Event Storytelling Strategies for Planners to Follow

Human beings are inherently interested in stories. There’s a mix of nostalgia and excitement that plays out when stories are effectively used in event marketing. Hence, event organizers and marketers have been strategically including storytelling in the events for a while now. According to studies, 55% audiences are more likely to remember a story than a list of facts and theories. 

Additionally, an article in Harvard Business Review highlights, “human brains are naturally attuned to storytelling and tend to respond better to narratives than to other forms of content sharing.” In the context of event planning, storytelling strategies have always been effective in sparking your attendees’ interest. 

With that in mind, let’s discuss why storytelling matters and the various strategies to incorporate storytelling into your event, along with several real-life examples.

Why is Storytelling a Brilliant Approach for Your Events?

Storytelling is an integral part of human experiences. Storytelling techniques help communicate ideas, share values and evoke emotions. In the context of event management, storytelling fills the gap between logistical aspects and emotional engagement. 

Our brains are naturally drawn to a great story, which releases chemicals such as dopamine, oxytocin, and endorphins. A great story helps build connection and makes people focused and relaxed. However, event organizers don’t always take this seriously. They focus on long presentations and scattered booths, which contributes to mental fatigue for the speakers and attendees. 

Effective storytelling helps weave a seamless attendee journey, from pre-event marketing to post-event follow-up. 

Efficient Storytelling Strategies for Your Conferences 

If you’re curious about how to merge stories with your strategies, then we have a set of advice that you will find helpful.

Focus on the Purpose of your Event

Before diving into planning your event, you must take the time to learn about its purpose. Ask yourself, what is your event all about? 

Consider the underlying concept or theme behind your event. Is it a large-scale global academic event or a networking event for researchers? Each type of event has its own different story to tell. 

Creating a story that matches your event’s purpose helps engage your attendees right from the start. It ensures that every element of your event, from promotions to the keynote speeches, presents an unforgettable experience for attendees. Focusing on your event’s purpose sets the premise for a riveting story that resonates with your attendees. 

Gain Some Understanding about Your Attendees

If you want to engage your attendees with storytelling, you need to know who they are and what interests them. Use website analytics and social media insights to learn about their needs and how your event can fulfill them. 

Think about the tone and language that will connect with your audience. Do they prefer an informative or educational experience, or an entertaining and interactive one? 

Learning about their interests allows you to add storytelling elements effectively. Having complete clarity about your attendees and their interests helps build emotional connections with the audience. 

Make Your Attendees The Hero in Your Story 

Offering immersive event experiences means putting attendees at the center of all activities. Every good story needs characters, and your events are no different. Be clear about who your attendees are in your brand story. Are they explorers? Or changemakers? 

Create user personas based on your attendees and their motivations and use these personas to work on your event content. When you do it right, your attendees will be able to picture themselves in the story you have built as opposed to just passively attending your event. 

Think of yourself as Gandalf, not Frodo Baggins. Your responsibility is to help your audience (who is the hero in your story) solve a problem. Most of the famous stories you’ve read or heard follow this pattern. 

For example, social psychologist Amy Cuddy in her TED Talk “Your Body Language May Shape Who You Are” focuses on her audience right from the beginning. Through the session, she helps her audience use their body language to affect others’ perception of them. 

Employ Visual Storytelling With the Help of Design and Technology

In the context of event marketing, stories aren’t just told, they are shown. When organizing an event, every design element of it, such as lighting or visuals, contributes to the narrative. Here are some ways event organizers to include storytelling elements in the events: 

Immersive technology: Using Virtual and Augmented Reality helps tell stories that your attendees may relate to. 

Video content: Make use of video montages and live feeds to present memorable moments in the event. 

Include Storytelling Elements in Major Areas of Your Event

To turn your event from a routine gathering into an immersive experience, try incorporating storytelling into the core aspects of your event. From the speaker line-up to the decorations, all of it can work together to engage the attendees. Mentioned below are several ways to merge storytelling into your event: 

Speakers and panels: Speakers are the greatest attraction of an event and their stories help establish connections with the attendees if delivered efficiently. Let speakers use real-world and personal examples connected with the central theme of your event, over offering generic presentations. 

Event decor: The way your event space looks and feels, both physically and virtually, matters a lot. For instance, in sustainability-focused events, use upcycled materials to design stage backdrops, keep biodegradable tableware, and add digital signage to reduce paper waste. 

Ensure Attendee Engagement Through Your Event’s Story

Effective storytelling makes attendees feel included in your event and helps form an emotional connection. Thus, it allows them to develop a sense of ownership, which makes the event more impactful for them. 

 

Personalized experiences: Take advantage of technology and previous events’ data to create content for your audience. 

Interactive aspects: Create opportunities for attendees to contribute, be it through Q&A sessions, live polls, and breakout sessions. 

Call to Action: Conclude your event with moments that encourage your attendees to take the next steps in their journey. It could be starting with a new business initiative, a course or exploring new ideas for a research project. 

Prominent Examples Of Storytelling in Events

We have laid out a couple of real-life examples of how to include storytelling in your events. 

Apple Keynote Events 

Apple’s events are famous for their carefully thought storytelling methods. During the company’s product launch events, it builds mystery and excitement around its offerings. 

The brand ensures to form an emotional connection with its audience by displaying the human side of technology. Through the effective use of storytelling in their events, the brand manages to retain its loyal and engaged followers. 

TED Talks 

TED events are way ahead at mastering the art of storytelling in events. The conferences delivered by industry experts and leaders in different fields, are known to engage audiences. 

TED talks include thought-provoking ideas, personal narratives and experiences. Speakers at these talks know how to appeal to audience’s emotions and challenge notions and leave a lasting impression on attendees. 

Wrapping Up

Storytelling has always been the most effective way to connect with people, which is why event planners and marketers make generous use of storytelling elements for their events. Good stories are like bridges that connects all areas of your event that giving attendees a sense of purpose. 

As you plan for your next event, keep these strategies highlighted in the blog in mind. Focus on the story you’re trying to tell and how it relates to your attendees. 

For further assistance with planning your event, consult with the experts at Dryfta. Sign up for a free demo to find out how our solutions have helped organizers put together great events.