This month I learned the difference between real customers vs targeted customers for a company called Masterworks.io. Masterworks.io is an art investment platform that allows inventors to buy fractional shares in pieces of artwork. If you want to follow my progress and see how I reached my goals, feel free to explore around.
Masterworks.io ad breakdown
In this article, I will break down three new ads which will display the true customers and inform potential customers about Masterworks.io. The ads are designed with Canva. Canva is a leading graphic design software. The three ads would use different mediums to display content and different distribution methods.
First Ad-Picasso
This first ad would be distributed on television in key television markets. The ad would play in Texas, Florida, California, and New York. Why? Because these markets have high populations and they are also seen as financial hubs as many billionaires live in these states. The ad would be focused on people who love pets.
The ad would be a 1 minute and 15 second commercial and would be run 20 times on TV for a cost of $2 million. The ad would run at 5:00 am on CNBC near the Squawk Box show ( a national talk show about investing).
The donation would be 5 dogs for $10,000 invested. The cost of the dogs would be $500 per dog and would cost $2,500 per investment. This marketing cost would be ¼ of the product cost. This would show we care about animals and would put us as a more ethical investor.
This video would play without audio since the expense of marketing the video would be high. The marketing of this video would be $10 million in total expenditures. It would be more meaningful if there was no audio and would allow for interaction to increase.
The videos would have 2 scannable links which provide more interaction with the video. The goal would be to raise money for art investment and hopefully have 2,000 dogs adopted. We would try to raise 2 million dollars and build Masterworks.io’s brand.
If we get 200 new customers, then we will be successful with this ad campaign. This ad will build social confidence and ethnic social capital.
Second Ad-Business Card
The second ad would be a business card which would be distributed to local libraries in the state of Texas, California, New York, and Florida. These markets would be great places for investment since many companies live there and they are all important finance hubs.
The business card would have limited information to entice people to scan the QR code. This ad would be cheap and cost only $3.00 per card distributed. The product would be sent to the library (200 cards for each library) and randomly put in books with art/investment themes at the library.
The method would be similar to the secret society recruitment and would try to make the company appear mysterious. Aside from the low cost of materials, the distribution would be using contractors saving money in the process.
The number of followers gained would try to be 5,000 customers off a budget of $20,000 dollars. The business cards would be sent to 10 libraries across the states of Texas, California, New York, and Florida.
This business card is purposely making the company appear shady to draw more interest in the company and give an aura of mystery to the company.
By building this ad, Masterworks would say less with more. Finding a random business card in a book would make the reader more interested in reading the book and finding out more about the company.
The ad will be considered successful if the ad reaches 2,000 people and gets 500 more customers. This ad would build news stories that generate hype about Masterworks.io.
Third Ad-Poster
The third ad would be a poster and it would be posted on public transportation. The ad would be targeted at those in Texas, California, New York, and Florida. In New York, the ads would be on the trains and on the subways. In other markets, the ads would be on local buses.
The poster would have a QR code that allows potential customers to learn about the product. The number of customers we would want for the product would be 50,000 people. If we get a 10% conversion rate for sales, we would have 5,000 new customers.
The cost of the ad would be $5,000 per month per city. If we use the ad and get a 10% conversion ratio, that would mean that 1 dollar spent equals 1 dollar earned.
The ad would also try and get ordinary citizens to invest in Masterworks.io. If ordinary citizens invest in Masterworks.io, we could get a lot more customers, improve visibility and brand awareness.
The poster would try to improve brand awareness. The first thing most people associated with Masterworks.io was NFTs (Non-Fungible Tokens).
Since most people had this misconception, this ad would create visibility that highlights the product. If we reinforce the product, people will remember it more.
The ad will be successful if it reaches 20,000 people and we gain a 10% conversion rate. This means we would gain 2,000 more customers.
Conclusion
The main goal of these ads would be to promote the brand and acquire customers. With brand confusion affecting our image, the company must show a clear transparent version of Masterworks.io.
With our brand having limited visibility and an unclear image in our customer’s minds, we must work to ensure our brand is shown in every ad shown. Ads will be targeted to the general population of these areas so that our brand reaches more target customers.
Final Thoughts
The next step in the project is to build a reflection on how the project went. I will show the skills I learned from this project and what I accomplished this month. The last couple of days will be spent on packaging and ensuring the project looks up to par. I will build 3 reflection pieces next week.
Nathaniel Thiele 
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