WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak CTSM Certification Awards News Advertise
News
EXHIBITORLIVE
News
Sponsored
Content
Associations/
Press
Awards
Company
News
International
New
Products
People
Shows
& Events
Venues
& Destinations
EXHIBITOR
News
trending
submit your news
email newsletter
Sponsored Content
The Business Case For Multisensory Booth Design
1/1/2020
There is science behind the benefits of designing a booth display that delivers sensory experiences five different ways: sight, smell, hearing, taste, touch. Engaging some or all of the senses focuses an individual's attention, evokes strong emotions, and calls to mind pleasant memories (think Grandma's fresh baked cookies). Exhibition displays also have important work to do: influence a sale, educate attendees, and deliver brand messaging. There is evidence that multisensory booth design excels in those categories too.



It's no accident that retail stores that sell merchandise to Baby Boomers play instrumental versions of Bee Gees and Carpenters songs in the background, and music is only one tactic retailers use. From sampling food in grocery stores to test driving a new car, sensory marketers have long understood that the senses are open doors to a customer's beliefs, feelings, thoughts, memories, and wallets.



A multisensory approach is also an effective way to help adult learners absorb information in the manner that works best for them. Educator Malcolm Knowles championed the theory of andragogy (that adults learn differently than children), which many conference organizers have adopted. It holds that by using multiple methods of engagement - auditory, visual, tactile, verbal - in the same setting, all learners, including (and especially) those with disabilities, have an opportunity to learn more effectively.

Two-dimensional advertising is everywhere, including on email, television and mobile devices, and much of it is ignored. The same messages delivered via three-dimensional experiences, such as trade shows, are more effective, in part because they engage all the senses. Not only are exhibitions more stimulating than traditional advertising channels, but attendees are more open to consume brand information when it's presented in this way.



Exhibition booths epitomize the purpose of events - to give participants opportunities to make buying decisions and learn about new products and industry trends. When it reflects the same multisensory design principles that retailers, educators, and brand marketers have used to become enormously successful, a booth delivers beautifully on event objectives.

SmartSource has published a new eBook, "Create a Multisensory Experience with AV and Other Strategies." Download it to learn valuable tactics for designing more stimulating and effective booths and events.

Contact:
ncorsini@smartsourcerentals.com






FIND IT - MARKETPLACE
Modular Exhibit Systems
Showdown Displays
Exhibit Producers
Orbus Exhibit & Display Group
Modular Exhibit Systems
Skyline Exhibits
Convention Centers
Walter E. Washington Convention Center
>> More Products



Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Research & Resources
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Certification
Exhibit Hall
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Certification
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott