What exactly comes to mind when you consider event marketing as a concept? A packed arena with international artists and big speakers, surrounded by top notch light and sound systems? If this is the case, you’re probably not alone. We can all agree that without a doubt, large-scale events are impressive and memorable. Nevertheless, that doesn’t mean that they’re the only way to success. In fact, many organisations have started to invest in events that are local and more exclusive, because there are certain risks that can be avoided and significant benefits to be gained in events of a smaller scale. Especially now when we’re bound by strict regulations and recommendations, smaller events are something every event professional should consider.