Breaking the Rules of Event Sponsorship

There is no group of investors behind STORY. I launched the first one with $0 and by asking tons of favors. For year two, I started with (-$10,000), asking even more favors, and flaunting a decent Flickr account.

So my sponsors mean a lot to me. And I mean a lot. I love the attendees of course, but I love the sponsors just as much. They help make the event possible. So we're breaking some of the rules when it comes to working with sponsors. Here they are...

1. We formed a dedicated team to serve our sponsors hand and foot - led by the amazing Katie Strandlund
2. Katie, this team and I asked for and memorized the sponsors' measurable goals for participating in the event and tried to help accomplish them. All of our other team leaders had their radar up to look after them as well
3. We refused to offer any bad locations
4. We served them lunch on the first day of the event
5. We gave them a nice gift bag full of treats, including an exclusive STORY mug that no one else got
6. We helped them set up and tear down their displays
7. If they didn't like their location, we offered to move them
8. With no obligations to do this, I invited as many of the high-level sponsors onto the stage as I could
9. If there was a good programmatic fit, we tried to make it
10. We watched their twitter feeds and made "rounds" to ensure there were no unspoken frustrations. Sarah Cunningham even passed out surveys before they left.

We sold out of sponsorships at STORY 2010 and came away with some really dear friends. My goal is to exceed everything we did this past year in 2011.

Comments

[Proctor]

As an attendee, I didn't feel like I was being sold anything. And looking back I realize that there was never an "us and them" culture that so many other conferences and sponsorships have. This is a win for everyone. 
Plus the sponsors at story brought something relevant to the table to help the creative class. It wasn't just random church stuff. 
Katie definitely rocked the house. She was ON IT. 
And since I drove her to Chicago I ended up lucking out with getting my own Story mug, too (shh, don't tell anyone).

Can't wait for Story 2011.

[Ben Arment]

Proctor, we're sending somebody for that mug. =) j/k Thanks for this. Katie was a superstar.

[Bobby]

Ben - as part of one of the sponsor teams (Logos), I can say that your team was one of the best I have ever worked with at a conference. The mug was awesome, but not as awesome as Katie and everyone else who helped out. It truly was an amazing conference in all regards.

[Ben Arment]

Bobby it was GREAT to work with you and Logos - one of the highlights was hearing how the experience impacted you. Thanks again.

[Allan White]

Ben, thanks for writing on this aspect of STORY. We're sponsor-driven in our city-festival ministry here at Palau.org, and this has got me thinking: how could serving our sponsors in the local city more effectively make the ministry more effective after we leave?

Katie, glad to see you rock the house in your new role. Congrats! Proctor, show us the mug!

[Ben Forsberg]

As a sponsor at the event (sochurch.com)I can say that the hospitality from you and your staff was exemplary. The entire conference was a great success. Thanks for a fantastic time!