# SUMR Transferability Marketing - Channel priority, budget ranges, and sequencing **URL:** \ **Category:** Protocol Strategy\ **Tags:** sumr, transferability, gtm, marketing\ **Created:** [October 13, 2025, 3:06pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407 "2025-10-13T15:06:06Z")\ **Posts on this page:** 7\ **Page:** 1
**Author:** ![samehueasyou](https://avatars.discourse-cdn.com/v4/letter/s/c5a1d2/32.png) [@samehueasyou](https://forum.summer.fi/u/samehueasyou)\ **Post date:** [October 13, 2025, 3:06pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/1 "2025-10-13T15:06:06Z")
\*\*Please note that this post is a reflection of my own thoughts as a Lazy Summer Community member, samehueasyou **TL;DR** - **Initial focus (launch window, 1–2 months):** **70% DeFi natives / 30% institutional.** DeFi natives drive fast TVL and social proof, which then unlocks institutional credibility. Example: Morpho’s strong DeFi adoption preceded powering Coinbase Earn. - **Channels:** For DeFi natives— **X/Twitter, YouTube, and newsletters**. For institutions— **research-driven newsletters and media** targeting allocators. - **Comp:** Prefer **SUMR tokens with 1–3 month lockups** to align incentives and manage sell pressure. - **Benchmark:** $40k spend → **$2.5M TVL** ( **62.5×** dollar-to-TVL). Use this alongside conservative/base/aggressive scenarios. An indepth response to @JC545 [SUMR Transferability Go to Market: The path to 1b is 5x from here - #4 by JC545](https://forum.summer.fi/t/sumr-transferability-go-to-market-the-path-to-1b-is-5x-from-here/394/4) > [@SUMR Transferability Go to Market: The path to 1b is 5x from here](https://forum.summer.fi/t/sumr-transferability-go-to-market-the-path-to-1b-is-5x-from-here/394/4): > > **Prioritisation of spend and effort.** The channel analysis in the RFC is a useful foundation but it mainly maps where different audiences spend their time. It would be helpful to take that a step further and prioritise which channels we invest in first, how much budget or effort should go into each, and what the sequencing looks like. That would help us focus spend on the areas most likely to drive deposits and measurable engagement. ### **Priority & Rationale** DeFi natives are not simply “retail”, many are sophisticated, 7–8 figure allocators with high technical and financial literacy. Winning this audience creates **immediate TVL and buy pressure** , plus the **credibility** institutions look for as they move through longer diligence cycles. **Plan:** Launch with 70/30 DeFi Native to Institutional focus **(This is only regarding SUMR Transferability marketing, not Lazy Summer Protocol roadmap)**, then flip toward institutional as TVL and credibility compound (target: 1–2 months post-transferability). ### **Where the audience is** - **DeFi natives:** X/Twitter (primary discovery), YouTube (long-form explainers, podcasts), and high signal newsletters. - **Institutions:** Research-first newsletters and outlets consumed by funds, custodians, and large allocators. ![image](https://canada1.discourse-cdn.com/flex009/uploads/summer/original/1X/6666efd16deb1a3a5b90df9f80ddc30350458ed6.jpeg) [~42% of crypto users calling X their main hub](https://www.coingecko.com/research/publications/crypto-community-media-usage#:~:text=The%20social%20media%20platforms%20most,of%20any%20crypto%20social%20media) ### **Potential Media Partners** Below is a list of media entities (individuals and companies) that have DeFi native or Institutional audiences. They have been selected for brand alignment, that can help to spread the Lazy Summer Message. The list had been sorted by tier to help determine probability of partnership. **DeFi Natives** | Name | Tier | Twitter Reach | Youtube reach | Newsletter reach | Cost | Likely to accept tokens as compensation? | | --- | --- | --- | --- | --- | --- | --- | | [https://x.com/BanklessHQ](https://x.com/BanklessHQ) | Tier 1 | 300k+ | Podcast network | 200k+ | 25k–100k+ | Unknown | | [https://x.com/Cointelegraph](https://x.com/Cointelegraph) | Tier 1 | 2M+ | 150k+ | Multiple lists | 30k–150k+ | Unknown | | [https://x.com/CoinDesk](https://x.com/CoinDesk) | Tier 1 | 3M+ | N/A | 300k+ | 30k–150k+ | No | | [https://x.com/Blockworks\_](https://x.com/Blockworks_) | Tier 1 | 400k+ | Podcast network | 150k–250k | 20k–100k+ | No | | [https://x.com/DefiantNews](https://x.com/DefiantNews) | Tier 2 | 100k+ | 100k+ | 75k–100k | 5k–30k | Unknown | | [https://x.com/MilkRoadDaily](https://x.com/MilkRoadDaily) | Tier 2 | 80k–100k | 20k+ | 250k–300k+ | 10k–40k | Unknown | | [https://x.com/MessariCrypto](https://x.com/MessariCrypto) (Unqualified Opinions) | Tier 2 | 400k+ | N/A | ~300k | 15k–50k | No | | [https://x.com/Delphi\_Digital](https://x.com/Delphi_Digital) | Tier 2 | 250k+ | 50k+ | 100k+ | 10k–40k | Unknown | | [https://x.com/thedefiedge](https://x.com/thedefiedge) | Tier 2 | 300k+ | N/A | 20k–40k | 5k–20k | **Possible** | | [https://x.com/therollupco](https://x.com/therollupco) | Tier 2 | ~50k | ~20k | Unknown | **20k** | **Yes** | | [https://x.com/patfscott](https://x.com/patfscott) | Tier 2 | 90k | 55k | 30k | | | | [https://x.com/DeFi\_Dad](https://x.com/DeFi_Dad) | Tier 2 | 175k | 55k | 15k | 20k - 50k | Maybe | | [Calculator Guy](https://x.com/phtevenstrong) | Tier 2 | 115k | 65k | unknown | 20k | Yes | | [https://x.com/rektdiomedes](https://x.com/rektdiomedes) | Tier 2 | 100k | n/a | 17k | unknown | Maybe | | [https://x.com/DefiIgnas](https://x.com/DefiIgnas) | Tier 2 | 154k | n/a | 20k | unknown | maybe | | [https://x.com/ViktorDefi](https://x.com/ViktorDefi) | Tier 2 | 80k | n/a | 7k | unknown | maybe | | [https://x.com/TheDeFinvestor](https://x.com/TheDeFinvestor) | Tier 2 | 150k | n/a | | | | | [https://x.com/MilkRoadDaily](https://x.com/MilkRoadDaily) | Tier 2 ` | | | | | | | [https://x.com/cryptoslate](https://x.com/cryptoslate) | Tier. 2 | 90k | n/a | 110k | unknown | maybe | | [https://x.com/ournetwork\_\_](https://x.com/ournetwork__) | Tier 3 | 30k | n/a | 12k | unknown | maybe | | [https://defieducation.substack.com/](https://defieducation.substack.com/) | Tier 3 | n/a | n/a | 44k | unknown | maybe | **Institutional** | Name | Tier | Twitter Reach | Youtube reach | Newsletter reach | Cost | Likely to accept tokens as compensation? | | --- | --- | --- | --- | --- | --- | --- | | [https://x.com/RealVision](https://x.com/RealVision) | Tier 1 | 300k–400k | 700k+ | Paid members | 30k–150k+ | No | | [https://x.com/Blockworks\_](https://x.com/Blockworks_) (Forward Guidance / Empire) | Tier 1 | 400k+ | Pod network | 150k–250k | 20k–100k+ | No | | [https://x.com/MessariCrypto](https://x.com/MessariCrypto) (Research) | Tier 1 | 400k+ | N/A | 300k+ | 25k–100k+ | No | | [https://x.com/Delphi\_Digital](https://x.com/Delphi_Digital) | Tier 2 | 250k+ | 50k+ | 100k+ | 10k–40k | No | | [https://x.com/BlockworksAdv](https://x.com/BlockworksAdv) | Tier 2 | 50k–100k | N/A | Paid research | 10k–30k | No | | [https://x.com/BlockworksRes](https://x.com/BlockworksRes) (Blockworks Research) | Tier 2 | 50k–100k | N/A | Paid research | 10k–30k | No | | [https://x.com/BellCurvePod](https://x.com/BellCurvePod) | Tier 3 | 50k–100k | N/A | n/a | 3k–15k | No | | [https://x.com/empire\_pod](https://x.com/empire_pod) (Empire) | Tier 2 | 50k–150k | N/A | n/a | 5k–25k | No | | [https://x.com/mementoresearch](https://x.com/mementoresearch) | Tier 3 | 9k | 5K | 5k | | Maybe | | [https://x.com/a1research\_\_](https://x.com/a1research__) | Tier 2 | 20k–50k | N/A | 4k | 10k–30k | Maybe | | [About - Serenity Research](https://serenityresearch.substack.com/about) | Tier 2 | 10k | n/a | 9k | unknown | Maybe | ### **ROI Benchmarks & Spend to TVL Scenarios** Given the list of media entities reach and average cost, we can start to make some assumptions about return on investment. Previously, Stephen the Caluclaotr guy was engaged, resulting in about 2.5m in TVL. **Observed success benchmark:** $40k → $2.5M TVL ( **62.5×** dollar-to-TVL; ~ **1.6%** marketing cost as % of TVL). So, **every $1 spent generated $62.50 of TVL, o** r equivalently, **1.6% marketing cost / TVL generated**. Scenario multipliers: | **Scenario** | **$1 : TVL** | **Mktg cost % of TVL** | **Notes** | | --- | --- | --- | --- | | Conservative | 20× | 5.0% | Lower fit or weaker execution | | Base | 40× | 2.5% | Solid performance | | Aggressive | 62.5× | 1.6% | Matches benchmark | **Small budget ($10k–$75k)** | **Spend** | **20× Spend to TVL** | **40× Spend to TVL** | **62.5× Spend to TVL** | | --- | --- | --- | --- | | $10k | $0.20M | $0.40M | $0.625M | | $50k | $1.00M | $2.00M | $3.125M | | $75k | $1.50M | $3.00M | $4.69M | **Medium budget ($100k–$250k)** | **Spend** | **20× Spend to TVL** | **40× Spend to TVL** | **62.5× Spend to TVL** | | --- | --- | --- | --- | | $100k | $2.00M | $4.00M | $6.25M | | $150k | $3.00M | $6.00M | $9.38M | | $250k | $5.00M | $10.00M | $15.63M | **Large budget ($250k–$500k)** | **Spend** | **20× Spend to TVL** | **40× Spend to TVL** | **62.5× Spend to TVL** | | --- | --- | --- | --- | | $250k | $5.00M | $10.00M | $15.63M | | $400k | $8.00M | $16.00M | $25.00M | | $500k | $10.00M | $20.00M | $31.25M | **Yuge bet the farm budget ($1M–$5M)** | **Spend** | **20× Spend to TVL** | **40× Spend to TVL** | **62.5× Spend to TVL** | | --- | --- | --- | --- | | $1.0M | $20.0M | $40.0M | $62.5M | | $2.5M | $50.0M | $100.0M | $156.25M | | $5.0M | $100.0M | $200.0M | $312.5M | Token caveat (important): Spend should be in SUMR with 1–3 month lockups. This aligns incentives and delays dilution, but introduces price volatility. Measure ROAS in USD equivalent at grant and track TVL retention post unlock. ### Proposal Given the sequence, channels, and audience. My proposal is simple: **Use SUMR tokens to compensate media partners to amplify the go to market message and launch. Spend as much as possible without posing risk to significant sell pressure of the token.** ## The big question Of course, the big question here now is _ **how much to spend such that TVL growth outweighs future sell pressure. I do not have the answer to that and it should be debated among the community.** _ ## **Next Steps** 1. **Outreach:** Confirm partners willing to accept **locked SUMR** and define acceptable lock/vesting (e.g., 1-3 month cliff). 2. **Budget & Mix:** Community sets **token budget** , **lock terms** 3. **Calendar:** Coordinate content drops around launch moments 4. **Guardrails:** Establish caps and contingency plans if **token sell pressure** risks exceed thresholds. @JC545 [@Recognized\_Delegates](https://forum.summer.fi/groups/recognized_delegates) @chrisb @jensei ---
**Author:** ![Raphael\_Anode](https://yyz1.discourse-cdn.com/flex009/user_avatar/forum.summer.fi/raphael_anode/32/476_2.png) [@Raphael\_Anode](https://forum.summer.fi/u/Raphael_Anode)\ **Post date:** [October 14, 2025, 12:19pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/2 "2025-10-14T12:19:49Z")
Goated compilation. Marketing is key. The product is already amazing. We really need to spread the word. ---
**Author:** ![jensei](https://yyz1.discourse-cdn.com/flex009/user_avatar/forum.summer.fi/jensei/32/69_2.png) [@jensei](https://forum.summer.fi/u/jensei)\ **Post date:** [October 14, 2025, 1:44pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/3 "2025-10-14T13:44:52Z")
Really strong expansion on the GTM article @samehueasyou, and I love how this starts to quantify ROI and ties audience sequencing to actual spend efficiency. The 70/30 DeFi native to institutional split makes sense as a launch strategy, especially if we can convert early DeFi momentum into credibility for allocators later on. Also +1 to aligning media drops around onchain moments (transferability activation, staking live, etc.). Sequencing could definitely amplify reach without linear increases in spend. Thinking about the different DeFi Native Media Partners, where _I consume ads the most_ is Bankless, Cointelegraph, CoinDesk, Defiant, DeFi\_Dad, and DefiIgnas. Am I the target? Maybe. Just wanted to post out my thoughts. I trust that selection of the media outlets will be carefully set-out. When it comes to the budgets, having a lock/stream of funds sounds great. Also, payments could have a carefully set up cliffs preventing too many unlocks at the same time - influencing the predictability of SUMR on the market. ---
**Author:** ![samehueasyou](https://avatars.discourse-cdn.com/v4/letter/s/c5a1d2/32.png) [@samehueasyou](https://forum.summer.fi/u/samehueasyou)\ **Post date:** [October 14, 2025, 5:14pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/4 "2025-10-14T17:14:28Z")
you are certainly the defi native target! ---
**Author:** ![FBrinkkemper](https://yyz1.discourse-cdn.com/flex009/user_avatar/forum.summer.fi/fbrinkkemper/32/7_2.png) [@FBrinkkemper](https://forum.summer.fi/u/FBrinkkemper)\ **Post date:** [October 16, 2025, 11:45am UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/5 "2025-10-16T11:45:28Z")
Heya, thanks for the proposal. We are for allocating a significant part of the community SUMR allocation for marketing. Can you propose a number that matches with the yuge budget? I’d propose to offer the media entities three options: base level (1 month lock-up) - 2x base level (3 month lock-up), - 3x base level (6 month lock-up). ---
**Author:** ![samehueasyou](https://avatars.discourse-cdn.com/v4/letter/s/c5a1d2/32.png) [@samehueasyou](https://forum.summer.fi/u/samehueasyou)\ **Post date:** [October 16, 2025, 1:30pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/6 "2025-10-16T13:30:46Z")
@FBrinkkemper yuge bet the farm budget is as follows: > [@samehueasyou](#): > > **Yuge bet the farm budget ($1M–$5M)** I love the idea of a tiered approach for media partners, excellent idea. ---
**Author:** ![FBrinkkemper](https://yyz1.discourse-cdn.com/flex009/user_avatar/forum.summer.fi/fbrinkkemper/32/7_2.png) [@FBrinkkemper](https://forum.summer.fi/u/FBrinkkemper)\ **Post date:** [October 21, 2025, 4:12pm UTC](https://forum.summer.fi/t/sumr-transferability-marketing-channel-priority-budget-ranges-and-sequencing/407/7 "2025-10-21T16:12:06Z")
What valuation do you use here for SUMR?