G3 Partners, one of Asia’s top marketing agencies is providing tips about blockchain/ICO marketing. This deck will be useful for anyone who's running a blockchain startup, anyone who's planning a token sale, or anyone who's interested in blockchain marketing. Share with your friends.

1. Nathan Millard,
CEO of G3 Partners
How To Achieve
ICO / Blockchain
Marketing Success

2. G3 Partners: What We Do
Marketing, Public Relations, Content,
Graphic & Web Design, UX/UI, Video
First blockchain project a year ago and
have since supported over 15 companies

3. ● Much of the market is extremely skeptical
○ Trust is harder to win
○ Success is harder to achieve
● ICO success boils down to:
○ Building trust across stakeholder groups
○ Activating a community to work for you
○ Utilizing a multi-channel marketing strategy
ICO Marketing is all about trust!

4. ICO Marketing Requires Special Considerations
● Community building is more than setting up a Telegram group
● Short term ICO goals are often different from long term business
goals
● Be wary of bullshit (agencies, investors, advisors, etc)
● Legal, Compliance and Regulatory issues differ by country and
marketing channel
● Investment doesn’t come from ‘traditional’ sources

5. Blockchain/ICO Marketing
A 4-stage process

6. ●
Stage 1 - Planning (3 months)
Online Collateral:
● Website, White Paper, Light Paper, Pitch Deck
Legal/Compliance:
● Geography / Platform
Marketing Strategy:
● Messaging
● Channels, strategy, timeline
Internal Resources:
● Who’s in charge of what?
● Where is marketing in your overall ICO action plan?

7. ●
Stage 1 - Private Sale (3 months)
Target: Top Tier Investors, Partners, Advisors
Goal: Build awareness and trust
● Offline Networking
● Investor Road Show
● Driven by the C-suite

8. Stage 2 - Crowdsale / ICO (1-2 months)
Target: ‘Crypto Mass Market’, Tech and Blockchain Media
● Focus on the value for crypto investors
● Maximise visibility:
○ SEO (no, it’s not dead)
○ Build mass awareness / community (online & offline)
Online marketing needs to scale fast, but don’t forget offline...

9. Stage 3 - Product Launch (6-12 months)
Target: End Users, Mainstream Media
● Don’t forget your investors (blog, social, influencers)
● Focus on user benefits, not tech
● Move towards ‘mass marketing’ (social, traditional, mainstream)
● Promote partnerships and user-relevant updates
DON’T GO SILENT!

10. High Quality Content
The Key To Success

11. What is Crappy Content?
● Lack of consistency across channels
● Too many words and not enough ‘content’
● Lack of transparency - be honest
● Lack of information for key/obvious questions
● Highly technical/industry-specific terminology (in the wrong
places)
● Large blocks of text (except text-based docs)
● Unintelligible diagrams
● Over-use of adjectives
● Packing too many concepts into sentences
● Not getting to the point fast
● Illogical flow of information

12. ●
Crappy Content: An Example
Logi-Connect provides best-in-class blockchain as a service for
enterprises, enabling them to build dynamic use cases and
intra-departmental applications on top of the blockchain network,
including dynamic and real time tracking of goods, facilitating
enterprises to power up services across their organization with
blockchain integration.
What does this mean? Who’s their target?
What’s the value their delivering?

13. ●
Good Content: An Example
Blockchain technologies have the potential to save retailers $137 billion
annually across their supply chain. However, procedural inefficiencies and a
lack of engineering capability are preventing adoption.
Logi-Connect helps retailers track every step that goods take from
manufacturer to end-user. Storing information on the blockchain keeps it
confidential and tamper proof. Incentivised third-party verification ensures
data quality.
Logi-Connect can be fully customized according to specific retailer
requirements and we expect clients to reduce supply chain management
costs by 10%, improve customer loyalty by 25% and reduce enterprise
security costs by 15%.

14. The Need For Speed
Everything you do needs to be done at pace.
● You’re constantly working towards deadlines
● Respond to your community in real time
● Stay abreast of fresh marketing tactics
● Adjust your strategy in real time
● Capture media opportunities as they happen
● Keep up with relevant regulations
● Monitor / stay ahead of the competition
● Get your product to market fast (build/measure/learn)

15. Bounty Program
The good
The Bad
It’s all about the rules and understanding your goals!

16. The Need for A Robust ‘Marketing Mix’
Don’t put all your eggs in one basket
Platforms are changing (Facebook, Google, etc)
Blockchain marketing is maturing and becoming MUCH more
competitive.

17. Case Studies
ICON (C-Level, Communication, White Paper, Community)
Iconist (responding to ICON’s community, awareness, thought
leadership)
Carry Protocol (Utilizing blockchain well, Bounty program, Got
on the road)
Insureum (Sold Out, White Paper, Social, C-Suite, )
Sovereign Wallet (offline event, C-Suite, Community)

18. Next Steps?
● We’ll provide a full info pack via email, including this deck
● Feel free to reach out and we can arrange a time to speak
with you about your requirements
● Pricing is very much based on scope of work
PS. There’s another 40+ slides in this deck :)

19. 14 Steps To Success
We’ve compiled 14 steps we believe
are essential to Blockchain/ICO
success.

20. Getting Started
> Planning
> Internal Assessment
> Developing Marketing Collateral

21. ● The more you plan, the higher the chances of success
● Aim for at least three months to setup, launch and establish your
token sale marketing plan:
○ Website
○ White Paper / Light Paper
○ Token sale metrics
○ Community building
○ Advisor, Key investor engagement
○ Key partnerships
○ Launch event
1. Plan for Success

22. ● Building communities and securing investor/advisor interest
doesn’t happen overnight and can’t all be done online
● Agencies can help augment success, but they can’t create it
● Be prepared to adjust messaging and strategy before launch day
● Not everything will work perfectly out of the gate, so give yourself
time to adjust before launch day
1. Plan for Success

23. 2. Assess your own project
● Be rigorous and honest in your assessment (investors will be too)
>> What makes a blockchain project successful?
1) Validity : Are you making a valid use of the blockchain?
2) Breadth : How are you redefining the market? How are you making it
more efficient?
3) Differentiation : What sets you apart from everyone else in the
industry?
4) Track record : what specifically qualifies you and your team to take on
this project?
5) Feasibility? : Do you have a solid business model? (Your ICO is not an
end goal)

24. 3. Understand the fundamentals of great content
● Know your product / service and where you sit in your industry
niche
● Know your business goals
● Know your audience and speak their language
>> Answer these questions:
- How much does the ICO investor target overlap with the ‘end user’ target?
- Who are your targets and where are they?
- Where do your targets ‘hang out online? How can we reach them?
- What does all this mean for your short term ICO marketing strategy and your
long term business building?

25. 4. Develop Collateral - White Paper
● Who is your target?
○ High profile investors and technology partners/advisors will
require a technical version
○ A non-technical version may be required for other targets,
including the media, non-technical
investors/advisors/partners
● Must be produced in collaboration with legal council
● For non-technical version, revisions should be made by a non-legal
and non-engineering third party

26. ● Distill the most important points from your White Paper
● Used for investors, potential partners and advisors, the media,
end customers, etc.
● Speak in the language of your audience
● Can be used on and offline
● Published on your website
● Must be beautifully written and well designed
4. Develop Collateral - Light Paper

27. 4. Develop Collateral - Pitch Deck
● Problem: pitch an obvious and applicable problem
● Solution: what’s your solution? More importantly, what’s the
value?
● Market: prove a profitable market exists for your solution
● Competitors: what can you do that they cannot? What’s your
secret sauce?
● Technology: what makes your technology special and why is it
primed for immediate success?

28. 4. Develop Collateral - Pitch Deck
● Business model: how do you plan to make money? Include
financial projections here.
● Marketing and sales: how you are going to reach your target
customers?
● Milestones / Roadmap: what have you achieved so far and what
are you trying to achieve going forward?
● Team: why is your team the right team for this idea and what is
their track record?
● Call to action: what do you want your audience to do next?

29. ● Repurpose content from your Light Paper
● Content should be as succinct as possible - think phrases, rather than
sentences
● Use a template and ‘standard content’ (tons of great examples online)
● Bare in mind ICO ratings services look for specific information in
specific places
● Include detailed FAQ
4. Develop Collateral - Website

30. ● Review content from the point of view of investors (have you answered
all of their questions)
● Modify your content during the phases of development
○ Use it to spark interest (pre-ICO), close investment (during ICO)
and as an info page for product launch
○ It’s important to update with fresh information / milestones
● Excellent Design / Layout will boost success
● CTAs are critical:
○ Download buttons for collateral (white Paper / Light Paper)
○ Get in touch (several)
4. Develop Collateral - Website

31. ● Two videos as standard:
○ Company / Team intro (live action)
○ Product / Service walk through (motion graphic)
● Tips:
○ 1-2 minutes each
○ Building credibility / trust is more important than Hollywood
production quality
○ Excellent scripting is critical
○ High quality production takes time (don’t leave it to the last
minute)
4. Develop Collateral - Video

32. ● Company / Team intro
○ What problem are you tackling and how are you solving the
problem?
○ Why should we trust you (execs and senior team)?
○ Show us your face
4. Develop Collateral - Video

33. ● Product / Service walkthrough:
○ What is your product / Service?
○ How does it make the world a better place?
○ How does it work (how do I use it)
○ Motion graphics work well for this
4. Develop Collateral - Video

34. ICO Marketing Essentials
> Pre-Marketing
> ICO Marketing

35. ● Look for honesty from an agency and be honest
● Shop around
● Get recommendations from other ICO projects
● Understand that 'best agency' can mean different things
● Making a choice based on price is most likely a recipe for disaster
● Get to know the agency before committing to a contract
● Determine who from the agency will be working on your project
● Allocate a key point of contact from your side to facilitate
smooth/consistent communication
● Be prepared to adjust strategy
Working with Agencies

36. ● Even the best agencies don't get top results every time
● Be realistic about results - sometimes poor outcomes are your fault
● Make sure that the agency is genuinely passionate about your
success
● Ask detailed questions about their strategy, including ‘Why?’
● Blockchain/ICO experience may be a better gauge than industry
experience
● Ultimately your project's success will depend on the strength of
your company and product/service
● Don't be fooled by the promise of vanity metrics
Working with Agencies

37. ● Purpose:
○ Build interest / awareness / trust / credibility
○ Great source for journalists / investors
○ Build thought leadership across your team
○ You can’t get press all the time - a blog fills in when you don’t
have ‘news’
○ Demonstrates that your ICO is more than just a fundraiser -
talk about your vision and mission
○ Medium has special rules for ICOs
5. Tell your story with a blog

38. ● Voice:
○ Show your company personality / culture
○ Should be well written and consistent, but doesn’t need to be
AP writing all the time (or ever)
○ Frequent and short is better than sporadic and incomplete
○ Can be conversational, rather than formal
● Format:
○ Native (hosted on your website)
○ Hosted (Medium, Steemit)
5. Tell your story with a blog

39. 5. Tell your story with a blog
● Content Suggestions:
- ICO updates:
funding goals, scheduling
- Company Milestones:
advisors, product milestones
- Company Insights
- Key Member Intros, including
pics
- Industry News/Insights
- Your expertise in the industry

40. 6. Build your audience with a newsletter
● Despite what people say, newsletters DO work
● People like to be kept up to date with news and insight from
projects they invest in
● Use it to incentivise further support from your community
● Build your mailing list through a CTA on your website
● Keep it short / relevant / interesting / personal
● Frequency depends on timing (1/wk in the run up to your ICO is
fine)
● Consider two newsletters - one for VIPs and one for the general
public

41. 7. Leverage social media
For many ICOs investments can come from anywhere, so social media
needs to be central to your marketing mix
>> Here are the social media platforms used for ICOs:
● Facebook - promote your product/service here (can’t advertise ICO directly)
● Twitter - deliver snackable content and build investor / media interest
● Telegram - engage with investors and users on-the-go
● BitcoinTalk - introduce your project and run bounty programs
● Reddit - engage in discussions on existing subreddits and create your own
● LinkedIn - build professional and investor networks and thought leadership,
engage advisors
● Quora - join discussions to establish thought leadership

42. 7. Leverage social media - social media tips
● Each channel is different, but you should repurpose content for
increased efficiency
● Content calendars improve efficiency and results (use tools like
Hootsuite and Canva to save time)
● Track results and be prepared to adjust strategy / approach
● Be aware of local channels (in Korea that’s Kakao, Naver blog,
Brunch)
● Be active when your audience is
● Be super-engaged (that could mean 24/7) with instant responces
● Don’t let questions/critiques go unanswered
● Outsourcing works well (but only if well-managed)
● Join other communities to see how they run things

43. 8. Bounty program
● Bounty programs incentivize individuals to perform tasks and get
rewards (tokens)
● Bad press is warranted, but they can be effective if managed well
○ Poor management results in unsustainability and high token
fees
○ To achieve good results use very clear rules that are aligned
with specific, long term business goals
● Bounty programs are often launched through BitcoinTalk

44. Pre-ICO Goals
● Social Media support
● Multimedia content creation
● Influencer engagement
Post-ICO Goals
● Translation
● Bug Reporting
● Community building / management
8. Bounty program

45. 9. Offline events
● Can be expensive and time consuming, but nothing beats
face-to-face
● Be prepared to travel to build your community overseas
● Planning is critical to success
● Piggyback other events / conferences
● Make sure events are planned to match business goals
● A small number of relevant people is likely to be more effective
than a big audience that is not focused
● Remember to invite influencers and the media as well as investors
● Leverage high profile Advisors / Investors to generate interest

46. 10. Investor Road-show
● There’s a trend towards more focus on private sales
● Exec. team MUST be prepared to travel to meet key investors
● Leverage existing events
● Hire an agency to help, but be careful in your choice
● Make sure you have meetings set up in advance, but be prepared to
act fast on the ground to capture opportunities (e.g. local meetups)
● Understand local dynamics (e.g. consortiums can not legally invest
in Japan)

47. 11. Reach the press for less
● Some blockchain publications charge up to USD $20K for a single
post (is this worth it?)
● Be very targeted in your outreach
● An agency can often deliver better results than you can achieve
in-house
● A few good articles can have a dramatic impact on credibility
● Several articles in smaller, niche publications can be as effective as
‘top tier’ coverage and is often more realistic

48. 11. Reach the press for less
● Suplement press outreach with an active company blog
● Build relationships with key journalists
● You need ‘news’ or a really interesting story
● Leverage current events / news to piggyback your way into the
press
● Newswire and paid placements can have a positive impact

49. 12. ICO listings
● ICO listings increase awareness and credibility, especially among
more seasoned investors
● You often need to ‘pay to play’
● You need credibility / buzz in advance of listing to get good reviews
● Make sure you supply all of the relevant information at the time of
listing

50. Here’s some examples:
● ICO Alert — Free and paid options
● Coin Schedule — 0.02 BTC
● ICO List — 0.3 BTC
● Token Market — Free, manually screened, up to 2 weeks
● CoinTelegraph — start from $10,000
You can find more here.
12. ICO listings

51. 13. Rating agencies
● Ratings are usually manual - it’s a good idea to find out what the
criteria are in advance, so you provide the right information in the
right places (website, social media, white paper, etc)
● You need positive buzz to get a good rating
>> Here are some rating agencies with costs for a report:
● Digrate — 1 BTC for report
● ICORating — $20,000 for report
● ICOBench — Starts from 0.4 BTC

52. 14. Attract influential Advisors and Partners
● Top advisors can dramatically boost credibility and help you rapidly
develop your network
● Active advisors can be a huge asset in your campaign (e.g.
journalists / influencers)
● Top advisors are charging upwards of USD $100K cash or upwards
of USD $250K in tokens

53. >> Considerations:
1. How much (relevant) influence do they really have
2. How much and what type of support are they willing to give
3. Is their expertise / network relevant to your project
4. Do they have previous ICO experience that you can benefit from
5. Do they have a healthy dynamic with your team
6. Does their value complement or duplicate that of other advisors
14. Attract influential advisors

54. G3 Partners
Marketing
Content
Growth

55. Who We Are
Founded in 2015 to help startups expand internationally
Specialized in Cross-border Marketing
A Team of over a Dozen Content & Marketing Pros
HQ in Singapore/ Operations in Korea

56. ● Our execs have each worked with tech businesses in Asia
for over a decade
● We’ve worked with over 300 startups since 2015
Our understanding of the global technology and blockchain environment
and ability to create impactful multimedia content encourages
your target stakeholders to take actions
that boost your growth
What makes us special?

57. ● Pre-ICO planning
● Pre-assessment
● White Paper review
● Light Paper development
● Website development
● Pitch Deck Development
● Graphic Design
● Marketing Strategy
● Community building
● Social Media
● Offline Events
● Investor Roadshow
● Explainer Videos
● Motion Graphics
● ICO Listings
● Media Outreach
● Newsletters
● Blogging & content marketing
Geographies: Korea/ Singapore/ Japan/ USA/ Europe
Our Blockchain/ICO Services

58. ● ICON : Raised USD $42M hard cap within 6 hours
● Carry Protocol : ICO coming Soon
● SovereignWallet Network : Achieved phase 1 funding goals
● Beyond Blocks : 2,000 conference sold out
● Insureum : Reached hard cap during private sale
● Ranking Ball : Reached hard cap during public sale
Our Top Blockchain Clients

59. Get in touch today
www.g3partners.asia
execs@g3partners.asia