There are several tools that can be used to develop a good event. And currently, one of the biggest bets for organizers and producers is to use narratives and stories to captivate the audience. Therefore, the use of storytelling in events is gaining more and more strength and proving to be a good strategy.

To understand the importance of this tool, we can make a simple comparison. For example, who doesn't enjoy a movie, series, or book that tells a good story? Or, who hasn't spent hours sitting and listening to someone tell a good anecdote, right?

We see these examples every day, but there is still data to support them. According to a study by the London School of Business, People retain between 65% and 70% of information conveyed through stories.

Want to understand how using storytelling at events can help make the moment a success? Just keep reading.

What is storytelling?

First, it's helpful to understand what storytelling is. It's a marketing concept applied in various fields, such as communication and sales. In essence, "story" means narrative and "telling" means telling a story.

In general, it's a practice focused on telling stories using techniques inspired by screenwriters and writers. All of this is aimed at captivating the audience, holding their attention, and building an engaging narrative.

It's important to emphasize that to create this story, certain elements are used in storytelling. For example, characters, setting, a conflict or challenge, and a message you want to convey to the audience. Finally, it's a practice that highly values the 'storyline,' meaning it needs to have a beginning, middle, and end.

Is it strategic to use storytelling in events?

Now you know what storytelling is, but is it strategic to use it in events? The answer is yes!

This is because one of the main objectives of this strategy is to capture the audience's attention and, beyond that, connect with them. So imagine you are organizing a fair, exhibition, or workshop that will last two or more days, with several hours of duration. In this case, it is necessary to use all tactics to guarantee people's attention, and using storytelling is one of them.

Stories facilitate the understanding of information and simplify learning, which is great for corporate meetings. Furthermore, as we've already mentioned, it's a tool that makes it easier for people to remember moments and information.

So yes! Using storytelling at events is strategic.

4 clever ways to apply storytelling to events

Great stories can be the key to any successful event. And to better explain how to build a compelling and engaging storytelling strategy for events, we've put together 4 practical tips.

Check it out below and apply it to your lecture, workshop, trade show, or more.

Tell your audience the story behind the event.

The use of storytelling in events begins even before the specific day of the meeting. It's important to share with people what that moment is, its history, how it came about, and more. And this can begin in what we call the 'pre-event' phase as a way to attract attention and spark curiosity.

For example, tell us when the meeting started, which edition it's in, how it was created, and a little about the people involved in the process. Or, share some interesting fact or relevant event that happened.

And to tell this story to the participants, use different channels. Social media, email marketing, and even on the day of the event itself. This information can be conveyed during the ceremony, or perhaps at a 'time tunnel' style stand where people can interact and learn a bit about the history.

Create a connection with the audience.

One of the missions of good storytelling is to create identification with the audience. Therefore, when planning how you will use it in your event, keep two things in mind: the profile of the participants and the essence of the message you plan to imprint on people's minds.

At this point, even involve the speakers or those responsible for leading the meetings, because this essence needs to be conveyed in the speeches to create identification.

Have a main theme.

To create effective storytelling at events, a practical and simple tip is to have a central theme. Just as an interesting story captivates the audience, so does a relevant theme!

Having a central theme makes other tasks easier when producing an event. For example, thinking about the visual identity, decoration, musical attractions, interactive activities, and more. And all these points contribute to good storytelling at events.

Have a main character.

Remember how at the beginning of this text we mentioned some important points that every story needs to have? For example, setting, conflict, and character? So now, let's focus on that last one.

When a good story is told by someone, we have an interesting advantage: humanization. Therefore, when building the storytelling for your event, it's necessary to think about this. This main character could be the brand's founder, the person responsible for the event, a mascot, or even a being created using virtual reality.

Host your event with us!

Interested in holding your event at the Center Convention? You can check out all the infrastructure available at the Convention Center and throughout the Center Shopping Complex by speaking with our team. Call us at (34) 3239-8300 or email comercial@centerconvention.com.br. You can also reserve a date by clicking [here]. HERE.