i know i’ve seen them before: using persona archetypes to create emotionally engaging spaces
TRANSCRIPT
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I Know I’ve Seen Them Before
Using Persona Archetypes to Create Emotionally Engaging Spaces
Loretta Hudelot @FreemanXP
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
As presented at the IAEE Expo! Expo! Annual Meeting and Exhibition Dec. 10-12, 2013Houston, Texas
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When you know your archetypes, the world becomes easier to navigate
Why Should I Care?
A pattern of behaviors that helps you understand yourself and others
What’s An Archetype?
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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
Classical Archetypes
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Attendee Archetypes @FreemanXP
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DESIRE TOLEAVE A MARK
FOCUS ISELSEWHERE
PROVIDING STRUCTURE
TheReluctantAttendee
VacationFocused
The PhantomExhibitor
TheAcademic The
RegularGuy
TheProtégé
The TrendSettingLeader
The Up& Comer
TheMentor
Attendee Archetypes
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No-nonsense leader interested in the latest trends
• Wants to network, meet experts
• Less interest in conference 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 Trend-SettingLeader
The Up& Comer
TheMentor
Attendee Archetypes
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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 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
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Attendee interested
in combining the event with a vacation• Wants an attractive, a
desirable location• Coordinates with personal
schedules• Less interested in trends
Employee who attends often because he/she HAS 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
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Trend-Setting Leaders Networking at Their LevelThe Trend-
SettingLeader
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Up and Comers Connecting With Career LeadersThe Up
& Comer
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Mentors Advising Students in a Structured SettingThe
Mentor
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Protégés and Mentors Connecting in Their Specialty
TheMentor
TheProtégé
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Ultimate Hands-On Demos for the Regular Guy TheRegular
Guy
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See it, Touch it Demos for the Regular Guy TheRegular
Guy
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See and Use Products Soon-to-Be on the MarketThe
Protégé
TheRegular
Guy
The Trend-SettingLeader
The Up& Comer
TheMentor
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See and Use Products Soon to Be on the MarketThe
Protégé
TheRegular
Guy
The Trend-SettingLeader
The Up& Comer
TheMentor
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In-Booth Theaters for Archetypes Who Want to Learn
TheMentor
TheMentor
TheRegular
Guy
TheProtégé
VacationFocused
The TrendSettingLeader
The Up& Comer
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Exhibitor Archetypes @FreemanXP
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BRANDBUILDERS
SALESBUILDERS
TheRecruiter
TheSpecialty
Player
The Coat-Tailer
The Anchor
The SilentLeader
TheDefender
Exhibitor Archetypes
Needfor Scale
TheInternational
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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
percentage 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-U.S. company growing into new U.S. markets• Wants to expand, look for new distribution channels
• Often less familiar with event logistics, U.S. customs
BRAND BUILDERS
The Anchor
The SilentLeader
TheDefender
TheInternational
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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
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The Anchor
Anchor Archetype Communicating Their Brand Message
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The Anchor
Anchor Archetype Communicating Their Brand Message
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High-Traffic Location Is Engaging for Recruiters The
Recruiter
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Color, Images, Textures Make the Most Out of Small Spaces
TheInternational
TheSpecialty
Player
The Coat-Tailer
TheRecruiter
Needfor Scale
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Mid-Sized Spaces Can be Effective Brand Builders
TheSpecialty
Player
TheDefender
The SilentLeader
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Is Clustering International Archetypes Engaging?The
International
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So… What is the Key Takeaway? @FreemanXP
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…If you take the time to understandwhat creates engagement
Physical spaces can be designed to complement archetypal mindsets
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Don’t Be a Stranger
Loretta Hudelot(214) [email protected]
@FreemanXP