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.

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

2. What’s An
Archetype?
Why Should
I Care?
A pattern of behaviors that helps
you understand yourself and others
When you know your archetypes,
the world becomes easier to navigate

3. Classical
Archetypes
The
Explorer
The
Innocent
The
Sage
YEARNING
FOR PARADISE
PROVIDING
STRUCTURE
The
Ruler
The
Creator
The
Care
Giver
The
Hero
The
Outlaw
The
Magician
LEAVING
A MARK
NO MAN
AN ISLAND
The
Jester
The
Regular
Guy
The
Lover

4. Attendee Archetypes

5. Attendee
Archetypes
The
Reluctant
Attendee
The
Phantom
Exhibitor
The Trend
Setting
Leader
The Up
& Comer
FOCUS IS
ELSEWHERE
DESIRE TO
LEAVE A MARK
The
Mentor
Vacation
Focused
PROVIDING
STRUCTURE
The
Academic
The
Regular
Guy
The
Protégé

6. Attendee Archetypes
The Trend
Setting
Leader
No-nonsense
leader interested
in the latest trends
• Wants to network,
meet experts
• Less interest in
conference education
• Established career
DESIRE TO LEAVE A MARK
The Up
& Comer
The
Mentor
Growth-oriented leader
who gains inspiration
from events
Empathetic leader who
enjoys mentoring
colleagues
• Hungry to learn, passionate
• Early in career or business
• Loves everything about events!
• Strong sense of community
• Wants to network,
share with others
• Meeting experts, new vendors

7. Attendee Archetypes
The
Protégé
The
Regular
Guy
The
Academic
Contributor looking to
learn and advance, but
not to lead
Hard worker who
wants to improve their
job performance
Academic
representative, often
politically involved
• Wants education,
to learn about trends
• May appreciate a mentor
• NOT an industry leader
• Hands-on learner,
likes product demos
• Looking for solutions
to current problems
• May share tips with peers
• May fulfill governance
requirements
• Established in career
• Wants to socialize
with colleagues
PROVIDING STRUCTURE

8. Attendee Archetypes
Vacation
Focused
The
Reluctant
Attendee
Attendee interested
in combining the event
with a vacation
Employee who attends
often because they
HAVE to
• Wants an attractive, desirable
location
• Coordinates with personal
schedules
• Less interested in trends
• Less interested in trends,
networking, exhibitors
• May enjoy entertainment,
socializing
FOCUS IS ELSEWHERE
The
Phantom
Exhibitor
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

9. Trend-Setting Leaders networking at their level
SHRM
The Trend
Setting
Leader

10. Up & Comers connecting with career leaders
The Up
& Comer
SHRM sr mgr lounge?
SHRM Hive?
GlobalShop Attendee Networking
Example 1: Networking-Heavy Environments
GlobalShop

11. Mentors advising students in a structured setting
The
Mentor
ASM Student Lounge?
IFT SPA for teachers/students
Example 3: Protégés and Mentors Connecting
Science Conference

12. Protégés and Mentors connecting in their specialty
Science Conference
The
Protégé
The
Mentor

13. Ultimate hands-on demos for the Regular Guy
Outdoor Retailer Summer Market
The
Regular
Guy

14. Ultimate hands-on demosthe Regular GuyGuy
See it, touch it demos for for the Regular
Outdoor Retailer Summer Market
The
Regular
Guy

15. See and use products soon-to-be on the market
The
Regular
Guy
The
Protégé
The Trend
Setting
Leader
The Up
& Comer
The
Mentor
ACEP

16. See and use products soon-to-be on the market
The
Regular
Guy
The
Protégé
The Trend
Setting
Leader
The Up
& Comer
The
Mentor
ACEP

17. In-booth theaters for archetypes who want to learn
The Trend
Setting
Leader
The Up
& Comer
The
Mentor
The
Mentor
The
Regular
Guy
The
Protégé
Vacation
Focused
Medical Conference

18. Exhibitor Archetypes

19. Exhibitor
Archetypes
The
Coat-Tailer
The
Anchor
The
Silent
Leader
The
Recruiter
SALES
BUILDERS
BRAND
BUILDERS
The
Specialty
Player
The
Defender
Need
for Scale
The
International

20. Exhibitor Archetypes
The
The
Anchor
Anchor
The
Silent
Leader
Large, familiar
company with
a large event
footprint
Well-respected
company, not in
the limelight
• Supports the event, may
sit on the event’s board
• Scrutinizing spend, may
consider a private event
• Events are a large %
of the marketing spend
• Wants to partner with
the event organizer
BRAND BUILDERS
The
Defender
Mid-sized biz
exhibiting to
keep up with
competitors
• Feels obligated to attend
• Concerned about being
missed by customers
• Less happy with
event ROI
The
International
Non-US company
growing into new
US markets
• Wants to expand, look for
new distribution channels
• Often less familiar with
event logistics, US
customs

21. Exhibitor Archetypes
Need
for Scale
Small company
looking to
aggressively grow
• Often a regional or
first time exhibitor
• Must generate sales
to survive
• Cost conscious
SALES BUILDERS
The
Specialty
Player
Business targeting
a subsection of
attendees
• Promoting specialty
products to generalists
• Exhibits at few events
so they must count
The
Recruiter
The
Coat-Tailer
Company focused
on finding hard-tofind talent
Exhibitors selling
products unrelated
to the event
• Looking to hire talent
(doctors, dentists,
technical)
• Connect with earlycareer attendees
• Often consumer products
(jewelry, cars, vacations,
etc)
• Wants attendees with
disposable incomes
or in target

22. Anchor archetype communicating their brand message
The
Anchor
Qualcomm at CES

23. Anchor archetype communicating their brand message
The
Anchor
Qualcomm at CES

24. High traffic location is engaging for Recruiters
Corporation at a
Science Event
The
Recruiter

25. Color, images, textures make the most out of small spaces
Need
for Scale
The
Recruiter
The
Coat-Tailer
The
Specialty
Player
The
International
Recruiters at a Medical Conference
Design Event

26. Mid-size spaces can be effective brand builders
The
Silent
Leader
The
Defender
The
Specialty
Player

27. Is clustering International archetypes engaging?
The
International
Example 3: International exhibitors clustered together
Science Event

28. So… What is the Key Takeaway?

29. Physical spaces can be designed to
compliment archetypal mindsets
…If you take the time to understand
what creates engagement

30. Don’t be a Stranger