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Oct. 16, 2022

Arvin Khamseh: Level Up Your NFT Marketing Strategy | Ep #027


We learn about the most powerful actionable NFT Marketing Strategies from Arvin Khamseh - the world's foremost NFT Marketing expert, with more than 400+ NFT projects and several multimillion dollar sellouts under his belt.

Resources:
Arvin on Twitter: https://twitter.com/ArvinkNft
Arvin on LinkedIn: https://www.linkedin.com/in/arvinkhamseh
Arvin's Agency Website: https://www.soldoutnfts.io/
Transcript and Chapter Markers: https://www.buzzsprout.com/1968123/11509592

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Transcript
Arvin:

I tell you the story of Bored Apes for example. So the two co-founders of the project they were writers. They weren't like digital artists so they thought about okay if we wanted to have a digital art but we're not really digital artists what if we just created a collective art where people would just draw the art themselves? But then they thought if they do that everyone's going to draw penises. And then they thought Okay where would people draw penises? And that would be like a bathroom stall. And then it would be a bathroom stall in a dive bar. and then oh maybe it could be a yacht or maybe it could be a yacht club in a swamp. And just bunch of rich Bored Apes just sitting around just being bored and just enjoying their time in a yacht club. Right. So that's how they painted the scene for people to be like Hey this is about right.

Prasant:

Hello and welcome to yet another amazing episode of the MetaRoy Podcast, where every week we give you the simplified version of the hottest topics and the developments in the Web 3.0 space. It's 2022, and by now you would've already known about NFT projects and how they offer a way for you as a creator or your brand to express yourself or promote your products and services or even rally people around social causes that matter to you. But creating an NFT project without marketing it, is like creating the biggest pizza in the world, but eating it yourself. Now marketing NFT projects is a different ball game altogether. So in this episode, we are going to be talking about how to market NFT projects, and joining me on this podcast today is the world's foremost NFT marketing expert, Arvin Khamseh, with more than 400 plus NFT brands and several multimillion dollar sellouts under his belt. Arvin is going to share some actionable strategies around NFT marketing. So use the timestamps to listen to the part which interests you the most, and do listen till the end where he share some amazing stories around how brands have created successful narratives around their NFT projects. And make sure to subscribe to this podcast on YouTube or the podcast platform on which you are listening it on, and leave us a review. If you like this show. Without any further ado, let's get started. Arvin thank you so much for joining me on the MetaRoy Podcast. It is just a great pleasure to have you here today. How are you doing?

Arvin:

Great. Thank you for having me.

Prasant:

So Arvin let's start with your background. What has been your background so far and how did you come to be in the Web 3.0 space.

Arvin:

Cool. Yeah. So I started in marketing back in about 10 years ago. And I started with blogging and affiliate marketing. And I was actually in the health space and then moved into like all the other spaces. And then eventually I started working with public companies with their investor relationship marketing. And I was running at the I guess at the peak of my career I was running 500 k a month advertising spending. And it was to find short term and long term investors online. And then so I learned about crypto back in 2016 from a good friend of mine Nick. And in 2021 I was doing pretty well with the public companies. And then so I had a lot of knowledge in like finding investors online. And then there was an artist from Italy. So I'm actually Persian-Italian myself. And then this guy from Italy he's like a one on one artist. He approached me and said Hey you do all these paid ads. Can you do paid ads for selling his NFT. And at the time I I just kind of knew about NFT so I knew it was like cool and maybe even like I looked over like a bunch of projects but not not very involved in it at that. And then so I sold out his project using paid ads Twitter ads and in this was in a week. And then so then I got excited. I thought okay this is really cool because no one else is doing paid ads in the Web 3.0 space. There's not many people do it. Just there's a stigma around we can talk about that. But so anyways sold out and then I thought okay this is kind of cool. I'm obviously bringing something from Web 2.0 space that's that's you know in a unique way into the Web 3.0 space. And then So I thought okay I put a gig up on a bunch of freelance platforms you know the the common popular freelance platforms. And then that month alone I got about a hundred projects became consulting clients a month after that another a hundred projects. And then just went on and they obviously slowed down after a while because at first Taking out whatever but then I just you know sort of being more selective. So so far I've worked with 400 plus NFT projects and the smallest I would say sales been somewhere around 400 k. Largest is more like 7-8 million dollars.

Prasant:

That's so awesome. So you mentioned That you've worked both in the Web 2.0 space and the Web 3.0 space right? What are the differences that you find personally and how is it different from what you have seen in the Web 2.0 space.

Arvin:

Yeah just for the audience to kind of get a sense what we're talking about. So from 1994 to 2004 that's Web 1.0. And that's essentially just read only. So you just it's just content you look at. It's not customized content it's just content. And it's just think about like that early on when you would just go to a specific website. You just still guess something. And then from 2004 onward and still continues. We have the Web 2.0 and then Web 3.0 unlike what a lot of people talk about they think Metaverse is Web 3.0 and that therefore it just came about like last year. So Web 3.0 was I believe it's actually I guess it was like in the term Web 3.0 was actually coined in 2014. And by Gavin Woods co-founder of Ethereum. So so that's so it's kind of old. It's not actually. that new It was 2014 obviously. Right. But because last year in 2021 we had Mark Zuckerberg who. Gave a like he created a video about Metaverse and just talking about you know his vision of the metaverse what it looks like. And given that his Meta or formerly known as Facebook and Instagram that has 3 billion distribution then a lot of people are just getting to know what Metaverse is right? So now people are getting married in the Metaverse they go to parties in the Metaverse you know all sorts sort of things. Now also in November 2021 I wanna say November December at that time the I guess the searching inquiries for NFT surpassed actually cryptocurrency. So cryptocurrencies like Bitcoin has been around since 2009 for people to have a reference. And so all of a sudden NFT sales was so much and the search inquiries was so much I'd like if people have started to know more about it. I mean to this day there still not many people know what NFTs are. Or even cryptocurrencies maybe like 5% of people know even what cryptocurrencies is. But so it just started to become more popular. So the Web 3.0 is essentially having specific I guess properties that's different to Web 12. Web 1.0. So Web 1.0 if if it was just read only Web 2.0 is when we had content online that was customized to the to the user and then there was a lot of problems. Privacy for example. So let's say Facebook or let's say Meta had a lot of data from us right? So you're just talking on your phone talking about like the travels that you wanna do. Now in Mexico all of a sudden you see all sort of ads pop up right? Right now like I see a lot of ads for like real estate in Dubai for example. I'm in Dubai just looking for place and it's just like all ads show up without me even searching for it. And because just I've just had conversations right? So obviously there's problem with privacy. Web 3.0 on the other hand the identity is conserved so you could be anyone right? So like one prime example of that you can see like on Twitter. You have your profile pictures you just it's a profile picture of it could be an animal some some sort of NFT art. And theoretically theoretically in this like universe of Web 3.0 your identity is not something that everyone has access to right? So But then we're not fully integrated into Web 3.0 space. So technically there's still a lot of work to be done. But so that's one of the one of the properties. Another property for Web 3.0 is the the concept of like decentralization. So when in Web 2.0 we had companies like tech big tech companies like let's say Facebook Instagram like all sorts of you know social media platforms like YouTube Google blah blah when they had access to things and they would control things in the Web 3.0 space. You control yourself. And the the control is distributed between people versus like a one centralized entity. Now in for Facebook. It doesn't make a huge difference for us right now but for for example for banking that's a big difference. I give you like one example of like decentralized world. So the other day I wanted to withdraw some cash. So I'm I usually live in Canada. I'm in Dubai right now. I wanted to withdraw cash. That's more than the amount that you can withdraw from a ATM in Dubai. And so I went to the ATM and I thought Okay I'm just gonna grab this much cash and then give it to the person I wanna give it to. So first of all the ATM had a limit so I couldn't do it from one ATM. I had to go to a bunch of ATMs to be able to withdraw. Second thing happened because I didn't tell my bank that I'm traveling. My card was locked. And so I had to call the bank wait for a few hours on the line and talk to customer service answer many many questions verify my identity so on and so forth until they be like Okay. So now it's alright. Now you can go back to your ATM and then and not just one many of them. And even then there may be even a limit to how much you can do total. So maybe you have to distribute it amongst like few days as well so you can see how inconvenient that is. So instead what I did was I just went to a crypto exchange placed in Dubai. I literally send them the exact dollar Well the exact ETH Ethereum amount that I wanted to do that would be converted to whatever I guess AED amount in So that's that's the that's the United Arab Emirates currency the AED equivalent. And then I just it literally took five minutes for me to send that transaction to I guess to make that transaction. And then they just gave me cash. Literally like the whole thing was five minutes no question asked. No one said like Why you didn't why do you need this money? What where is this going? Where did it come from? And I just got on with the rest of my day. Right. So that's just like a prime example like in real life what that means for us to just be in a decentralized world.

Prasant:

Exactly. And I think that is one of the main even uses of something like for example Bitcoin right? Because cross border payments is something that it facilitates and people have sent millions of dollars with just pennies right? So I can just see the the real world example by your the example that you just shared of how this Web 3.0 space is facilitating these payments. It's good to see a live example.

Arvin:

The problem is like we still not fully Web 3.0 yet. So even a Web 3.0 pla like let's say like any Web 3.0 for example app that you have right? They still have a website and that website is hosted on let's say Amazon servers which is a Web 2.0 company. So it's always like Web 3.0 on top of Web 2.0. So far we still haven't gone into like web 3.0 just fully web 3.0. So technically there's still nothing web 3.0 there's nothing decentralized yet. Because at the end of the day the thing is sitting on top of something centralized. And then the moment let's say I don't know Amazon decides like company that protocol shouldn't be online. They can just pull the plug and then that whole Web 3.0 decentralized thing was just gone poof right?

Prasant:

Yeah that is true. I think we are moving in that direction. Still not yet there. I think IPFS is one of the protocols that I know personally that which is like a decentralized protocol and helps you host your website online but we'll get to that later. Let's let's talk more about your expertise. let's talk about NFT marketing. So you had you had mentioned that there is some stigma around paid ads for example right. When you're when you started in this space what is that stigma and what is it related to? And how did you kind of overcome this stigma?

Arvin:

Yeah I mean we haven't overcome it yet but it's it's interesting because so specialty obviously is what in the web 2.0 was paid ads running lots of lots of paid ads in on YouTube on Google Facebook Instagram TikTok all all sorts of platforms. And then now For me to just come into the Web 3.0 space and just be like Hey I'm just gonna completely ignore like what what I've done in Web 2.0. It just felt like it's just a waste waste of like resources, right? So I came in and I just thought Okay at least I'm gonna try it out right? But um, I tell you like what objections people have. Why do they think, why there's a stigma around it. So if a project is actually doing pay ads that must be like a project that's desperate to sell. But the equivalent of that is what if a project is really good? The art is really great the utility is great but then no one knows about that project. So how on earth are they going to sell out? Right? If they can't have any eyes any eyeballs on that project. So what paid ads does that actually solves that problem right. Now could there be scams in the NFT world and even associated with people who are running paid ads? Yeah. Yeah. But then there could be scams in first of all any industries and even in the NFT whether they do paid ads or they don't do paid ads. So that's one of the big I guess the stigma around it. People say Okay the gut feeling is that they must be desperate. That's why they're doing these paid ads. But then the second thing people talk about they say so this is a paid I guess feature versus something that's not paid. If it's something is not paid it's more genuine right? So this is a very misinformed concept because what people don't realize is literally the thing that has the most integrity in this space is actually a paid ad because under it it reads promoted. And you know if you Google. What a promoted tweet is for example on on Twitter then it it reads it's a it's a post. It can be done by any by the general masses. They can promote it, meaning they pay Twitter to show to more people. That's simply as that. Right? But then let's say people who are on. Different projects Discord they get paid to have a chatter. So let's say you know there's like no happening on the discord and then people get paid to actually talk on Discord. No one knows that that's happening so that doesn't have integrity because you may go to that discord and thinking people are really excited to talk about things but when in fact behind the scene they got paid to talk about it. Right. Another example of that is like when an influencer let's say influencer talks about specific project online sometimes they don't talk about say Hey I got paid to talk about this project but they do they get paid whether it's in the form of NFTs or I guess cryptos whatever that is. Then and most of the times they don't disclose it because they're afraid that their audience would not like it. So what happens is you think that that's not paid from the good of their heart. They're talking about something right. And it's very naive to think that people just from good of their heart just to spend it all day talking about a specific project right? But again people coming into this NFT space you don't have business experience. So they're under impression that whatever they see is true. So the perception just whatever the surface they see is true. And so we we have Twitter spaces for example, on the in the Web 3.0 space. Now people get paid to host the Twitter space. People get paid to participate people get paid to even sit on Twitter spaces. And so if I just like start naming all the things that people actually get paid for to do this Web 3.0 space it will give a completely different perception of what's actually happening in this Web 3.0 space. Right. And I happen to see it because I worked with 400 plus NFT projects. I've seen everything in this industry right? So like all the influencers when they talk to me I know people they they you know a lot of people as well as companies know me. So I see in the behind the scenes like what's actually happening. And so for people to think hey like a paid ad is something that you paid for therefore it's not genuine, it's very misinformed. So so that's that's another, another reason. One other thing people talk about is like okay you spend a lot of money on ads but what if it's not profitable? So I'll give you example. There was a project beginning of this year, they started the minting process and out of I believe 3000 supplies they minted 700. And then people just told Hey like you guys gonna basically pack your bag and just leave this space because you guys failed. And then they almost did. For five months they didn't do anything. And then they came to me and I told them Hey what do you have to lose? Just run some paid ads and see what happens. So I started running paid ads. In the first month they doubled their sales and for each NFT they were paying 30 bucks. So they were paying 30 bucks for someone new to buy their NFT. Now that project is now revived so they're almost about to sell out. So that's the power of how it can be like so profitable. And not only that it can actually save projects from being in a really bad state and projects not always in a bad state because they're not good projects. There are a lot of projects that world class artists I mean I'll give you example. Picasso for example he launched the project. It didn't sell out. I mean he did It himself but his family did. Let's say Kevin Hart he had a project didn't sell out. Doesn't mean Kevin Hart sucks. Like it's not that it's just because the way he would've done it right? So a lot of people but actually there's an opportunity for projects to, to revive their project with paid ads. So those are some of the big I guess things that people think about when it comes to paid ads.

Prasant:

That's just great knowing about these insights now I can finally understand because I think this is something that we have always seen in the past. We just don't realize it yet. Right. We always see a paid ad when we see oh hey they're not selling out they're just trying to push it to more people out there and oh this is a scam and you know that's why they're doing paid ads. So it's good to understand and see the other side of things right. As you mentioned there is there there is a reason why people are doing paid ads. Also people are doing other things which they donot always see that they're getting paid for. Like the celebrity you think you you never see a celebrity come on TV and endorse something and you never think that oh they have got paid for it. Right? You always think Oh they must be using it right themselves. So it's good to see this other side of things.

Arvin:

Yeah and it's it's hilarious. Like some of these ads that I run so there's a lot of comments right? There's a lot of lots of different things but like people say things like like you're just wasting money on ad spends. I'm like Okay. So you clearly don't understand that you can just go to the smart contract and see if there are sales right? And if there are sales then we're not wasting money. And I mean It's either we're stupid that we keep running ads and spending money over and over again or we are actually making sales. And for people who are like doubtful about that idea they can go to a smart contract with projects that's running the ads but blockchain doesn't lie. They can see are they sales or no. And if there are sales then that's it. Like it's profitable. That's why they're running.

Prasant:

Exactly. Exactly. Arvin let's dive deeper behind the scenes of uh, NFT marketing because literally you have been known as the father of NFT marketing to be honest. And people have been talking about this so far. So what better way to know about this than yourself? Let's start with what channels that, people generally prefer when it comes to NFT marketing. You already mentioned Twitter is one but there are some channels like Google ads or Facebook ads which kind of restrict those kind of ads for example right? So how do you get around these challenges and what are the channels that you personally use for marketing any NFT project?

Arvin:

A hundred percent. So that's actually a good point because even though this project I was talking about specifically as so so as several other projects when they just run paid ads they're still able to sell out their project. I never told people say Hey just do paid ads and nothing else. You should do everything. You should do everything to make sure you sell out. Right? So I'm gonna list everything that we do to be able to sell out a project. So there's paid ads on Twitter, on Quora, Reddit, Google, YouTube, Facebook, and Instagram. So all those platforms. And then so that's as far as just paid ads. Okay. But that's not it.. There's more. So we go on Twitter spaces. I want people to get at least a hundred hours on Twitter spaces. So that's like the street cred of being actually established in this space of Web 3.0. Right? At least a hundred hours. So like when you have it like we should even like give people like certificate be like you've done your a hundred hours right? That project is like now qualified. So second thing was Twitter spaces. Being on exchanges. So we have like for example one of the projects I'm recently working with, we're gonna get them on xt.com. We're gonna get them on crypto.com. Bitmart. All these exchanges that are out there, right? Then you have DAOs and launch pads. For example there are DAOs out there where they just buy into your project. You just have to present your project to them. And if they like it they all just go ape in. They just buy it right? There are launchpads where there are I guess companies out there. They already have an audience. They put you in front of their audience. There are NFT calendars where You can be listed on their website, on their email list, on their news channels, on their socials. You can do Twitter spaces with them. So these are some of the ways like main ways you can get essentially traffic. But then there are other things too. So for example you can do collaborations you can find a project that's already sold out and then just provide something to their audience and then do something with them. It could be even a Web 2.0 project that you just do a collab with them. Right? Oh by the way as far as paid ads we also do LinkedIn ads as well. I forgot to say that but but these are some of the marketing channels that we use. So you also asked about challenges. So challenges with NFTs. Okay. So back in November 2021 Facebook Well in October they announced Mark Zuckerberg announced this concept of metaverse and then They didn't really have a way for people to run ads so it would get restricted. If you were to create ads, it would get halted. so there was no way running ads. But then I think eventually they realized they were like Okay if we wanna have this platform that's all about like Metaverse there's gonna be NFTs in it. we may as well just let people run NFTs so we can basically make our own Metaverse bigger. So then we had, Facebook And instagram open up their gates to run NFT ads back in November. And then we would target interest like Ethereum blockchain, digital currency things like that. I believe it was like by the end of November they close it down again. So I said All those interests are gone. You can no longer actually run ads to those. Then we other things like for example a different interest or find right? But it still was okay. Like you can run ads on those platforms.

Prasant:

I think primarily what people generally use is Twitter right? So what would you say are the best practices for Twitter paid ads or what is the way to go about Twitter ads for your NFT project?

Arvin:

Twitter always had its own way of actually letting people run ads. So the way it works and this is a massive confusion for a lot of people so they go around ads and their account get disabled. This is true for YouTube as well. And then they're wondering if I guess YouTube or Twitter just don't like them or there's something wrong with the way they do things and it's not that. The point is they have to go through like an agency or someone who has an agency partnership with Twitter to be able to get this thing called the NFT certificate. Once you have that then you can run NFT ads. So unless you have it you cannot run NFT ads. So that's very important obviously and that's another reason why people have the stigma around it because they can't run ads. They don't know even like what running ads is like. And then they have opinions about running ads which is coming from like not running ads right? So it doesn't make sense. And so I for example, have an agency partnership with Twitter. I can get a NFT certificate for a brand so they can run NFT ads. Of course it has specific requirements for it to be compliant and I can obviously tell them what those are. But that's how that's they go on about doing that. It's the same with YouTube as well. They need to have the specific I guess check boxes met and and they they need to check as far as requirements and then they can they can run NFT ads. Now even then if they're become like non-compliant again they lose their certificate. They have to apply again. Now that's for NFTs. For cryptos it's different. They still need a certificate as well but that's even harder. Like they need to get it from a financial service, in different I guess countries, financial services out there. So so that's usually what it's like. Facebook and Instagram doesn't have something like that. I guess Meta doesn't have something like that but when they they start their, Instagram what they call it Marketplace for NFTs which is gonna come out in a month or so. there may be some new rules some new regulations.

Prasant:

Got it. Got it. So if anybody in our audience wants to reach out to Arvin and because he has a registered agency and can help you with this NFT certificates I'll put the links to Arvin's Agency in the description and contact details in the description and show notes below so he can just reach out to Arvin directly and he can definitely help you out with your NFT marketing as well. Arvin. We have, been seeing this bull market in the year of 2020 and some of part of 2021. Now we are in a bear market in 2022. So how different is it what what people have been doing in 2020 2021 in the bull market versus what you have been doing now. So how is NFT marketing changed.

Arvin:

Yeah. So let's say in November December last year all we had to do was just build huge discord communities. It didn't matter. Your art was good it didn't matter. Your utilities were good. Nothing mattered. Honestly your team even if you weren't doxxed people didn't know who you are. You were just like bunch of animals pictures. That was fun. But around January time things had started changing. And then now we're to the point where there are obviously a lower number of active wallets out there. And so for people who have a reference so back in January we had about 1.5 million active wallets. And then the latest result that they had I believe in June 2022. It was somewhere around 500 K. So it's almost a third of active wallets that are in the market. Now as far as marketplaces obviously OpenSea and MagicEden they're the highest. Their sales have hit some of The lowest in their in their month to month as well. So initially when people see that and I guess talk about it immediately, they think Okay well then we need to wait until the bear market is over and then we can launch our projects. And then also I guess another properties of this time is that some projects do everything right and they still don't sell out. So then they had this impression that like okay what if we waited up but then they waited out for like a month. Now it's been like a few month you know since May let's say the Luna Crash. So it could go for 12 months it could go for 15 month. And for a project and this is very important this this could cost people lot of money for a project that they have done their artwork if they wait 15 month things may be completely different in 15 months. You may need to throw away everything you've done right. So it's a very poor idea to just wait it out to just see what happens in like next year and just be like Hey that's what I'm gonna do it. So time in the Web 3.0 space is very Important thing to pay attention to because like I have this running joke with my friends where like if I if I take a day off I'll be like eight years behind right? Because it's just it just things happen so fast. So that's the concept is like what what that's like so the sentiment of the market people are a little bit afraid but now we just recently had an uptick in sales. We had we we also like this whole thing we've had projects that were selling out. So it was just not as often not as I guess frequent as it was, before. So for example, we just had recently a web 2.0 company that came out like Tiffany and Cole and their mint price was 30 ETH which is almost like $50000. And even you know I think it was like 15 minutes something like that. They just sold that right. So to think that there's no money in this market people are very mistaken thinking that. There's a lot of money. There are a lot of people have a lot of money in their wallets. Even though obviously all of us in crypto we've lost money. Like I would say most of my friends and myself we at least like this year probably at least lost maybe somewhere around 300 k in just our wallets just our crypto portfolio. But we also gained a lot. So we're still positive but I'm just saying like we lost also a lot of money. Right? So obviously that makes people a little bit afraid right? So that's maybe that was someone's marketing budget that they don't have anymore. So the concept of having enough money is something that's new right? So in the past like back in last year projects would come at and say Hey this is our ideas. Pay us by going through our minting process and then we would deliver on our promises. Now that has changed because people can't really trust every single project. They've been robbed once or twice. And they don't know if the project is going to deliver. So projects that are doing well they are projects that they have VCs that paying for some of their promises. It could be them them putting money of their pocket and actually delivering on some promises upfront and then ask people for maybe more money. And then also people are a lot more careful on what they invest money on. So if a project let's say last year was just an image of some animal PFP profile picture type of NFT people would say Okay let's just invest in it. And then it goes it goes to the moon. And you know we make bunch of money. This year people are very focused on what's the business plan? What's the you know what are some ways that you're gonna generate revenue? Not only like right now but in the next three years ,next five years. After five years our you still gonna hang around right? So there's one project working with specifically we have money from VC for the next 10 years. So even if we make zero sales we're gonna be surviving and just delivering not only just surviving ourself but like delivering on our promises for the next 10 years. And so a project like that where they can already pay for their stuff and also deliver on everything they have and they have a lot of funding. They're gonna have a lot more chance actually not only surviving but also being very successful. And so there's obviously a huge uptick of VCs and family offices now wanting to get into projects they they can invest. Now price of ETH was a lot lower. I wanna say about a month ago it almost was like 800. Now it's back into 1800. So at that time a lot of people started actually buying a lot of NFTs too. So that was another interesting thing. So people thought about how NFTs were discounted so they started buying a lot of NFTs. So that's to say to summary is things have changed. Marketing has changed. It's more utility driven right now. And just having a discord that's large enough is not enough to sell out a project. You need to do everything. So the story of your project the narrative of your project the website how you present your like every single details of your project that has to be perfect. And projects that have the patience to actually spend time. Build something good build a strong offer then they're gonna be successful. And obviously if they have money as well they're gonna be successful. Projects that they just came in. They're like Hey we just wanna do a little bit of work and just see if this is gonna work out or not. They're gonna be wiped out. They they have zero chance.

Prasant:

Got it. Got it. Arvin you have successfully launch so many projects. What has been your most favorite project so far? And tell us the story behind it how sold it so fast and literally you've become a legend in the NFT marketing space because of that. So can you take us through the process of how you set up those campaigns for those projects.

Arvin:

Yeah sure. So there are projects that I've done that they've done really well. So there's one that hit number one trending on OpenSea, number one trending on icy.tools. Now so there was a few reasons why this project did really well and why I got excited about that project. So at the time the concept of what was trending was woman projects. A lot of women projects were just coming out. Not all of them were successful but a lot of them were successful at that time. And so timing is a very important thing in the NFT. Same thing for let's say uh, let's say Bored Apes. So they came at the right time. The idea, the narrative, everything was just timed really well. And so that's obviously one thing that's very important. And then the launch date for some of these projects that I did, they did really well. They were on an earlier date. So they were for example of 2021. And so it was a lot easier to be honest. we would get influencers And they would talk about the project to maybe YouTube videos review of the project. We would run ads, and We were successful. And recent projects that I sold out A lot more work went into it. And we you know as far as the the amount of work we put into it and there is certainly an ROI for it but there is definitely a lot of resources that we had to pull which sometimes we didn't even know if know like how much we need to go but we just went all in on everything we had. Some projects I really like because they they came in with a really original ideas. And I could see it like from the from the start I could see okay this project has a really cool idea. The team is cool. Like I like working with people that they they're passionate about just not just you know just to sell out. But also like after that too. There was like one project I helped sold out. And then this guy like literally after he sold out the day after he said He's not interested talking to his community anymore. And so and then they would go into like another project right? So a lot of times people would do that but now that's also another thing anymore. So if I were to say like what's favorite about some of the projects I've worked with I would say certainly the team if they they were really cool. They had some original ideas. And then also if there was something that was trending at the time because it would just make it exciting. People would talk about it. I think those are some of the some of the reasons why we're just getting very attracted to project. But I think above all really if I were to pick one thing it's usually for me just who is actually doing that. And like the team. So if I like really like the team it's just gonna be fun regardless. And then so if it sold out great. If it didn't that's also fine. We just did something like really cool together. But yeah I think that's that's the biggest thing.

Prasant:

Got it. Got it. Arvin my last question to you is, for somebody who's just starting to invest in this space right? For people who are new to the NFT space right? So what are the things that they should look for when they're evaluating NFT projects and what are your recommendations around evaluating good projects which they can invest in?

Arvin:

Yeah so for someone coming in new obviously They have to look at the the roadmaps the the promises this project is making. I will sit on Twitter spaces of that project and just get to know the team members cuz at the end of the day like really at the end of the day Every project can have promises but they can change their promises. Every project can say a lot of things but they may or may not deliver on them. But if you really like the people who are actually doing it and they have some sort of success in what they've done in the past, their track history of something successful in their life. It could hopefully it's in business. If it's not even just something successful that they've done then you can really count on those people do it. Right. They they are problem solvers. They figure out something and then they are able to deliver to that community. I think that's the biggest thing I look at. I really invest on people versus the the project itself. Now obviously if the narrative of the project is good too so that's important. So I give an example. I mentioned narrative a bunch of times so people can get a idea of what I'm talking about. So Goblin Town for example one NFT project at the time where 500 NFT projects were entering the market. They came out and you know everyone was grinding Discord servers to be able to get a white list and it was kind of annoying. It was almost like a full time job just being on Discord. They came out and said Hey we have a project. Oh and then also there were a lot of projects that they weren't delivering on their roadmaps. So Goblin Town came out and said We're gonna have no roadmaps we're gonna have nothing about discord. Like no more discord. And this is the art. There's nothing else. If you wanna buy it buy it. If you don't that's okay. Like literally that was the narrative. And at the time That really made sense. So people were like they understand us. We're tired of that boring thing that we've been doing all the time. Right. And they said It's also free mint so you don't even have to pay for this. And then so people just got really excited right? So that's why that project became successful. Now as far as a story you want to talk about like a project needs to have a story and good story that that's something that people want to tell. I tell you the story of Bored Apes for example. So Nicole the CEO of the Yuga Labs with Bored Apes she told this story on the news channel at some point and it goes like So the two co-founders of the project they were writers. They weren't like digital artists so they thought about okay if we wanted to have a digital art but we're not really digital artists what if we just created a collective art where people would just draw the art themselves? But then they thought if they do that everyone's going to draw penises. And then they thought Okay what where would people draw penises? And that would be like a bathroom stall. And then it would be a bathroom stall in a dive bar. and then oh maybe it could be a yacht or maybe it could be a yacht club in a swamp. And just bunch of rich Bored Apes just sitting around just being bored and just enjoying their time in a yacht club. Right. So that's how they painted the scene for people to be like Hey this is about right. And if you go to their website the first thing you see is really that that that bar. So in that yacht club right? So you can actually see it. You can understand it. Sometimes people very oblivious to things like this. They think these are just random things that happen and has nothing to do with the success of projects. But these are very very important things. Projects they can actually do this branding very clearly. They are a lot more successful. So those are some of the things I would look for. Just the narrative, the story, the team who sit on Twitter spaces just see what they're doing. If they have money. If they don't have money it's kind of hard. Unless they're innovative it's really hard to be able to deliver.

Prasant:

Got it. Got it. On that note Arvin thank you so much for sharing these, insights with us and our audience. I think we have all learned a lot about NFT marketing and the evolution and the history of NFT marketing from you and all these stigmas and all these stories as well. And how NFTs have evolved. So it has been a wonderful experience talking with you and I'm sure our audience has learned a lot from you. So thank you so much. And I would urge my audience as well to Connect with Arvin online. He does a lot of Twitter spaces. I generally go to some of them and they're always very interesting so you can learn a lot from that as well. I'll put links to Arvin's social handles in the description or the show notes. And thank you Arvin for taking time out and hope you have a wonderful day ahead.

Arvin:

Thank you so much for having me.

Arvin Khamseh Profile Photo

Arvin Khamseh

NFT Marketer

Arvin Khamseh is a globally recognized thought leader in the crypto space. His impressive background in investor relationship marketing for public companies combined with his success in NFT marketing have led to an international reputation for excellence. Since successfully selling out an Italian artist collection in 2021, Arvin has consulted with more than 400 NFT brands resulting in several multi million dollar sellouts within twenty hours. He was also instrumental in helping another NFT brand hit #1 on Icy.tools, then becoming the #1 trending on Opensea. Khamseh has strong agency partnerships with some of the biggest brands in the online world (Reddit, Twitter, Quora and Meta), and is rated #1 NFT Marketing Expert on Fiverr. Arvin recently partnered with Crowd Fund Junction - a new crypto focused VC. Khamseh is regularly quoted by major media (USA Today, Forbes, Entrepreneur, etc) and is a frequent guest on top crypto podcasts (The Nifty Show, New To Crypto and Jordan Belfort's The Wolf's Den.) He is also a popular featured keynote speaker and panelist filling rooms at high profile blockchain events around the world (recent appearances on Arvin’s World tour included Blockchain Festivals, TMRW Conference, IFPX, Metaverse Week, AIBC/Sigma, and many others.)