For planners, the goal goes beyond logistics. It’s about crafting events that resonate from the first welcome to the final farewell. That’s the approach of Dave Crainford and Keith Chang of Toronto, Ont.-based event and experience agency SenovvA, who specialize in creating experiences that aren’t just seen and heard, but felt. Wondering how to bring storytelling to the heart of your next event? Dave and Keith share a practical checklist planners can use to design experiences that truly engage attendees. INSPIRATION The essence of your event’s story forms the foundation for every planning decision. It should capture the most uplifting aspect of your narrative and the positive impact you hope to create. As Dave notes, “We try to wrap the ideas and fundamentals of what story means and how it works physiologically and neurologically into our events.” Every session, visual and interaction should reinforce that core message. • Planner takeaway: Identify the vision or takeaway that should resonate with your audience. • Practical tips: Ask, What is the most inspiring takeaway for my attendees? and shape the content and overall flow around this central idea. DIFFERENCE If every event looks and feels the same, then nothing stands out. “What’s the uniqueness of your story?” asks Dave, “what makes it different and unique and distinct?” Identifying what sets your approach apart—from perspective to purpose—helps attendees recognize the value of your event. • Planner takeaway: Pinpoint what sets your story apart; what makes your message timely and relevant. • Practical tips: Ensure the event reflects your organization’s values and mission, embedding the distinct message in every element, from speaker topics to visual storytelling. AUDIENCE Understanding your audience and why they are there is critical to crafting your story and driving business results. The story is only powerful if it resonates with the audience’s interests, motivations and professional context. Tailoring experiences based on roles, engagement preferences and accessibility ensures relevance and impact. • Planner takeaway: It is crucial to understand your audience’s interests, needs and motivations. • Practical tips: Segment participants and adjust messaging accordingly (e.g., executives versus frontline staff). A PRACTICAL GUIDE TO CRAFTING EXPERIENCES THAT ENGAGE, INSPIRE AND DELIVER RESULTS senovva.com/ca In a world where conferences often blur into a stream of presentations and networking sessions, the experiences that stand out are the ones that move people. Attendees don’t just remember the keynotes—they remember the moments that surprised them, the sessions that engaged them, and the stories that connected them to the purpose behind the gathering. Designing a conference as a cohesive story, guided by intention and emotion, transforms it into an experience that inspires, captivates and turns corporate objectives into initiatives with measurable impact. FEELINGS Emotion drives engagement and memory, and experiences are remembered for their emotional impact, not just the content delivered. “The heart leads the mind,” says Keith, “when you connect to people emotionally, you change their perspectives, and action will take place.” From heartfelt surprises to moments of reflection, evoking joy, inspiration or empathy creates lasting impressions. • Planner takeaway: Define the key emotions your audience should leave with. • Practical tips: Leverage music, visuals, pacing and storytelling to evoke desired feelings, ensuring each moment strengthens connection to the message. ACTION Ultimately, events should drive measurable outcomes. “Can we make somebody else better at what they’re doing?” asks Keith. “Can they take away something and be inspired to act?” Use these questions to define the behaviour, commitment or mindset attendees should embrace, and reinforce it consistently so your story translates into action. • Planner takeaway: Define the desired post-event behaviour or mindset. • Practical tips: Align sessions with the intended outcome, reinforced by consistent messaging, emotional resonance and a call to action. STORYTELLING IN ACTION Keynote speakers should evoke emotions, while remaining relevant to your event theme Visual storytelling can be impactful with technology, sound and spatial design tip tip Sponsored Feature
