Story highlights Sanders' campaign is focusing on smaller, more intimate events such as house visits and town halls in Iowa

Attending two Beverly Hills fundraisers Wednesday night

Los Angeles (CNN) Bernie Sanders' insurgent campaign has been largely built and defined by big, booming rallies with enthusiastic crowds mostly in liberal and progressive locales.

Now, his campaign strategists say they will start to put a new emphasis on placing the candidate in smaller, more intimate settings, especially in early states like Iowa.

The goal will be less about creating excitement around the campaign -- his advisers they feel they've largely achieved that -- and is now more about convincing voters the Vermont self-described "democratic socialist" can win the nomination and the White House.

"At the beginning we had to do something to create that excitement, we started from nothing," said Sanders adviser Tad Devine. "Now that we've gotten this going, we're going to move towards a period of persuasion. We've got something to work with now. Now we go and persuade voters."

This weekend, Sanders will take a two-day swing through Iowa, attending house parties, a barbeque and holding two town hall meetings. But no large rally.

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