Micro events are exactly what the name says: small experiences that can happen online or in-person. Depending on your audience, this could mean a few people or a few hundred people ... whatever number reads as high-touch and highly personal in your industry.
Boutique versus big box
Imagine you’re buying a gift. What feels more exclusive? A small shop where you’re the only customer, or a huge store where you’re surrounded by others?
Micro events give you an opportunity to offer a boutique experience to your customers or leads and respond to their needs — whether they can identify their concerns or you have to tease out their pain points.
Don’t just sit in meetings and try to come up with potential topics for a micro event. Call, email, or tweet your clients and ask what they want to know. Then provide it for a select, exclusive group.
Quality not quantity
Make sure there’s a real person on your end from the onset. Extend a short, personalized invitation: “Hi Juanita, can we meet next Tuesday at 2 pm with three other clients in our industry who share your questions about (product, service, idea)?”
Then take advantage of the very best things about small groups. Introduce people to each other. Ask questions about their background and their challenges. Talk about the opportunities stemming from their concerns. Tell them about your industry’s dream projects. Ask them to brainstorm ways your product or service could help them, other people, or other industries.
Co-creation for the win
Your job is to make your micro event into a fully co-created conversation and a co-created space. If you can do that, your customers will have strong feelings of acceptance, value, and utility — and will likely view your company as a helpful authority.
We hope this tiny post helps you think big about the potential of micro events for your company. Let us know how they work for you and if you need any help setting up you own micro event. If you're interested in the basics on corporate event strategy, we also offer a larger guide from our events experts.
This is the seventh and final blog in a multi-part series on event planning in the months and years after the coronavirus pandemic in the United States. Check out the other blogs in the series: