Micro events allow for greater flexibility and more thorough risk managements. Photo Credit: iStock/Sunan Wongsa-nga
Constrained budgets continue to challenge the events industry, and finding ways to do more with less is a recurring request in planners’ briefs. Micro meetings – satellite hub gatherings across key cities instead of one large regional event in a single location – might be one answer. The concept of smaller gatherings can help increase engagement levels while reducing travel time and costs, industry players say.
Engage strategically
“There’s a growing interest in small and micro events that enable strategic engagement and give greater control,” says Manpreet Bindra, regional leader, Asia, FCM Meetings & Events. “The trend is largely driven by global companies with a regional presence [that want] mindfulness, quality of engagement and [a way of] being sustainable.”
She believes the success of such events lies in personalisation, blending artificial intelligence and emotional intelligence, and bringing fresh ideas that resonate with the company’s ethos and core values.
“In smaller groups, the focus is more on interaction, where attendees have time to exchange ideas and contribute effectively,” she says. “To curate such events, you have to build a nuanced plan, as each region has its own challenges — especially in Asia, due to diverse requirements.”
Flexibility as currency
In the current unstable geopolitical environment, micro meetings can also be particularly attractive.
“They allow for more flexible planning across smaller groups or divisions, enabling planners and corporates to carry out more thorough risk management and prioritise safety and compliance considerations, especially around environmental and political concerns,” says Xinling Yap, CMP, regional account director, Asia Pacific, at BCD Meetings & Events.
She adds that smaller group meetings can also factor in cultural requirements more easily. “In Japan, for example, engagement styles are a lot more formal compared to markets like the Philippines, Thailand and Vietnam.”
How to go micro
When planning micro meetings, choice of venue is an important consideration. Spaces that are more relaxed and less impersonal can foster deeper connections among employees, while those with too many external parties or distractions may dilute focus.
For a micro, more intimate meeting to be successful, Yap recommends setting clear objectives so that attendees understand the purpose of the discussion and what a successful outcome looks like.
“Clearly list roles and contribution requirements for each participant, ensure the meeting includes a diverse group for well-rounded input, and allow feedback for continuous improvement,” she says.
She adds that planners should be mindful that the cost per attendee may be higher, especially in markets where premium experiences are expected.