floor. But while everyone seemed to be yelling it would drop to $1200, Bitcoin started to form an uptrend. Now I’m not a trader or cryptomarket expert!
But when Bitcoin starts to go up and Bitcoin dominance increases, the prices for marketing on websites also seem to form a parabolic curve.

As traffic to most crypto related websites started to radically go up, so did the price to place a banner or article on there.

This is of course only logical, but for a small marketing budget it meant that it would have significantly less ‘bang for our buck’.

CoinIdol .com

As communicated before everything went live, a part of the budget would go into buying a marketing package on CoinIdol .com .
The results of this campaign in terms of clickthrough to the NavCoin.org website is very poor. In the past month, after about 100.000 impressions only 4 people managed to find their way to NavCoin.org

The article that was posted on their website did get a decent amount of views, reads, and responses. While it was promised to be on their front page for a while, the article disappeared quite quickly into the back of the website. All with all, we must conclude that the marketing campaign on CoinIdol was not what we had hoped for.

There isn’t just bad news though!

CoinGecko .com

The largest part of the marketing budget was spent on buying space and views on CoinGecko.com
For 1 week we would sponsor their newsletter, plus we would get a banner on their website worth 300.000 impressions.
Through the entirety of the campaign, I would receive daily reports in the mail showing impressions and clickthrough metrics. The communication with them was open, fast and clear.

The campaign for the banner ended on 300,017 impressions with a CTR of 0.11%
For a header banner, a CTR of 0.04% is considered good. So I think we have done quite well with this.
The 1-week newsletter sponsoring brought about 145 people to NavCoin.org and gave us around 120,000 impressions.

Conclusion

If we look at the numbers we can see that roughly $4000 gave us 500,000 impressions.

Is this a fair amount — did we get enough bang for our buck-? I would like to think it is, yet there is some room for improvement.
While NavCoin is a fantastic project with many great things going for it, it is a project that is hard to market.

Before we started the campaign we asked the community — what do you like about NavCoin, what is it’s most sellable feature?
The responses where mixed. I tried to incorporate too much of them which clouded the message in my opinion.

Trying to incorporate all the features that NavCoin has.

• The Community Fund
• A DAO — Decentralized Autonomous Organisation
• Decentralized Governance
• The fact that there was no Pre-Mine or ICO
• That it is a completely community driven project
• That it has withstood the test of time since it’s been around since 2014
• That staking can give you up to 10% ‘interest’
• NavPay and NEXT mobile wallets

It is an impressive list, while even a bunch of features are left out or aren’t even ‘live’ yet.
Imagine if we can also add Privacy, atomic swaps and NavPOOL to that list. While probably forgetting a few, it is just too much!

While setting up this campaign I mostly just came to realize how amazing this project is. How undervalued it is and that there is a bunch of incredible people working on it.

If you are already part of this community or if you hold NavCoin you can probably consider urself lucky.

The current price does not reflect the current state and progress of the project.

In the next effort to do marketing for NavCoin (if the community would let me) I will try to funnel the message and target audience more clearly so we form a much more focused campaign, hoping, to attract more people into the project.

Over the last month we have seen a consistent influx of people into the discord channel, if this is because of the campaign or because of the cryptocurrency markets picking up, in general, is yet to be seen, but it is a good sign that more people are finding their way into this great project.

I thank you for your time to read this and to those who voted for my proposal 2 months ago, I thank you for your trust.

Greetings
@Beekart