NFTs: Forget Apes and Penguins – Let’s Talk Diapers, Hardware, and Museums

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2022-01-24 09:00:08

The immutable tokens represent a wide range of strategic opportunities for brand marketers as they seek to engage their leads and customers.

While titles like Bored Apes and Pudgy Penguins are undeniably large, and the potential for decentralized finance (DeFi) and gaming for money is undeniably huge and exciting, the marketing potential for non-corrosive tokens (NFTs) deserve equal attention. Bottom line: With NFT, virtually anything can be gambled to drive desired marketing outcomes.

Gamification – defined by Gabe Zichermann, author of The Gamification Revolution , which is “the process of using game thinking and game dynamics to engage audiences and solve problems” – is not new to sales and marketing. What’s new are the mechanisms by which you can attract and motivate customers and leads. And, oh my gosh, they’re so much fun. To illustrate the point, here are five example use cases of NFT for marketers.

Co-marketing for market segments

Let’s say you are one of about 40 million people in the United States who move each year. As the “new leader” you are highly sought after by a wide range of brands that want to meet your predictable needs.

In the past, if Sherwin Williams (paint), Simplisafe (home security), Spectrum (cable), Stanley Black & Decker (hardware), Sony (electronics), and Pottery Barn (furniture) wanted to get together as one. one to market to you. At a time when your needs are in abundance, it’s almost impossible. After all, different internal systems, entrenched reluctance to share data, different promotional structures and loyalty program designs, overlapping distribution points, and barriers Others always create insurmountable deadlocks.

Now imagine those brands teaming up to make Move Me NFT or something like that. Consumers purchasing these generate revenue for all participating brands and bring our New Mover into a virtual community where they can tour neighborhoods, attend a party housewarming in Metaverse with a celebrity, enter to win digital real estate, hang their digital art and of course, learn about how each brand’s products/services can help them with “exclusive and generous” discounts.

Furthermore, you can offer our highly coveted consumer Bitcoin (BTC), Ether (ETH) rewards as an incentive to buy from two or more Move Me brands – sponsored by NFT revenue pool or contributions from program participants on a relative scale.

Name your niche: The possibilities are virtually endless.

Multi-brand loyalty marketing

Let’s say you’re a brand with a variety of consumer packaged goods (CPG) products in your portfolio such as diapers, detergents, oral care, over-the-counter medicines, and skin care. Your goal: To create a mechanism to reward customers for making purchases in your portfolio, more often.

Most attempts like this in the past have been huge failures. The combination of a heavy proof-of-purchase mechanism and the lack of a truly behaviorally motivated cross-currency put these efforts in jeopardy.

But, what if their customers can create My wallet [chèn tên thương hiệu tại đây] and link it to their store tags, like Food Lion’s MVP Program, Kroger Plus or CVS ExtraCare, for example. Proof of purchase can now be easily used across brands. Armed with transaction data and a broader customer profile, any participating brand can play NFT rewards (e.g. offer to add a picture of their newborn baby to collectible artwork) ), metaverse experiences, and even currency. Even retailers can step in.

While getting small fiat money back or dollar rebates on a future purchase can traditionally be difficult to attract, the addition of cryptocurrencies with the potential to swaps and the potential to accumulate value can be a real game changer. Value perception thinking.

Experiential marketing

Imagine this: You’re at home on your computer in Manchester and dreaming of a trip to Manhattan. So you take a virtual tour of the iconic destinations of the city and also visit specific shops, restaurants, clubs, theaters and more advertised during the tour. tours to help you add them to your itinerary.

As you visit each destination, you can collect NFTs, which can be used as digital souvenirs to add excitement to your trip while giving you priority access, a unique experience , special offers and more.

Let’s say you’ve added the Museum of Modern Art to your itinerary. Your NFT can get you access to an exclusive auction of NFTs of iconic NYC art and maybe even access to “a hidden exhibit” at the museum. Oh, and cryptocurrency opens up a whole new fundraising mechanism for nonprofits like MOMA.

Show your NFT to the restaurants on your list and you’ll get a delightful surprise gift or the chance to order a “hidden” menu item. I can go and come back. The opportunities to promote tourism are enormous.

Launches new products

Now consider the automaker that has no problem connecting with someone looking for a new car, since they’re everywhere this customer is looking, but There’s a much higher hill to climb exciting existing customers not in the market to upgrade to a major model year update.

However, if that manufacturer nurtures its community of customers to demonstrate their shared passion for the brand, their relationship with their current product, and their binding interest and excitement. with NFT, all of that can change.

Visualize a dynamic NFT drop for this community to tease the new model at first, then add additional features and skins over a period of time to drive engagement. At each point, there is an additional opportunity to see a virtual demonstration of those features and of course, request a test drive.

At the dealership, NFT offers “exclusive offers” and is based on the content the consumer has viewed, allowing the dealer to provide a more focused and customized test-drive experience. And, of course, the NFT will become a collectible – especially if the customer actually chooses to buy the product.

Team building for sales

When it comes to the annual sales kickoff meeting, what could be more dramatic than a “Steve Balmeresque” keynote going off the rails, photo slides dotted with stock photos and talks. about reaching the annual “stretch” goal is, in fact, a lithe for lota’s lucky friend.

Now, imagine every member of your team choosing from a collection of NFTs that they think embodies their approach to driving success next year. Then, let the members choose (or be picked into) the team based on their interests or compatibility.

Teams can be announced at your kick-off meeting (live or virtual). Each team will then be presented with a series of challenges designed to immerse themselves in their established strategy and market dynamics, among others. These, along with meeting set goals embedded in smart contracts, can reward members with cryptocurrencies, other NFTs, or any other “currency” that they can’t afford. you want to consider. And, the NFTs themselves become achievement badges with varying rarity levels.

This concept can be taken further by making it evergreen, enabling trading, creating “bonus” airdrops and more. For another example of the concept in action, see what Enjin did to help Microsoft engage its developer community.

But, first things first

Of course, the technology and consumer adoption are still in their infancy. However, things are happening very quickly, fueled by massive investment capital, a literal “land grab” among the big players, and the transcendent power of FOMO.

Meanwhile, a massive industry-supported consumer education campaign is underway. Not just about way buy, sell and exchange cryptocurrencies and NFTs, which – perhaps more importantly – how to do it safely. Because, let’s face it: if you think that today’s scams, scams, hacks, and other nefarious actors are so sophisticated and evil (and they are), it will only become gets worse as the multiverse becomes more common.

Yes, fortune favors the brave. But, let’s face it, trust and confidence are essential pillars of ability.

So the next time you act “crazy” when a Beeple collage sells for $69.3 million, think instead of what this technology holds for the future. Think big. Positive test. And, education, education, education.

This article does not contain investment advice or recommendations. Every investment and trading move involves risks and readers should do their own research when making decisions.

Rich Feldman currently leads the marketing for Finario, an enterprise capital planning SaaS provider. Prior to that, he was chief marketing officer at PrimaHealth Credit and agency owner/partner and chief strategy officer at Doner CX (part of MDC Partners Network), where he led CRM, analytics, communications digital and other strategic areas of the business. Rich has taught strategy at New York University’s Master of Marketing Program, at Syracuse University, and is an adjunct professor at Western Connecticut University, where he is on the advisory board of Ancell Business School. He is also the author of the book Decoding the Creative Strategy .



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