The power of storytelling in event and brand marketing
If there’s one thing I’ve learned across my years in digital marketing, content strategy, magazine publishing, and live events, it’s this: people don’t engage with information; they engage with stories.
What is storytelling in event marketing?
Storytelling in event marketing is the practice of communicating an event's meaning, purpose, and emotional value, rather than just its logistics. It helps audiences imagine the experience, understand why the event exists, and feel motivated to attend.
Whether you’re promoting a corporate training event, a conference, a club night or a brand launch, the story you tell is ultimately what people connect with. Not the schedule. Not the features. Not even the headline act.
An emotional hook from a good story creates meaning. And meaning creates momentum.
The ‘why’ behind the event
In the early days of my career, working in music and lifestyle magazines taught me the importance of voice, tone and emotional connection. A great feature didn’t just describe an artist or a fashion label; it captured a feeling. It made you want to be part of, or have, something.
Later, in event marketing, I saw the same truth play out again and again. Campaigns with strong stories - the “why” behind the event - consistently performed better than campaigns that just listed what, where and when.
A great event marketing story does three things:
1. It creates anticipation - people begin to imagine themselves there, and their FOMO moves into overdrive.
2. It builds trust - you show what the experience will feel like.
3. It inspires belonging - people usually want to join the community behind the moment.
We’re all aware that today’s digital world moves fast, but good brand storytelling still cuts through the noise, regardless of the level and amount of competition. It humanises brands, strengthens relationships, and turns audiences into potential participants.
Whether you’re launching a global summit or a grassroots event, your story is your ace card. It’s what makes people care, and caring is what drives them to act.
If you want to build momentum for your event or just need a hand building your brand online, then contact us now. We’d love to help!
© eventmomentum.uk
About the founder
Event Momentum is led by Kevin McFarlane, an experienced digital and event marketing strategist with a background spanning magazine publishing, corporate digital strategy, paid social and live event promotion. Kevin has worked across corporate conferences, brand activations and cultural events, helping organisations build momentum by turning audience interest into real attendance through clearer storytelling and strategic promotion.