The Power of Storytelling in Event Planning

Events, online or offline, remain a powerful marketing tool and channels for businesses to communicate brand objectives. The ultimate goal of an event is to create a shared journey between people and your brand. While storytelling is cliché in the marketing field, it has become a buzzword among event organizers, and they have been eyeing on this concept to create a shared path for a group of people in order to develop more values for event attendees.

So, What Exactly is Storytelling When it Comes to Events?

Designed around the issues that matter most to its audience, event storytelling embeds the storyline to connect event professionals, speakers, and attendees and provide an individualized experience.

Why is Storytelling Important?

Our brains react better to stories than maxims – which sound more like nagging. Data makes more sense when it’s communicated through narratives. A good story told in an event will be able to clearly carry out the business’ message, sustain attendees’ attention, create a lasting impression, and most importantly, compel people to take action – be it the purchase of products or participation in a community.

Take the example of 29 Rooms, an event that takes attendees through 29 “distinct artistic experiences”, the organizers were able to create “a visually stunning stage for creative expressionists, an invitation to dream bigger”. In other words, giving your event a purpose and make that purpose a story that can tug at people’s feelings and “humanize” your event to beyond cold numbers, or product exhibitions, and make it more like a road trip not a quarterly review.

How Can You Leverage Storytelling?

Know and Understand Your Audience

There’s no need to further emphasize the importance of “knowing your audience” in any field of work. The outcomes of your events are largely based on the perception of your audience. So, before you outline the story behind your next event, think about who your audience are, what would they want to get out of your event, and how can you impress this particular audience with the elements in your story.

Add a Personal Touch

No one likes to be fooled by made-up stories. Your storylines should feel real to your audience. By adding some elements about your brand, it gets the characters into the head of the audience and creates an emotional bond between your brand and the audience.

Maximize Technology

Of course, in the digital era, you can’t get away from technology. It helps your audience interact with each other and your event. Whether you are using technology in order to present more visuals about your event or finding ways for people to build live interactions at the event using various tools, technology draws attendees to their own personal stories and add to the overall narrative of the event.

Who doesn’t love a good story? By telling a compelling story and creating an immersive experience about a product, services, or a movement, events can help build a human connection. People attending your event may forget about the numbers, the names, or the analysis presented in your events, but they will most likely remember the stories.

Want to learn more about creating the storyline for your next event? Get in contact with us: