Smart personalization for the Aquatech trade show

Interest-driven content

Has a visitor recently read multiple articles on a specific topic, such as water treatment technology? If so, a relevant content block or related trade show information will be highlighted.

Visitor frequency as a trigger

Visitors who have visited the website many times before are given a direct call-to-action to register for the trade show. Occasional visitors first see an information block with key trade show features and benefits.

Phased campaign approach

In the first phase of the campaign, the focus was on creating awareness and collecting newsletter signups. Later, the focus shifted to conversion: registrations for the show itself.

The Result: Relevant Content at the Right Time

By deploying WiQhit and Ternair, the Aquatech website became smarter and more relevant to visitors. The dynamic personalizations provided:

• More newsletter signups through targeted and non-intrusive pop-ups.

• Higher trade show registrations by responding to browsing behavior and website visits.

• A better user experience because visitors only see relevant content.

Follow-up steps: Personalized trade show experience

The personalization doesn't stop after registering for the Aquatech trade show. Even after registration, the experience continues to be tailored to the visitor's interests. Based on registration and preferences, each registered visitor is shown recommendations about relevant pavilions, speakers and exhibitors, making their visit to the show even more valuable.

With this data-driven approach, RAI Amsterdam, together with WiQhit and Ternair, has created a powerful online strategy that has significantly improved the effectiveness of the Aquatech website. A great example of how smart personalization leads to increased engagement, conversions and an optimal customer journey.

About RAI Amsterdam

RAI Amsterdam is an international exhibition and conference organization. For over a century, the organization has brought together different worlds, people and markets, at home and abroad. Every year the RAI welcomes more than 500 national and international conferences, exhibitions and other events, and more than 1.5 million visitors.