Event brand sense

Or that the distinctive click of a newly opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance?

Did you know that currently 83% of all commercial communication appeals only to one sense - our eyes. That leaves a paltry 17% to cater for the other four senses.

This is extraordinary given that 75% of our day-to-day emotions are influenced by what we smell, and the fact that there's a 65% chance of a mood change when exposed to a positive sound.

This is a long way of saying that the importance of our senses has been completely overlooked in the brand-building business... until now. (Based on Martin Lindstrom's book Brand Sense)

Program Outline:
By understanding how we can use our senses to brand our events we can take our events to the next level.

The following will be covered in this breakfast workshop:

Sensory décor: Event organisers normally focus on the basic sensory elements namely sight and touch. A successful event will encompass all the senses if possible, and that is where other sensory décor comes in. Apart from food (our sense of taste), which is usually the purview of catering, there are tow other sense we need to think about.
Smell: Smell is a very powerful sense and one that can lead directly to an emotional interpretation of time and place. It has not been used to its full potential as part of special event décor.
Hearing: How to use soundscaping
The effects of colour: How to use colour and not be scared of it
Experiential marketing: What is it?
Profiling target markets to meet their sensory needs
Coming up with concepts and themes that create a sensory experience
Developing the experience

Date: 21 July 2010
Venue: Fourways Business Centre, Johannesburg
Cost: R1100 Corporate

More info:

The Hedgehog Event Training Offices
Business Centre
Design Quarter
Leslie Avenue
Fourways