Case Study: RAI Amsterdam achieves 10% more visitors with Ternair marketing automation

How to attract 10% more visitors to your event

RAI Amsterdam, an international exhibition and conference organizer, faced the challenge of increasing visitor attendance by 10% for its Aquatech Amsterdam trade show after expanding to a larger, two-building venue. The specific challenge was to attract new, hard-to-reach industrial water users and avoid the negative perception of empty aisles. They partnered with vendor Ternair, utilizing its Marketing Cloud platform for marketing automation and content personalization.

Ternair's solution involved a strategy built on SEO, content marketing, and personalized email campaigns. They developed a content plan around specific topic "containers" based on visitor interest data. Ternair's technology then identified anonymous website visitors and automatically sent them targeted content. This approach replaced broad, bulk mailings with a few highly personalized communications per recipient. The results were significant: a 23% growth in the marketing database, 12% more registrations, and ultimately, the achievement of 10% more visitors. Ternair also helped RAI achieve a 92% website visitor recognition rate and a record 62% exhibitor rebook rate for the following event.

RAI Amsterdam

Annelie Koomen

Senior Brand Marketing Manager