Multi-sensory Events Create Memorable Experiences

Posted by Cat Virca in Tips, Trends

According to new research from London & Partners, only 27% of event professionals believe all five senses are being used effectively in the meetings and events industry. Why is that important? The study, released at IMEX America, revealed that 78% of event organizers believe that multi-sensory events produce more memorable and engaging experiences for attendees. 42% argue that sensory stimulation helps events stand out among competitors. Of the 600 surveyed, over 75% agree that sensory activation should be incorporated into events to trigger higher engagement from attendees.

Tracy Halliwell, Director of Business Tourism and Major Events at London & Partners, said, “It’s clear that the industry can do more to fully embrace sensory experiences in order to deliver unforgettable experiences for event goers. In a world full of distractions, the events world needs to be more creative in its approach and not stick with the status quo because it is easier to achieve. Our senses are the cornerstone of our experiences. By producing events that incorporate sight, sound, smell, taste and touch effectively, the messages conveyed to delegates at events, conferences, meetings and tradeshows will become much more memorable and impactful.”

While event professionals have seen success with projections and visual displays, they tend to forget that there are four other senses that are not being addressed. Culinary experiences are a good way to simultaneously incorporate taste, smell, and touch into your exhibit. With the rise of technology, our attention spans are getting shorter, and multi-sensory engagement is a unique way to deliver a strong impression.

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