Storytelling: success with events requires a strong story
Why is Storytelling so important at events? Over the past centuries, we have learned that we do not only respond to facts and figures, even though we long thought we did. We humans are essentially a holistic system, just like companies and society. The relationships we form with each other take place in a different way. Storytelling is precisely about this narrative emotional way of making connections. This means that through the narrative way of communicating, we can build a connection with any audience. That is the essence of storytelling. When working with stories, it always comes down to this: in what way do you make an emotional connection with the audience through this story? Do I have that? Then it is good. Do I have it right? Then it is better. Have I mapped it out from A to Z? That is best. If this does not work, you start over. It seems as if Storytelling has only become a trend in recent years, but actually, it has always been there. We just didn’t know it. Why does it seem that we suddenly realize it now? We have noticed that the growth capitalism of the 80s and 90s has stopped. We see that faster, higher, and further no longer fits. Companies and society were looking for a new, different way to develop further. The old art of storytelling has become ‘en vogue’ again in a very short time. To make brands, individuals, and companies more successful. Medical science has also given us more insight into the functionalities of the brain with the help of functional MRI scans. When I tell something that I find fascinating and convey it well, the same areas in your brain are activated as in mine. What we have long known intuitively, we can now prove. Aristotle was already concerned with this; when the actors cried, the audience grinned along. When there was laughter on stage, the spectators laughed too. How was that possible? The people were not physically connected, were they? Especially important for events: we have two types of brains: The ‘experience brain’, which is just about being in the here and now; how fun it is, let this evening never end... And the ‘memory brain’. This kicks in a little later. When you look back at the event after two weeks and ask yourself what you will remember in the long term. As an event organizer, you should be able to combine these two aspects. A strong story supports both types of brains. What makes a story a good story? Sometimes you initially think you have a good story, but it still doesn’t work. The best thing is not to start with the story that will be told later. Start from within, with your own system. That can be a brand, a company, or yourself when you are, for example, applying for a job. First look inward; clarify for yourself exactly which feeling touches you now. And in what way does it touch you? So that it becomes recognizable to everyone. From there, you start building and ‘shaping’ the story. Let’s take the feeling ‘frustration’ as an example. What are recognizable examples of frustration? What frustrates me in the news? Or where do I see frustration on stage? What is the frustration of my audience? I can already anticipate that in my head. That makes my story much more targeted later. Often brands and/or companies do not use narrative elements or Storytelling in their communication at all. They send a 250-page PowerPoint and expect the audience to listen attentively. And are then astonished when everyone falls asleep after 10 minutes. In recent years, festivals have really been “booming”, do you think that is because they are so good at Storytelling? Festivals indeed do that well. When you look at DanceValley, with which we started in the Netherlands, they initially attracted many people by booking good artists. The program is built by multiple emerging acts to present a top act. But around that, they had not yet built an overarching story. The success of programs like ‘Sensation White’ and the trend to make product launches more and more of a show has led the industry to the trend of ‘festivalization’. This trend makes it even more important that there is a good overarching story. Festivalization is now even taking place at the most boring congress. The program may be put together differently and with more freedom. Other formats are chosen. No longer just; oh, we rent a room and sit there all day in the dark. That gives too little space for stories. When you give more space, you need this clear communicative roof and an overarching story. If that is missing, people actually don’t know why they are there. The deeper meaning. Why am I here and not somewhere else? There is so much on offer. People only come when you can create togetherness with your event. You have to make clear why your specific offer is perfect for customers right now. Customers want confirmation, want to be sure they have made a good choice. In storywork, this is called ‘the campfire’; everyone can sit around it, everyone can join in, but can also easily leave again. When a company wants to work with Storytelling, how should it approach it? Often companies come to us wondering how storytelling could work for them. We have countless examples of what we can achieve with this and what it can yield in the long term. Usually, it starts with small pain points. Someone has lost a pitch despite having a good idea or product. What is missing is a good story. A story suddenly makes you clear. And not just nice. Just nice? For a successful event in the 21st century, that is no longer enough. The story must be clear from the start. From this starting point, go outward. Then you make all other decisions. That already starts with the briefing with the client. Then the environment, the entrance, speeches, the food, the drinks, the goodie bags. Suppose you want to hold an event with the theme; surprise. Surprise is of course always somewhat casual. The visitor knows; things will happen that I am not so familiar with. It will be a step into the unknown. Then such an entrance could be a black box, for example. Of course, you make sure someone smoothly takes the bags, but you don’t start with a regular entrance. The guests first go into that black box so they immediately get into the mood of “surprise”. And the whole evening should be played with “surprise” and “unknown”. Create emotional intensity We don’t necessarily want more. We want more intensity. Example; We are no longer just looking for a partner who meets a ‘lifelong connection’. We want the time we spend with our partners to be fulfilling. The more, the better. We don’t just want a lifelong commitment, but 120% commitment when we are on vacation together for those 2 weeks in Tuscany. Or the company outing: it must be unforgettable for everyone. We want a more intense experience. Storytelling has always existed; when we still lived in caves, we already told each other stories. Storytelling is what it is. There will be no peak or trough. We just have to look further at how we can optimally use it. We still have a long way to go in that. An absolute no-go is not to work with stories. Stories are simply the better support. It is not enough to tell a little story during the event; it must be consistent from A to Z.