More than 70% of planners believe 'senses' should be utilised for events

More than 70% of event planners say the five senses of sight, sound, taste, smell and touch are not being used effectively, according to new research from London & Partners and CWT Meetings & Events.

Of the 600 event organisers surveyed, 78% said multi-sensory events would deliver more memorable and creative experiences for delegates, while 42% said sensory activations can help events stand out from the competition.

The study, released at IMEX America today and ahead of IBTM World next month, shows that just 27% of respondents believe the senses are used enough.

Thierry Duguet, CWT Meetings & Events’ global marketing director said that as a global agency, they wanted events to be as engaging as possible. "It’s not simply about delivering messages any more - it’s about making the audience ‘feel’. The findings of this study are fascinating, and we believe that we need to educate our clients in the benefits of using sensory experiences. By combining the sense with the latest technology and the right KPIs, which can measure the value of engagement, we will show the power of experiential events."

Tracy Halliwell MBE, director of business tourism and major events at London & Partners, added:  "Our senses are the cornerstone of our experiences and by producing events that incorporate sight, sound, smell, taste and touch effectively, the messages conveyed to delegates at conferences, meetings and tradeshows will become much more memorable and impactful."

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