How to do Web3 marketing without actually doing any marketing

Transcript

Hello everyone and thank you so much for taking time out of your super busy schedules to come and um talk a little bit about marketing and how we can actually do web3 marketing without doing marketing and also have some fun with it. So first of all my clicker is not working. Oh there we go. It's working now. Perfect. So before we start um let me first tell you a little about me and why I think um I can actually talk about web3 marketing. U my name is Nadia and I've been the marketing manager for Amire a super cool um browser wallet extension and addex aura an AI agent for

DeFi since early 2019. Um that means I'm also a multiple bear run survivor. I'm here for the long run. Um, I love swag. Um, and I champion for baby swag because the earlier we teach them the better. Um, and when I'm not here collecting and spreading out po cuz I'm also a pop girly. Um, I'm also a mom and a scout leader in my local community. So, first of all, what even is marketing? I did what the logical thing that anyone would do. I asked Chad GPT to tell me what marketing really is um or should be and he told me that it's the process of understanding your

audience, creating and communicating value and connecting the right people with the right solution at the right time to drive action. But how much of that do you actually do on a daily basis? because you know we work in a very different industry where things are very different um from you know the rest of the world so to say. Um you know my days are mostly spent creating narratives, generating memes, uh launching clothing lines, pardon swag for conferences, um creating my personal brand on X, um organizing side events and you know just writing the latest Van Cleiff um trend. But that's perfectly okay.

So, I just wanted to have a couple of examples of what web 3 marketing often can and does look like. Um, so some days you'll just be rewriting lyrics of traditional folk songs um to make them all about crypto. Um, I have a small video I'm going to play you in a bit, but um, we did this for a local conference um, in Bulgaria, the hometown of of um, our product and the majority of our team. And uh, that's how we opened up the conference. And literally for the next 3 days, that's everything anybody was talking about how we turned folk songs into crypto. And hopefully it'll play now.

All the sky All she does for me does Make me a jack.

Oh sh The step of the chopper.

After all, we want crypto to be for everyone, even for our grandma. So, yeah, there was a lot of interest about what crypto is. So, we're hoping to have onboarded the granny choir also to to crypto. Um, another good example is Budgy Penguins and the physical toys that they launched in Walmart across the US um and Canada. I've included some numbers and you know while the numbers look really impressive I think what is most impressive about this is being able to actually reach that mainstream adoption that we've all been you know waiting for and working towards for so many years because you know it's one thing to talk to people about crypto and it's all this you know um out out there on the internet but when you actually

see it in a shop like Walmart while your um weekly shop then it's a lot easier to relate and and also find out what this pud penguin is actually about. So yeah, this was a great example of how to how to achieve that and also you know raise the the trading volumes as well. Um another example coming from our team is actually um cards against humanity. I don't know if anyone has played it here, but it's a really fun, not the most political correct um card game, but a couple of years ago um our CMO thought of doing that for crypto. We are now on our third edition. Um but you can

actually see the first edition um being recently shared. So even almost four or five years later, people are still talking about it. If you would like to try it out, we also have it downstairs at the Umbar booth. We've got volume 3. Um, it's a really fun game to to to play with and also generates a lot of social media content. It sends people to your booth and at the end of the day, this is what you want to to achieve um with products like that as well because, you know, everybody can have a black t-shirt with a logo, but not everybody will have a crypto card game.

another example that unfortunately there's no ravi um this this ECC but you know sometimes you just have to throw epic parties and that also works because it is not just about the party you know it creates that sense of exclusivity it creates that FOMO it also generates massive traction on all of AA's social media channels because a lot of the codes are just dropped there so you have to still follow them and interact with all those social media accounts it um also raises the sales of of um the go passports. So that's another great way of um doing marketing without necessarily you know buying ads or or um doing it in the traditional sense of the

word. Another example that is my relieved face in Bangkok um two years ago I was forever grateful to Nian who actually had a whole float of tuk tuks. um and then did a similar thing with the Denver bus loop um the following year. Um for those of you who went to to DevCon in Bangkok, you probably remember the terrible traffic and how difficult it was to get from A to B. Nian found the market gap, went straight in, even though they're not a transport company.

Um but everybody was talking about them because they saved so many people trying to get from one side event to another. um and same in Denver and literally that saved everyone's day and it was really fun to also do some networking while you are getting from A to B because it was taking a really long time and that's wasted opportunity. Um another example moving a little bit away from from Ethereum but you know Solano is doing some great things. um they have the Solana super teams that you can become an ambassador and everybody thinks that it doesn't work but in the short time that they've been live they are now at 100K members with 25 local chapters all around the world um and you can also apply for Instagrams

to continue um doing web3 marketing there's two more examples of underrated and visible marketing one is bug bounties um People love to use secure products. Security is a very important thing I think in in web 3. So by doing bug bounties, you're not really paying for the bugs. You're not paying people to find the bugs. You're paying people to increase to increase the trust in your product. So I think that's a that's a very undervalued um way of utilizing bug bounties. Um but also your hackers can become your best advocates.

And also hackathons. Hackathons are another great way of doing marketing without really doing it. Um because again this generates a lot of content for you. You're also able to recruit your next team members that can build even even more amazing things. Um and also is a great opportunity to do realtime product research. Okay. Well, that was that was it for me. I wanted to leave some time at the end for questions. So, um, feel free to connect with me on X or Telegram or come find me at the Ambar booth this afternoon. Does anybody have any questions?

>> No. Well, thank you very much. Um, and enjoy the rest of VCC week.