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."

More:

CWT Meetings and Events launches new app for events industry

Suppliers will control buyer/seller relationships in 2016, says CWT

Attendee budget for European meetings to fall in 2016, says CWT

• For more breaking news, as well as in-depth features and case studies, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Why venue choice is crucial for a creative event

Why venue choice is crucial for a creative event

Cultural locations can give a conference an extra infusion of creativity says Southbank Centre's Ali Gannagé-Stewart.

Typhoon in Tokyo: An event planner's experience

Typhoon in Tokyo: An event planner's experience

The arrival of Typhoon Hagibis after a week-long event in Japan required serious crisis planning by TAG's UK director of events.

Freeman appoints new executive producer

Freeman appoints new executive producer

The brand experience agency continues to expand its EMEA production team in London.

What's new at IBTM World 2019

What's new at IBTM World 2019

David Thompson, event director for IBTM World, talks about what's being planned this year in Barcelona.

Experience12 hires new account manager

Experience12 hires new account manager

Holly Carters joins from MediaCom where she worked with clients including Coca-Cola and Peugeot.

My Dream Event: no phones, Disney raps and Not Giving a F*ck

My Dream Event: no phones, Disney raps and Not Giving a F*ck

Hannah Spurdle, account manager at GOTO Events, would have her guests celebrating until the early hours.

What made Belfast the Best Events Destination of 2019?

What made Belfast the Best Events Destination of 2019?

Visit Belfast took home a C&IT Award in a year full of accolades, development and economic growth.

ICC Sydney: More Than a Venue

BCD M&E acquires L37 Creative

BCD M&E acquires L37 Creative

Acquisition of Chicago-based event production agency will strengthen BCD M&E's US capabilities.

England Rugby's head coach reveals how long meetings should actually be

England Rugby's head coach reveals how long meetings should actually be

Eddie Jones explains why shorter meetings with clear messages are a winning formula in sport and business.

LATEST JOBS