Leofinance recently went in depth on how it would implement its guerrilla marketing strategy with the aim to onboard new hive users. You can read about it here. Let’s see how the Hive blockchain could benefit from this.
Before we proceed I would also like to let you know that I recently joined Hive’s Silver Gold stackers community and you can read about my first post here. If you are into precious metals as well, let me know in the comments so I could follow you and read about your collections.
The use of the world guerrilla is often associated with battles hence the term guerrilla warfare. A phrase which implies using unconventional means to win against an opponent. In the world of cryptocurrency, guerrilla marketing aims to create publicity and drive brand awareness using unorthodox means.
Take this example from the Chicago Bulls marketing team. They’ve mashed up the pokemon game in order to promote their teams schedule and calendar. Basketball and pokemon has nothing to do with each other one might think, but they managed to create this super creative advertisement. And unsurprisingly the video went viral. It’s one of those things Hive could have right now. I mean who really looks into a calendar expecting to be entertained. It is pretty hard to top this one. See the video below:
One advantage of guerrilla marketing is that it is cheap to execute. This should not be misconstrued that being budget friendly means it will be less effective. Low cost marketing could create high impact if done properly and that is exactly what the Leo team has in mind. These would take a lot of creativity however and in some sense more time is invested rather than money.
Guerrilla marketing is flexible. It can be paired or conjoined with other marketing strategies, Leofinance states that their strategy is also aligned with their Adoption campaign. This is great as different campaigns working towards a similar goal will most likely yield better results. One guerrilla campaign does not have to limit itself to just one goal. But rather it can be flexed and act as a gateway leading to other promotions and ads. Challenges and tasks can be amalgamated not only to invite new users but also help in user retention.
This might be the part I like the most with Leo’s guerrilla tactics. They have placed measures which will allow them to gauge the success rate. Helping identify which methods are effective and which ones needs adjustment. They will be placing referral codes in each of the strat they would be implementing and from there could emulate and scale bigger into a new community or different demographic if proven effective. Measuring success through the use of available technology is so important as the team of Leo has set time-bound targets, this gives visibility and can help provide guidance should projects be off track.
Guerrilla promotion does not imply just sending out spam emails or handling out flyers to just random people walking down the street. The Leofinance team aims to focus on niche-markets. One where business owners can create a community of their own on Hive. Its a win win situation given that the business could grow and retain loyal customers, customers can take advantage of special promotions and even earn tokens if they create a review, and these customer and business owners can start interacting on the Hive blockchain increasing the popularity of Hive. In their example, they can select a small coffee shop that could benefit in having their own community. If customers would create a review they can get special discounts, promotions, or coins. Both business owners gets introduced to hive, can possibly transact thru hive and they can be retained when encouraged to grow their community.
History has shown us that not all battles has to be fought. And picking the right battles using a targeted approach is oftentimes effective. A smaller, weaker, inexperienced nation can win against a giant through guerilla warfare. In the same sense, Hive does not need to go all out into the world for mass adaptation. We can use small means to work our way up slowly eventually reaching widespread adaption. I truly believe that Hive will be one of the currencies of the future.
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