Why are special media projects cost-efficient and effective?
Special media projects are the most rapidly developing PR methods for various projects, based on a holistic use of advertising methods. Within the course of a single project, several PR moves can be used at the same time to cover not just the target audience, but also adjacent audiences, which significantly increases brand visibility.
A special project on TV or online resources can be implemented as part of existing formats or as a new, free-standing project.
In this way, the unusual framework of a special project can turn out to be an excellent PR method for promoting a company.
Creating a PR strategy and implementation plan for promoting a project
When working with the media, the primary PR promotion strategy is creating and placing content. The so-called “media plan” includes the PR strategy for an ICO project as concerns media outlets, including the informational resources that will be used as part of the campaign, the type of advertising, the contents and format of the content, and so on. A key part of a media plan to be used for promoting an organization’s ICO is the timeline of events. If the plan includes pre-recorded video content, the timeline must include both the preparatory stage and planning for the filming process as well as the post-production processes and broadcasting schedule.
The primary result of ICO project promotion is, of course, the level of initial capitalization after the tokens are placed on the open market. However, since the PR campaign must be regularly analyzed and optimized, there needs to be a well-established system of quantitative and qualitative indicators, along with clear target values. Evaluation criteria could include
- The brand’s visibility.
- Rate of growth in external links.
- Number of publications and mentions in the media.
- Relative cost of the PR method.
- Contents of opinion and think pieces about the project.
- After the initial offering, the growth in capitalization and investor loyalty levels can be considered as well.
Preparing expert contentW
hen using special media projects, one of the most effective ICO promotion methods is the use of expert content, which is an excellent way to promote the right opinion among the target audience. This involves collaborating with thought leaders in the finance sector, who pass off texts written in advance by copywriters as their opinion. Speaking of expert presentations, we must mention personal PR for representatives of the company planning the ICO. By presenting as experts in relevant fields, as part of those very same special projects, representatives of the project’s management gain additional trust from the target audience and investors.
Why is it better to turn to a professional than do this yourself?
A proper media strategy can ensure a very high probability of success for the ICO format for any given case, but is also characterized by high demands on the implementers’ knowledge and experience. The cost of making a mistake is very high, but working with professionals mitigates that risk, even when producing complex, all-encompassing special projects, regardless of the information source and promotion method specified in the ICO company’s media plan.
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