AAXO news

Tapping into sensory engagement on digital platforms

Our industry’s goal is to reopen for business, but with no clear date in sight, we continue to see the loss of the skilled staff and companies that drive our business.

By Projeni Pather, chairperson of AAXO.

Equally tragic is the loss of social interaction, which is key to building businesses. We are being forced to move events online and encourage attendee engagement through digital interaction.

However, human beings are born with an innate need to interact physically. The power of physical contact is triggered by the level of interaction with the five senses. We are, of course, sensory beings; it is how we learn and develop. Sensory engagement reinforces the way we experience an event.

The move to digital and hybrid events poses potential risks for the exhibition industry. The power of exhibitions has always been attributed to the engagement of the senses; the potential buyers' tactile experience of the product is what seals the deal. Could selling behind a screen be equally effective once we remove the tactile engagement and all we are left with is our screens?

With reports of human beings having an attention span of eight seconds, a second shorter than a 'goldfish', how do we ensure we are able to keep the attendees' attention online? We can ensure that the production quality is good, we are delivering compelling content, and that there are interesting interactive audience polls, but the challenge lies in extending the experience beyond the screen.

Apart from the obvious, time and preparation are essential when attempting to engage the attendees’ senses online. All these suggestions require prior planning and groundwork with the attendee. My tips for tapping into sensory experiences on digital platforms, include sending samples to the attendee before the engagement; utilising items around the attendees’ office or home to create a tactile environment; forced breaks and networking sessions with peers; rewards for completing the tasks or staying until the end of the session; prize driven gamification of content, mini-individual or team challenges, and of course, time sensitivity to the attendees’ attention span.

Will these activities guarantee success with the attendee? I think it is still too early to tell. One thing for sure, from research done across the industry, exhibitors and attendees can't wait to immerse themselves in the tactile experience that a physical event offers.