Marketing to Attendee Mindsets

November 14, 2018

 

The Buyers Mindset

 

Using Personas to Craft Convincing Communications to the Not Sure Past & Potential Attendee Segments

 

In the last several years personas have become popular for one reason – we don’t know the individual we are talking to and this is the next best thing.  Usually, marketers create a persona of the individual targeted based on their job responsibilities and likely profile.  Unfortunately, many trade show marketers can’t narrow it down to the individual function and profile and need to deal with a much wider group of individuals.

 

Think of personas as the driving force behind decision making and structure communications from their viewpoint. In other words, present the decision to be made on the buyer’s terms in both benefits and language.

 

 

 

 

 

 

 

 

 

6 Attendee Persona Types & How to Reach Them

 

Think of personas as the driving force behind decision making and structure communications from their viewpoint. In other words, present the decision to be made on the buyer’s terms in both benefits and language. That’s how to use personas in marketing.

 

 

 

Trade show marketing communications are too predictable and don’t frequently speak to the attendees decision process and motivation. By using the Rational/Emotional balance contained in Personas, new and more engaging communications will be created.  For those organizers seeking ways to break through the clutter, our advice is to try, test and measure this approach. 

 

Which of these six personas are you?

 

 

 

 

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