How to use Web3 in an IRL event: Make it simple
In the previous article, I discussed the design of the image and the decisions I needed to make to mint the landmark token (NFT). If you missed the last article, read it HERE.
We continue with how I implemented the plan to incorporate digital tokens at the Founders Live event on January 12, 2023.
With the design in place, the details on the blockchain, and the presentation in rough draft form, I went ahead and gave it a test and adjusted my pitch.
Don't say crypto
Most attendees will have never heard of Web3, tokens, NFTs, blockchain, etc. If they have, they likely have a strong opinion about it.
I wanted to avoid all words associated with crypto and cryptocurrency due to the current state of the market.
Because everyone will be claiming the token for free, there is no need to discuss currency.
What is an NFT?
Instead of explaining the definition of a non-fungible token, I used the analogy of a key and lock.
The landmark token is a key with a unique digital address and code, providing greater security than a flimsy punch card or anonymous gift card.
The business creates a lock that offers special perks, benefits, and experiences accessible only to a key holder.
I also avoided using the word "blockchain" and instead described the security and transparency of transactions on a public ledger.
Testing it on mobile
The other roadblock I may face is the technical aspect of the claim. How many steps will it take for a person to go through the process? The more clicks, the more opportunities for confusion or errors.
I went through the claim process on my phone to experience it myself. Honestly, the most challenging part was the two-factor identification annoyance with logging in with my Google account.
I could have used my Metamask wallet; however, it is not on my phone. I would have needed to claim it on my desktop.
Claiming it with an email address or Google account is the best and will be the easiest option for the majority.
Explaining the benefits for the holder
If you've been to any conference, you may have picked up a lot of swag - a pen and a notepad, perhaps. While it's all fun to receive, it can pile up and become clutter.
While digital tokens are clutter-free IRL, in the virtual world, they will take up space in a wallet. Another objection I anticipated is someone not wanting to claim it because there isn't a point.
That's where utility is so essential.
If you state all the great things the token holder will receive, they will be apt to claim and hold onto it.
Explaining the benefits for the business
With a room full of business owners, many can use tokens to up their marketing game.
Membership access
Discount "coupon"
"Gift cards"
Tickets to a VIP event
Digital music, art or writings
I emphasized the exclusivity of selling to a group of token holders. This captured audience and specific demographic is easier to target with goods and services that they will want. Even though the group is small, with the right amount of FOMO (Fear of Missing Out) and incentives, these token holders will be more motivated to act.
Simplifying the complicated
In summary, I strove to keep my presentation and landmark token claim as easy and quick as possible. I avoided terms that gave the impression of being highly technical or having a bad stigma attached and instead used common, user-friendly language.
It was tempting to show off with a flashy, high-tech presentation, but my audience would have given me blank stares or bombarded me with endless questions.
To have business owners, marketers, and event planners embrace and be excited about using digital assets in their projects, the easier you can walk them through the process, the better.
So how did it go? How many people claimed the landmark? Did anyone need clarification, and if so, what did I change or explain further?
All of those questions will be answered next time!
