Huong Nguyen is CEO and founder of Shiloh Events, a full-service agency that specializes in managing large-scale corporate events for global brands. Established in 2013, Shiloh Events will produce 25 events in 2023 for a variety of clients, including Fujitsu, Hitachi, Sanford, Redis and Culture Amp. Nguyen was recently featured in the Women at the Helm series by Corporate Event News.
The Rise of Micro Events: Small Gatherings, Big Impact
Imagine attending a conference with more than 10,000 participants. How do you make meaningful connections among a sea of people? This is where micro events are most valuable.
Micro events offer a unique solution by focusing on creating intimate settings that cater to specific subsets of the larger community. These events align with attendees' unique personas, interests, problems, business units or regions, making it easier to find and connect with like-minded individuals.
How Micro Events Are Executed
Micro events take various forms, for example:
- Brain Dates: One-on-one or small group meetings focused on specific topics.
- Specialized Meet-Ups: Gatherings based on shared interests or careers.
- Invite-Only Hosted Events: Exclusive events for attendees with common demographics
To illustrate the impact of micro events, here’s my personal experience. I recently attended a city wide conference, alone, and didn't know anyone. There was a community event for first timers in "corporate influencing" that I went to after day one. Attending this micro event made me feel a part of something within a larger setting. In a smaller setting, it became much easier to connect with people who had similar roles and passions.
The bonds I made at this micro event extended beyond the conference, leading to lasting industry friendships. The people I met became my conference companions throughout the rest of the conference — and later on, industry colleagues mutually sharing insights.
Why Micro Events Matter
Micro events represent a significant shift in how networking is approached at large-scale conferences. They offer a more focused, personalized experience that can lead to more meaningful connections and collaborations.
Based on first-hand experience, this trend is not only beneficial for attendees but also for the hosting organization to leverage these experiences to actions that yield event ROI.