i know i've seen them before - using archetypes to create engaging spaces

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I Know I’ve Seen Them Before Using Persona Archetypes to Create Emotionally Engaging Spaces

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Did you know there are always the types of people that come to an event, no matter what that event is? Our research found there are attendee and exhibitor archetypes whose view of the world is surprisingly predictable. By knowing what archetypes need, you can design engaging spaces that make powerful emotional connections and delight audiences.

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Page 1: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

I Know I’ve Seen Them Before

Using Persona Archetypes to Create Emotionally Engaging Spaces

Page 2: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

A pattern of behaviors that helps you understand yourself and others

When you know your archetypes, the world becomes easier to navigate

Why Should I Care?

What’s An Archetype?

Page 3: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

LEAVING A MARK

NO MAN AN ISLAND

YEARNING FOR PARADISE

PROVIDING STRUCTURE

TheExplorer

TheInnocent

The Sage

TheRuler

TheCreator The

CareGiver

TheJester

TheLover

TheRegular

Guy

TheHero The

Outlaw

TheMagician

ClassicalArchetypes

Page 4: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Attendee Archetypes

Page 5: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

DESIRE TOLEAVE A MARK

FOCUS ISELSEWHERE

PROVIDING STRUCTURE

TheReluctantAttendee

VacationFocused

The PhantomExhibitor

TheAcademic The

RegularGuy

TheProtégé

The TrendSettingLeader

The Up& Comer

TheMentor

AttendeeArchetypes

Page 6: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Attendee Archetypes

No-nonsense leader interested in the latest trends

• Wants to network, meet experts

• Less interest inconference education

• Established career

Growth-oriented leader who gains inspiration from events

• Hungry to learn, passionate• Early in career or business• Loves everything about

events!

Empathetic leader who enjoys mentoring colleagues

• Strong sense of community• Wants to network,

share with others• Meeting experts, new vendors

DESIRE TO LEAVE A MARK

The TrendSettingLeader

The Up& Comer

TheMentor

Page 7: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Contributor looking to learn and advance, but not to lead• Wants education,

to learn about trends• May appreciate a mentor• NOT an industry leader

Hard worker who wants to improve their job performance

• Hands-on learner, likes product demos

• Looking for solutions to current problems

• May share tips with peers

Academic representative, often politically involved• May fulfill governance

requirements• Established in career• Wants to socialize

with colleagues

PROVIDING STRUCTURE

TheAcademic

TheRegular

Guy

TheProtégé

Attendee Archetypes

Page 8: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Attendee interested in combining the event with a vacation

• Wants an attractive, desirable location

• Coordinates with personal schedules

• Less interested in trends

Employee who attends often because they HAVE to• Less interested in trends,

networking, exhibitors• May enjoy entertainment,

socializing

Business owner who attends to sell his/her own services

• Wants to network with attendees, see trends, gain competitive intelligence

• Deciding about exhibiting in future

TheReluctantAttendee

VacationFocused

The PhantomExhibitor

FOCUS IS ELSEWHERE

Attendee Archetypes

Page 9: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Trend-Setting Leaders networking at their levelThe Trend

SettingLeader

SHRM

Page 10: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Example 1: Networking-Heavy Environments

SHRM sr mgr lounge?SHRM Hive?

GlobalShop Attendee Networking

Up & Comers connecting with career leadersThe Up

& Comer

GlobalShop

Page 11: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Example 3: Protégés and Mentors Connecting

ASM Student Lounge?IFT SPA for teachers/students

Mentors advising students in a structured settingThe

Mentor

Science Conference

Page 12: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Protégés and Mentors connecting in their specialty The

MentorThe

Protégé

Science Conference

Page 13: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Ultimate hands-on demos for the Regular GuyThe

RegularGuy

Outdoor Retailer Summer Market

Page 14: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Ultimate hands-on demos for the Regular GuyUltimate hands-on demos for the Regular GuySee it, touch it demos for the Regular GuyThe

RegularGuy

Outdoor Retailer Summer Market

Page 15: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

See and use products soon-to-be on the marketThe

Protégé

TheRegular

Guy

The TrendSettingLeader

The Up& Comer

TheMentor

ACEP

Page 16: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

See and use products soon-to-be on the marketThe

Protégé

TheRegular

Guy

The TrendSettingLeader

The Up& Comer

TheMentor

ACEP

Page 17: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

In-booth theaters for archetypes who want to learn

TheMentor

TheMentor

TheRegular

Guy

TheProtégé

VacationFocused

The TrendSettingLeader

The Up& Comer

Medical Conference

Page 18: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Exhibitor Archetypes

Page 19: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

BRANDBUILDERS

SALESBUILDERS

TheRecruiter

TheSpecialty

Player

The Coat-Tailer

The Anchor

The SilentLeader

TheDefender

ExhibitorArchetypes

Needfor Scale

TheInternational

Page 20: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Exhibitor Archetypes

Large, familiar company with a large event footprint• Supports the event,

may sit on the event’s board

• Scrutinizing spend, may consider a private event

TheAnchor

Well-respected company, not in the limelight

• Events are a large % of the marketing spend

• Wants to partner with the event organizer

Mid-sized biz exhibiting to keep up with competitors

• Feels obligated to attend• Concerned about being

missed by customers• Less happy with

event ROI

Non-US company growing into new US markets• Wants to expand, look for new distribution channels

• Often less familiar with event logistics, US customs

BRAND BUILDERS

The Anchor

The SilentLeader

TheDefender

TheInternational

Page 21: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Small company looking to aggressively grow• Often a regional or

first time exhibitor• Must generate sales

to survive• Cost conscious

Business targeting a subsection of attendees

• Promoting specialty products to generalists

• Exhibits at few events so they must count

Company focused on finding hard-to-find talent• Looking to hire talent

(doctors, dentists, technical)

• Connect with early-career attendees

Exhibitors selling products unrelated to the event • Often consumer products

(jewelry, cars, vacations, etc)

• Wants attendees with disposable incomes or in target

SALES BUILDERS

TheRecruiter

TheSpecialty

Player

The Coat-Tailer

Needfor Scale

Exhibitor Archetypes

Page 22: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Anchor archetype communicating their brand messageThe

Anchor

Qualcomm at CES

Page 23: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

The Anchor

Anchor archetype communicating their brand message

Qualcomm at CES

Page 24: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

High traffic location is engaging for Recruiters The

Recruiter

Corporation at a Science Event

Page 25: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Color, images, textures make the most out of small spaces

TheInternational

TheSpecialty

Player

The Coat-Tailer

TheRecruiter

Needfor Scale

Recruiters at a Medical Conference Design Event

Page 26: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Mid-size spaces can be effective brand builders

TheSpecialty

Player

TheDefender

The SilentLeader

Page 27: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

Example 3: International exhibitors clustered together

Is clustering International archetypes engaging?The

International

Science Event

Page 28: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

So… What is the Key Takeaway?

Page 29: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

…If you take the time to understandwhat creates engagement

Physical spaces can be designed to compliment archetypal mindsets

Page 30: I Know I've Seen Them Before - Using Archetypes to Create Engaging Spaces

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