How Brands can StoryTell through Event Marketing

  • 17/05/2018
  • news

How Brands can StoryTell through Event Marketing

In this new blogpost, I will teach you how your brand can storytell through event marketing.


Event Marketing is too often about plain creativity. Of course, creativity is crucial as an event manager. It's what makes us unique. It is an art.


But Event Marketing is about so much more than creativity, especially when you create an event concept for a brand.


I do not only miss a real strategic approach when I look at some event concepts, I also really miss a real story behind it. 


Every brand has it's message to tell. With it's unique Brand DNA (mission, vision, USP's, value propositions, positioning, etc).


But a message, is not a story yet!


That's where brands get stuck. Let me tell you how you can apply the simple rules that filmmakers use to create stories. 


Here's the theory on how to tell stories (there are many theories by the way, but this is the most easy one, let's start from here, ok?)

It is a 3 step model. 

  1. Set-Up. The introduction of a situation, the characters, etc. 
  2. A conflict occurs and the tension rises as other conflicts come into play. 
  3. The resolution. A solution resolves the conflict.

Sounds easy. But this kind of structures are rarely seen when I see brands communicating through event marketing.


We can see brands communicating according to these principles through video marketing, social media marketing, traditional media messages, etc. But rarely via event marketing. There brands and event managers are happy with creativity, creation of moods, having great foods, delivering a cool concept,... But never, by telling a real story in the way filmmakers create stories. 


So, according to me, in the storytelling ecosystem of brands, there should be communication of that story via social media (small pieces of content every day), traditional media (if you can afford it), video marketing and also via event marketing.


Hope this was useful to you? Thanks for reading, and feel free to share this with your friends! 

Written by Laurent Lootens - Lapin Quotidien, owner and Founder of Lapin Quotidien and So-Phi.