Occasions business not utilizing sensory experiences to their full potential, in line with new research
Simply 27 per cent of occasion professionals consider the 5 senses of sight, sound, style, odor and contact are getting used successfully by the business, based on new analysis from London & Companions, the official conference bureau for London, and CWT Conferences & Occasions, the award-winning international conferences and occasions company.
Regardless of this small quantity, the survey of greater than 600 occasion organisers reveals that 78 per cent consider multi-sensory occasions ship extra memorable and artistic experiences for occasion attendees, whereas 42 per cent say sensory activations can even assist occasions stand out from the competitors. The research launched at IMEX America right now and forward of IBTM World subsequent month, exhibits that over three-quarters of these surveyed agree that the senses must be more and more included into occasions so as to ship larger engagement amongst attendees.
The analysis additionally reveals lower than 1 / 4 (23per cent) of the planners surveyed really feel pressured to deliver the senses to life for his or her occasions, with the bulk (57 per cent) saying they’re proud of the established order. When requested what’s stopping them from delivering sensory-led experiences, the highest three responses weren’t having the budgets required (43 per cent), lack of time (26 per cent) and difficulties discovering sensory content material appropriate for his or her shoppers or occasions (24 per cent).
Tracy Halliwell MBE, Director of Enterprise Tourism and Main Occasions at London & Companions, stated: “It’s clear that the business can do extra to completely embrace sensory experiences as a way to ship unforgettable experiences for occasion goers. In a world filled with distractions the occasions world must be extra artistic in its strategy and never stick to the established order as a result of it’s simpler to realize. Our senses are the cornerstone of our experiences and by producing occasions that incorporate sight, sound, odor, style and contact successfully, the messages conveyed to delegates at conferences, conferences and tradeshows will turn into rather more memorable and impactful.”
Thierry Duguet, CWT Conferences & Occasions’ International MarketingDirector agreed: “As a worldwide company, we need to make all our occasions as memorable and interesting as potential – it’s not merely about delivering messages anymore – it’s about making the viewers ‘really feel’. The findings of this research are fascinating, and we consider that we have to educate our shoppers in the advantages of utilizing sensory experiences. By combining the sense with the newest know-how and the suitable KPIs, which may measure the worth of engagement, we’ll present the facility of experiential occasions.”
When requested which of the senses is getting used most successfully by the MICE world, three-quarters chosen sight, whereas the senses of odor and contact have been recognized as being poorly built-in into occasions.
Of the occasion professionals who’ve efficiently included sensory actions into their occasions, 42 per cent stated they’ve used mild activations similar to projections and visible illusions, whereas a 3rd have featured culinary experiences to stimulate style and sight.
Halliwell added: “In London you’ll discover a number of the world’s most gifted and artistic occasion manufacturing and design corporations that may ship dynamic, really memorable occasions. The town leads the best way within the supply of revolutionary conferences and occasions which use the facility of the senses to offer occasion attendees unforgettable experiences.”
Chetan Shah, CEO & Founding father of MICEBOOK.com, the connection administration device for occasion planners, added: “Time strain and a lack of expertise of how the multi-sensory strategy may help ship occasion aims is a barrier to adopting these highly effective engagement instruments. With consideration spans getting shorter, multi-sensory activations may be the differentiator that ensures occasion are memorable and ship robust return on goal.”
Go to London & Companions at sales space 2416 at IMEX Las Vegas or stand G10 at IBTM World in Barcelona to discover our interactive senses gallery and discover out how one can rework your occasions in London with multi-sensory experiences.
Go to conventionbureau.london and tweet us @London_CVB #lovetheevent.