Thank you, @Klint
This is a very thorough outline of the marketing focus, and I’d love to be of service to the process. Prior to some suggestions, here’s a bit about me:
Sarah Kornfeld: Executive Experience
I have 25 years in Silicon Valley, NY, and Europe as a senior marketing and communications strategist. I positioned Keyhole which was then acquired by Google as Google Earth, worked in the marketing team within Netflix, worked at Burson-Marsteller as a part of the team that ran Analyst Relations, and have done a dozen startups. I’m Co-CEO of Rising Partners based in SF and Rome (new site launching this month), co-founder of Rising DAO (focus on researching and amplifying artists and creatives on NEAR)
Creative Experience
I’ve also been at the fore of the art and tech space running one of the first agencies to support the integration of art and tech for The Kitchen, The Beal Center for Art and Technology, UC Berkeley, and other international sectors. Current clients include the Peggy Guggenheim Foundation (Venice) and others focused on the Creative Economy. I’m also a published author in the US and Europe, and I research and write about the Creative Economy (Los Angeles Review of Books) I recently was commissioned by the Creatives DAO to do a global project “Portrait of the Artists” profiling Creative DAOs on the NEAR Platform.
So, that’s all to say, I’m an integration of art and tech, and have the marketing experience to suggest the following in relation to your proposal:
In general, I suggest the plan include the POV of creatives and artists since the brand promise is to power the creativity intrinsic to the blockchain. NEAR is attracting artists and creatives, and that’s a good thing. NFTs are projected to value $231 billion USD by 2030 (source: Verified Market Research) So, having creatives developing DAOs and communities, markets and creative innovation is a GREAT thing. So, I really urge this new iteration of marketing to incorporate their reality, issues, and needs and to plan toward collaboration with them.
Therefore, I suggest:
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Market Research of artist use of the chain (It’s what I am trying to do, but in a different way, with “portrait of the artists” – this might be its own bucket – but we don’t have an " insights" focus and we will also need it asap (at Netflix, we ramped up that team and it made a huge difference)
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Communications TO the creatives/artists on the chain for increased collaboration for case studies. The marketing DAO should be collecting and distributing case studies for our shared learning and also to market outwards
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The Geolocations Considerations are crucial because artists and creatives have enough trouble having to constantly prove their value without adding any bias around location (which happens all the time, a curator in Sao Paulo told me this weekend that they are consistently being told to ask for less because they live on less – not fair at all). I suggest this be a thoughtful, transparent process with polls and quantitative research – the outcome for this will be better pricing in proposals and a fair market value for standards
Finally, I strongly urge the community to ensure that the marketing DAO has people on it with the following experience (above and beyond the current deep tech and entrepreneurial experience):
- Arts and Entertainment marketing experience (because content creators are coming)
- Creative ideation experience (so the DAO “groks” the creative proposals more deeply – artists and creatives have different ways of viewing METRICS and that would be good to understand for alignment)
- Arts and entertainment brand experience (For the savvy and better partnership as a DAO)
- most critically, cultural programming in diverse markets and with diverse people (because we know diversity creates more innovation)
- A better ratio of women and people of color in the Marketing DAO – currently, the old Marketing DAO has a reputation of being a bit behind in understanding our reality, and that is a barrier to trust.
Again, lovely to see your ideas, just want to be sure to raise my hand for feedback and to give insights into the process.
Best!
Sarah