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What do you see? What can Hive do?
I genuinely believe the Hive Rally Car, along with much of the rest of the ValuePlan projects, is nonsense and an ill-thought-out, utterly wasteful expenditure of money. I'll come to ValuePlan and the DHF later, but just as the Hive Rally car begins again to pour thousands of dollars down the drain in preparation for the next rally, I thought it might be time to ask the question:
What is the branding actually trying to sell?
Firstly, pretend you've never heard of Hive before. You're a rally fan standing at the side of the road watching the cars go by, or you're at home, watching the highlights. We'll make a huge and unlikely assumption that the TV highlights are actually going to show the WRC3 cars coming through at the end of the stage, but no matter.
With that in mind, let's have a closer look at the car itself and the Hive branding.
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What's immediately drawing your eye when you look at this photo?
We can see the word 'HIVE' on the bonnet and a logo above it, but the normal eyeline would surely notice the more prominent words 'WRC-FANSHOP.COM' on the windscreen sun-stripe, above which you can just about make out Hive.10....or is it HIVE.IO ? Along the top of the bumper, we have 'WEB3 IS HIVE.10'
After reading that tagline, I'll bet Saatchi and Saatchi are shitting themselves.
Your interest is (again, unlikely) piqued. What's Hive? So you Google.
And...
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Hang on. You're based in Thailand. What about a UK-based search account?
No problem. This is a search on my UK Microsoft account...
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Nothing again. In fact, it wasn't until I reached page 9 that I came across hive.io.
Of course, it does say hive.io on the rally car. What if I simply type that into my search bar? Will the wonders of what Hive is suddenly become apparent?
Yes, they do, with this scintillating sub-menu of jargon.
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"But what does Hive do and why do I need it?" they ask themselves.
Do the rally fans out there keep going, or do they get back to their rally?
But let's assume they continue and go to the website.
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Which it is, but unless the above search process, at impossible odds, has been undertaken by a person with an interest and understanding of Blockchains and Web3, here's where the search will most definitely end.
So I ask. What are your marketing goals? Who and where is your defined audience? What exactly are you selling?
Seriously, who at Hive asked these questions and created the car branding?
I could go on, but I think you understand the point I'm trying to make.
I'll go a little further. Valueplan and the whole voting system for the DHF is a misrepresentation.
Valueplan. Firstly, for creating a single basket for multiple and often diverse projects, instead of allowing people to vote for individual projects. And secondly, for providing zero accountability, auditing or performing any best practices. After many calls by the Hive community for improvement and promises of more transparency, nothing has changed.
The DHF voting system itself is also contrived due to proxy voting and the ability for the largest stakeholders to achieve their desired result. Yes, I know it's a decentralised PoS system, but it needs to be fairer and to allow an individual's votes to be weighted by more than just the size of their stake. Add in a user's length of membership, their engagement, their reputation, and their authenticity.
Hive is driven by developers. Our developers are brilliant coders. They are visionaries who have created this amazing platform and continue to improve and develop it. This is what developers and coders do. This is what they excel in. They are developers, not marketers. Sadly, they appear not to realise this and continue to push a marketing agenda as if it's a little more than a footnote.
If you have a rail network and want people to ride on the trains. The rail network advertises the trains. How comfortable and fast they are, how they will improve your journeys. They focus on the direct benefits to the users. People will be convinced to use your wonderful railway network because of the trains, not because of the infrastructure they run on. They won't care how shiny and straight your tracks are.
If you need investment in the infrastructure, investors will look at the users, the people riding the trains and see how much they love it and how many more people would use them if they invested in the infrastructure. Would you tout your wonderful investment opportunity to random people who liked rally cars? Of course not.
So why are we talking about onboarded users when your marketing is geared to selling the blockchain itself, and as such, the corporate market? It makes no sense at all.
Back to rally cars
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Side view isn't much better. 'Crypto without compromises' Indeed!
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***So what should we be doing?***
Continuing with the rally car, as that's money spent that isn't ever coming back, I'd love to see a full rebrand. Something like this...
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Identify the target market and adapt the advertising accordingly.
Comments
25 commentsSimilar thoughts in this post i made some time ago about another part of valueplan funding: https://peakd.com/hive/@acidyo/hive-marketing-thoughts
Thanks for the link and apologies for missing it. You write so eloquently, a feat I've never been able to achieve. You are 'The Times', I am 'The Sun'. (This analogy only works if you know anything about British newspapers!) Sometimes I'm glad I can't write because hopefully more people will get the message written in very simple terms. We are the lowest common denominators!
Hope you're both well and keep batting on with your game, the finish line is surely drawing closer.
https://www.wrc-fanshop.com/en-en/
What the hell 😒
So how this works? Is it a collaboration and it helps us reduce our cost? What's this? Tell me why it's not talking about hive and what's the benefit to us for displaying it?
No one seems to want to talk about it. How surprising!
How to do effective hive marketing? Maybe try to import blogs on web3?
Finance blogs can also be imported on binance square while talking about hive too
https://app.binance.com/uni-qr/cpos/21161145932586?r=DLMMQB&l=en&uco=DOhZmJSBLEqBIjkj9hE62g&uc=app_square_share_link&us=copylink
https://app.binance.com/uni-qr/cpos/19599799340385?r=DLMMQB&l=en&uco=DOhZmJSBLEqBIjkj9hE62g&uc=app_square_share_link&us=copylink
We r still not tapping on this opportunity to market hive. Maybe posh should include binance square too but blogs or snaps should be about hive though
We can change investor sentiments using socials. If we live on this web3 alone, we ain't doing much.
Sorry for going off topic from rally car post above but we r talking about marketing hive. Hope someone sees this and uses binance square more often
Thanks for dropping by, hope you're well. It's funny, every time I log into Binance I wonder why there isn't more of a push to add news to Binance Square. Only problem I see is that we might get associated with the crap and nonsense that often gets posted on there. Even so, there's no such thing as bad publicity, so they say!
Best wishes mate
Learning more and more about hive tech side. Feeless chain is awesome.
In a decentralised space, I can help with spreading more about hive on square. I have plenty of ideas like Meno's snapie app and how it got funded. I can write good stories about marketing material but they ain't suited for hive audience directly.
That's basically it. For a lot of people, they care about usability or in that train sense, if it's gonna take them to the next destination safely. They don't really care its complexities. They just want something that works.
I recently found out too that peakd is hardly indexed again on google. I've been wondering about that one.
Absolutely. I don't know how SEO works exactly but surely all these links and views on Reddit should boost our visibility? Sadly I don't use Reddit so cant get involved but anything that gets eye on the page, and sees the rewards has to be a positive thing!
And back to your brilliant local event. I think locally organised, social events such as coffee mornings, or quiz nights, would be a great way to get things moving. As they wouldn't cost too much to organise, a set of receipts could be sent in afterwards for reimbursement.
Sell the rewarded blogging and the games. This is what people want!!
Hope you and Mum are doing well Mac :-)
Advertising the compelling things on HIVE, not HIVE itself will lead to success.
Thank you for perfectly compacting my entire post into one sentence 🤣🤣 I should have just 'snapped' it lol
This is exactly what I believe though. The powers are lacking direction and focus and just throwing budget around without creating plans and having direct goals in mind. Its annoying to say the least but they have the power!
I have said it so many times in other places - if we have content (and creators) - not just flash in the pan "check out my unboxing" YouTubers, but things where we have distributed journalism that is "on the ground", free of censorship, and with a real human angle - and written in a compelling way, then the rest takes care of itself.
There are people out there who pay memberships for news stories from centralised stories. Here they don't need to pay, all they need to do is view, or if they so feel inclined, to stake up some hive and vote - and get rewarded for doing the right thing - ensuring the best, most impactful stories rise to the top.
That is my personal vision for hive, along with compelling writing, interesting stories and editorial perspectives that would not normally be run by traditional publishers.
I am building up my HP bit by bit in the hopes that I can support that content in the most impactful way, but for the time being, I am just trying to write my own stuff that will hopefully compel people to stick around long enough that perhaps my delusional vision can take shape.
Again, I completely agree with you but the powers that be appear to be moving away from authentic content creation, authentic local journalism and giving people real voice and attempting to start from scratch to become a global payments service. They need to remember the roots and values of the founders and what Hive was designed to do, and still does best. I think its a rather sad state of affairs at the moment.
There are already enough payment services. There are not enough Hives :)
Personal opinion, I will.always support the content that makes it great. Another payment platform is like trying to invent a light bulb bbecause you've discovered electricity.
We can do so much more with thr electricity that is the hive block chain.
It's a great idea to move the marketing target from Hive. And your frontends mockup is a million times more attractive than the original.
But I think that it should go further. And move to the successful communities. As judged by their reach, engagement, and longevity.
!BBH
That's an excellent idea about communities. Make them stand on their own two feet and fund their promotion based on their success rate. Would surely give them the motivation to work harder and come up with their own marketing strategies.
Indeed! After which, any blockchain marketing campaigns become more effectively targeted with the tagline, "Ecency/PeakD/etc Where Online Communities Prosper". Thus attracting Facebook Groups and similar Web2 entities with effective, proven models.
I can dream.
!BBH
I have Hive central heating! Makes it confusing as feck if you are trying to google for anything blockchain Hive'ish. Maybe we should rebrand. Then again, that could go horribly wrong.
I don't get it with the rally car. Everything you have said above is correct. Your reimagined branding would be much more direct and better but instead we just pish all that money away and it is approaching a ridiculous amount of dollars. What sell pressure that must create? It is like we are effectively creating a ceiling which the Hive price can never break through
Absolutely. I can understand the need for the trade events to try and encourage people to build new products on the chain and thus encourage a fresh pool of users but there is need to go direct with the excellent products we already have available. Its got to be a combination.
As for the price, I've still heard them say they're not creating sell pressure by quoting daily trading figures. As anyone knows, that's turnover, but look at the numbers of Hive being sent to the exchange accounts and taken from the exchange accounts, its horrendous. It's self sabotage.
Anyway, the cat's hungry again so I need to pop to Nigeria and buy some cat food using SpendHBD...
Couldn't agree more. Unless you're say Coca cola, McDonald's or some global well known brand, nowadays whenever you advertise you need to give people a weblink to make it an effective promotion. There's no point just slapping a name in front of people. It'd be gone in a flash
Our many memes and gifs got popular but users don't know about hive logo stamped on them.
Exactly. I just they'd stop and apply some common sense before continuing to throw good money after bad and dumping all this Hive onto Binance in the name of marketing. They must know they're making a massive contribution to this price crash.
Update: @nathen007, I paid out 2.629 HIVE and 0.469 HBD to reward 9 comments in this discussion thread.
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