Token launch marketing checklist: 90 days before your TGE

A token generation event (TGE) is the moment your project goes from “interesting” to “tradable”. The marketing work that decides how it goes happens in the three months before.

This checklist covers the 90 days before a TGE. It assumes your tokenomics and launch date are set, and that you have an exchange listing or DEX liquidity plan.

Six months or more before your TGE: check the product

Before the 90 days start, check whether people would use your product without rewards. A product-market fit analysis writes down the hypotheses your product rests on and marks each one supported, unproven or contradicted, while the product can still change. If people already stay without rewards, skip this and start with the go-to-market sprint.

Days 90–60: narrative and foundations

• Write one clear positioning statement. Who is the project for, what problem does the token solve, and why now? If your team gives five different answers, fix that first.
• Explain the token’s utility in plain language. One page that answers: what can holders do with it, where does demand come from, and how is supply released?
• Map competing tokens. List the 5–10 projects your target holders compare you with and what each one promises.
• Set up owned channels. X, Discord or Telegram, a blog, and docs written so both people and AI assistants can understand them.
• Publish the tokenomics and vesting schedule in one place you can link to from everywhere.

Days 60–30: community and credibility

• Decide how you will tell a contributor from an airdrop farmer before you reward anyone. Ambassador programs, testnet roles and early-access tasks give you something to check each account against.
• Publish educational content. Explain the problem before you pitch the token: threads and articles that answer real questions keep driving traffic after the TGE.
• Line up KOLs and partners. Before you sign a creator, look at who engages with their posts, whether those accounts match the users you need, and how their past sponsored posts performed. Give each creator a tracked link or referral code, and count sign-ups and wallet connections per creator. Brief them all on the same core messages.
• Prepare the press release for the TGE announcement and shortlist the crypto media outlets you want to appear in.
• Plan the airdrop or points communication, if you have one: eligibility, dates and claim process, written clearly enough to prevent support chaos.

Days 30–0: build momentum

• Run a content countdown. Tokenomics, utility, team, partners and roadmap reveals on a fixed schedule.
• Announce exchange listings only once they’re confirmed, with exact times and trading pairs.
• Hold AMAs in your own and partner communities.
• Brief everyone. Team, moderators, partners and KOLs should all use the same messages and official links.
• Prepare launch day: pinned official contract addresses, scam and impersonation warnings, an FAQ, and a moderation rota across time zones.

After the TGE

Every week, track holder growth, on-chain activity and community health. Keep shipping updates, and give more time to the channels that bring active holders.

After launch: check what held

Four to six weeks after the TGE, go back to what you expected and mark each hypothesis held, failed or untested, counted after bots and duplicate accounts are removed. That is a post-launch review, and it sets the next round.

Among Digital’s token launch sprint

With a TGE ahead, we run an eight-week token launch sprint, and seven weeks before the date is the latest we start it. The competitor list and the positioning statement from days 90–60 are part of our go-to-market strategy sprint.