RAI hosts the majority of conferences and trade shows in Amsterdam. For each of its unique exhibition brands – including events such as GreenTech – RAI and its exhibitors regularly create a wealth of thought leadership and valuable content for attendees. But for the rest of the year, the conversation had been on a much lower level and that was a challenge – and a missed opportunity.
“This platform helps us understand what our customers all over the world are interested in. That’s very valuable to us.”
RAI Amsterdam engaged Avanade to help build community content hubs around two of RAI’s events, GreenTech and METSTRADE. Leadership decided on Telligent’s customer community platform, offering engaging social features and seamless integrations with their existing services. A small team of local Avanade resources built the community websites in 2016, allowing customers to stay up to date, share, and connect with RAI and fellow attendees.
The community websites offer a constantly updated, personalized and valuable way for industry professionals and experts to assemble and discuss ideas, anytime. RAI is also able to collect more customer insight, expand its prospect list and generate new opportunities for revenue. Moving forward, the company will use metrics to improve ROI and boost traffic to the sites.