An interview with Thomas SAUVÉ, Marketing & Communication Manager at METAV.RS
We sit down with Thomas SAUVÉ, Marketing & Communication Manager at METAV.RS. METAV.RS is the Next-Gen Customer Experience Platform.
How did you end up at METAV.RS and what problem does METAV.RS solve for its clients?
I ended up at METAV.RS at the end of 2021 during the boom of NFTs and the metaverse. It was an exciting and crazy moment in the tech industry. I heard about METAV.RS, a young company that had just started, co-founded by four experts in AR, Blockchain, Media and Digital Marketing. They were looking for someone to handle their communication needs, and I saw it as an incredible opportunity to develop the entire communication strategy for a startup from scratch that had an amazing product. It has been a crazy adventure for the past 18 months! METAV.RS solves the problem of centralizing Web3 strategy for brands. Our platform empowers brands to recruit and engage with new consumers, transforming customer relationships, particularly targeting Gen-Z. Through our platform, marketing and innovation teams can deploy NFT collections, add value with utilities and rewards, and manage activities with dashboards. Immersive spaces, linking virtual and physical activations, can be created using our white-label solution. METAV.RS provides a comprehensive toolkit for crafting immersive narratives, prioritizing community engagement to enhance the customer experience.
As the Marketing and Communication Manager, what are your main responsibilities at METAV.RS?
As the Marketing and Communication Manager at METAV.RS, I have a comprehensive 360° role in developing the marketing strategy and ensuring brand consistency across all communication channels. This includes managing marketing and communications strategy, graphic design, video production, event management, public relations and press, product marketing, data analysis, email marketing, social media management, campaign management, automation and AI integration, acting as a brand ambassador, and overseeing website lead generation efforts. I am also responsible for managing the Web3 content strategy on our website and social media platforms, driving customer acquisition through value-driven content that addresses customer pain points and highlights the benefits of our platform. In addition, I take on the role of web3 planning strategist. I guide our clients in navigating the web3 landscape, ensuring they target the right audience with the appropriate products and messages. Through research and analysis, I develop strategic plans that align with emerging web3 trends, identifying market opportunities and tailoring strategies to maximize brand impact and drive growth in the web3 space.
To get a bit more technical, which methods work best for making people aware of and interested inMETAV.RS , and why do you think they work so well?
First and foremost, we focus on delivering value in the form of compelling content and collaborations. Our whitepapers, such as the one written in partnership with Sia Partners and the Hub Institute, serve as authoritative resources that provide valuable insights to our target audience. Additionally, we have implemented an ambitious content and event strategy to engage closely with our target audience. By creating relevant and informative content, we aim to position ourselves as a go-to resource for Web3 knowledge and insights. This organic approach, fueled by hard work, motivation, and a collective effort, allows us to build a strong and authentic brand presence. It's important to note that as a startup, our marketing journey has involved continuous experimentation and learning. We understand that what works in one instance may not work universally, and therefore we remain adaptable and open to refining our strategies based on real-time feedback and data. By combining a focus on driving traffic and awareness with a willingness to iterate and improve, we have been able to effectively make people aware of METAV.RS and generate interest in our offerings.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
I thin our strategy is characterized by breaking industry standards and embracing the unique marketing opportunities provided by the Web3 industry. While there are established norms with SaaS marketing, we recognize the need to adopt a positioning we want our customers to adapt too. We have the flexibility to work with luxury brands while also incorporating terminology like "degens" in our event names, aligning with the language and culture of Web3. Our approach was in the very beginning creative and experimental, but as we've grown, it has become way more structured, organized, and ambitious while still being flexible and creative. Our co-founders have fully embraced this dynamic and are themselves the driving force behind this bold approach: a balance between pushing boundaries and maintaining a strategic focus to drive growth and success in the Web3 industry.
What marketing tactic have you employed at METAV.RS or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
I firmly believe that the foundation of successful marketing lies in having a great product. As a marketing manager, I am lucky because we have an incredible, innovative product with the right product-market fit, developed by an exceptional team. I think that no amount of marketing can compensate for a subpar product, as marketing simply amplifies what your product offers. Through a combination of a good product, a motivated team and educational marketing, we strive to build trust and confidence among our target audience.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
Not really, while cold outbound strategies can have their merits in certain industries and contexts, we have found that our current marketing approach aligns better with our goals and target audience.