Video Description

This is how to create attendee personas for events. 

We will review:

•    What are personas?

•    Why do you need attendee personas?

•    How do you start creating personas?

•    How do you refine these personas?

•    And where do you utilize attendee personas?

 

What are attendee personas?

 

While other industries focus on buyer personas, the live events industry is focused on those who consume experiences – attendees.

 

Our jobs as event professionals is to design experiences that meet stakeholder goals of changing behaviors of the different types of attendees who will be participating in the event.

 

In order to do that, we have to understand who is attending our events.

 

Personas are avatars that represent a number of different people lumped together based on their behaviors.

 

Now, this is different than what Seth Godin would call Tribes.

 

Tribes have a hierarchy, leadership, and the person themselves self-identifies as a member of this group. For example, association membership.

 

Personas are not that. They are created by an organization, internally.

 

You usually don’t know the persona that an organization has classified you into.

 

The goal is to put people with similar traits together in order to have a deeper understanding of them and how to communicate with them.

 

Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: