Dear BAMf Podcast: Episode 36 with Shimon Lazarov

Dear BAMf // Episode 36: Shimon Lazarov of OKCoin speaks about the cryptocurrency landscape and how to strengthen messaging with a C- grade.

In this episode of the Dear BAMf podcast, we speak with Shimon Lazarov, Head of Growth at OKCoin. Shimon is an experienced growth leader skilled in digital strategy, search engine optimization, media buying, market research, and business development. In this episode, Shimon answers some tough marketing and PR questions from our listeners, including this one about client messaging that needs work:

Dear BAMf,

I do not know how to navigate this tough one. In short, I told an old client of ours to refresh their messaging and that it was hurting our media efforts. Speaking of messages that resonate, they insisted nothing was needed, fired us, and then brought us back. The kicker is that they internally just "finished their messaging." Frankly it is not in good shape, particularly as they are a multinational client dealing with the American, Asian, and other markets.

Listen now to hear how Shimon advises this writer to move forward.

Dear BAMf: Episode 36

Episode 36 highlights:

• (00:39) What is OKCoin?

  OKCoin is a leader in the global cryptocurrency exchange. Their tagline is, "Everyone is a Trader," and the idea is to normalize and simplify the cryptocurrency experience. OKCoin eliminates consumer intimidation by making the process as easy as possible. Shimon says, "You just need a couple of clicks for identity verification, and then you can buy crypto or trade."

• (02:28) What are you most proud of accomplishing in the last 12 months?

  Shimon is excited about his recent campaign with cryptocurrency and banking saying, "I wrote the marketing plan for a banking application. That was the first licensed cryptocurrency bank that got approved in Wyoming." The future looks bright for cryptocurrency, especially in aligning with parallel financial institutions. Shimon is impressed by how open traditional financial institutions are to the the cryptocurrency movement.

• (04:11) What is your favorite way to tell a story?

  Focus groups hold a special place in Shimon's heart as he mentions here, "We did a lot of focus group work and we had fantastic leaders. They were really good at actually getting into the shoes of the consumer." Shimon's experience showed him that focus groups are great at getting into the consumers mind, desires, fears, and hopes. To make an impact, the marketer must dive deep into the consumer experience.

• (10:40) A client has "C-" messaging and won't budge, how should we navigate?

  Shimon suggest looking at the messaging from the client's point of view, suggesting to the BAMf listener, "Try to get as much quantitative insight into the conversation with the clients." At the same time, remind them of your experience in multiple markets. If the client is hesitant to adjust their current messaging, propose testing out ideas in one market to see the response. Clients enjoy options so Shimon suggest saying, "We can go with your messaging, but what if we do a test with this other message in one market or in one product? Basically try to show them and prove to them that something is better." Subjectivity is a key player but data is validation. The test will build data and allow opinions to fall to the wayside.

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