Airdrop NFTs to make cross-selling feel like a gift

by Zeeshan Sheikh

Once your NFT loyalty program has launched and you’ve gathered some data on what your customers find valuable, you can act on that with airdrops.

To “airdrop” an NFT is to gift it, depositing it directly to that customer. Since most people don’t (yet) own a crypto wallet, a major point of friction for brands is onboarding. 

Traditionally, customers would need to create a wallet with a service like MetaMask, write down and secure their private key and seed phrase, figure out how to store that information in a way that’s secure but can’t be lost, and then connect their wallet to the relevant web service - likely using one of several browser extensions with their own usernames, passwords, and onboarding flows - just to receive this one airdrop!

Fortunately, Taco makes onboarding your customers simple. When you airdrop your NFT the recipient gets an email asking them to claim it. When they click through to our site, they’re given the option of claiming with their email in one click, or by connecting a crypto wallet they’ve already set up.

How do we do it? If your customer chooses to claim with their email, Taco creates a “custodial” wallet - where we take care of all the hard work - and drops your NFT into that wallet. Even better, when the customer arrives at a token-gated product on your site, they can unlock it just by entering that same email.

If that customer becomes more crypto-savvy over time they can choose to move their NFTs over to their own wallet. But if not, they can effortlessly take advantage of web3-enabled services without ever having to learn all the terminology.

The airdropped NFT could be a status marker, maybe to celebrate customers who supported you in your first year of business, or it could come with any number of utilities such as redeemable loyalty reward tokens.

Airdropping can be a reward for brand-valuable behavior like referrals or social media posts, but it can also be a marketing tool. If you airdrop a limited-time discount on your new product, those token holders are more likely to check it out. 

In this way you can also cross-sell: if customers who bought X tend to like Y, why not run a limited-time offer and give people an incentive to buy?

On Web 2.0 you’d run this kind of marketing effort with emails people tend to ignore as spam. You can avoid that by targeting your efforts to the customer segments that you know will respond. But because your purchase analytics are in one SaaS solution and your email list is in another, it’s a whole admin job to put that data together and segment your emails to buyers who’ll convert.

With NFTs, a lot of your most valuable data is stored forever on the same standard as the smart contracts that act on it. The information you need is all in one place, and on-chain security means you don’t have to worry about hackers and ransomware compromising it. Better data allows you to get closer to your customers than ever before, and focus your marketing efforts on the people they’ll resonate with.

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