Hi all! I would like to start a discussion post related to the recent governance poll #109 that has come up for vote. I think to even begin starting a Marketing program related to Mirror, or any other program for that matter, the bare minimum should be to present a clear strategy and plan with reasoning, cost analysis, and methods for measuring success. The current poll up for vote does not do any of this.
A clear strategy should clearly present the current issues to give a perspective of the problems that such a strategy would hope to solve. We all want Mirror to thrive and gain adoption, but not everyone thinks a Marketing Plan is the way to go about this. So… convince the community. Empty promises of 2x growth in 3 months, without a single example of how such growth can be achieved is not going to help. What was presented in the tinyurl included in the proposal is a bullet list of marketing channels, not strategies. How can you begin to claim that 4,000 MIR would cover the costs for something that doesn’t even have a clear plan? I would love for someone qualified to clearly lay out the following before such a proposal could be considered:
Current State of Affairs - Show us an analysis/overview of the current marketing initiatives that the Mirror community already has in place. Why do we need a marketing plan? What are the issues that a strategy such as this would solve?
Target Market / Demographics - This should list specific examples of groups of consumers. If you can’t estimate the number of individuals you hope to reach, then it’s not specific enough. Which audiences are most likely to “buy in” to Mirror Protocol? Does that audience have key individuals or access points to help you connect?
Deliverables - What are the specific skills and tools you plan to use? Are you simply using a Twitter bot to spam a set of hashtags with information? Will a website be used? Email campaign? What do your unique skills allow you to bring that makes you valuable to the program.
Strategic Advantage - You have competition. There are other programs like Mirror out there! I know this community is likely to think Mirror is better than the other competing products, but the “why” is extremely important for any marketing plan. What is Mirror’s advantage that you intend to center your strategy around? Just disseminating information without a clear direction is a waste of time.
Strategies for Marketing/Promotion - This is not simply a bullet list of marketing channels. This should be a collection of individual thought-out plans tailored to reach the specific target audiences/demographics you have mentioned above. Without these things being planned out (in words), how will anyone know that you can do what you claim?
Costs Involved - You can’t claim to know the cost of something that does not have a specific plan. Will there be ads placed (where)? Email campaigns (to who)? Websites / landing pages (what for)? With a thought-out plan, estimating these things becomes very easy to do. Do plans change, and other costs come up? Of course they do, but how can you factor that into your plan if you don’t know what the base cost is going to be to begin with?
Overall Goal - This is the main reason for proposing a marketing plan to begin with. Building off of the existing problems you have laid out above, what is the end result you are hoping to achieve? Is the goal to increase awareness of specific program features? Is the goal to increase overall website traffic?
Analysis/Measurement of Results - Whatever the items this end-goal may consist of, each needs to be specific and measurable. You need a pre-analysis and a post-analysis of the market you intend to improve. The problems laid out above need to be measurable in such a way that you can show that real change has happened.
I have a mostly useless piece of paper that says I have a degree in Business and Marketing and have been in marketing and design work for over a decade. It is sad to see individuals try to take advantage of such a great program’s community under the guise of being a ‘marketing professional,’ but unfortunately it happens all the time. Please demand more for the things that you want to succeed.
I want to acknowledge that there are many individual community members that are already doing great things to help promote awareness and make Mirror more user-friendly for new people. A truly motivated ‘marketing professional’ should get involved in the community and find a way to organize and utilize these individuals’ familiarity and drive to make real improvements to the Mirror marketing strategy.
Please everyone, use the tools we already have at our disposal (ex: this forum, the discord, etc.) to reach out to others in the community to ask questions and work together to improve Mirror and the overall Terra Ecosystem. You already have a team that is motivated and easily at your disposal to help, so use them! Thank you for coming to my TED talk.