"Storytelling is the most powerful way to put ideas into the world." - Robert McKee
Welcome back to The Science of Event Marketing and our series on the Hero's Journey framework. If you missed our previous discussions about the early stages of the journey, catch steps 1-3 here and 4-7 here.
Today, we're exploring three steps that create a lasting impact in your event story.
8. The Ordeal: This represents your event's peak moments—breakthrough sessions, major announcements, or transformative experiences. It's where attendees face their biggest challenges and discover new possibilities. Design these moments carefully; they often become the stories attendees share later.
9. The Reward: After breakthrough moments come tangible gains—new knowledge, valuable connections, or innovative solutions. Make these rewards visible and celebratory. They might be certificates, exclusive content, or meaningful networking opportunities that prove the journey was worthwhile.
10. The Road Back: As your event winds down, help attendees plan their return to their everyday world. Provide action plans, implementation guides, or follow-up resources that help them apply their new knowledge.
Event planners need to consider storytelling at these stages because:
- Peak moments become memorable stories that attendees share
- Tangible rewards reinforce the value of their investment
- Clear implementation paths ensure lasting impact
- Well-crafted conclusions inspire future engagement
