Post on 16-Jan-2015
description
I Know I’ve Seen Them Before
Using Persona Archetypes to Create Emotionally 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?
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
Attendee Archetypes
DESIRE TOLEAVE A MARK
FOCUS ISELSEWHERE
PROVIDING STRUCTURE
TheReluctantAttendee
VacationFocused
The PhantomExhibitor
TheAcademic The
RegularGuy
TheProtégé
The TrendSettingLeader
The Up& Comer
TheMentor
AttendeeArchetypes
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
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
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
Trend-Setting Leaders networking at their levelThe Trend
SettingLeader
SHRM
Example 1: Networking-Heavy Environments
SHRM sr mgr lounge?SHRM Hive?
GlobalShop Attendee Networking
Up & Comers connecting with career leadersThe Up
& Comer
GlobalShop
Example 3: Protégés and Mentors Connecting
ASM Student Lounge?IFT SPA for teachers/students
Mentors advising students in a structured settingThe
Mentor
Science Conference
Protégés and Mentors connecting in their specialty The
MentorThe
Protégé
Science Conference
Ultimate hands-on demos for the Regular GuyThe
RegularGuy
Outdoor Retailer Summer Market
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
See and use products soon-to-be on the marketThe
Protégé
TheRegular
Guy
The TrendSettingLeader
The Up& Comer
TheMentor
ACEP
See and use products soon-to-be on the marketThe
Protégé
TheRegular
Guy
The TrendSettingLeader
The Up& Comer
TheMentor
ACEP
In-booth theaters for archetypes who want to learn
TheMentor
TheMentor
TheRegular
Guy
TheProtégé
VacationFocused
The TrendSettingLeader
The Up& Comer
Medical Conference
Exhibitor Archetypes
BRANDBUILDERS
SALESBUILDERS
TheRecruiter
TheSpecialty
Player
The Coat-Tailer
The Anchor
The SilentLeader
TheDefender
ExhibitorArchetypes
Needfor Scale
TheInternational
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
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
Anchor archetype communicating their brand messageThe
Anchor
Qualcomm at CES
The Anchor
Anchor archetype communicating their brand message
Qualcomm at CES
High traffic location is engaging for Recruiters The
Recruiter
Corporation at a Science Event
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
Mid-size spaces can be effective brand builders
TheSpecialty
Player
TheDefender
The SilentLeader
Example 3: International exhibitors clustered together
Is clustering International archetypes engaging?The
International
Science Event
So… What is the Key Takeaway?
…If you take the time to understandwhat creates engagement
Physical spaces can be designed to compliment archetypal mindsets
Don’t be a Stranger