Chapter 10. Marketing and the launch

Marketing has come to play a very critical role in ICOs and as the landscape becomes more cluttered, if any ICO is to be successful, the ability to stand out from the noise is important. Your ICO marketing strategy can be the difference between success and failure. You can have the most amazing product ever, but without the right marketing campaign and strategy in place, your chances of success are greatly diminished.

In this chapter, we will look at the various marketing strategies around the four main concepts of:

• The state of ICO marketing
• The message and the tools
• The community
• The launch

While the launch may be the most exciting aspect of an ICO, a lot of work is required for many months behind the scenes to actually make an ICO successful. To start, the various aspects of an ICO campaign must be identified, understood, and planned for, and to achieve this, we must first look at the state of ICO marketing.