LinkedIn × RAI Amsterdam 2026 — Michiu Marketing Strategy

Master plan for targeting RAI event attendees via LinkedIn Ads and organic content. Each individual event has its own file in this folder. Owner: Sun (helper) + Penn (outreach) + Zuck (social execution)

Why LinkedIn for RAI

RAI Amsterdam draws 250,000+ unique business visitors per year. The audience is precisely Michiu's Corporate Booker (CB) tier — international executives, senior managers, and decision-makers who:

• Have company expense accounts
• Are away from home and actively seeking dinner/lunch options
• Use LinkedIn daily before, during, and after conferences
• Respond to social proof and insider tips from their professional network

LinkedIn is the only platform where you can reach them by job title + location + event timing with pinpoint precision. Instagram and Google Ads reach consumers; LinkedIn reaches the CB tier directly.

The Playbook — 3 Phases Per Event

Phase 1 — Pre-arrival (T-14 to T-3 days)

Goal: Plant the Michiu name before they land in Amsterdam.

LinkedIn Ads:

• Target: Job titles matching the event's attendee profile, Location = Netherlands (to catch Dutch attendees) + saved audience of past IBC/RAI engagers
• Format: Single Image Ad — "Coming to [Event Name] in Amsterdam? Here's where the deals get made after hours."
• Copy angle: insider, not promotional. Position Michiu as the local knowledge, not as an ad.
• Budget: €15–30/day per primary-tier event; €8–15/day for secondary-tier

Organic:

• 1× LinkedIn post from the Michiu page: "We always look forward to [Event]. If you're arriving early, [menu/season/story angle]."
• Tag the event if they have a LinkedIn page

Phase 2 — During the event (Day 1 to last day)

Goal: Capture intent when they're hungry and in the building.

LinkedIn Ads:

• Geotargeted to RAI Amsterdam (1km radius on LinkedIn's location targeting)
• Format: Carousel — "Tonight after [Event]: 5 things our kitchen does that Amsterdam doesn't." Each slide = one dish story.
• Retarget anyone who clicked Phase 1 ads
• Boosted budget: €25–50/day — this is the conversion window

Organic:

• 1× story-format post (can be repurposed as LinkedIn Article for longer shelf life): "[Event] week at Michiu — what we're serving this week and why."
• Behind-the-scenes kitchen content that resonates with the event theme (e.g. for IBC → visual storytelling angle; for Money20/20 → "precision" and "craft" language)

Direct outreach (Penn/Sun):

• If lead list exists: personalised InMail template per event (see individual event docs)
• Target: speakers, exhibitors, sponsors listed on the event website

Phase 3 — Post-event (T+1 to T+5 days)

Goal: Capture late-stayers and build long-term brand memory for next year.

LinkedIn Ads:

• Retarget Phase 1+2 engagers with a softer brand message: "Thank you [Event] — see you next year. In the meantime, our kitchen is open."
• Budget: €5–10/day for 5 days

Organic:

• 1× wrap-up post: "[Event] recap — it was a great week. Until next year." + real photo from the week if available.

LinkedIn Ads — Technical Setup

Audience Segments to Build (save these in Campaign Manager)

Segment A — IBC / Broadcast / Media

• Job function: Media & Communications, Creative
• Seniority: Director, VP, C-Suite
• Industry: Broadcast Media, Entertainment, Film
• Location: Netherlands (broad) or Amsterdam (tight, during-event only)

Segment B — Fintech / Banking (Money20/20, TradeTech)

• Job function: Finance, Business Development
• Seniority: Manager, Director, VP, C-Suite
• Industry: Financial Services, Banking, Venture Capital
• Skills: Fintech, Payments, Digital Banking

Segment C — Tech / IT (TechEx, DevWorld, Cyber)

• Job function: IT, Engineering, Product Management
• Seniority: Manager, Director, VP, C-Suite
• Industry: Computer Software, IT & Services, Internet
• Location: Netherlands

Segment D — Healthcare / Pharma (HLTH, IAGG, World Patient Safety, World Vaccine)

• Job function: Healthcare, Research, Business Development
• Seniority: Manager, Director, VP, C-Suite
• Industry: Hospital & Health Care, Pharmaceuticals, Biotechnology

Segment E — Real Estate / Construction (Provada)

• Job function: Real Estate, Business Development
• Seniority: Manager, Director, VP, C-Suite
• Industry: Real Estate, Construction, Investment Management
• Location: Netherlands

Segment F — Maritime / Energy (Metstrade, Offshore Energy, AMT Expo)

• Job function: Engineering, Operations
• Seniority: Manager, Director, VP, C-Suite
• Industry: Oil & Energy, Maritime, Renewables & Environment

Segment G — Aviation (MRO)

• Job function: Engineering, Operations, Procurement
• Industry: Airlines/Aviation, Transportation/Trucking

Retargeting Setup

• Install LinkedIn Insight Tag on michiu-website (michiu.nl)
• Create a "Restaurant Interest" segment: anyone who visited michiu.nl or engaged with Michiu LinkedIn page in last 90 days
• Lookalike audience from email list (if available)

Budget Overview (full year 2026)

For context: a single corporate lunch booking (6–10 people) at Michiu = €180–400 revenue. This budget can pay back in 6–12 bookings from LinkedIn. The real value is brand memory — the CB who attends IBC every year and eventually books Michiu for their team dinner.

Content Calendar — Templates

Pre-event post (organic)

[Event] komt eraan.

[1 concrete datum]. [Aantal] professionals landen in Amsterdam voor [korte omschrijving].

Na een dag vol [meetings/sessions/deals] is de vraag altijd dezelfde: waar eten we vanavond?

Ons antwoord: kom naar Michiu. 5 minuten van de RAI. Cantonees-Japanse keuken, ideaal voor groepen van 6–40 personen.

→ Reserveer via [link] of stuur ons een bericht.

#[EventHashtag] #Amsterdam #BusinessDining

During-event carousel slide copy

• Slide 1: "[Event] week. We're ready."
• Slide 2: "[Dish name] — [one sentence story]"
• Slide 3: "Group bookings: 6–40 people. Bespoke menu. Two hours from the RAI."
• Slide 4: "Book tonight: [link or phone]"
• Slide 5: "See you after the show."

InMail template (Penn outreach)

Subject: After [Event] — dinner recommendation for your team

Hi [Name],

I noticed you're speaking at / attending [Event] this week at RAI Amsterdam.

If you're looking for somewhere to take your team or clients after the sessions, Michiu is 5 minutes from the RAI — Cantonese-Japanese, group bookings from 6 to 40 people, no-fuss booking.

Happy to hold a table for you. Just reply here or book via [link].

Enjoy the conference.

[Signature]

Event Prioritisation Matrix

★ ISPO 2026 deserves extra attention — it's the first year in Amsterdam after 25 years in Munich. The Dutch sporting goods trade will be excited. High press/social moment for Michiu too.

ISPO 2026 — Special Opportunity

ISPO's move from Munich to RAI Amsterdam is a landmark moment in the Dutch sporting goods industry. It will receive significant Dutch press coverage. Michiu angles:

1. Pre-event editorial pitch (Penn): "The new Amsterdam for ISPO — where to take your clients" feature pitch to sport trade media, Dutch business press
2. LinkedIn campaign: Target sporting goods / outdoor industry executives in NL + DACH
3. Menu collaboration: Seasonal November menu with performance nutrition angle? (sport × Japanese ingredients)
4. IBC-scale treatment: Budget and creative at IBC level — this is the biggest November RAI event

IBC 2026 — Biggest Opportunity of the Year

IBC draws 45,000+ from 170+ countries, predominantly media/broadcast/tech C-suite with high expense accounts. It's the single largest CB opportunity on the RAI calendar.

Start outreach T-21 days (August 21, 2026).

See ibc-2026.md for the full event brief and dedicated execution plan.

Maintenance

• This folder should be reviewed each January for the new year's calendar
• When new RAI events are confirmed, add a file here and seed the DB
• Event dates from RAI shift occasionally — cross-check rai.nl/en/calendar each quarter
• ECNP and ERS rotate cities; check each year if they return to Amsterdam