Dash Evolution | Marketing the Future

To the Dash Community—

Allow us to open a conversation on the topic of marketing.

Some may recall our proposal for Dash as Title Sponsor & Official Payment Partner of the 2018 San Francisco Marathon, ‘The world’s first crypto marathon’.

dash.org/forum/threads/pre-proposal

In it we argued for an experiential platform to claim an ownable space in the consumer's mind; a first-mover opportunity to define the core of the Dash brand and meaning.

We developed a plan for merchant adoption and Silicon Valley engagement. It was the right project at ATH that could have secured a small but lasting pocket of adoption in SF and the influential SV audience. For various reasons unrelated to merit, the proposal did not pass.

With 12,000 views and 55 comments it remains the #1 ranked pre-proposal historically.

Bona fides notwithstanding, what happened to the once mighty Dash? From the then top-10, now ranked #66. Timing is everything as they say.

The proposal system works if there's a powerful enough marketing idea, but some of the previous agenda projects have left voters with a bad taste. The reduced proposal fee is certainly less of a barrier (bravo) and allows for more innovative ideas, yet we don't see any.

Let’s begin by agreeing upon…



CREATIVE BRIEF (Edited 3/6)

Overview

Dash is the sleeping giant no one talks about. A true crypto OG. In the current climate however, superior technical advantages are moot for many as trading is king, and the 200 other "great projects" out there.

Instead of a big, splashy event to become visible on the global stage, today's reduced budget demands an incremental approach.

The business problems/needs as we understand:

  • Proposals with smaller budgets
  • Promote Evolution - the promise that took Dash to #3 project in 2017
  • Highlight advantages of Dash over BTC for average users
  • Marketing campaign with defined & measurable ROI
  • Combine advertising/marketing/PR for unified messaging
  • Clear marketing objectives
  • "Price go up!"

Key Message

Dash is the benchmark for digital cash that allows for instantaneous, private, immutable transactions over a cheap, user-friendly, global payments network.


Brand Promise

Dash is an open-source blockchain and cryptocurrency that delivers fast, cheap global payments over a network that is decentralized in nature.


Reasons To Believe
  • Demonstrably more decentralized than BTC by the numbers.
  • Dash aims to improve on Bitcoin (BTC) with stronger privacy and faster transactions.
  • The technology the dev team is building is unprecedented.
  • Much more secure thanks to Chainlocks, Dash doesn't rely solely on Hashrate.
  • Dash is one of the only projects that's actually usable right now.

Target Demographic

1). Crypto Traders.

$Dash is super tradable on short time frames both as swing and day. Who knew...?! But it's not the trader's darling MATIC.
Goal is to make Dash top of conversation/actively traded among top 30 CT traders. Right now it’s not even in consideration.

2). Investors/Crypto Funds/Exchanges.

PR/Marketing campaign highlighting successful results of the above.
Promote Evolution to financial services and those who need to send international remittances.
Exchanges utilizing Dash's Fast Pass mean that Dash is the superior, ideal cryptocurrency for arbitrage.

3). Users/Merchants

For users wanting to actually spend their cryptocurrency DashDirect is literally faster than a credit card.
Dash is point-of-sale at tens of thousands, soon to be millions of locations.

Overall, people buying, trading, using Dash.


Tone of voice

Words used to describe the brand’s character: Active, Trust, Fast, Gender-neutral


Competitive Set

Nano, Ripple, Bitcoin, Cardano, Ethereum, Litecoin


Mandatories

Must not promise guaranteed returns on investments.
Prominently feature risk disclosures.
No partisan politics of any kind.


Naming

'Should the release of Dash Platform be marketed as Dash Evolution?'

100% yes... It's a broadly descriptive promise that alludes to the process of deliberate iteration and selection delivering successively better solutions. Forward leaning, it makes 'Dash' a much more powerful word. It has a better mouth sound, is visually stronger, and so looks better on a baseball cap. Whereas, 'Platform' has no inherent messaging, is a category name, and redundant.

Names are the most identifiable element of a brand and the only ones that exists for the entire life of the brand (name longevity). The best names require the least advertising. They are advertisements. Evolution says "new", but with a long history behind it.

With 400 Yes votes to 50 No, the consensus is ‘Dash Evolution’.

https://www.dashcentral.org/p/EVOLUTION-BRANDING-DECISION


Deliverables

1). Dash Evolution - A teaser branding campaign in the run-up to release.

2). DashPay - Users can upgrade from Dash Wallet to DashPay mobile app to create their username.

Crypto promotion regulations vary by country. Where allowable:

(1) Social media campaign
Paid Direct Traffic: Tiktok, Snapchat, Reddit, Youtube, Facebook: Messenger Ads. Instagram: Influencer cross promotion. Engagement ads.
Organic: Telegram, Discord, Reddit, Youtube.
(10) Billboard/print ads
(10) Banner templates
(1) PR campaign
(5) crypto exchange affiliate marketing program



Timing

Commencement upon Dashcentral voting approval of SOW:

Week 1-6: Marketing campaign strategy & ideation.
Week 6-8: Present marketing campaign(s), feedback, iterate
Week 8-12: Campaign sign-off & Production
Week 12-24: Marketing campaign roll-out

Dash Platform Activation (Evo) is July 2023: https://www.dash.org/roadmap/


Compensation

Agency: Monthly retainer increased upon measurable results
Metrics: Number of Tweets, Reddit comments, likes, emails, Discord, Telegram.
Specific budgets for specific deliverables.
Production/media: Costs TBD.

--

As a long-term believer in Dash we’d like to help regain the brand's profile. Thank you for your consideration.

Note: This page will amend daily per feedback from community, Network and Dash Marketing Hub.

Adrian


Adrian Saker
Founder & Creative Director
Household Name Inc
householdname.com
 
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Oct 13, 2022
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Marketing efforts should be coupled with selling Dash. Please consider incorporating affiliate marketing from an established cryptocurrency exchange. If your marketing doesn't lead to people buying Dash then it is not valuable. Going this route provides measurable outcomes and creates a financial incentive outside the DAO treasury funding alone.
 
Marketing efforts should be coupled with selling Dash. Please consider incorporating affiliate marketing from an established cryptocurrency exchange. If your marketing doesn't lead to people buying Dash then it is not valuable. Going this route provides measurable outcomes and creates a financial incentive outside the DAO treasury funding alone.

Agreed, people buying, trading, using Dash. A compelling campaign highlighting Dash utility. Brief amended.

coinbase.com/affiliates
affiliates.bybit.com
 
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Current Situation (3/1)

The biggest challenge, and opportunity, is that Dash has zero brand image today...a blank slate. Those new to crypto in the last 2-3 years have likely never even heard of Dash.

The obstacle POs have is the available budget only allows for the beginning of thinking how we solve the marketing, not paying for media to execute on it at scale. That comes when the market moves Dash price. But it also requires a shift in perception, where marketing is perceived as having value. Clearly, doing nothing isn't an option. Dash will continue to down-rank and sub #100 will be irretrievable.

For the Network to invest in Evo marketing, it cannot be at the expense of underfunding Evo's actual release. However it takes time to build a marketing campaign. We're proposing a multi-month teaser roll-out up to Evo launch.


The Marketing Challenge (3/3)


The crux of the problem: Ramp up marketing in the run-up to Evolution MVP. Or wait until it's 'too late' to stem and reverse Dash ranking slide.

Network must prioritize finishing development of Evolution MVP, but there will need to be a ramp-up in marketing for it to be run effectively, and there needs to be something to market in order for price to go up, and price needs to go up in order to effectively afford marketing.

Regardless of where funding comes from or what form the marketing takes, Network needs to get the ball rolling in a concrete way so we have a brand campaign ready to execute for Evo launch. As previously mentioned, this takes time to create and more to be approved.


Next Steps (3/3)


We're leaning toward posting an exploratory proposal on DashCentral to see where the Network's priorities lie; to see what strategy is most popular. We'll be asking for specific budgets for specific deliverables. Also, any silent whales out there may choose to pony up additional funding to our donation address.

We're already formulating strategies including sharing our marketing campaign with SEC before we run it. (We understand DCG has previously had meetings). This would allow us to possibly include 'advertisement reviewed by SEC' or similar, and reduce our liabilities. Know we are very conservative in protecting the brand.

Teaser campaigns work because people love anticipation. You get two bites at the marketing apple: It's coming soon... It's here! More memorable than a single announcement. Remember, you only get one shot to advertise 'new'.


Why Household Name (3/3)


We're looking to engage on a long-term project to rebuild Dash equity. Our #1 ranked marathon pre-proposal Q&A hopefully illustrates our thorough and professional approach.

householdname.com/advertising

We have advisors who know the product intimately, and would look to build a consensus brief in partnership with the Network. Certainly we seek counsel on the technical side. (Please message us if you're interested).

Traditionally, we'd have one CMO with ultimate sign-off, a $1M+ media budget, a 15% fee. Here we have month-to-month, non-binding, fluctuating compensation based on Dash price, and majority voting model with disparate voices. Inherent in this are financial and legal risks for an agency in fee, hiring, and committing to multi-month media buys (better rates).

Is it too early to start thinking about thinking about marketing? Dash is ranked #65 today.
 
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solarguy

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Mar 15, 2017
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For the Network to invest in Evo marketing, it cannot be at the expense of underfunding Evo's actual release. However it takes time to build a marketing campaign.

That's the big hitch at the moment. The value of Dash is low enough that we can hardly keep the dev team funded and pay our bills.

I am very happy that Dash is self funded through the Treasury system and never took a boatload of VC money in exchange for our soul. But.....that also means we don't have 100 million dollars worth of Dash socked away to do effective marketing at scale AND pay the dev team/DCG, And hire additional devs to work on other aspects of the Dash ecosystem, like a robust and well funded incubator.
 

GrandMasterDash

Grizzled Member
Masternode Owner/Operator
Jul 12, 2015
3,420
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'For the average user, there are better privacy coins.' Please unbite.
Dash's privacy is limited in scope. Link-ability remains an issue between mixes and the recipient has no tools to measure how well mixed or tainted the coins he is holding.

I believe, to take the title of "digital cash" you must have the quality of being fungible in the old sense i.e. modern note tracking exposes too much data.

There are other requirements to truly be digital cash.
 
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rion

Member
Aug 26, 2016
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Compensation

Agency: Monthly retainer increased upon measurable results
Metrics: Number of Tweets, Reddit comments, likes, emails, Discord, Telegram.
Specific budgets for specific deliverables.
Production/media: Costs TBD
How are we supposed to evaluate this without at least a ballpark funding request?
 
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How are we supposed to evaluate this without at least a ballpark funding request?
Hi Rion,

Fair question, but we're still trying to figure out ways to fund the marketing and not even got into hard numbers for fee, production, media.

If we go by the roadmap Dash Platform Activation is July 2023.

https://www.dash.org/roadmap/

Roadmaps are always subject to revision, but from a marketing point of view July is right around the corner, and ad content must be delivered a month in advance. Before then we'd need creative brief approval, ideation time, approvals, production, media negotiations/buys. The campaign leads up and into the feature-complete MVP hitting testnet.

Once the project goes live would more of the budget free up for marketing/media?
 
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Campaign/Budget Roadmap (3/9)

March: Post the above Creative Brief on DashCentral for 1 Dash to engage Network. If passed, then a month-by-month budget.

April: An 'Exploratory Fee' TBD to ideate campaign(s).

May: Full agency fee + production budget.

June: Negotiate/buy media, ship materials.

July/August: Campaign roll-out TBC.

To reclaim/establish a leadership position we're proposing Dash just takes on cash, head-on, and makes the case for all crypto. Owns the category. A big part of the job is educating the public about digital cash.

Per Dash Platform Activation https://www.dash.org/roadmap/

Dash Platform Launch : June 2023
Dash Platform Activation : July 2023
DashPay Launch : August 2023
 
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Chat question on 'Dash Platform & Core Development Update' March 7

Q: Will there be marketing wave after releasing Dash platform?

Sam Westrich: "We haven't completely decided. If it's approved by the masternode network for DCG to do it. Otherwise another DFO can do it. As people might be well aware there hasn't been a marketing proposal in about a year. So Dash Core Group marketing funds are not very big at the moment, so there would need to be another proposal for any platform marketing activity, and we have to decide at the Board level if we want to do that. And if people from our community want to chime in if we should or not, we'd appreciate it."


53:40 https://www.youtube.com/watch?v=2HhY8f0vbh0
 
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Marketing Plan

Trying to work our way to a marketing plan here but the variables make projecting with any degree of accuracy a challenge, however let us propose problem / solution.

1. We understand DCG has in the tens of thousands at best for media and marketing. / As a realistic ad budget is minimum $1M—and that's not much in crypto—would it make sense to create a funding pool for media that accrues monthly from Treasury and held in escrow?

2. Dash price volatility and USDT payment equivalency / Budget requests from POs must necessarily include a 25% margin.

3. Media contracts we legally sign at one Dash price may not receive full or complete funding if price drops / Funding pool as above.

4. Posting our marketing campaigns here for community review is very public and may be leaked before we're ready / Don't have a democratic solve for this...

5. Who gets to approve the marketing campaign? / Campaign A,B,C are individually posted on DashForum for Network voting.

6. Devs may miss roadmap launch date July-August / It makes sense to only market a stable product. Bear in mind it takes 3-4 months to create a marketing campaign, production needs to be in hand and ready to ship.

Suggestions welcome...
 
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Case Studies

Though Evo media/production/compensation budget remains unclear, sharing here some past work in the space.

In 2017 we promoted an ICO with crypto hero Mr. William Shatner. We proposed Bill to our client, conducted negotiations with talent agent, secured 30 day contract.

We created the IG/Twitter campaign strategy, design, copywriting and unique hashtags #takebackyourdata #getpaidforyourdata

Results were 25,000 Twitter likes, 75,000 emails, 420k website visits week one, and $7.2M raised.

datum.org


Datum Shatner.jpg



In 2019, Household Name was engaged to create strategy, design and copy for beta site of the Digital Mercantile Exchange, funded by Abu Dhabi investors. Site didn't go live as VC funding dropped.


DMEX landing.jpg



In 2018 we partnered with the San Francisco Marathon to propose ‘The world’s first crypto marathon’ with Dash as Title Sponsor & Official Payment Partner.

In it we argued for an experiential platform to claim an ownable space in the consumer's mind; a first-mover opportunity to define the core of the Dash brand and meaning. We developed a plan for merchant adoption and Silicon Valley engagement. It was the right project at ATH that could have secured a small but lasting pocket of adoption in SF and the influential SV audience.

With 12,000 views and 55 comments it remains the #1 ranked pre-proposal historically.

dash.org/forum/threads/pre-proposal


TSFM stats.jpg


TSFM merchants.jpg


TSFM plan.jpg


Thank you for your consideration.