Thoughts from an Ad man
So today I cashed out the last of my bitcoin and transferred to UltraSafe. I believe in the coin and the dev team, however I'm very good at what I do and can fill some gaps in their marketing strategy and get that price up.
I am fairly senior in an ad agency, you will all have seen my ads, regardless of what country you live in. And my ads make my clients a shit ton of money.
I'm not here to be overly critical of the team, they are doing an amazing job. But I'm good at what I do because i talk straight.
We all know that the marketing for this coin is a bit lacking, so I’m gonna offer my two cents in the off chance the guys read it.
The first thing the guys should have done is defined the brand. Logos, tone of voice, proposition, etc all need to be clear and ensure we are differentiating ourselves from other coins in the market. To do this, they should have worked with a creative strategist and then a creative team to make it really clear what we are about, and how/what messages we communicate to our audiences.
I saw the billboard in NY. “Got crypto?” is a pile of shit as a headline. It tells you nothing about UltraSafe and wouldn’t prompt me to invest in them rather than BTC or ETH. They probably did it themselves rather than enlisting someone who actually knows about creating decent ads.
“Looking for safety in the crypto market?” is by no means perfect, but this kind of sentiment is much more appealing, as we all know that the crypto market is a fucking rollercoaster and puts a lot of people off investing. An offer of safety addresses a very real issue that we are the best placed coin to talk about.
It’s not too late at all to start looking at the brand and messaging. I would advise getting on this asap as it will set them up for the long term.
So if they can sort out their messaging they now need to look at their marketing objectives.
What we need to focus on is awareness and engagement. Awareness is self evident, we need more people to know about UltraSafe. Engagement I’m defining as the act of buying the coin.
As far as awareness goes, we’re all doing what we can as a community. The billboard was a bad idea for driving awareness. They probably paid a lot for it, and the number of eyes on it would have been negligible. It was potentially an okay PR story, had anyone followed up with a PR effort…
What they should be focusing on for mass awareness is TV. Nothing beats old fashioned TV for driving reach and awareness. Given that budgets are limited (TV could easily cost them $4m + for production and media) then just spend the money on digital adverts.
Get a motion graphic artist, and for few thousand dollars he could do a short (30”) ad that runs on YouTube or social media sites and gets people aware of the coin. Use this to also get our twitter/insta following up more.
Focus on targeting people that are already buying crypto. If we target the average joe right now they will have no idea how to buy, and the money spent talking to him is a waste.
We also need influencers who are in the crypto scene to promote us. This will ensure we are talking to a crypto audience, and will actually hold and encourage others to do the same. Don’t waste time with the Jake Paul crowd unless you want a quick pump and dump, which personally I feel undermines the ‘safe’ aspect of the coin as it just becomes an incredibly volatile coin as teens buy, get bored of it not rocketing every day, then dump.
This should be the strategy until we are listed on more accessible exchanges, at which point we then need to focus on widening our targeting to include the more average joe.
For the love of god do not invest in flash mobs and plane banners. It’s a complete waste of money and unless you’re going to do something incredibly provocative that gets the world talking, you may as well set fire to the money.
Edit: To clarify - My criticism of the Billboard is more on the messaging and cost per acquisition. If it cost $20k (probably more) then i would realistically guess that it didnt achieve a positive ROI, and the cost per acquisition was enormous ($100- 300 id imagine). The same spend on digital would have done more for us (likely around the $2-4 mark)
Posted May 31, 2021, 2:09 PM UTC · edited
Thanks for your time brother! You posted here some amazing advices. Hope the Devs will take it into consideration.