Persona Grata

greg bogue

greg.bogue@maritz.com

@bogueman

636-827-2875

Why are you hear?

Persona Grata

Developing a portfolio of event personas can help experience designers foster and engage tribes, design more customized elements, and better focus their marketing efforts. Join Greg Bogue Vice President and Experience Architect at Maritz Travel, for this “field trip” to the beautiful Lyndon Baines Johnson Library and Museum for a hands-on, in-depth persona development workshop you’ll never forget.

• Objectives:– Understand the difference between archetypes, demographics, segments and personas

– Through on site observation identify a set of personas based on attitudes, behaviors and motivations

– Apply the power of personas in event and/or program design

– Apply learnings and create a set of personas based on your program or event

– Use empathy mapping to uncover hidden design opportunities

Local

Markets

Mass

Market

Market

Segments

Mass-Customized

MarketsMarket

Niches

?

Source: Stanley M. Davis, Future Perfect

Market Development

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© 2002 Strategic Horizons LLP

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Market Development

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© 2012 Strategic Horizons LLP

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Personas

Market Development

Quick Values Study…

Most important to me, personally, is…

(Select the single statement that is most important to you)

[a] ___ Self-direction, choice, creating, exploring

[b] ___ Stimulation, excitement, novelty, challenge

[c] ___ Pleasure, self-gratification, relaxation

[d] ___ Personal success, achievement

[e] ___ Social status, prestige, power

[f] ___ Safety, security, harmony, stability

[g] ___ Restraint, following rules/norms, causing no harm or upset

[h] ___ Respecting/following traditions, customs, beliefs

[i] ___ Caring for others near me, benevolence

[j] ___ Caring about the greater good (society, nature, etc.), universalism

Value & Segment

What box are you in?

Value: Stimulation Segment: Pioneer

What did we just do?

Define Segmentation

the process of dividing something into parts

or segments

Define Demographics

a specific segment of a population having

shared characteristics

Age

Define Archetypes

the original pattern or model of which all

things of the same type are representations

or copies

Define Persona

A collection of guests (not segments or

demographics) that share the same

attitudes, behaviors and motivations usually

identified through observation, tacit

knowledge and/or interviews.

Persona Examples

Maritz Twenty Guest Personas

Project

• Field Research

• Persona Development

• Journey Map

• Empathy Map

Field Research – 45 Minutes

• Observation…

– Go out into the library/museum

• Floors 3, 4 & 10

– Observe others consuming the content

– Watch each other consuming the content

– Be mindful of yourself and consume the content

• Interview

• Tacit Knowledge

Field Research Tools

• Direct Observation

– Set the scene

– Observe the physical space

– Take note of your five senses

– Observe the people

– Observe group interaction

– Observe non-verbal behaviors

Investigating

Personas

The Logical Smart One

The Lovable Loser

The Neurotic

The Dumb One

The Bitch / Bastard

The Womanizer / Manizer

The Materialistic Ones

In Their Own Universe

Animosity Generator

Suffering Artist

Curmudgeon

Devil’s Advocate

Geek

Jerk

Lifer

Slacker

Transient

Veteran

Weirdo

Whiner

Personas

Persons

Archetypes

Personas

Principles

Target 20

Avoid Segmentation

Personas Principle # 1

Personas Principle # 2

N Proper Names

Personas Principle # 3

N Photos/Pictures

Personas Principle # 4

Behaviors

Motivations

Attitudes

Personas Principle # 5

Construct-a-name

Team Task – 35 minutes

• 10 Minutes or so…

• Create 20 museum

persona names

Name Name Name Name Name

Name Name Name Name Name

Name Name Name Name Name

Name Name Name Name Name

Team Task – 35 minutes

• 10 Minutes or so…

• Pick your best five (5) and

write descriptions

Name Description

Name Description

Name Description

Name Description

Name Description

Team Task – 35 Minutes

• 10 Minutes or so …

• Identify the phases of the LBJ Library and Museum

guest’s journey

• More granular than:

– Pre

– During

– Post

Team Task – 35 minutes

• 10 Minutes or so ...

• Pick one (1) of your best

five and complete an

empathy map

• Be prepared to share your

best five personas

• Share the description of

the one you chose to

empathy map

Applying Personas to your Events

• Penn Mutual

– Selected three personas

– Created two design teams

– Based on personas – redesigned the Awards Night

– A cross-section of event stakeholders voted on ideas

– New ideas were applied to the event

Application

Resources

• “The Experience Economy” Pine & Gilmore

• “The Eight Characters of Comedy” Scott Sedita

• “Pretending You Care” Norm Feuti

• “Designing for Growth” Jeanne Liedtka & Tim Ogivlie

• “Designing for Growth Field Book” Jeanne Liedtka, Tim Ogivlie

& Rachel Brozenske

• “Archetypes in Branding” Margaret Hartwell & Joshua C. Chen

• Empathy Map Xplane.com