Marketing in the age of blockchain disruption

Pioneers like these in this promising new application of blockchain technology face unique challenges when marketing their solution to different stakeholders. Facing a broad base of incumbent, installed record systems with a new, often misunderstood technology means communication needs to focus on simplification of what the technology can deliver and not on the technology itself.

Key value propositions need to be tailored to each target audience, for example:

Financial service providers need a system they can trust to guard their client’s assets as well as their identity. Typically handling thousands of financial transactions per day, they will also want to be reassured of the speed and scalability of a blockchain based database. Bullet-proof authentication of account holders and verification of transactions quickly and reliably is of the utmost importance. Awareness and benefits of the benefits of blockchain identity management needs to be propagated through multiple professional publications, online platforms and social media. Case studies of successful implementations need to be published as soon as they are available. Prominent influencers in the financial sector need to be taken onboard as promoters of blockchain based financial systems.

Hospitals who want complete, up-to-date and fast access to patient records, especially important when dealing with time-critical emergencies. In addition to being convinced of a blockchain system’s speed, accuracy, security and immutability, hospitals data systems will have multiple interfaces to external parties: ambulances, fire and rescue teams, private doctors, insurers and other hospitals. They will need to be convinced of the security of data-in-transit; the security of the encrypted data as it travels over wired and wireless networks. Whitepapers, case studies, expert endorsements, supporting documentation in reputable medical journals, press releases and conferences are key. Social media channels serving the hospital industry should also targeted. Large potential users of new medical technology can be directly targeted by commentary via LinkedIn, for example Inova, a large American hospital network with over 18 thousand members has their own LinkedIn page with over 41 thousand followers.

Government agencies require a secure database of records about millions of people that cannot be compromised. Governments from all over the world have already demonstrated their weakness in protecting their citizens private records which undermines trust in their own elected officials. With deep pockets, governments have plenty of resources to implement systems that can prove their ability to protect sensitive records. Case studies, independent test results from reputable scientific communities need to be amplified in the public arena. Key politicians should be targeted as spokespersons for a new technology that will ensure the security of millions of citizens.

These are just a few of the stakeholders with different priorities and pain-points when it comes to the secure storage and retrieval of sensitive records.

Launching a marketing campaign that reaches each group with the right messages takes a team of experts. At THE RELEVANCE HOUSE, that is what we do; we understand marketing, PR, events and social media in the blockchain sector, and we can guide your company through the process of building a reliable and respected image and brand. For more information and our contact details, visit www.therelevancehouse.com

THE RELEVANCE HOUSE is a full-service blockchain marketing consulting agency for startups conducting an ICO or STO. The focus is to guide blockchain startups in building, designing and delivering a relevant brand and story. Because only relevance has impact. We look forward to hearing about your project. Contact us, we don’t