Creating Memorable Event Experiences | Event Marketing Ideas

Summary

In this video, Ben discusses a strategy to create unforgettable event messages by crafting pass-along stories. He shares a personal anecdote about an employee's experience at a conference, highlighting the power of experiential storytelling. Ben guides viewers through an exercise to develop such stories, emphasizing the importance of identifying the storyteller, setting the scene ('campfire'), creating an irresistible tale, and evoking a specific emotion. He concludes with a real-world example of how focusing on attendee emotions can lead to memorable experiences and stories that are shared beyond the event.

Takeaways

• 😀 The importance of creating unforgettable event messages through storytelling.
• 🏆 A real-life example of how an attendee named Kevin shared his memorable experience at a conference.
• 🛹 The concept of a 'pass-along story', which is a story that attendees naturally want to share with others.
• 👥 The significance of understanding the storyteller's perspective, including their identity and environment.
• 🔥 The 'campfire' concept, which represents the setting where stories are traditionally shared among people.
• 📖 Tips on crafting an irresistible tale that includes a beginning, middle, and end, with elements of transformation, novelty, and surprise.
• 🏅 The role of emotions in storytelling, emphasizing that attendees are more likely to remember how they felt rather than specific details.
• 🤔 A strategy to build a pass-along story by working backwards from the desired emotion to the event details.
• 📝 The exercise of envisioning the storyteller, the campfire, the tale, and the emotion to create a compelling narrative.
• 📈 A practical example of how the speaker tested the effectiveness of a pass-along story by asking attendees to recount their experiences.

Q & A

What is a pass-along story according to Ben?

A pass-along story is an unforgettable narrative that people naturally want to share with others, often because it makes them feel good or proud.

Why is it important for event marketers to create pass-along stories?

Event marketers should create pass-along stories because they help to create memorable experiences that attendees will recount, which can enhance brand recall and engagement.

What is the first step in creating a pass-along story as suggested by Ben?

The first step is to define the storyteller, which involves envisioning the attendee's characteristics such as their name, where they hang out, and their job title.

What does Ben refer to as the 'campfire' in the context of storytelling?

The 'campfire' refers to the setting or scenario where the storyteller would share their story, such as at an office or a dinner party.

What makes a story irresistible to talk about, according to the script?

A story becomes irresistible to talk about when it makes people feel good or proud about themselves, prompting them to share it with others.

How does Ben suggest building the 'tale' or the actual story?

Ben suggests considering elements like transformation, novelty, surprise, and superlatives to make the story engaging and memorable.

What is the most important aspect of a pass-along story, according to Ben?

The most important aspect is the emotion it conveys, as attendees tend to remember how they felt during the event more than the specific details.

How does Ben recommend determining the emotion for the pass-along story?

Ben recommends starting with the desired emotion (e.g., love, appreciation) and then working backwards to craft the story elements that will evoke that emotion.

What was the emotion Ben aimed to evoke in the event he discussed in the script?

The emotion Ben aimed to evoke was love and appreciation for the attendees' jobs and themselves.

How did Ben test the effectiveness of the pass-along story from the event?

Ben tested the effectiveness by calling attendees and asking them to recount the story they told others after the event, focusing on the emotions and experiences they shared.

What was the outcome of Ben's testing of the pass-along story?

The attendees recounted stories focusing on their experiences and emotions, often using adjectives like excitement, appreciation, and inclusion, which aligned with the event's goals.