From exhibition website to platform for communities

RAI Amsterdam organises and facilitates congresses, trade fairs and events. In the run-up to its own exhibitions, RAI Amsterdam collects a lot of content from exhibitors in a range of disciplines, for instance, catalogues, press releases and white papers. This content was spread out across the various titles. Moreover, in many cases this information was only available in the run-up to and during the exhibition. Afterwards things quietened down again.

Lead generation

In 2011, RAI Amsterdam decided that things had to change. The websites for their own exhibition titles needs to perform as communities. Exhibitors need to be able to supply content that the RAI Amsterdam can publish on its platform. This way, the exhibition sites remain attractive throughout the year while exhibitors gain exposure. Initially, RAI Amsterdam wanted to implement this plan within the existing web platform. At the front end, for visitors, this wasn’t a problem. However, the back end, the portal where exhibitors need to deliver their content, presented RAI Amsterdam with a question. Ternair had a suitable answer.

“What appeals to us is that they do not work to a fixed model. Ternair is highly flexible, which is essential if you have to deal with an organisation in which there are 14 exhibition titles, each with their own specific needs and requirements.”

Ternair has set up a “My” environment based on its Ternair Interact solution. This environment is linked to the RAI’s ERP system. In this self-service portal, exhibitors can manage their own content and generate leads for the RAI’s exhibition websites.

At the moment 65% of the content of the exhibition websites consists of information that is provided by exhibitors using self-service. Exhibitors are saying that they appreciate the lead generation capabilities. The process of creation has become quicker for RAI Amsterdam: actions that used to be carried out manually have now been automated which reduces the risk of errors and are less time-consuming.

About RAI Amsterdam
RAI Amsterdam is an international exhibition and conference organisation. As the facilitating party, RAI Amsterdam Convention Centre creates the ideal conditions for inspiring meetings to take place in and strong ties to develop in. As the organising party, RAI Exhibitions connects context, content and communities utilising national and inter- national consumer and professional trade fairs.

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