Comprehensive GTM Strategy for TGE

Pre-Launch Phase:

3-6 Months Before Launch

1. Market Research and Targeting:

  • Conduct detailed market research to understand your target audience, competitors, and market trends.

  • Develop detailed buyer personas to personalize messaging and marketing tactics.

  • Use psychographics and behavioral data to refine audience segmentation.

  • Segment the market by customer and potential partner categories. Identify potential strategic partners within the industry including other blockchain projects, DeFi platforms, financial institutions or other web2 industry specific projects to co-develop features and/or integrations 

  • Work with strategic investors to identify and secure intro’s to potential partners who can add value to the token ecosystem

2. Token product marketing/messaging

  • Determine messaging and positioning of your token aligns with the goals of potential partners. Highlight aspects of the token that make it an attractive integration for other platforms or services. 

  • Work with solidified partners to develop joint co-marketing messaging that emphasized the benefits and utility of the token for the broader ecosystem. 

  • Exchange listings and Market Maker engagement: 

    • Leverage existing and potential partnerships to secure better terms by demonstrating a strong ecosystem and partner network. 

    • Coordinate with partners who may also be listing on the same exchanges to create a more significant impact during the launch 

2. Develop Key Documents:

  • Create a comprehensive whitepaper detailing your project’s vision, technology, tokenomics, and roadmap.

  • Prepare a litepaper for a high-level overview, incorporating interactive elements like explainer videos.

  • Translate these documents into key languages to reach a broader global audience.

  • Collaborate with security firms for audits to enhance investor confidence.

4. Community Building:

  • Establish and actively engage on social media channels (Twitter, Telegram, Discord, Reddit).

  • Develop social content calendar

  • Implement a strategic referral and affiliate program to incentivize community growth

  • Engage and grow the community by launching quest campaigns utilizing Zealy or Galxe; rewarding members for completing tasks that promote the platform, user education and active participation.

  • Organize online and offline IRL meetups to foster a sense of community.

5. Partnerships and Collaborations:

  • Source and form partnerships with key industry players, KOLs, ecosystems and media outlets for earned and paid marketing outlets.

  • Participate in blockchain alliances and industry events for broader exposure.

6. Content Marketing:

  • Strategise a content calendar spanning across multiple social media outlets. Create diverse content including blogs, infographics, videos to cross promote and increase visibility.

  • Build a teaser campaign with videos, countdowns, and social media posts with relevant CTAs.

7. Pre-TGE Campaign:

  • Strategize/develop a teaser campaign strategy to generate interest (videos, countdowns, social media posts).

  • Offer early access or whitelist spots for community members.

  • Partner with popular blockchain media outlets and publications for sponsored content, press releases, and project reviews.

  • Host giveaways and contests on social media platforms to generate excitement and attract new followers.

8. KOL Engagement:

Identification:

  • Use tools to research and confirm the audience is human, aligned with your demographics, and categorized with high wealth.

  • Use listening tools to identify tending web3 topics to engage or push the narrative

  • Ensure KOLs align with your brand values and target audience.

  • Look at follower count, engagement rate, and the quality of interactions to ensure ROI.

  • Consider metrics such as Cost per Engagement (CPE) and Cost per Acquisition (CPA).

Engagement Strategies:

  • Work with KOLs to create authentic content such as blog posts, videos, and social media takeovers.

  • Invite KOLs to participate in online or IRL events, webinars, or live Q&A sessions.

Building Relationships:

  • Source outreach by customizing the message to form genuine connections and interest in the KOL's work.

  • Maintain KOL relationships for longer term ongoing collaborations rather than one-off campaigns.

  • Offer exclusive access, early product releases, or revenue sharing including token allocations.

Measurement and Optimization

  • Use UTM parameters and specific landing pages to track traffic and conversions from KOL campaigns.

  • Manage relationships and communicate with KOLs to gather feedback and refine your approach.

  • Assess the performance of KOL activities on brand awareness, engagement, and sales.

  • Monitor relevant analytics platforms to optimize marketing campaign performance 

  • Leverage key partnerships to identify high quality KOLs to analyze audience type based on follower wealth and web3 ecosystem relevance 

Examples of Successful KOL Engagements:

  • Look at successful KOL campaigns in your industry for inspiration and best practices.

  • Collaborate with KOLs on multiple platforms (LinkedIn, Twitter, YouTube) to maximize reach.

9. Tokenomics Modeling

Points system:

  • If you have a point system that will convert to an airdrop on TGE, don't allocate all tokens on Day 1; distribute them over different periods. This helps filter out farmers from real users.

Token Utility:

  • Make sure to prepare utilities for the token on Day 1; otherwise, the TGE will become a "sell-only event," and your liquidity will be drained by those who received allocations at TGE.

Incentives:

  • Design an incentive strategy for your token holders to avoid immediate selling (e.g., staking, upcoming airdrop allocation for holders, alpha access for those holding X amount of tokens).


10. Exchange Listings, Launchpads and Market Maker (MM) Engagement:

Competitive Application and Listing Requirements:

  • Listing Fee: Prepare to pay between $100,000-$500,000 or give out 5-20% of the total token supply for listing, liquidity and/or in house marketing campaigns.

  • Technical Fees: Be ready for additional costs for audits, token integration, marketing, and security deposits.

  • Required Documents:

    • Whitepaper: Detailed project vision, protocol mechanism, team, and roadmap.

    • Tokenomics: Token details, utility, vesting schedules, and sustainable distribution.

    • Security and Audit Reports: Protocol security audit from a trusted provider.

    • Legal Documents: Entity documents and legal opinions.

    • Investment and Fundraising Documents: Last valuation raised and cap table.

    • Specific Listing or Application Forms: Includes company information, financial data, team details, tokenomics, protocol mechanism, community and traction details, and legal docs.

  • Negotiation Strategy: Apply for listings on multiple DEXes and CEXes to increase the chance of securing a listing and use any successful listings in negotiations.

Launch Phase:

1-2 Weeks Before and During Launch

1. Final Preparations:

  • Ensure all technical aspects are ready (audited smart contracts, tested platform).

  • Finalize legal and compliance checks, including KYC/AML procedures.

  • Host an AMA to explain the token utility, listing choices, etc.

2. Intensive Marketing Push:

  • Increase marketing efforts with paid ads, influencer partnerships, and media coverage. Continue to work with the connections you’ve built in the media to work on fuller term coverage.

  • Use targeted advertising campaigns on social media and relevant websites.

  • Implement email marketing to inform your community and potential investors about the launch.

3. TGE Launch Event:

  • Host a virtual launch event with live Q&A sessions to create excitement and address investor concerns.

  • Stream the event on multiple platforms like YouTube, Twitch or X spaces.

  • Offer incentives for participation, such as airdrops and exclusive access.

Post-Launch Phase

1. Ongoing Community Engagement:

  • Continue to engage with the community through regular updates, AMAs, and events.

  • Use community feedback to improve and iterate on your project.

  • Maintain active social media presence and collaboration with influencers.

2. Media and PR Strategy:

  • Publish articles on major crypto news portals for maximum coverage.

  • Utilize Key Opinion Leaders (KOLs) for marketing, including paid promotions and content creation.

  • Hire top-tier marketing agencies to manage and execute your marketing plan.

Examples of Marketing Strategies:

  • Airdrops/Pre-sales: Distribute tokens to early supporters and power users to generate interest and reward loyalty.

  • Giveaways and Contests: Host these on social media to attract new followers, increase community engagement and create buzz: Zealy/Galxe

  • KOL Partnerships: Collaborate with well-known figures in the crypto space to promote your token.

  • PR and Educational Content: Produce content that educates potential investors about your project and the broader blockchain space.

By following this comprehensive GTM strategy and leveraging Denarii x RBV’s established ecosystem of over 200+ partnerships, investments and vetted marketing tools, we can effectively consult on your token’s launch. This approach will ensure a successful TGE and ensure strong community engagement. 


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