Micro-events are increasing in popularity as associations are looking to expand educational offerings beyond annual meetings. Associations that segment member data by career phase, purchasing habits and/or other demographics are learning more about their member interests and educational needs.
Micro-events can be virtual or hybrid but are narrow in topic and typically short in length, anywhere from one to four hours. The content is targeted towards a specific segment and is not intended for the broader membership. In addition to being more affordable for associations to produce, micro-events can be attractive to members because they feel exclusive, and the association is intentionally providing services that fit a specific need for a certain life or career phase. There is also the opportunity to build community among members in certain segments through micro-events and attract new members to the group as well.