Marketing: Digital Crypto

We understand that a significant part of our community comprises people who grew up in the digital environment, many familiar with the crypto environment.

What connects us is the interest in art; regardless of whether the primary focus is on investment or the revolution in the art world, the link of art appreciation helps us to understand and preserve culture, history, and cultural heritage.

We will have an internal marketing team, but we will also hire third-party services to further our goals. And we visualize our goals as different over time.

Initially, we need to build an increasingly robust community. We need to increase Originis reach to the personas and nurture the community with relevant content and activities to maintain the audience and increase our engagement.

This initial approach has been described above and will be complemented in the following Marketing sections. Remembering that the Ambassadors strategy

is a means for us to foster this initial adoption and generate content necessary for continuity.

Content Marketing

"We need to stop interrupting what people are interested in and be what people are interested in." – said Craig Davis.

Consistent publishing with relevant content that the audience wants to consume promotes outreach, engagement, and conversion of new customers and members.

Our audience comprises a few types of personas, as described above. So, we know the need for different approaches with different levels of depth.

Our communication needs to understand the personas of our audience in each case and target specific content to them.

Our audience has two distinct primary sources, those who come from art and those from technology. What one brings of consolidated knowledge is what the other is in the learning phase. And this should be a source of activation on our part, the exchange through contact.

This is why lives and podcasts are essential tools, audiences, and time.

The beginner audience receives educational pieces, while the more experienced audience receives more technical content.

These educational pieces must follow the macro to the micrologic, where the artistic or technological curiosity is raised, leading to a solution found on the Cryga. With a simple explanation of our process, step by step...

"Register your artwork with Cryga. So simple it's hard to believe it's forever."

It addresses the sharing of more generic news from the art market and related technology and promotes debates and events that encourage interaction and education for startups. At these events, ambassadors can help with eventual attendance and outreach.

The more technical content should cover everything from essential debates in the art market to detailed explanations of our registration and validation process, steps, and criteria. It should also cover how our community works and the ways and advantages of being part of it.

Content marketing is an approach that speaks to the reality of Web3.0 and the decentralized world because it is focused on the customer and members, answering essential questions and meeting their needs and challenges.

We will use different tools to continuously connect with our audience and measure these interactions to improve our approach.

The tools we will use, either in-house or with an agency, will be geared towards our target audience, e.g., some geolocalized campaign/action during world art fairs. Publication of specific content during specific dates. Different languages for our various audiences.

Our approach should always be customized for each persona. For those who don't know Originis yet, which profile among our personas do we want to reach? Museum directors? The collectors? Or those who provide services to them?

We will use Twitter as a non-exclusive means of communication for the general public, where all relevant information will be disseminated. It will also serve to interact and share other relevant content generated by third parties.

The maintenance of our community and all exchange of information more specific and with a greater degree of depth will be done through the Discord. This is the right environment for all those who wish to be part of Originis more collaboratively.

Instagram will be used to visually present ourselves to the general public, explain our process in a didactic and interactive way (videos), and present some works registered on the Originis.

We will promote face-to-face meetings and debates with broadcasting. We will make Lives to create interaction and knowledge exchange. Videos will be essential in our communication strategy.