Does your event marketing tool kit include personas? If so, stick around. We'll dig into how to leverage this tool more effectively to boost registrations and grow attendance loyalty. For those not as familiar with personas, here's a quick lesson... Personas help us better understand the needs, wants, desires and ultimately, the buyer decision triggers for key customer segments. While you're likely serving many different segments, if you're smart, you've got a short list of most important segments. The people you most want to attend your event and ideally, these segments are the very same people your event sponsors, exhibitors and partners most want to connect with at your event. Wikipedia provides more insight to help you understand personas: "... personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way." As you build attendee personas for top targeted segments, you now have richer insight to create messaging that will resonate and tip more decisions to attend. As you design education content and networking experiences, you want to keep these personas top of mind to ensure that the experiences you deliver are valued and appreciated.