Best Practices

The difference between well-attended events and empty rooms often comes down to timing, targeting, and communication. This guide shows you the strategic decisions that drive success.

Choose Times That Don’t Compete for Attention

Timing significantly impacts attendance. Find time slots that don’t compete heavily for your target audience’s attention.

Check Existing Platform Events First

Review other events already scheduled on Sero before finalizing your timing. Look for time ranges that don’t have significant competition for your target audience. This simple step can dramatically improve attendance rates.

Optimize Day and Time Selection

• Ideal days: Tuesday through Thursday for professional events
• Ideal times: 11am-2pm or 4pm-6pm often maximize attendance
• Avoid: Monday mornings, Friday afternoons, and travel-heavy times
• Lead time: 2-3 weeks minimum; 4-6 weeks for larger events

Consider Global Audiences

For virtual events:

• Host repeat sessions for different regions when possible
• Research work hours and customs in your target regions
• Offer recordings for those who can’t attend live
• Clearly indicate time zones in all communications

Define Your Target Audience

Ten highly relevant attendees create more value than fifty peripheral participants. Be specific in your targeting—start with your existing network, then expand strategically.

Focus on Precision Over Volume

Define your ideal attendee with specific criteria:

• Professional roles and experience levels
• Industry interests and pain points
• Company types and sizes
• Technical expertise levels

Start with Your Existing Network

Your existing network is your highest-quality source. Personal outreach always outperforms broad invitations.

Prioritize these connections:

1. Direct connections: First-degree contacts who fit your target profile
2. Team and partner networks: Colleagues and partners reach their own connections
3. Past attendees: Previous participants are most likely to return
4. Recommended contacts: People suggested by confirmed attendees

Expand with Targeted Search

Use Sero’s search tools to find exactly who you want:

• Filter “Attended My Events” for previous participants
• Search by company to find colleagues of confirmed attendees
• Filter by role to target specific positions
• Use “My Network” view to prioritize direct connections

Learn effective invitation strategies in our invitations guide.

Write Compelling Descriptions

Your event description is the first impression potential attendees receive. A well-crafted description can significantly increase registration rates.

Structure Your Description Effectively

Organize your description in this order:

1. Hook and value proposition - Why should someone attend?
2. Key event details - What, when, where?
3. Specific agenda - What will happen during the event?
4. Speaker information - Who will be presenting?
5. Target audience - Who should attend?
6. Expected outcomes - What will attendees gain?

Front-load the most compelling information. Many people only read the first few sentences before deciding whether to continue.

Use Clear, Action-Oriented Language

Write descriptions that are:

• Specific rather than vague - Say “Learn to optimize ZK proof generation” instead of “Explore ZK technologies”
• Action-oriented - Use strong verbs like “build,” “implement,” “solve,” and “create”
• Concise - Remove unnecessary words and filler phrases
• Authentic - Match your event’s actual tone and content level
• Appropriately technical - Match your audience’s expertise level

Avoid excessive jargon. Even in web3, clarity trumps buzzwords. Use technical terms only when they add precision.

Use Sero’s Formatting Tools

Break up long descriptions with visual elements to make them easier to scan and understand. Sero’s formatting tools allow you to:

• Add text styling (bold, italics, headers) to highlight key information
• Insert images to showcase speakers, venue, or previous events
• Include links to relevant resources, speaker profiles, or company information
• Create visual breaks that prevent wall-of-text descriptions

Well-formatted descriptions get more engagement. Use headers to organize sections, bold text to highlight key benefits, and images to add visual interest. This is especially important for longer, more detailed event descriptions.

Example of an Effective Description

Join leading ZK developers to solve real-world implementation challenges.

This hands-on workshop provides practical solutions for integrating zero-knowledge proofs into existing applications. We’ll cover optimization techniques, security considerations, and cost-efficient deployment strategies.

Led by core contributors from Project Name, this session is designed for developers with basic ZK familiarity looking to advance their implementation skills.

You’ll leave with working code examples and a roadmap for your next ZK project.

This example clearly communicates value, format, topics, leaders, target audience, and takeaways in under 100 words.

Execute Your Outreach Strategy

How you reach people matters as much as who you reach. Personal outreach consistently outperforms broad announcements.

Leverage Personal Connections

The most effective outreach happens through personal networks:

• Have multiple team members invite their own connections
• Ask confirmed attendees to recommend specific colleagues
• Reach out to speakers’ networks and communities
• Connect with organizers from complementary events

Use Targeted Platform Outreach

Combine personal outreach with Sero’s targeting capabilities:

• Send personalized invitations through Sero’s invitation tool
• Reference specific shared connections or interests
• Mention why you think they’d find value in this particular event
• Include a clear, single call-to-action

Craft Personalized Invitation Messages

Effective invitations are specific and personal:

• Reference how you know them or why you’re reaching out
• Clearly state the value for their specific role or interests
• Keep the initial ask simple (just to attend, not multiple requests)
• Make it easy to say yes with clear next steps

Avoid mass messages that feel generic. Even when using platform tools, customize each invitation to the recipient’s background and interests.

For detailed invitation strategies and tools, see our invitations guide.

Communicate Effectively Throughout

Strategic communication before, during, and after your event significantly impacts attendance and engagement.

Time Your Messages Strategically

The timing of your communications can be as important as their content.

Send messages at these intervals:

• Initial announcement: 3-4 weeks before event (longer for major events)
• Main invitation push: 2 weeks before event
• Reminder with details: 3-5 days before event
• Day-before confirmation: 24 hours before event
• Last-minute instructions: 2-3 hours before event
• Follow-up: Within 24-48 hours after event

Tailor Content to Each Phase

Before the event:

• Clearly state the value proposition
• Provide essential logistics (when, where, how)
• Set expectations for content and format
• Include any preparation needed

Focus on a single call to action (register, prepare, etc.) rather than overwhelming with multiple requests.

Day of the event:

• Remind of exact time and location
• Provide last-minute logistics (parking, entry, etc.)
• Include contact information for questions
• Mention any items to bring
• Set the tone for the event

Keep these messages brief and actionable since attendees are likely busy.

After the event:

• Thank attendees for participating
• Share key takeaways or summaries
• Provide any promised resources
• Indicate next steps or future events
• Request feedback if applicable

Send follow-up materials promptly while the event is still fresh in attendees’ minds.

Learn more about communication strategies in our messaging guide.

Maintain Appropriate Tone

Match your tone to your event type:

• Technical events: Precise and informative
• Networking events: Warm and connective
• Learning sessions: Encouraging and supportive

Use consistent elements:

• Greeting: Friendly but professional (“Hello [Name]” or “Hi there”)
• Message body: Clear, direct, purposeful with brief paragraphs
• Closing: Actionable and appreciative

Key Takeaways

Successful Sero events result from:

1. Strategic timing that avoids competition with other platform events
2. Network-first audience building starting with personal connections
3. Targeted outreach using Sero’s search tools for precision expansion
4. Clear, compelling descriptions that communicate value immediately
5. Personal outreach tactics that outperform broad announcements
6. Well-timed, phase-appropriate communications throughout the event lifecycle

Focus on creating high-value experiences rather than maximizing attendance numbers. In the web3 space, professionals attend events selectively, making quality more important than quantity.