Event Promotion

Your event is set up! Now you need the right people to find and attend it. This guide covers how to get your event in front of your target audience using Sero’s tools and strategic external promotion.

Promotion works best when combined with targeted invitations. See our invitations guide for reaching specific audiences directly.

Copy your event link from the management page, event banner menu, or browser address bar. Share it with context in relevant communities, explaining why people should attend.

Non-members complete a 15-30 second sign-up when they click your link to RSVP.

Generate a QR Code

QR codes make registration effortless for in-person promotion:

Create QR Code

Go to your main event page
Click the three-dot menu on the event banner
Select “Share QR code”
Copy the QR code that appears

Use in Materials

Use this QR code in any physical or digital materials:

Conference booth displays
Printed flyers or handouts
Social media posts
Presentation slides
Phone lock screens

Strategic Promotion Channels

Web3 Community Platforms

High-value channels for web3 events:

Owned or related Discord servers, Telegram groups
Reddit communities (r/ethereum, r/defi, etc.)
Twitter/X using either personal or project accounts

Partner Organizations

Leverage partnerships for amplified reach:

Ask co-hosts to promote through their networks
Cross-promote with complementary events
Reach out to speaker networks and communities
Connect with relevant podcast hosts or newsletter writers

For guidance on adding and managing partners, see our team collaboration tips.

Content Marketing

Create shareable content around your event:

Write blog posts about the topics you’ll cover
Create Twitter threads with key insights
Share speaker interviews or previews
Post behind-the-scenes content about event planning

Track and Optimize Your Results

Monitor what’s working and adjust your strategy accordingly.

Measure Channel Performance

Track which promotion channels drive the best results:

Add a pre-registration question: “How did you hear about this event?”
Monitor registration spikes: Note timing after you share in specific channels
Assess quality, not just quantity: Which channels bring attendees who actually show up?
Track approval rates: Which sources require more vetting vs. auto-approval?

Learn how to set up registration questions in the event planning guide.

Improve Event Visibility Within Sero

All public Sero events appear in the calendar, but strategic choices can increase visibility:

Early engagement: Encourage initial registrations to build social proof
Cross-promotion: Mention your event in relevant community channels
Partnerships: Collaborate with established organizations or influencers

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Pro tip: If you haven’t already optimized your event tags during setup, ensure they accurately represent your event’s focus and target audience. Well-chosen tags help the right people discover your event within Sero.

Refine Your Strategy

Use the data you’re gathering to optimize your promotion approach:

Double down on channels that drive quality registrations
Adjust your messaging based on what resonates
Identify new communities where your audience might gather
Build relationships for future event promotion

For comprehensive promotion strategies and timing, see our best practices guide.

Promotion Timeline

3-4 weeks before: Initial announcement and link sharing in key communities
2 weeks before: Partner organizations and speakers share through their networks
1 week before: Final promotional push with QR codes and direct outreach
Day of event: Last-minute social posts with live updates

Measuring Success

Key metrics to track:

Registration conversion rate from different channels
Quality of attendees from various sources
Engagement levels during promotion
Post-event feedback on how people discovered your event

Tools for tracking:

Pre-registration questions about discovery
Manual tracking of shares and mentions
Follow-up surveys to understand attendee sources

Common Promotion Mistakes

Avoid these pitfalls:

Too late: Starting promotion less than 2 weeks before the event
Too generic: Using the same message across all channels without customization
One-time posting: Sharing once instead of building sustained awareness
Wrong audience: Promoting in channels that don’t match your target demographic