Preparing for a successful event is not just about the onsite experience; it's about how we prepare our attendees for the experience. That's where a Know Before You Go (KBYG) comes into play.

These digital experiences are essential for successful in-person events. They provide attendees with valuable information and help strengthen your brand community. Unlike traditional Zoom calls, well-produced KBYGs enhance the attendee experience and drive positive partner engagement. 

Teasing speaker lineups, introducing sponsors, revealing event themes, and even dropping “easter egg” clues about new product releases or announcements creates that oh-so-sought-after FOMO.

So, how do you pull it off? Let’s dive in.

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What You Need to Know for Your KBYG

1. Your KBYG should be simple and high-level, focusing on essential elements.

To ensure your KBYG hits the mark, focus on providing attendees with clear, actionable information that guides their onsite experience. This includes setting expectations for your attendees, especially for annual conferences with elements that may have changed from previous years. Is your expo in a new area? Is your keynote at a new time? Is your closing reception at a new venue? Be sure to communicate those updates with your attendees.

“Provide a clear overview of the event agenda and break up important reminders into key areas,” shares Opus Agency’s Senior Event Manager Colleen Connor, CMP. “Like travel—are they on their own or using hosted travel? Accommodations—where are they staying, and is it self-booked or hosted? Registration—where do they get their badge? Expo—what can they expect in the space, and how can they engage with sponsors? Make sure to highlight the behaviors you want to encourage, whether attending education sessions, using the mobile app, or networking with others.”

2. Integrate technology in a meaningful way. 

To elevate attendee engagement, leverage technology as an interactive tool to engage with attendees and gain new insights. “Integrating technology is a great way to make the KBYG experience more engaging," Colleen adds. 

"You can display a QR code on the screen so attendees can easily download the event app or follow your socials. Use live polling to gather insights on what attendees are most excited about. I've even done gift card giveaways for the first 100 people to download the mobile app. Remind attendees that the information you share during your KBYG is also available in the email you sent and/or mobile app.”

3. Help attendees choose their sessions. 

Events like Rainfocus INSIGHT and Adobe MAX are upping the ante for sharing speaker information and session descriptions in KBYGs. In addition to sharing vital information, these brands’ KBYGs offer sneak peeks, behind-the-scenes access, and speaker insights to help attendees prepare for their onsite experience. 

Often, these brands invite speakers to submit 30-second videos of themselves talking about their session, similar to a session abstract with more details and higher engagement. Beyond what they will learn, this gives attendees a sense of the speakers’ personalities and presentation styles, helping them decide which sessions to attend. 

4. Prioritize accessibility and inclusion.‍

KBYGs are particularly helpful for a neuro-diverse audience, whether that’s your attendees, staff, or partners. They disseminate mission-critical information and show people what to expect onsite, which helps cater to the different ways that people think, experience senses, and process information. By communicating clearly and consistently through agendas, event policies, venue maps, and dress code expectations, organizers help create an inclusive and accessible event environment.  

“Include closed captioning in your KBYG and make sure to highlight the accessibility features of your event,” Colleen adds. “Also, be sure to provide contact information for attendees who need to request specific accommodations for their accessibility needs.”

5. Don’t forget about your sponsors!

KBYGs aren’t just valuable for attendees—sponsors and exhibitors love them, too. Strengthen your partner ecosystem by providing a sponsors-only KBYG to share essential information and opportunities. Providing critical onsite information like final to-dos, floor plans, load-in/load-out FAQs, and expo hours in this format helps strengthen your partner ecosystem and ensures a smooth, successful event for everyone involved. This also helps justify sponsor investment and encourages long-term partnerships.

Big Idea

Leverage all that pre-event excitement to produce a perfect KBYG. Offer clear communication, set expectations, and follow up your KBYG with email communications to drive the main points home. By providing key info, teasing exclusive content, and integrating innovative technology, you will ensure higher attendance and a smooth, safe, and enjoyable event—all while strengthening your brand community long before doors open. 

Ready to get started? Let's chat.