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. Most token launches that disappoint don't fail on technology or tokenomics; they fail because the market never understood why the token matters, or because attention peaked before the community was ready.

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.

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

• Seed the community with contributors, not airdrop farmers. Ambassador programs, testnet roles and early-access tasks beat pure giveaways.
• 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. Vet audience quality before signing anything, and brief them 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

Launch day is the start, not the finish. Track holder growth, community health and on-chain activity weekly, keep shipping updates, and double down on the channels that bring active holders rather than short-term volume.

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Planning a token launch? Talk to Among Digital about a go-to-market sprint.