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.