Small events are actually the next big thing.
It makes sense that these smaller events are so successful! Creating a casual, “small” environment naturally places an emphasis on customer experience, intimacy, and engagement.
Make it exclusive
Brands are taking control and hosting events that only invite their customers and prospects to. This can create a sense of exclusivity and drive engagement, especially when you fly them in, put them up in a hotel, and provide dinner and a speaker. There are many ways to plan these events that are smaller. However, when designing these experiences, be sure to define the purpose of the event.or the event: what will it look like, how should you invite and, of course, what goals are you trying to achieve!
Convenience is king
When planning, look at everything from the customer’s perspective. Make their comfort a top priority. If you keep your plates in a cupboard in your kitchen that you can’t reach without a ladder, you’re unlikely to put them away consistently. The same goes for your audience. Make it EASY for them to engage. Put their plates away so they can just show up and enjoy the experience.
Meet your customers
Okay, don’t literally date them. But these small events can almost feel like a dating scene. You’re trying to build intimacy, get to know each other, build real relationships, and interact with clients in a meaningful way. If you work hard during this “dating phase,” you can have partnerships that last a lifetime. Don’t underestimate them: if you want a rewarding long-term relationship, you need to take the long view now.
Smaller events actually require a more methodical strategy, but they are much more cost-effective if you put your mind to it! Be clear about your goals and put the effort into planning so that the event is on-trend and relevant. Once you know your customers, that’s when you can add special touches. Their favorite colors, food, activities, etc. You can start to personalize things more for them when it’s a small group event. Unleash the power of instant intimacy and loyalty when you remember a birthday or celebrate their personal success with them. How can you get face-to-face with your customers and truly show them what their business means to you?
Small but powerful events
This type of single event allows you to really tailor your choices to your audience’s interests. We all know that people just want to be seen and known. If your brand can do that with even a handful of people, you’ll start to gain traction in your business. That’s why these micro-events can really help set the stage for these types of relationships to grow! What large events try to accomplish over multiple years can be achieved in a much shorter period of time with targeted micro-events.