A persona is a realistic character description representing one segment of an association’s targeted audience. Of course, it’s rare that an organization has just one type of potential attendee, so typically a couple of personas are needed. Each one is a model serving as a representative for an entire group of real people.
Personas summarize attendee research findings and bring that research to life in such a way that an association can make decisions based on these personas, not based on themselves or personal experience. Personas are defined by their goals, behaviors and attitudes. Each persona is accurate and complete.
Instead of asking yourself what would inspire you to register for a conference, you can confidently ask and answer that from the perspective of potential attendees. Personas help you live in your attendees’ shoes.
Our Persona Development for Conference Marketing offer will give association and nonprofit executives the key for getting into the mind of potential attendees. We are offering our 25 years of marketing experience to help you identify exactly whom you are speaking to and what it will take to inspire them into the action you want....conference registration.
We will start with an information gathering phase that includes:
- Diagnostic review of organization: It will be like a first date, we’ll want to know everything about you, including your background, history, membership, target audience, mission and goals.
- Interview or survey members: We’ll pick 5-15 members, and ask them the right questions to get a nice pile of qualitative data.
- Group and segment results: We’ll take all that wonderful qualitative data and create groupings that can be described based on commonalities among each group’s members.
(1-2 weeks duration)
Next we’ll get to the part where you start to receive some deliverables:
- Develop a Primary and up to two Secondary Personas: It includes creating a name, photo, bio, quote, key differentiators, business objectives, personal information and other attributes. You can use the persona to navigate through scenarios conference attendees may encounter before deciding to register for the annual meeting.
- Recommendations for each developed persona: We’ll give you practical advice for your conference website and registration marketing based on each persona.
(2-3 weeks duration)
We’re not done yet:
Remote guidance: After giving you the advice, we’ll actually coach you in applying it, making sure your conference website and marketing appeal to each persona. (4 weeks)
Personas bring focus. They help you define whom you are speaking to. Instead of speaking generally about “potential attendees”, you can talk about precisely which group of people you want to target.
You’re not going to find a better tool for making your marketing efforts more effective. And, you’re not going to find a more comprehensive persona development package than this one.
We are offering our Persona Development for Conference Marketing at a special rate. Call or email for more information.
Optional add-ons:
Interactive PDF for each persona: The complete persona with photo, bio, key differentiators, quote, business objectives and more nicely packaged in a PDF.
Flash cards for each persona: Just like sports cards, these cards are complete with name, photo, a quote, key differentiators and a smaller version of the profile. Works as a great cheat sheet for team members to keep by their desk or bring to meetings.
Life-sized cut-out display of each persona: Make personas come to life by giving them a physical presence in your office.
Persona screen savers: Encourage team members to think of personas frequently with a screen saver that has each persona’s picture and a quote.
Video of each persona: Drive home key points and make personas real with video clips that show more details in the life of each persona.
