Imagine walking into an event where the air is infused with the subtle aroma of freshly brewed coffee, soft ambient music fills the space, and vibrant visuals adorn the walls. As you reach out to touch an interactive display, you're greeted with a tactile sensation that complements the overall ambience. This is the essence of a multisensory experience - an artful orchestration of sight, sound, touch, taste and smell that immerses attendees in a captivating journey, leaving a profound and long-lasting impression.
In the world of experiential production, the importance of creating multisensory encounters cannot be overstated. Beyond the realm of traditional marketing, these experiences transcend mere product promotion, establishing a deep emotional connection between the attendee and the brand. By engaging multiple senses simultaneously, a multisensory event has the power to:
1. Forge lasting memories: By appealing to various senses, the event creates a multi-dimensional experience that lingers in the attendee’s mind long after it's over. These vivid memories have a powerful impact on brand recall and recognition.
*According to a survey conducted by Eventbrite, 85 per cent of attendees are more likely to remember an event if it engages multiple senses, compared to events that only stimulate one or two senses.
2. Create emotional connections: When senses are stimulated in unison, this evokes emotions that are intricately linked to the experience. This emotional resonance cultivates a strong bond between the attendee and the brand, fostering loyalty and trust.
*A study by the Harvard Business Review revealed that 70 per cent of buying experiences are based on how the customer feels they are being treated, indicating that emotional connections significantly influence consumer behaviour and brand loyalty.
3. Enhance brand perception: A meticulously crafted multisensory event reflects the brand's attention to detail and commitment to delivering exceptional experiences. It elevates the brand perception in the eyes of the attendees, positioning the brand as innovative, forward-thinking, and customer-centric.
* Research from the Journal of Consumer Research suggests that multisensory marketing can enhance brand perception by up to 70%, positioning brands as more innovative, memorable, and trustworthy in the eyes of consumers.
4. Encourage active participation: By encouraging attendees to actively engage with the sensory elements, the event develops a sense of participation and involvement. This active participation not only enhances the overall experience but instils a sense of ownership and belonging among the attendees.
*Data from an industry report by the International Association of Exhibitions and Events (IAEE) shows that events with interactive elements witness a 35% increase in attendee engagement and participation compared to passive events.
5. Create a lasting impression: The culmination of carefully integrated sensory elements culminates in an experience that transcends the event itself. This lasting impression is a catalyst for word-of-mouth promotion, as attendees enthusiastically share their immersive experiences with others.
*A study conducted by the American Marketing Association found that 92 per cent of consumers trust recommendations from friends and family over all other forms of advertising, emphasising the importance of creating a memorable and shareable event experience that prompts positive word-of-mouth promotion.
The art of creating a multisensory experience lies in the thoughtful curation and seamless integration of sensory elements that align with the brand's narrative and purpose. By weaving together sight, sound, touch, taste, and smell in a harmonious symphony, an experiential event becomes more than just a gathering; it becomes a transformative journey that connects attendees to the brand on a deeply personal and emotional level.
*Check out an example of a KGA event that engaged all the senses - https://www.kgagency.co.uk/amazon
Are you looking to create an experiential event for your brand? Drop us a line and let’s chat.