by Yuval Halevi

In this guide we describe step by step how to launch a successful PR campaign in 2020.

If you’re about to launch an IEO PR campaign this guide is for you:

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All You Need to Know About IEO PR


The blockchain industry has come a long way in the last few years. From the creation of Bitcoin to the ICO boom at the end of 2017, the industry was flooded with hundreds of new ICOs each month.

But most of them failed in delivering what they had promised to their investors and community.

By the end of 2018 ICOs had a very bad reputation among investors and even the crypto community.

But when one door closes, another one opens. The lack of trust ICOs left made it possible for STOs (Security Token Offerings) and IEOs (Initial Exchange Offering) to show up.

Each one of these fundraising methods have a different marketing approach. 
This guide aims to cover all you need to know about IEO PR.

After working with hundreds of different projects in the last few years in our marketing agency, I feel confident that this article can help you and your company.

IEO PR is an expensive business. Trial and error in this field can cost you a fortune, but by better understanding how the PR world works, especially in the blockchain industry and specifically for IEO companies, you will increase the chances that your company will run a successful IEO PR campaign.

So let’s get started!

What Is an IEO?

In late 2017 China decided to ban all ICO fundraising, leaving hundreds of different ICOs without the ability to raise funds to sustain their existence.

Combine that with the ban several social media channels imposed on ICO ads and the fact that the ICO bubble burst suddenly makes more sense.

According to Binance:

An Initial Exchange Offering, commonly referred to as an IEO, is a fundraising event that is administered by an exchange. In contrast to an Initial Coin Offering(ICO) where the project team themselves conduct the fundraising, an Initial Exchange Offering means that the fundraising will be conducted on a well-known exchange’s fundraising platform, such as Binance Launchpad, where users can purchase tokens with funds directly from their own exchange wallet.

The way I see it, IEO first started due to the lack of trust investors, companies, and governments had in ICOs. IEO makes it possible to use the reputation of a specific exchange as a kind of guarantee for the company who runs the IEO is legit.

The difference between ICO, and IEO PR

As someone who has run hundreds of different ICO marketing campaigns, our biggest challenge has always been building trust with the community and investors.

It seems like a challenge that every company faces, also outside the blockchain ecosystem, but that’s not exactly correct.
Since many ICOs betrayed their community and investors, the industry as a whole put a red stamp over those fundraising processes.

The starting point of an ICO when it comes to trust, is probably way worse than an IEO or a startup that’s not related to crypto. That’s why one of the most important elements of any ICO PR campaign is building trust.

This great research is diving into why people don’t trust ICOs. You can go over the research but in a nutshell the low entrance barrier made it possible for unqualified companies to run ICOs, attracting investments of millions of dollars only in ideas.

When it comes to trust, the difference between ICO and IEO is clear. In IEO I need to trust the exchange (In this case Binance Launchpad) that their team run an high quality IEO due diligence. Considering the reputation of the exchange, I’m much more likely as an investor to trust an IEO.

Therefore the PR campaign for an IEO can focus more on the product itself, and the fact that the company passed an intense due diligence by the exchange.

In ICO, for example, I recommend our clients to run a PR campaign that focuses on building the authority of the team members, the advisors and the company as a whole.

Another major difference between ICO and IEO PR is where you lead your potential investors. In an IEO you can run ads that leads to your landing page on the exchange (in this example Binance). By doing this, you will leverage the authority of the exchange you’re launching your IEO on.

For example, I have never heard about CARTESI but I do know Binance very good and trust them, therefore CARTESI seems much more attractive for me as an investor.

IEO PR Costs

When I write my guides, the costs are always the easiest part to write. That’s because in the blockchain industry it doesn’t matter if you run an ICO, STO or IEO.

The PR costs going to be high, and there is no limit to how much you can spend per month. 

On the other hand, there is a limit to how much you can benefit from a PR campaign.

When it comes to IEO PR, the cost can go from $3000 per month to more than $100,000.

In my opinion, as someone who has dealt with large Blockchain PR campaigns over the years, PR is good but it’s not the key for your IEO marketing success. 

PR campaigns should be diverse, and keep SEO strategy in mind. A PR campaign that costs your company $7000 per month can be as effective as a $30,000 per month campaign if done properly.

You should also define certain KPI’s for your IEO PR campaign. Most of the companies think that PR leads to high traffic, but that’s not correct. Lets take a look at this article on CoinTelegraph

Out of the 4191 people who visit this article, how many visits CryptoAltum should expect get to their site?Unfortunately based on our experience, not a lot.

If they will get 3% of CTR it means they should expect 125 visitors, and that’s an optimistic scenario.

You should also consider the fact that people don’t like sponsored content (No one likes to be sold things). Most of those visitors would leave CryptoAltum within the first minute.

Source

Why am I showing you this?Well, you should know what to expect from your IEO PR campaign. It leads me to the new chapter

How to Measure Brand Awareness in Your IEO PR campaign

When a company launch an IEO PR campaign, in most cases they imagine their site is getting exploded with insane traffic. In reality it’s far from being true. From the thousands of people who will read the articles in your PR campaign, only few will actually visit your site.

But does it means you spent money for nothing?

Not at all.

Brand Awareness is a very important aspect of any PR campaign. When a story about your company in a news site becomes viral it almost feels like the company gets kind of an Aura.

It becomes more respected within the ecosystem (and sometimes it cross the boundaries of the crypto market and gets mainstream).

So how can you measure your brand awareness and turn it into solid KPI’s?

Social Listening:

Once a story in your IEO PR campaign is getting viral, the chance people will talk about your company on different forums and social medias is high.
Make sure you are using a social listening tool.

Company Name Search Volume:

Brand awarness and PR campaign will have a direct impact on how many people searching for your company name per month. 

A succesfull PR campaign should result in an increase of the search volume over time. You can use a free tool like Ubersuggest to find this information.

Direct Traffic:

When people see your company name over and over again they are more likely to just write your company name directly in their browser, which count as direct on Google Analytics. 
In addition, traffic from sites like Reddit usually counts as direct traffic.

Tips for a successful IEO PR campaign:

Launching a great IEO PR campaign is hard!

There are tons of competitors, many social media channels don’t allow blockchain companies to run ads, and there’s the pressure of time to hit your goal.

The combination of all of these has caused many ICOs over the last few years to cut corners and find unethical shortcuts.
In this section I will provide you with a few tips for a successful IEO PR campaign, that are probably relevant for any kind of marketing campaign:

  • Don’t fake your community. Companies like to buy fake telegram members and twitter followers. 
  • Besides the fact it’s looking lame that you have thousand of followers and you get no engagement at all in your tweets or telegram messages, expert investors know how to recognize it and they will be less likley to invest in your IEO.
  • You’re a new company, no one expects you to be something else. Blockchain companies try to create an image of something they are yet to achieve. There’s a difference between your future goals and the current situation. 
  • By showing misleading information to your community and investors (for example like you have an office with hundred of employees and a technology breakthrough that’s about to happen when, in fact, you have two employees). 
  • It’s better to show your community the real situation you’re at, share with them your roadmap, and when you reach milestones. People appreciate honesty, and by getting your community and investors involved, you will start to see that some of them really care about your progress.

Conclusion:

Launching an IEO PR campaign is hard, time consuming and expensive, but there’s another way.

By doing your homework, reading this guide and other guides we publish in our blog and creating a great strategy for your PR campaign, you can increase the chance your campaign will be succesfull.

Feel free to check out our home page for more info. If you’re in need of professional help you can jump on a call with an IEO PR expert

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