It's science: An object at rest stays at rest.
But psychology tells us that a human in motion NEEDS to rest.
And unfortunately (for event organizers), humans in motion become humans at rest really quickly.
We're watching the trend of microevents sweep the industry as companies desperately try to build deeper relationships with more targeted prospects than they are getting at big events, but those microevents tend to be in the evening, which takes an extra shot of oomph at the end of a long day.
Last-minute registrations tell us that people are juggling decisions, options, family, work, possibilities, and plain old energy levels. "If I say yes to this Tuesday night dinner, how I will feel come 4:30 on Tuesday? Will I even want to drive 45 minutes to the other side of town and try to be energetic enough to have a conversation?"
This has led me to craft my event strategies around JOSH: The Joy of Staying Home.
How can you create an experience that is more valuable than a night in front of the TV?
How can you out-think BLAND programming and experiences that will make people WANT to prioritize your event over the possibilities that exist elsewhere?
Idea #1: Stop doing them at night.
The ones that are mid-day take a lot of extra time out of the office, which most B2B event professionals have a tough time doing these days, but at least it catches them with a little energy momentum. Okay, so you have to skip the alcohol, but that isn't really what makes microevents great anyway, is it?
Roundtable conversations are just as good over lunch.
Experiential events might be even better over lunch.
Wellness-focused activities might actually be beneficial over lunch!
Just plan for the last-minute "a meeting popped up" cancellations.
Idea #2: Host it before their day gets started.
Breakfast gatherings are an attention-busting and interesting option to me. Hosting a morning event that starts at 7:30 may seem like no one would want to join, but we've found that people really do appreciate the opportunity to do something unique before the work day really kicks off. They are less likely to cancel at the last minute and more likely to be intrigued by the invitation.
Breakfast roundtables have plenty of energy.
Morning-appropriate experiences are a pleasant surprise.
Wellness-focused gatherings are beneficial to their work day.
As all of the customer dinners begin to look the same with no real reason to leave the house, I think it's time we start playing with the time of day.
BUT if you can't alter your timing and are desperate for an evening activity, check out these 15 ideas for stepping up your field event game.