When it comes to Token Generation Events (TGEs), hype is everything. Sure, content is crucial, but for TGE, it’s all about getting people excited and making sure everyone knows what’s coming.
Enter the Roadshow: The Pre-IPO Ritual
Founders have been using roadshows to drum up excitement for IPOs for decades. Why? Because no one buys a token or stock they’ve never heard of. That’s how many people missed out on the early gains of $DEGEN and $PEPE (way before the $MOODENG era).
But Can Web3 Replicate This?
Absolutely. The web3 roadshow is all about awareness-building, but in a digital or phygital format (ugh, yes, we hate that term too). Imagine you’ve just announced your Seed round and started spending some budget on sponsoring events like Story Protocol and Sahara AI did at KBW or Token2049. But your social engagement is still not where it needs to be to keep your TGE date top-of-mind.
Enter the Digital Roadshow - aka, Spaces 🗣
Here’s the trick: get on Twitter (X) Spaces - a lot of them. And I mean it.
Being present on Spaces (in both quantity and quality) is key to building momentum. Love or hate it, Crypto Twitter is still the place to be. Farcaster and Unlonely may be cool and trendy, but the real magic for TGEs still happens on Twitter.
You Have Two Options:
The Mega-Space Strategy:
Plan a multi-hour mega-Space right during your token launch. Invite investors, KOLs, angels, thought leaders, partners, industry peers, and - don’t forget - the exchanges. The goal? To get people to see you on a Space with all the big names they already follow, talking about your project and the just launched token, all while you’re the host. This creates a compound effect, and by the end, your audience sees your token launch as the next big thing.
Think of what Gary Vee did when he launched VeeFriends—he went on every podcast, from the biggest shows to the tiniest niche ones. Did he need to be on that 500-follower podcast? No. But speaking to those niche audiences created a ripple effect, ultimately contributing to $60 million in value at launch.
The Steady Awareness Strategy:
Not confident you can get DeFi Dad on your Mega-Space? No worries. Break it down into multiple smaller Spaces spread out over two weeks before TGE. Focus on steadily building awareness with consecutive Spaces involving your partners, collaborators, and ecosystem players. You’ll get a larger reach and more sustained engagement by keeping your presence active across multiple sessions.
Bottom Line?
The key is consistency and visibility—ensuring your project is front and center as many times as possible in the weeks leading up to your TGE. Hype is built through repetition, presence, and by leveraging your network to amplify your message.
What do you think? Will these strategies work for you? Let me know your thoughts in the comments below, and if you have any ideas for optimizing TGE prep, I’d love to hear them.
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*This article was written in collaboration with Chris Comrie, Head of Creator Program at Phaver.
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