Bygg Reis Deg increases visitor numbers, seminar registrations, and attendance with Make

Bygg Reis Deg's results after switching to Make

• More visitors
  Approximately 11% growth from 2023 to 2025.

• Significant boost for seminars
  Registrations and attendance increased by over 50%.

• Smaller gap ticket ↔ attendance
  Attendance rate up from approx. 68% in 2023 to 109% in 2025.

• More relevant audience
  Better segmentation resulted in higher engagement and lower drop-off.

• Improved information flow
  Make served as the unified channel, replacing the dedicated app.

Bygg Reis Deg shifted from simply "informing" to activating, engaging, and mobilizing their target groups, establishing a solid foundation for the next fair in 2027.

The goal was clear

Bygg Reis Deg 2025, held from October 15–18, was the 31st fair since its inception in 1954. As one of Norway's most important meeting places for the construction and real estate industry, Bygg Reis Deg aimed to strengthen email communication with both visitors and seminar registrants this year. The objective was clear:

• Increase attendance at both the fair and the seminars

• Reduce the gap between downloaded tickets and actual attendance

• Build a more long-term foundation for dialogue leading up to the next fair in 2027.

To achieve this, they chose to use Make more actively than before – before, during, and after the fair.

Areas for improvement from the previous fair

In 2023, Bygg Reis Deg had solid visitor numbers but saw clear room for improvement in converting downloaded tickets into actual attendance.

In 2023, the drop-off between downloaded tickets and actual attendance was around 30 percent.

Seminars were not managed with a registration system in 2023, leaving few opportunities to follow up with those considering attending.

Sharp increase in seminar activity

Seminars went from lacking a registration system in 2023 to becoming a central part of the fair in 2025. Registration volume increased significantly, and attendance rose by over 50 percent.

Make enabled this by managing registrations, sending automatic reminders, and closing the gap between interest and actual attendance. Make made it possible to:

• register sign-ups

• send reminders

• reduce the drop-off between "considering attending" and actual participation

A more engaged and relevant audience

With Make, communication could be segmented and tailored to different target groups.

Industry professionals, private individuals, seminar registrants, and other participants received content tailored to their specific needs.

This contributed to a more relevant dialogue – and a clearly reduced drop-off rate throughout the attendee journey.

This positive development occurred the same year Bygg Reis Deg adopted a more targeted communication strategy through Make, which has clearly helped achieve goals for both attendance and engagement.

Key takeaways for Bygg Reis Deg

• Event-based communication before, during, and after resulted in higher attendance

• Registration systems and automatic reminders reduced drop-off for seminars

• Segmentation by ticket type, professional field, and prior engagement increased relevance

• Email as the primary channel replaced the app and reduced friction in the information flow

• Fewer but more targeted tickets led to a higher attendance rate

• Evaluations and summaries provided a better basis for post-fair initiatives

• Data from 2025 offers a clear starting point for campaigns leading up to 2027