While tens of thousands of B2B trade shows occur annually, Brandon Redlinger, VP of Marketing at Chili Piper, believes the ROI on these large events often falls short. Based on a study, he points out a harsh reality:

"The cost per lead from a trade show is the highest of any marketing channel."

He humorously compares trade shows to a family vacation gone wrong:

“It’s kind of like going on a vacation with your kids to a resort only to return with nothing but a sunburn and an empty wallet.”

Enter micro-events—a smarter, more personalized alternative that’s quickly gaining traction. 

In a recent video session with Brandon, we explored why micro-events can be a game changer for B2B marketing. This article covers key insights from his session.

What are micro-events?

Micro-events are smaller, highly targeted gatherings that foster deeper, more meaningful connections among attendees. Unlike trade shows or large conferences, micro-events focus on quality over quantity, allowing for more intimate interactions.

While micro-events may seem less grand than trade shows, their impact—if done right—is significant. At Chili Piper, these events convert leads 2.5 times more at a 50-70% lower cost compared to larger trade shows, making them a more cost-effective and impactful option.

Common types of micro-events include VIP dinners, roundtable discussions, fireside chats, executive breakfasts, cocktail parties, and more.

Key steps to planning a successful micro-event

When planning a micro-event, you need to have a well-thought-out strategy to deliver a memorable experience and drive results. Redlinger shared his top tips for hosting successful micro-events:

1. Pick the right location

Choosing the right city and venue is crucial. Redlinger recommends considering customer proximity, opportunities in the area, and event exclusivity when deciding where to host. 

Alternatively, you can pick a large event you know your target persona will attend and host your micro-event around it.

As for the venue, he emphasized that it must be top-notch, considering the type of micro-event you are planning to host. For instance, a VIP dinner should be held at a well-known restaurant where the food is genuinely great. Also, make sure the venue is easy to find and reach.

As an added touch, you can provide clear directions and/or Uber vouchers to ensure your attendees can easily reach the venue.

2. Know your attendees

Redlinger highlighted the importance of knowing exactly who you want to invite:

“You have to really define your ideal attendee for the event. Focus on one or two personas; you can’t invite just anyone from your target accounts.”

He advised not to overlook customers, as they can advocate for you to your prospects and also be organically targeted for renewals. Also, find the right partners who can help invite your target audience, drive attendance, and offset setup costs.

Once you know who to invite, the micro-event should be designed around these personas to deliver a hyper-personalized experience.

3. The power of personalization

Personalization is key when it comes to sending out invitations. Redlinger stressed the need for one-to-one, multichannel, and multi-step invites. 

If you are targeting CMOs for your VIP dinner, have executives send personalized invitations, as high-level attendees are more likely to respond to them than to an SDR, for instance.

As an event marketer/planner, you should make sending out invitations easy for your executives by providing them with the messaging, preferred communication channels, and other essential details.

Furthermore, personalization doesn’t stop at the invitation stage. Even after attendees have RSVP’d, it’s important to keep them excited about the event with personalized messages and touchpoints.

“Every excuse you have to contact that person before the event, use it to build excitement and resell them on why they should be going.”

4. Surprise and delight

Creating a memorable experience for attendees is what truly sets micro-events apart. From personalized seating arrangements and curated conversations to intentional icebreakers, every detail matters.

Redlinger is a big fan of planning intentional seating arrangements to facilitate conversations. He shared a personal insight:

“I used to not be big on this, but I’ve seen the power of actually playing matchmaker with attendees.”

For example, pairing two people who share a common interest, like a favorite sport, can lead to more natural and engaging conversations.

Additionally, you can prepare your team with an attendee dossier detailing who’s attending, their interests, their LinkedIn, etc. This way, your team can converse more meaningfully with the attendees.

And, of course, it’s essential to spread out your team, ensuring they engage with customers and prospects rather than just catching up with each other.

Follow-up: The final key to successful micro-events

The magic doesn’t stop once the event is over. Timely follow-ups are crucial to capitalize on the momentum of a successful micro-event.

This is how Redlinger emphasized the importance of following up quickly:

“There’s something different about getting home and already having a message waiting for you because that person was so excited to continue the conversation.”

Each follow-up should be personalized and segmented based on the attendees’ roles. CMOs, for example, should receive different messaging than sales directors. 

And remember, a follow-up doesn’t always have to be through email. Gifts or invitations to other events are also great ways to stay connected.

Bonus metrics to measure success

While pipeline and revenue are the ultimate goals, there are other important metrics to track after a micro-event. These include:

• Engagement rate: Track how many attendees actively participated in discussions or engaged with your content.
• Conversion rate: Monitor how many attendees took the desired next step, such as signing up for a demo.
• Net Promoter Score (NPS): Send a post-event survey to gauge overall satisfaction.

Ready to make your next event unforgettable? Consider scaling down to a micro-event and see the big magic for yourself.

Watch the complete video session for more insights.