Let’s be honest. If you’re in IT, you’ve probably been invited to more events than you can count. Exhibitions. Trade shows. Pop-ups. They’re the classics and they still work. But if you want to spark genuine interest, and get clients excited to engage, it’s time to think beyond the booth.
Because here’s the truth: format matters. And the right one doesn’t just get RSVPs; it gets results and ROI.
In fact, 58% of event teams now plan to host more small in-person events with fewer than 200 attendees. A clear sign that intimate, high-impact formats are outperforming traditional ones when it comes to client engagement and ROI.
So, what’s trending right now? And more importantly, how do you make sure the right people show up, stay engaged, and leave talking?
Let’s take a look.
Rolling Roadshows
Bring the brand to your clients. Roadshows flip the script. Instead of waiting for clients to show up, vendors hit the road. Think demo trucks, mobile pods, branded vans, even compact showrooms that unfold in car parks or business parks for a quick turnaround. It’s fast, flexible, and high impact. You reach new audiences, gather real-time feedback, and create moments that stick.
And the numbers back it up.
According to recent industry insights, over 51.8% of event organisers are prioritising experiential formats like roadshows to boost engagement and retention
Pro tip: Logistics are everything. Nail your route, permits, and timing. Then layer in local partnerships and modular setups to keep each stop sharp and seamless.
Topgolf Takeovers
Casual. Competitive. Conversation-friendly.
Topgolf events strike the perfect balance: relaxed enough for networking, structured enough to keep energy high. Clients get a fun a experience, and you get face time, and no one’s stuck in a conference chair.
Pro tip: Mix play with purpose. Short product intros between rounds, branded scorecards, and themed challenges keep things memorable without being pushy.
Lunch & Learn at Heritage Venues
Swap sterile meeting rooms for heritage venues. A well-curated lunch & learn in a stately home adds instant gravitas. Clients feel valued, vendors get undivided attention, and the setting does half the work.
According to The Rise Journey, lunch & learn sessions consistently boost team performance, with data from 950 employees showing clear links to higher engagement and retention. These sessions work best when they’re short (30–60 minutes), focused, and designed to leave attendees with a tangible takeaway.
From a cost perspective, hosting externally in a heritage venue can be extremely cost effective depending on location and amenities. And the ROI is clear: when done right, these sessions create space for meaningful dialogue and brand alignment without the hard sell.
Pro tip: Keep sessions tight and tailored. Pair expert insights with local catering and guided tours to turn a talk into an experience. Because when the setting elevates the message, you don’t just inform you influence.
Rooftop & Terrace Events
Social. Skyline. Sunset.
There’s something magnetic about rooftop events. They feel premium, exclusive, and of course they’re ridiculously photogenic. They draw crowds naturally and elevate brand perception without trying too hard.
According to EventTrack 2025:
- 80% of consumers say in-person events are the most trusted way to discover new products and services.
- 72% of attendees actively capture and share content online, making rooftops a natural amplifier for brand visibility.
- 77% of consumers say their trust in a brand increase after a live interaction.
Rooftop and terrace formats tap into all of this. They create a sense of occasion, elevate brand perception, and encourage organic content creation. For vendors and hosts alike, they offer a high-impact, low-friction way to connect with audiences in a setting that does half the work.
Pro tips:
- Keep sessions short, sharp, and purposeful.
- Use lighting, layout, and flow to guide interaction.
- Pair expert content with local food, signature drinks, or even a rooftop DJ to create a full sensory experience.
Get that right, and your rooftop becomes more than a venue it becomes an experience.
Incentive Trips with a Twist
Business Meets Leisure. Think short-haul escapes with a purpose.
A two-day workshop in Lisbon, followed by a weekend of optional downtime. Clients get value. you get visibility. And the setting? It feels like a reward, not a requirement.
This isn’t just a nice-to-have. It’s a strategic shift.
According to the Incentive Travel Index, 91% of organisations say incentive travel is more important than ever for building engagement and company culture, especially in hybrid and remote-first environments. And with spending on incentive travel expected to rise by 54% by the end of 2025, brands are doubling down on experiences that blend business outcomes with personal value.
These formats work because they’re immersive. They create space for deeper conversations, stronger relationships, and more memorable brand moments.
Pro tip: Make the business part count. Curated sessions, peer panels, and hands-on demos build credibility. The leisure part? That’s the hook. It’s what makes people say yes and what they’ll remember long after the flight home.
Bottom line?
Clients don’t just want to be invited. They want to be intrigued.
Because it’s not just about the venue. It’s about the experience, and the details that make it unforgettable.
That’s where we come in.
At Fresh, we don’t just book spaces and tick boxes. We design brand experiences that spark curiosity, drive connection, and leave a lasting impression, whether it’s a rolling roadshow, a heritage venue takeover, or an incentive trip that actually motivates.
From strategy to logistics, we’re your partner in making every moment count. So, let’s talk and get the ball rolling 👉