Anyone who has ever planned a company conference or large event knows it’s important to “serve to the middle,” meaning you have to create an experience that most people would find at least somewhat enjoyable. The larger the group, the more difficult it is to create totally unique experiences for each attendee. If there’s one silver lining from the pandemic, it’s that all people, everywhere are gravitating towards micro-experiences. If major events are ‘macro’ experiences, think of them like a 5-star all-inclusive resort – there’s a lot to do and enjoy, but there are few opportunities to explore deeply personal passions or interests. ‘Micro’ experiences, by contrast, are like boutique hotels – no, they may not have a waterslide, but they do have daily cooking classes with produce from the rooftop garden for foodies, and perhaps live jazz jam sessions for music afficionados in the evenings. One isn’t better than the other; they simply serve different purposes.
In the event world, micro experiences create a way to connect with customers, employees, or other stakeholders in ways that make your brand relevant and meaningful to that person. It’s a way to show multiple sides of a multifaceted brand without risking alienating certain audiences. Let’s take an example:
Brand X is hosting their annual corporate meeting with the theme of “Elements Working Together.” The macro idea is to motivate teams to understand they are each part of a larger whole and that when elements are working in synergy great things happen. Perhaps the showpiece of this macro portion of the event is a theatre/dance show with each of the elements represented in color, choreography, and music. The micro-messaging however is where things can go much deeper. A wind-based micro experience may be a half day of kite-making and kite flying. Earth may be a tree-planting ceremony. Fire might be a fire-breather or flame juggler. Water could be a small snorkeling adventure or even a simple water-balloon fight. What all these micro-events have in common is that they appeal to a certain part of someone’s nature – and they don’t have to choose them all. In fact, a company could host these smaller micro-events in different parts of their territory, and then bring everyone together either virtually or in person to share their reflections, uniting them through a shared experience while still preserving the personalization that makes deeper connections.
Another way to think of micro-experiences is to think digitally. A digital save the date is nice, but a digital save-the-date mini maze game breaks through the clutter. You could simply have a photographer snapping photos at an event, or you could also provide your own snapchat or Instagram filter and badging to get guests more involved in the action. Using AI tools to sort photos through facial recognition and then linking attendees to all the photos they’re in is a great follow-up tool that feels deeply customized yet only takes a few moments on the computer.
Though it may seem like it’s just a few seconds to a few hours of an interaction, micro experiences create deeper, long-lasting relationships that reinforce loyalty, teamwork, and ultimately, success. We have more tips to share… so feel free to reach out to us for your own micro experience at firstname.lastname@example.org
About the VIBE Agency: The VIBE Agency is a Miami-based award-winning full-service production agency that specializes in the creation and orchestration of live and virtual experiences for the corporate industry. The agency is forward-thinking and was recognized as one of the 50 top event companies by Special Events magazine in 2019 and 2020. Most recently, Valerie Bihet, founder of the VIBE was named a Smart Women in Meetings 2021 Hall of Fame honoree by Smartmeetings, for her consistent work advancing the industry. If it can’t be live, make it VIBE!