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
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.