"The best brands are built on great stories." - Ian Rowden
Welcome back to The Science of Event Marketing and our exploration of storytelling through the Hero's Journey framework. If you missed last week's introduction to the Hero's Journey and the first three steps, check out our previous post here.
Now, let's explore the next four steps that transform your attendees' journey from interest to engagement.
4. Meeting the Mentor: Your brand becomes the trusted guide. Show your expertise and commitment to attendee success through testimonials, case studies, and thought leadership content. Position your event as the pathway to transformation.5. Crossing the Threshold: This is registration day—when attendees commit to the journey. Make this transition smooth and exciting. Welcome emails, preparation materials, and pre-event communication should reinforce they've made the right decision.
6. Tests, Allies, and Enemies: During your event, attendees face challenges and opportunities. Create networking spaces where they can find allies, workshops where they can overcome obstacles, and solutions that address their industry "enemies."
7. Approach to the Inmost Cave: This represents the deeper engagement at your event—keynote sessions, breakthrough moments, or hands-on experiences where real transformation begins.
Event planners need to consider storytelling because it:
- Creates emotional connections that drive engagement
- Transforms ordinary event moments into memorable experiences
- Guides attendees through a purposeful journey
- Builds anticipation and maintains momentum
