Trade Show Event Marketing | Steelhead Productions

The Art of Storytelling in Event Marketing Success

Written by Rhiannon Andersen | Feb 4, 2025 4:43:00 PM

"Marketing is no longer about the stuff you make but about the stories you tell." - Seth Godin

Welcome to our new series in The Science of Event Marketing, where we're diving into the art of storytelling. Every marketer needs to master storytelling—especially in events where attendees should be taken on an intentional journey that captivates and transforms.


Over the next four weeks, we'll explore the Hero's Journey, a powerful 12-step storytelling framework. Let's begin with the first three steps:

  1. The Ordinary World: This is where your story begins—your attendee's current reality. Maybe they're struggling with industry challenges or seeking innovative solutions. Understanding and acknowledging this starting point creates immediate relatability.
  2. Call to Adventure: This is your event invitation or marketing hook. It's the moment your attendee realizes there's an opportunity for transformation. Make this call compelling and clear about the potential value awaiting them.
  3. Refusal of the Call: Address your audience's hesitation directly. Whether it's budget constraints, time commitments, or uncertainty about ROI, acknowledging and overcoming these initial objections is crucial for engagement.

In event marketing, these steps translate to:

  • Creating content that reflects your audience's current challenges
  • Crafting compelling event messaging that promises valuable transformation
  • Addressing common objections in your marketing materials
  • Developing a narrative that guides attendees from consideration to commitment

Stay tuned for next week, when we'll explore the next four steps of the Hero's Journey and how they apply to creating immersive event experiences.