Storytelling has become a popular and essential marketing tool, taking the experiential aspect of an event to a new level. EventMB has created a report, Event Storytelling Playbook, which provides step-by-step instructions on how event planners, marketers, and exhibitors can make their business thrive through the power of stories. Stories are present in our everyday lives: we have grown up with them, they are easily understandable and universal, and we use them to explain the world around us.
According to EventMB’s report, the essential elements of storytelling are plot, characters, familiarity and relatability, and voice, which help the customer connect more easily with the story. When we hear a story that resonates with us, according to Princeton University’s neuroscientific research facility, our brain releases oxytocin, which boosts feelings like trust, compassion and empathy. This is why storytelling is an excellent marketing tool: it not only creates more meaningful customer experiences but also fosters stronger customer relationships. A story built around the event provides context for the sensory experience happening around the customer, making them feel like they are part of the process, which in turn means higher engagement.
According to EventMB’s report, the crucial elements in creating a company’s own story are the story (a clear, meaningful narrative), visuals (branded, attention-grabbing visuals that reinforce the company’s message), and the voice (a tone for consistent message delivery). It is essential to consistently repeat the brand story in a uniform manner at every stage of the event and in all interactions with the audience, making it unmistakably recognizable. The key stages of storytelling are:
- Creating a meaningful story.
- Writing the audience into the story so that when they arrive at the event, the event already belongs to them.
- Building a lasting cultural connection with the audience.
- Aligning the content with the audience.
However, the story must be based on reality, as the audience must believe in it, resonate with it, feel its values are important, and want to support its future. The story must be created for the audience so that they can identify with it, it must capture their attention, offer relief in life, and still be easily understandable. The story must also reflect the company’s culture and brand while still being identifiable to the audience.
After reading this Event Storytelling Playbook one event organizer that came immediately to my mind was the music festival organizer Tomorrowland. Tomorrowland has followed these guidelines by the book and taken storytelling to a whole new level. Everything surrounding their event from booking tickets to post-event reflection, is integrated into one big fairytale. A story that also has a clear, beautiful, and unforgettable motto that festivalgoers want to identify with: live today, love tomorrow, unite forever.
Creating a successful story for an event is not easy, but when done right, storytelling really works. The example I used, Tomorrowland, has succeeded in extending their story to everything they do, from merchandise to the main festival, smaller events, and additional activities. For many young adults who listen to electronic music, this festival is a once-in-a-lifetime experience, but with its storytelling, the event has managed to create a truly dedicated fan base that returns year after year. The audience has been written into the story from the beginning and is referred to as the People of Tomorrow. The company also has visible sustainability programs, charity foundation and DJ academy, and everything they do aligns with the beautiful fairytale world. Who would not want to write themselves into such a story?
References: EventMB Studio & GES (2019). Event Storytelling Playbook Accessed on 9.9.2024