ICOs are marketed like almost any other cryptocurrency project. You may see influencers or celebrities posting about them on social media or even hear about them in the news! It’s a popularity contest in most people’s eyes, and it’s hard to argue that. ICOs of “useful” projects are going to be popular because of their utility, while others like the BAYC (Bored Ape Yacht Club) are more reserved memberships.
If you think that you have a project which people couldn’t deny utility-wise, you should focus on that when it comes to marketing. You don’t need a professional basketball player to post about your ICO if it’s a strong project with a thorough and innovative timeline. Money talks as well, so make sure you’re ready to spend a bit of cash when it comes to marketing your ICO endeavors.