For years, the event industry thrived on one powerful emotion: FOMO. The fear of missing out filled arenas, drove early-bird ticket sales and fuelled social media buzz. Bigger stages, bigger line-ups, bigger guest lists.
But something is shifting. A growing number of organisers are discovering that smaller, more intimate formats deliver deeper engagement, stronger brand loyalty, and, surprisingly, better long-term returns. Welcome to the era of JOMO. The joy of missing out.
The End of 'Bigger Is Better'?
Large-scale events still have their place. Festivals, exhibitions and flagship conferences will always create scale and spectacle. Think of the energy at events like Web Summit or the global pull of Tomorrowland.
But ask attendees what they remember most, and the answer is rarely the scale. It is the conversations. The unexpected introductions. The feeling of being seen. In a world overloaded with notifications, content and crowded agendas, exclusivity has become a luxury.
Why Intimate Events Create Stronger Engagement
Smaller events change the psychology of participation. When attendance is limited, people show up differently. They prepare. They participate. They value their seat at the table. Here is what we see happening across the industry:
1. Attention goes up
In a 50-person executive roundtable, no one hides at the back. Engagement becomes active instead of passive.
2. Conversations become meaningful
Structured networking works better in intimate settings. You move beyond business card exchanges into actual relationship building.
3. Speakers adapt their depth
In smaller rooms, speakers can tailor their insights to the audience. Dialogue replaces monologue.
4. Perceived value increases
Exclusivity triggers status psychology. When access is limited, demand rises.
The JOMO Effect: Creating Desire Through Scarcity
Scarcity has always been a powerful marketing driver. Luxury brands understand this. High-end restaurants understand this. Private members' clubs master it. Events are catching up.
When you intentionally limit attendance rather than due to capacity constraints, your positioning changes. You are no longer selling tickets. You are offering access. This strategy works particularly well for:
- Leadership summits
- Investor gatherings
- Brand communities
- Premium client appreciation events
- High-end B2B experiences
The key is clarity of audience. Not everyone should be invited.
Smaller Does Not Mean Simpler
There is a misconception that intimate events are easier to organise. In reality, expectations are higher. When guests are carefully selected, every detail matters. Guest journey, seating strategy, discussion flow, speaker moderation and follow-up all require precision.
That is where structure becomes crucial. Even a 40-person event benefits from clear planning, task management and real-time collaboration. Using a centralised event planning platform avoids the chaos of scattered spreadsheets and email threads. Exclusivity fails when execution slips.
Data Is Supporting the Shift
Across corporate events, we see measurable differences:
- Higher post-event survey response rates
- Increased repeat attendance
- Stronger community engagement between editions
- More qualified leads per attendee
- Higher sponsor satisfaction due to focused interactions
Brands are starting to ask a different question. Not "How many people attended?" but "How deeply did they connect?" That is a powerful shift.
The Future Belongs to Designed Belonging
The real opportunity is not size. It is belonging. People crave connection more than ever. Algorithms have amplified noise. Intimate events cut through it.
The planners who will thrive in the coming years are not the ones chasing maximum registrations. They are the ones designing spaces where every attendee feels selected, valued and heard.
FOMO built the past decade of event marketing. JOMO might define the next one. And perhaps the smartest question to ask yourself for your next event is not "How big can we make this?" but "Who truly needs to be in the room?"
Source: Photo: iStockPhoto 1340877381
