The strategy we use is called "piggybacking". That means we try to identify a market of early adopters that need the product/service right now and focus on catering to them. If the product "catches" and successfully establishes a solid niche userbase, it will organically spread to other areas (think vertical growth vs. horizontal growth). The niche we originally focused on acts as an advertisement for the utility of the product, allowing it to grow horizontally and eventually it reaches a mainstream audience all on its own.
If I've been understanding the marketing talk correctly, I think that the niche that the team is pursuing is the people who are interested in getting into the cryptocurrency market but want to be able to protect themselves against volatility. That's why I'm assuming they're focused on marketing bitUSD rather than directly marketing BTSX.
We will have multiple "funnels" custom-designed to bring different demographics into our ecosystem. Definitely not one size fits all. The list of funnels will grow over time. Low hanging fruit is specific populations that are losing trust their own currencies (e.g. Greece, Argentina, United States, Bitcoin ... ).
In the US there are many demographics, but the biggest two-way partition is those who are awake vs. those who are asleep. Seems to make sense to target those who are awake first. That (we hope) is the fastest growing demographic. Every black swan currently on final approach will grow this group when it touches down, waking more people up and generating another flood of "refugees". We'll need a custom funnel for each one.
But really, its mostly about using different hooks to achieve the same goal: overcome resistance and inertia in the average consumer. After people have safely and pleasantly experienced BitSharesX as the most competitive bank in the world, the hardest marketing task is essentially complete. It will simply out-perform everything else out there. "Yield on savings and checking with the ability to instantly switch which currency mix to store in your own private vault and instantly wire it anywhere in the world with none of the current systemic risks."
Then its all about sustaining a good customer experience.
This is encouraging! Can you confirm you're not trying to market this to mom and dad? That's what all the marketing talk sounds like to me.
Well, one demographic that is already desperate is every baby-boomer who planned to live off their savings in retirement. They are seeking risk-free yield. The world financial system is offering them yield-free risk. Sounds like a big opportunity to me.
Now we just have to flip their perception of real and perceived risk. Whole new sales pitch. Whole new funnel.
But we'll probably have to reach them through older, more expensive media channels. It will take a while to get our marketing budget up to Super Bowl / World Cup size.
Oh wait, I'm talking about my own generation! You'd be surprised how many of us use the Internet (to shop for laxatives, and dentures, and um, catamarans.) I've been through quite a few funnels myself, now that I've learned to recognize them.
"Are you sure you want to leave this page? I'm about to get to the point..."