This document discusses the evolution of currencies from barter to cryptocurrencies and the importance of trust and community in marketing initial coin offerings (ICOs). It outlines three key pillars for a successful ICO marketing campaign: 1) Build awareness quickly through paid advertising, listings, and press releases, 2) Convert awareness into trust through transparency, influencers, media coverage, and listings/ratings, and 3) Build a loyal community through engaging content and discussion on social media and Telegram.

1. BLOCKCHAIN AND ICO
MARKETING: 3 KEY PILLARS
TO SUCCESS

2. CURRENCY EVOLUTION
FROM BARTER TO CRYPTO

3. BARTER WAS THE
FIRST MARKET TOOL
FOR MERCHANTS
EASY
Find the person with the goods you want, give
him what he wants and he gives you what need
FAST
Barter exchange is fast since there is little to no
involvement of bureaucracy DEMAND – TRUST (PRODUCT) - SUPPLY

4. MONEY SIMPLIFIED THE EXCHANGE
Medium - they help us
get something from
someone in exchange
for our precious money
Measure - each
good has its own
market value in the
form of a price tag
Store - capital
formation, money are
easy to accumulate the
capital for further usage
DEMAND – TRUST (MONEY) - SUPPLY

5. BUT GOVERNMENTS REPLACED THE MARKET
VALUE OF MONEY WITH POLITICAL VALUE
“I’ve a feeling that I’ll
get everything I want”
Vladimir Putin
AND THEN TRUST BECOMES
AN ISSUE.
DO YOU TRUST THESE GUYS?

6. THE 2008 CRISIS FINALLY PROVED THE FAILURE
OF THE CURRENT FINANCIAL SYSTEM
DEMAND – TRUST (MONEY)? - SUPPLY

7. THAT IS WHEN
BITCOIN APPEARED
ON THE SCENE
“THERE ARE 3 ERAS OF
CURRENCY: COMMODITY BASED,
POLITICALLY BASED, AND NOW,
MATH BASED”

8. THE CRYPTOECONOMY ENABLES DIGITAL BARTER AND
BRINGS BACK THE ORIGINAL VALUE BEHIND MONEY
DEMAND – TRUST (MONEY)? - SUPPLY
“We have elected to put our money
and faith in a mathematical
framework that is free of politics
and human error”
- Tyler Winklevoss, investor, founder of Winklevoss
Capital Management and co-creator of Facebook

9. BUT GLOBAL TRUST IN CRYPTO IS STILL IN QUESTION!
BAD NEWS - CHINA ICO BAN
GOOD NEWS - BIG BANG THEORY
EPISODE ABOUT BITCOIN

10. FOR ANY NEWCOMER ON
THE CRYPTO MARKET
MARKETING GAME, IT IS
ALL ABOUT TRUST!

11. MARKETING EVOLUTION
FROM TV TO COMMUNITY

12. BROADCAST MEDIA
WAS THE FIRST TOOL
TO BUILD TRUST
Radio, tv, outdoor and print ruled
marketing in the pre-digital era. But
their messages could. Not be
challenged or verified.
MEDIA REACH = TRUST

13. BUT DIGITAL CHANGED
THE LANDSCAPE
DRAMATICALLY
Since then, the customer buying
process has become more
complicated
NEED + MEDIA REACH + VALUABLE CONTENT
= TRUST

14. SOCIAL NETWORKS HAVE ENABLED PEOPLE TO
GET INVOLVED IN THE MARKETING GAME
NEED + MEDIA REACH + VALUABLE CONTENT+COMMUNICATION + ENGAGEMENT= TRUST

15. AND THE MORE SM PENETRATED THE MORE
MARKETING BECAME RESPONSIVE TO HUMAN
VOICES
NEED + MEDIA REACH + VALUABLE CONTENT+COMMUNICATION + ENGAGEMENT +
COLLABORATION = TRUST
Customers become the central figure
in “customer-merchant relationship”
and now rules the digital marketing
game.This is how community driven
marketing appeared
C M

16. ICO WAS THE FIRST CATEGORY
TO ADAPT THE COMMUNITY
DRIVEN MARKETING MODEL
HOW TO BUILD TRUST IN 3 EASY STEPS

17. KEY CHALLENGE FOR ANY ICO
BUILD TRUST FOR GLOBAL, DIVERSE AND
SOPHISTICATED AUDIENCE OF
CRYPTOINVESTORS, IN SHORT TERMS,
WITHIN LIMITED BUDGET

18. 3 PILLARS OF AN EFFECTIVE MARKETING
CAMPAIGN
1.BUILD
AWARENESS
(MEDIA
REACH)
2. CONVERT
AWARENESS
INTO TRUST
3. BUILD
YOUR TRIBE

19. A STORY
OF ONE ICO
Started Activity at the end of
November 2017. Token sale
successfully finished on February,
sold 22 mil coins (1 coin varies
between 0,2 to 0,35 USD depending
on the BTC/USD rate). Over 4,000
participants took part in the token
sale

20. STEP 1: BUILD
AWARENESS

21. IT TAKES 1 MONTH & 150K OF TRAFFIC TO BUILD
INITIAL AWARENESS
BRAND REQUESTS
GROWTH
X X X
ONE MONTH OF
CONSTANT GROWTH
OF BRAND AWARENESS

22. CORE TOOLS TO BUILD AWARENESS QUICKLY: PAID
ADVERTISING & ICO LISTINGS & PRESS RELEASES
AND OTHERS AND OVER 40 OTHERS

23. KEYS TO SUCCESS IN PAID MEDIA
TARGETING SALES FUNNEL RELEVANT CREATIVES
FOR EACH STAGE

24. NEED FOR CREATIVITY IS HUGE: FOCUS ON THE ASPECT
OF YOUR PRODUCT WITH HIGHEST DEMAND
AND LEAVE DISCOUNTS FOR
REMARKETING CAMPAIGNS

25. STEP 2: CONVERT AWARENESS
INTO TRUST

26. TRUST IS ALL ABOUT TRANSPARENCY AND
THIRD PARTY RECOMMENDATIONS
WEBSITE SOCIAL MEDIA PAGES INFLUENCERS
PR ARTICLES AND
CONTRIBUTORS POSTS
ICOLISTINGS/ RATINGS ROADSHOW

27. WEBSITE ESSENTIALS:
TRANSPARENT, CLEAR AND BOLD
A CLEAR AND
TRUSTWORTHY
LANDING PAGE GROWS
CONVERSION FOR
DIFFERENT CHANNELS
from 2 to 5
TIMES

28. SOCIAL MEDIA PAGES:
QUANTITY + QUALITY
WITH HIGH LEVEL
CONTENT YOU CAN
GENERATE LEADS EVEN
FROM ORGANIC SOCIAL
TRAFFIC
UP TO 10
LEADS DAILY
Quantity matters Quality of content
proves your potential
Share the updates Keep it friendly
No chance for break
moderation should work 24/7

29. INFLUENCERS: SORT BY FOLLOWERS
NUMBERS BUT CHOOSE THE HIGHEST
AUDIENCE QUALITY
UP TO 1000
INVESTORS
FROM 1 PERSONSort by followers
quantity
Analyze GEO
Check the
reputation level
Focus on
White Paper review

30. PR AND CONTRIBUTORS POSTS: BIG BUSINESS
MEDIA HELP TO BUILD IMAGE WHILE
CRYPTOMEDIA DRIVE INVESTMENTS
Plan ahead:
contributors post
in big media
takes from 2 to 6 weeks
In big media
focus on value and
research, not on
product
For cryptomedia
focus on growth and
future of cryptocurrency
ARTICLE IN TOP
CRYPTO MEDIA
BRINGS UP TO 150
LEADS

31. ICO LISTINGS AND RATINGS:
MARKETPLACES TO CATCH HOT
DEMAND
Choose listing
by traffic
and geo
The more listings
you cover
the better
results you get
Get premium
on the best
listings
Contact
advisors
to present
your project
THE CONVERSION
RATE IS HIGH AND
VARY FROM 10% TO
30%

32. ROADSHOW: AN OPPORTUNITY TO
CATCH A BIG FISH
Focus on the
biggest events and
send an application
in advance
Prepare a clear
and bold pitch deck
Build your
cryptoinvestors
network
100K+ CHECKS
REGULARLY COME
FROM OFFLINE
NETWORKS OR
REFERRALS

33. STEP 3: BUILD YOUR TRIBE

34. COMMUNITY - THE PLACE WHERE
MAGIC HAPPENS
Telegram
34 528 members
Telegram
14 292 members
Telegram
7 764 members

35. DON’T USE YOUR TELEGRAM ONLY AS
AN FAQ PLATFORM

36. INSTEAD DO THE FIVE E’S
1. EDUCATE
About your mission and product
2. ENTERTAIN
Do not be afraid to be casual
3. ENGAGE
Treat each conversation as the
start of a relationship
4. ENRICH
Treat everyone with respect and care because you never
know who will support your project
5. EVOLVE
Use user feedback to improve your product
LOOK FOR PERFECT OPPORTUNITIES TO SHOW THE BRAND’S ESSENCE:
TONE OF VOICE, BRAND IDENTITY, MISSION, ETC

37. THE NEW MARKETING ECOSYSTEM:
COMMUNITY DRIVEN MARKETING
Community
is a heart
SMM
FORUMSPAID (DISPLAY, SMM)
PR (PRESS RELEASES)
BLOG PLATFORMS
WEBSITE & INVESTOR CABINET
ICO LISTINGS
PR (ARTICLES)
REMARKETING (PAID,
EMAIL)

38. 3 KEY PILLARS FOR A SUCCESSFUL ICO
• BUILD AWARENESS FAST
• TRUST SHOULD BE IN HIGH FOCUS IN EACH OF THE
CHANNELS YOU USE
• THE LOYAL COMMUNITY PARTICIPANTS (TRIBE) ARE THE
FOUNDATION FOR YOUR FUTURE GROWTH

39. SECRET 4TH ELEMENT:
THE DIGITAL MARKETING TEAM YOU NEED

40. KATE VASYLENKO,
42 DM CEO & Co-Founder
T: +38 050 357 44 34
E: kate.vasylenko@42dm.net