i know i’ve seen them before: using persona archetypes to create emotionally engaging spaces

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

I Know I’ve Seen Them Before

Using Persona Archetypes to Create Emotionally Engaging Spaces

Loretta Hudelot @FreemanXP


As presented at the IAEE Expo! Expo! Annual Meeting and Exhibition Dec. 10-12, 2013Houston, Texas


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?


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


Attendee Archetypes @FreemanXP


DESIRE TOLEAVE A MARK

FOCUS ISELSEWHERE

PROVIDING STRUCTURE

TheReluctantAttendee

VacationFocused

The PhantomExhibitor

TheAcademic The

RegularGuy

TheProtégé

The TrendSettingLeader

The Up& Comer

TheMentor

Attendee Archetypes


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


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


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


Trend-Setting Leaders Networking at Their LevelThe Trend-

SettingLeader


Up and Comers Connecting With Career LeadersThe Up

& Comer


Mentors Advising Students in a Structured SettingThe

Mentor


Protégés and Mentors Connecting in Their Specialty

TheMentor

TheProtégé


Ultimate Hands-On Demos for the Regular Guy TheRegular

Guy


See it, Touch it Demos for the Regular Guy TheRegular

Guy


See and Use Products Soon-to-Be on the MarketThe

Protégé

TheRegular

Guy


The Up& Comer

TheMentor


See and Use Products Soon to Be on the MarketThe

Protégé

TheRegular

Guy


The Up& Comer

TheMentor


In-Booth Theaters for Archetypes Who Want to Learn

TheMentor

TheMentor

TheRegular

Guy

TheProtégé

VacationFocused

The TrendSettingLeader

The Up& Comer


Exhibitor Archetypes @FreemanXP


BRANDBUILDERS

SALESBUILDERS

TheRecruiter

TheSpecialty

Player

The Coat-Tailer

The Anchor

The SilentLeader

TheDefender

Exhibitor Archetypes

Needfor Scale

TheInternational



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


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



The Anchor

Anchor Archetype Communicating Their Brand Message


High-Traffic Location Is Engaging for Recruiters The

Recruiter


Color, Images, Textures Make the Most Out of Small Spaces

TheInternational

TheSpecialty

Player

The Coat-Tailer

TheRecruiter

Needfor Scale


Mid-Sized Spaces Can be Effective Brand Builders

TheSpecialty

Player

TheDefender

The SilentLeader


Is Clustering International Archetypes Engaging?The

International


So… What is the Key Takeaway? @FreemanXP


…If you take the time to understandwhat creates engagement

Physical spaces can be designed to complement archetypal mindsets


Don’t Be a Stranger

Loretta Hudelot(214) [email protected]

@FreemanXP

i know i’ve seen them before: using persona archetypes to create emotionally engaging spaces

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