Learn More About Sense Marketing with Dianne Devitt

Meetings and events are all about engagement and retention - but your audience only retains 10 to 15% of the information shared in speeches.

Fresh off her featured speaker appearance at IMEX 2016, we interviewed strategic event designer, consultant, author, and founder of SenseUP! Dianne Devitt to learn more about her work in sensory engagement.


Dianne Devitt on Sense Marketing by MarionRR

Dianne, how did your interest in the sense area start?

            "I have been in the events and meetings industry as an event designer and planner for nearly 30 years and whenever I speak or teach,  I always ask everyone to take out a nickel (when people carried nickels)  and advise to keep that nickel on their desk as a reminder that when planning anything, all of the senses need to be incorporated. The Art is knowing which sensory language to focus on and when,  as each situation has its own distinctiveness and speaks in its own non-verbal language.

I started doing research about seven years ago and realized that as the event industry is growing and evolving so is the marketing area of sensory communication and sense marketing. The concept of new titles such as Event Stylist or Director of Sensory Experiences are now morphing into this whole engagement and experience world that we are a part of.

I launched the first SenseUP! Summit in New York this past April and focused on the five senses with nine speakers which was a big success. The target was not only the live event industry but anyone involved in live interface, not limited to advertising, P.R., real estate, health care. My Work in the senses is targeted at sharing this awareness from a marketing viewpoint as we balance digital and the human connection – the human experience – empathy for one another. The senses are that language that links us to that emotional connection that distinguishes f2f meeting from other digital forms. Do you remember the first song that you danced to? Do you remember the scent of a specific person? Do you recall walking into an event and just knowing it was going to be a special experience?"

Could you get more specific and explore some examples in sensory communication which is part of an event planner's responsibilities.

                       "Sight is arguably the most precious of our senses. What we see in all stages of planning – pre, during, post in graphics and other visual dynamics TM  resonates with us because our recall of the visual is 80 to 90%. Sensory communication is so important because 85% of verbal communication is lost. We only retain 10 to 15% of what was said in the course of a conversation!

Taste obviously goes with the food  and the responsibility and importance of menu design which is more important than ever.   Finally, planners are educated that food affects behavior, mood, energy, learning.

Now about Sound: we retain 96% of what we hear! Deliberate music cues are always impactful.  They make the connection.  No one would connect me with a song from Texas – but there I am when New York New York plays!

Touch includes everything from that hard invitation (yep!) to the linen to the interactive elements at the event and all décor items.  Touch is involved in dancing; in hand shaking, and in how close people sit next to one another.  We process over 10,000 touch associations every second.

Smell and scent has, as the others, so many applications.  As planners, we are sensitive to allergies and fragrance effects but a balance using pure essential oils at very low degrees can make a difference.   As with all sensitivities, these may be NEW questions on post event surveys asking if anyone has any scent allergies. Effectively, scent can enhance or stimulate or support relaxing in a learning atmosphere  and just simply make people feel good."

How does technology affect sensory communication?

                    "The millennials in the DND surveys stressed Touch as one their primary senses and all the technology companies know this, the Power of Touch. Since the generation coming up has focused on touch and the sound that is equivalent with that it has  affect  verbal skills. This generation is looking for that balance. It's the law of nature. The technology revolution has created a generation that will reap the impact of the senses more than ever so that people understand what their human reactions are.

This concept was the premise of my book "What Color Is Your Event?" I used the word color as a metaphor for language and personality. We remember over 90% recall of brands and color.   - this is all connected to neuro-marketing and  neuroscience."

Are humans changing because of technology?

                  "No Question,Yes! We used to choose which technology vehicle to use, now we flip-flop being technologically centric and choose which live experience or other communication vehicle fits. Evolution will always focus on the human need to connect and find balance and that is the ultimate value of our industry in bringing people together in crafted environments."

How does this work for global events where thousands of guests come from different backgrounds, cultures and ethnicities? How do you find design, music etc. that appeals to the senses of the majority of the audience?

                       "As an event designer you define the makeup of your group ahead of time. I just recently produced an event for a client where 14 countries were represented, ranging from India, China, South America, Saudi Arabia and more. They were diverse in every aspect, a really diverse group. I had to be really careful with the menu choices. At the final night event at Ellis Island I focused on music because it is such a universal language. I featured with every course and every step of the way a unique musical experience including the top sitar player in New York as there were many  Indian people, a Chinese table harp and about five others. The reaction was amazing as people literally stopped eating to listen."

Virtual Reality is becoming customizable and more widely available for events. Can VR provide an intense sensory experience?

                      "I think so! Does it take the place of the real thing? No. But could it definitely give you that experience? Yes.   I  recently attended the IMEX  show and engaged in a VR Experience with Thailand. The visual was well done and thorough but a true VR experience would include the scent and touch of what I’m seeing accompanying the visual  and computers are evolving now in terms of their capabilities with their senses.

What I'd like to share with all planners in parting is this: just become aware of the impact of your choices.  As our roles become more intrinsic with .the overall experience, make room for new experts or members of the team to style, create, design and incorporate the theatrical element of all meetings and events for greater impact and recall.

Most important, always remember your Sense of Play and have fun!"


DIANNE BUDION DEVITT, Founder of the DND Group, has a 25-year plus track record as a dynamic industry leader in events, production, meetings. A creative strategist, Dianne is cited for her VIP management skills on hallmark events including Clinton Global Initiative, the Apollo 40th Landing Commemoration, and the Vietnam 50th Anniversary Presidential event.

The author of What Color is Your Event? The Art of Bringing People Together, Dianne has received and been nominated for industry awards including “Top 20 Industry Professionals in New York.”

Dianne is an Adjunct Professor in the Preston Robert Tisch Center at NYU and was the recipient of the NYU “Award for Teaching Excellence.”
She started her research on sensory marketing and events nearly seven years ago and presented her findings at three key conferences this year alone.
SenseUP! held its first summit and experiential marketing event in April 2016 in New York City.

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