The Power of Pre-Event Communication: Setting Expectations for a Great Experience

To your attendees, a smooth and enjoyable experience doesn’t begin the moment they walk through the doors—it starts well before that, with clear and thoughtful pre-event communication. This essential step ensures that attendees arrive informed, prepared, and excited for what’s to come. Whether it’s a concert, conference, or festival, setting the right expectations before the event can make all the difference in creating a positive experience. Here’s how event organizers can harness the power of pre-event communication to set the stage for success.

 1. Provide Clear Event Details Early

Attendees want to know what they’re signing up for, and the earlier they receive information, the better prepared they’ll be. From event schedules to venue information, setting clear expectations early on ensures there’s no confusion leading up to the event day. When attendees have all the essential details in advance, they feel confident and excited rather than anxious.

   What to Include in Early Communications:

• Event Schedule: Share the date, time, and a high-level overview of the schedule, including when doors open and any key sessions or performances.

• Venue Information: Provide clear directions, parking options, and public transportation details. If possible, include maps or venue layouts.

• Ticketing Info: Remind attendees about digital tickets, how to access them, and any ID or proof of purchase they’ll need at check-in.

Tip for Success: Send a series of pre-event emails starting a few weeks out. Break down key information into digestible segments, focusing on different aspects of the event (schedule, parking, tickets) to avoid overwhelming attendees with too much at once.

2. Set Clear Expectations on Check-in and Entry

Long lines and chaotic entry points are common pain points for attendees. Pre-event communication is the perfect opportunity to explain how check-in will work and help attendees plan accordingly. Whether you offer early check-in, self-service kiosks, or VIP entry, communicating these details ensures everyone knows what to expect and reduces bottlenecks on the event day.

   How to Communicate Check-in Procedures:

•  Pre-Check-in: If early or digital check-ins are available, explain how to complete this process and the benefits, such as faster entry.

•  Entry Points: Provide clear instructions on where to go upon arrival, whether a specific gate, entrance, or dedicated VIP lane.

• Timing: Advise attendees when to arrive to avoid delays, especially for large events. Remind them of peak entry times and how to avoid the rush.

• Give your attendees the option to pre-register for the next event, at check-in. 

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 3. Encourage Attendees to Prepare in Advance

While some attendees may be last-minute planners, pre-event communication can encourage early preparation, reducing day-of stress. Whether downloading a mobile app, reviewing the event schedule, or prepping tickets, providing these reminders well in advance helps attendees prepare.

   Effective Pre-Event Preparation Tips:

• Download Tickets Early: Send reminders to download or print tickets beforehand to avoid connectivity issues at the venue. (With Brushfire, attendees can enjoy the convenience of popping their ticket directly into their Apple Wallet!)

• Event App: If your event has a mobile app, encourage attendees to download it before arriving. Highlight its features, like access to maps, event schedules, and real-time updates.

• Reminders for Essentials: Whether it’s ID, event-specific items (e.g., wristbands, merchandise), or weather updates,, remind attendees what they need to bring on the day.

• Engagement: Use countdown reminders leading up to the event with engaging subject lines like “Ready for the Big Day? Here’s What You Need to Know” or “Only 3 Days Left – Download Your Tickets Now.”

Brushfire Pro Tip: Enhance your check-in process with visuals like maps, images, or video tutorials to guide attendees effortlessly. These tools simplify instructions, boost confidence, and ensure a seamless experience. With Brushfire’s Custom Event App, you can deliver all this information directly to attendees for ultimate convenience!

4. Set the Tone with Excitement and Anticipation

Pre-event communication isn’t just about logistics—it’s also a powerful way to build excitement and anticipation. Use your emails, social media posts, or an event app to highlight what attendees can look forward to. Whether it’s teasing special guest appearances, announcing event perks, or previewing activities, building excitement ensures attendees arrive enthusiastic and ready to enjoy the experience.

 5. Prepare for Last-Minute Questions with Real-Time Support

 No matter how well you communicate before the event, there will always be last-minute questions or issues that arise. Ensuring you have real-time support in place helps alleviate concerns and allows attendees to resolve issues quickly, enhancing their overall experience.

Pre-event communication is a critical component of the attendee experience, allowing event organizers to set expectations, reduce day-of stress, and build excitement. By providing essential information early, preparing attendees with key details, and offering real-time support, you’ll set the stage for a great event. Thoughtful pre-event communication not only enhances the attendee journey but also builds trust and anticipation, ensuring your event is a memorable success from start to finish.

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