by Bekkah Frisch, Marketing Executive, Web3 Pro
Identify Your Target Market
While you likely have already defined a target market for your IRL products and services, as well as personas and messaging, launching an NFT campaign may require you to assess whether you need to make changes. In the case of Louis: The Game , Louis Vuitton’s goal is to capture a younger market of Gen Z’s rather than address the brand’s existing customer base.
Worksheet: Target Market
Existing or new customer:
Other notable attributes:
Determine Which Channels to Use
Once your target market is defined, determine where your audience is. Social media is usually a viable choice to reach that audience. Research and employ a strong hashtag strategy to ensure that your potential customers easily find your posts.
Crypto-friendly platforms include Discord, Reddit, and Telegram. Look for communities that cater to the NFT lovers. Clubhouse, Snapchat, and TikTok can work to your advantage if you use a strong content strategy. Facebook is also a good choice when used appropriately.
Press releases are an excellent way to promote your NFT campaign since they will often get picked up by the publications and sites your buyers most frequent. A PPC campaign can then be used to send customers to your NFT platform once they express intent to purchase.
Worksheet: Channel Strategy
What social media channels are popular with my audience?
Which influencers do they follow?
What kinds of news sites are they reading? Which blogs?
Where and how does my audience spend their time offline?
Where should my brand allocate marketing spend to provide the best saturation to the most valuable channels?
Create Content for All Stages of the Sales Journey
Content drives conversations, and conversations lead to community building. To move consumers through the sales journey, you need a program that incorporates content touch points along the way. This will include the website where potential customers learn about your NFT, a video about the launch, emails to remind them about drop dates and encourage them to register for the sale, and press releases to reach individuals who aren’t yet on your mailing list or are unfamiliar with your brand. Other methods of outreach may be suitable as well, depending on your target audience.
In every piece of content, explain to your audience what you want them to do to encourage conversions at each stage of the buying journey.
Worksheet: Content for All Stages of the Journey
How much does my audience know about crypto?
How much education does my audience need about NFTs and how they work?
Will my audience buy in more quickly if they know they can purchase my NFTs without investing in crypto?
What type of utilities will drive value for my audience?
What are my audience’s pain points, and how will this campaign address them?
How does this campaign fit in with or expand on my brand’s overarching marketing strategy and brand identity?
What Will Your NFT Include?
Will your brand only be selling the artwork? Will buyers also have access to exclusive content, discounts, and rewards? Or do you have another goal in mind?
A single NFT campaign can be used to engage customers in multiple ways, as Jacob & Co. did with their Astronomia Metaverso Collection. In this NFT campaign, physical watches inspired by the solar system were paired with corresponding NFTs. NFT holders were eligible for exclusive perks, such as dinner with founder Jacob Arabo and design input on a custom line of NFT-inspired watches.
NFTs, however, are about more than your brand. Be sure to consider your campaign’s target market throughout the process as well. What drives value for them? What are their pain points? How can you use an NFT campaign to delight your audience and build a more personal connection with them?
The answers to these questions for your brand will determine what NFT artwork you will be developing and what utilities to incorporate. Throughout, the overall direction of your offering will be heavily influenced by key attributes and desires of your target market.
Worksheet: NFT Utilities
What does my target audience want?
What technologies does my NFT platform provide?
What does my audience expect from my brand? How can this campaign exceed those expectations?
How much value does my audience place on utilities? Which features are going to drive the most demand?
How can each NFT’s perceived value be increased?
How can my brand drive lifetime value for NFT holders?
Develop Your Creative Toolkit for NFTs and Then Scale
Once you have a strong toolkit for every stage of your NFT campaign, from ideation through post-sale communication, you can use that same formula for future releases. Use the results of your initial campaign to adjust future campaigns for improved efficacy. As you create more NFTs and expand your portfolio of digital assets, you may be able to scale your learning into repeated and continuous success.
Worksheet: Campaign Analysis
How did customers who purchased an NFT hear about this campaign? Was marketing spend properly allocated to reach these customers?
Were there any commonalities among customers who did not purchase? How can my brand address their concerns in our next campaign?
What strategies brought the best ROI?
How is my brand able to capitalize on the secondary market?
What has my brand learned about our audience? How can we use that in our future marketing efforts?
Was branding kept intact throughout the campaign? Did the campaign enhance my brand’s reputation?
Were there any missed opportunities? How will my brand capture them in the next campaign?