The planning of an event has an important technical dimension. The success of an event depends on global planning "to the millimeter" which concerns the room, the accesses, the stands, the circuit, the speakers, the size and the place of the public during the event, the strong moments. But the event is the playground of emotions, this technical dimension can therefore be seen as a (magnificent) support, a framework to tell a story that speaks to the public. This is where storytelling comes in.  

In the event industry, storytelling is the art of telling the brand through its history, its actors, the company and its managers, the customers, the prospects, the public ... or to tell the event itself. During an event, storytelling allows you to highlight the culture of the brand, its objectives, its mission through anecdotes, historical reminders, comments from surveys, studies, or interactions with customers for example. Storytelling is thus a very powerful communication tool, which the best actors of the event industry master to contribute to the success of their events.

Indeed, using storytelling during an event is a unique opportunity to connect with the audience and more. Storytelling has many powers, including the ability to transform any event into an unforgettable moment (and memory) or to give it a special color, flavor, or cachet. Storytelling is an ally to arouse feelings in a participant or the public...
These feelings are varied, from feeling concerned or connected to the brand to taking one's mind off of things by having an entertaining or funny moment, whether it lasts a few minutes or a few hours.

The recipe for successful storytelling in the event industry consists of weaving elements of the story throughout the event, ensuring that each moment spent on a stand, in front of a video, or during a speech contributes to telling a part of the story that we wish to highlight. It is therefore a work of haute couture, which requires the technicality of the craftsman and the virtuosity of the artist. The story must be alive, with ups and downs, with unsolvable problems that are finally solved, with people caught in dead ends that find a way out.

In short, a human and credible story. The ultimate goal of storytelling is the immediate or delayed transformation of a story and a moment of exchange into an act of purchase, into registration, into a positive attitude towards the brand. But its result is measured (also) as the storytelling is implemented, by the ability to engage and connect the audience to the brand and its story. The more the audience is active and involved in the story being told, the more they recognize themselves in the story, the more they are inspired, engaged, or educated by what they hear, the more effective their participation will be and the storytelling will be successful.