Planning with Purpose: Using Storytelling to Inspire Action at Events

In this episode of Event Marketer’s Toolbox, Chris Dunn and Caitlin Carey - Corporate Event Strategist sit down with Sean Gannet , Executive Producer and Chief Story Technician at SFG Productions , to explore how storytelling can shape every element of an event—from the agenda to the follow-up strategy.

Drawing from his work with TED, Software AG, and other major brands, Sean breaks down how viewing attendees as the “hero” of the event journey leads to more immersive, intentional, and effective experiences. 

Whether you're working with a large budget or making the most of limited resources, this episode is packed with practical insights you can apply to your next show.

Structure Your Event Like a Story

Think of your event as a journey with your audience as the hero. Plan each stage—before, during, and after—to drive emotional engagement and real transformation.

Set Clear Goals from the Start

Events should promise and deliver value. Ask: how will attendees be different after this experience? Communicate this clearly in pre-event touchpoints.

Be the Mentor, Not Just the Organizer

Trust-building starts early. From speaker choices to pre-event content, position your brand as the reliable guide to help attendees reach their goals.

Add Emotional Weight, Not Just Information

Include moments that connect with the heart, not just the head—like powerful stories, authentic speakers, and purpose-driven themes.

Create Resonance After the Lights Go Down

Don’t let the impact end on-site. Follow through with thoughtful content, messaging, and support that keeps attendees connected to their transformation.

This episode challenges marketers to rethink their approach to event planning—not as a checklist, but as a crafted story. 

Sean’s storytelling framework gives you a roadmap to build events that don’t just inform—they inspire action and deepen connections. 

Whether you're leading an internal meeting or a massive trade show, there’s something here to elevate your strategy.

Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

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