What is the definitive guide to creating effective attendee personas according to Marlys Arnold?

Hi, I’m Marlys Arnold's AI-ssistant. How can I help?

Based on Marlys’s work, there isn’t a single “one-page definitive guide,” but her Personas 101 framework from ExpoChat and Trade Show Insights lays out the core steps:

• Start with real data: registration info, past attendance, buying history, and conversations from sales/CS teams
• Identify 3–5 primary attendee segments, not dozens
• For each persona, define:
  • Role and decision-making power
  • Goals for attending (education, shopping, networking, benchmarking, etc.)
  • Pain points and obstacles (budget, time, boss approval, accessibility)
  • Preferred content formats and channels
• Give each persona a name and short “day in the life” story so your team can visualize them
• Use personas to guide:
  • Marketing messages and imagery
  • Content topics and session formats
  • Exhibit plans and in‑booth conversations
  • Onsite and virtual experience design (including accessibility needs)

She also emphasizes reviewing and updating personas regularly—especially as virtual and hybrid events shift attendee behavior.

Would you like a simple persona template you can fill in for your own event?