"Pre-marketing" is getting press lined up before you launch your campaign. You'll notice a couple posts below that the wallets had press really soon after launch, which is difficult unless you contact people pre-launch and convince people to write about your project once it goes live.
Marketing probably continues once the campaign goes live too, but you want to make sure all the important outlets are going to cover you before you go live, otherwise you might have someone write a blog post after your fundraising campaign closes. #lame
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