This presentation was presented at TMRE 2014. B2B research has an unfounded reputation for being dull and limited in scope. Using meta analysis, understanding of human behavior, and a little creativity, Freeman created a persona archetype spectrum of their most important customer audiences. This knowledge has been used to design emotionally-engaging event spaces that powerfully tell brand stories.

1. Who says B2B is boring and
emotionless?
Bringing B2B Research to Life

2. Is B2B research boring?

4. Freeman is the leading provider of face-to-face event
marketing services

5. The Players
Attendees Exhibitors
SHOW ORGANIZER
Grow the Show!

6. Show The organizers Players
are Freeman customers who want to grow the
event – have more attendees and exhibitors come
Attendees Exhibitors
SHOW ORGANIZER
Grow the Show!

7. The Situation
My Charge
• Use segmentation research to
get more people to events
• Interest in meta research of
existing segmentations
My Problem
• Little money for meta research
• Small sample

8. How to make B2B unboring
Step 2:
Work with what
you’ve got

9. Step 1: Get Creative

10. Look outside your category for inspiration
Step 1: Get Creative

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

12. Step 2: Work with what you’ve got

13. What did I have?
Existing Data
• 13 different events
• 5,500+ quant responses, 200+ IDIs
Internal Company Knowledge
• Freeman customer segmentation
• Access to ‘Freeman smart people’
Amazing Supplier Partner!
• Standpoint Group

14. What did I do with it?
Standpoint meta analysis
• Psychographic scale questions
• Cluster analysis
How much art?
• Exhibitor archetype challenges
• Freeman customer segmentation
• Tap into ‘inherent knowledge’

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

16. The Trend
Setting
Leader
No-nonsense
leader wanting
trends
• Established career
Growth-oriented
leader inspired by
events
• Hungry, passionate
Empathetic leader
enjoys mentoring
• Networking, sharing
DESIRE TO LEAVE A MARK
The Up
& Comer
The
Mentor
Attendee Archetypes

17. Attendee Archetypes
Contributor
looking to learn
• Appreciates a mentor
Hard worker
improving job
performance
• Hands-on, product
demos
Academic, often
politically involved
• Colleague socializing
PROVIDING STRUCTURE
The
Academic
The
Regular
Guy/Gal
The
Protégé

18. Combine the event
with a vacation
• Attractive location
Attends because
they HAVE to
• Less interested in
participating
Attends to sell
own services
• Networking,
competitive intel
FOCUS IS ELSEWHERE
The
Reluctant
Attendee
Vacation
Focused
The
Phantom
Exhibitor
Attendee Archetypes

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

20. The
Anchor
Familiar
company,
large footprint
• Supports the
event
Respected
company, not
in limelight
• Partners with
event organizer
Mid-sized, keep
up with
competitors
Non-US
company,
growing
• Less familiar with
situation
BRAND BUILDERS
The
Silent
Leader
The
Defender
The
International
Exhibitor Archetypes
• Obligated to
attend

21. Exhibitor Archetypes
Small company,
aggressive
growth
• Sells to survive
Target a
subsection of
attendees
• Specialty prods
to generalists
Identify hard-to-
find talent
• Talent (doctors,
technical)
Sell unrelated
products to
attendees
• Consumer prods
SALES BUILDERS
The
Recruiter
The
Specialty
Player
The
Coat-
Tailer
Need
for Scale

22. Step 3: Watch and improve

23. Are we right?
Ask the front line
• Account Managers, Sales, Operations
Watch Behavior
• Success = Engaging Experiences
• Examples of engagement at events
Ask the customer
• Does this make sense?

24. Trend-Setting Leader attendees networking at their level
The Trend
Setting
Leader

25. Up & Comer attendees connecting with career leaders
The Up
& Comer

26. Protégés and Mentors connecting in their specialty
The
Protégé
The
Mentor

27. Ultimate hands-on demos for the Regular Guy attendee
The
Regular
Guy

28. Anchor exhibitor communicating their brand message
The
Anchor

29. High traffic location is engaging for Recruiter exhibitors
The
Recruiter

30. Is clustering International exhibitors together engaging?
The
International

31. The Wrap Up

32. Make YOUR research unboring
Creativity
What outside categories could you
look to?
Watch and
improve
What response do you see? What
validates? How can you improve?
Work with what
you’ve got
What data, company knowledge,
and partnerships can you leverage?

33. https://flic.kr/p/cH5tzm
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PC Mag
David Ake/AP
Mixify
Zing Revolution
www.ahaconference.org
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Henriette Photography
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Zawadi
Images

34. Don’t be a stranger!
Loretta.Hudelot@Freemanco.com
214-445-1292
@InsightsChick
Loretta Hudelot