Micro events have been a growing trend for years now, and not even a pandemic could stop this. In fact, micro events may even be the better alternative during these times when social distancing forces to cancel events otherwise.
Just to make sure we talk about the same thing here, let’s quickly review what ‘micro event’ actually means.
What are micro events?
Actually, you may find a variety of definitions that go for micro events.
Event professionals often refer to micro events when they talk about hosting one specific part of an event only. So instead of organizing a full-day conference with coffee breaks and the like, a micro event would let you choose a segment of a usual event format and organize this one only as a stand-alone session. For example, this could be a session, get-together, meet-up, or reception.
While for some event professionals the micro event encompasses only this one element, nothing else, no aftermath and therefore being cheaper, for others micro events are seen as part or integration into macro events. This means, they go alongside large congresses, for example, and complement them instead of being hosted without any connections to another event.
There is also a disagreement whether micro refers to the event format or group size. You may say that micro events are created for smaller groups. But if the event tasks still include all of those related to a large event, they rather tend to be a mini event and not a micro event, because they are only faster to set up but not cheaper itself.
For me, regardless of their use, micro events definitely represent an event format for a small group that is kept more simple than complex large events but at the same time doesn’t lose any of its experience character, and rather may even provide a greater event experience for its attendees.
But let’s take a look when this small event alternative makes sense and may be more suitable than its big brother. Here are five reasons why micro events can increase the power of your event.
1. Worked online, works offline!
Micro events originally referred to events taking place online, such as webinars or live video broadcasts, because they required only a minimal setup to achieve audience engagement. And what works online also works offline. Whether you already created a small live stream or even podcast to stay in touch with your audience, it is easy to use the concept and transfer it to the offline world.
Therefore, following the micro event approach may be beneficial if you want to switch between online and offline version, which comes in handy when the next lockdown is announced.
2. Bigger isn’t better
You probably heard this not only in an event context: bigger is not always better. Sometimes you will achieve your event goals faster by keeping it simple, picking your niche or target audience and check how to connect with them best. What adds value to their conversation? It is not about size but about the experience, and no matter how small the event itself, make it an experience they want to share with their peers.
As mentioned in the beginning, micro events can also come in handy at large international congresses or exhibitions that invite thousands of guests. Implementing micro sessions is a great way to bring like-minded people together during large congresses. Think about it this way: just as boutique hotels next to international hotel chains, these smaller sessions will leave a bigger and long-lasting impression of individuality, style, and personal relationships than the overall congress, and connections won’t drown in overcrowded exhibition hallways.
3. Need for personalization of events
We live in a fast-paced and hectic environment and don’t have time to search for what we need. As an organizer, if you don’t want to lose potential customers, you may want to personalize your event as much as possible.
Customized experiences help to connect with the targeted attendees faster by meeting their individual needs. Instead of competing in a large exhibition hall, get them out of this overwhelming box for a moment. Let them calm down and increase their focus, without too many distractions. Micro events save attendees time, and obtain better results by being more efficient and productive.
Personalization cannot happen at a large congress, but can be achieved by implementing micro sessions inside this macro experience. At smaller events it is much easier to respond to the audience’s needs.
4. Create meaningful connections
Human beings are a community species. Thanks to the pandemic and various lockdowns, many people were reminded how important connections are for them. But not just any connection, true and meaningful relationships. Just as in real life, attendees have the urge to make meaningful connections and don’t want to feel anonymous, being only one of the many in a large crowd.
Think small. Micro events such as sofa concerts or Management_unplugged formats cater to this need for connection. When the board or CEOs invite only a circle of employees to ask them anything they always wanted to know, they open up the possibility for a more personal connection and influence – which goes both ways actually.
At large events, attendees may feel too shy or think everybody is so busy that in the end they don’t approach the people they actually wanted to connect with. But at micro events this barrier is taken away, not only between the attendees themself but also between different hierarchy levels. Connections you make at micro events are much more authentic and can help you achieve your business goals.
5. Quality over quantity
Last but not least, consider micro events as an alternative when you want to place importance on uniqueness. Quality micro events are highly unique instead of catering to the masses. There are three ways to translate this:
- Attract only a small group of interested people in your specific topic
- Target a niche but larger audience but offer access for small groups at a time only
- Break up the entire event into smaller chapters to deliver an overall story
Exclusivity can work in your favor. Instead of holding large gatherings where most connections are never established and only few valuable relationships grow from, be known for quality instead of quantity.
In the end, one of the main reasons to choose this small event alternative is to use micro events as a facilitator to deliver knowledge in short experiences which will be more memorable and meaningful for the attendees.
Why don’t you try to host your next event in a micro format and enjoy its benefits? Whether online or offline, we are happy to chat about your possibilities.
With best wishes from my home office (micro) to the world (macro)!
Kristin
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