Now That Makes Sense

A new study by London & Partners – London’s official convention bureau – and CWT Meetings & Events reports that the events industry is not using sensory experiences to their full potential. And it also found that the majority of event professionals say the senses need to be better incorporated into events to deliver increased engagement

The research found that only 27% of event professionals believe that the five senses – sight, sound, taste, smell and touch – are being used effectively by the industry.

However despite the small number, the survey of over 600 event organizers revealed that 78% believe multi-sensory events deliver more memorable and creative experiences for event attendees, while 42% say sensory activations can also help events stand out from the competition.

The study was released at IMEX America 2015 in Las Vegas and showed that over three-quarters of those surveyed agree that the senses should be increasingly incorporated into events in order to deliver greater engagement among attendees.

As well, the research revealed that less than a quarter (23%) of planners surveyed feel pressured to bring the senses to life for their events, with the majority (57%) saying they are happy with the status quo.

When asked what’s stopping them from delivering sensory-led experiences, the top three responses were not having the budgets required (43%), lack of time (26%) and difficulties finding sensory content suitable for their clients or events (24%).

Tracy Halliwell MBE, director of business tourism and major events at London & Partners, observed: “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 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.”

Thierry Duguet, CWT Meetings & Events’ global marketing director agreed and noted: “As a global agency, we want to make all our events as memorable and engaging as possible — it’s not simply about delivering messages anymore – 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.”

Go to or visit for more.