NPR's “How I Built This” Summit Delivered for Attendees, Brands

How I Built This creator and host Guy Raz said the Summit stemmed from the show39s recent live podcast tour and its avid fansamp160 While hosting tapings in packed venues Raz sensed thatamp160audience members many of whom are budding entrepreneurs craved more information and inspirationamp160 He envisioned a How I Built Thisbranded event where aspiring and experienced entrepreneurs could interact with each other and access resources that will help them grow their businessesquotWe wanted to create an event where small businesses and entrepreneurs could show off the things that they39re working on amp8230 exchange ideasquot Raz recalledamp160 quotWhere we could offer practical realworld advice about starting a businessquotAttendees came together to mingle and learn at the oneday event last month in San Francisco which was produced by NPR with sponsor activation managed by its subsidiary National Public Mediaamp160 At a time when media companies are using live events to engage their audiences and add value for sponsors and advertisers the Summit stands out as a new breed because it brought the podcast format to a live forum that offered attendees not just entertainment but valuable resourcesIn a nod to the show gift bags even included items from companies profiled in episodes including Wazoo Survival Gear and Pulp Pantryamp160 The Summit incorporated elements of the podcast including interviews with successful business founders and the kind of businessoriented sponsors that support the showamp160 The event39s presenting sponsor American Express is a multiyear How I Built This sponsor thatamp160also supports the show39s live event tourFor American Express the Summit provided an opportunity to extend its support with How I Built This Raz and his loyal audience of small business owners and innovatorsamp160amp160quotNPR was able to take the podcast39s live tapingamp160and expand upon it based on the insight that mentorship is critical for smallbusiness owners and entrepreneurs to succeed in businessquot said Jill Hamilton Vice President US Media American Expressamp160 quotThis had a natural connection to our global brand platform around providing powerful backing to help our customers thrive in life and in businessquotAt the Summit brand integrations produced with National Public Media were clever and practicalamp160 American Express gave out hats with messages like quotFounderquotamp160quotCEOOOquot and quotVP of Innovationquot in gift bags knowing entrepreneurs wear a lot of hats in life and in businessamp160 Another sponsor Yahoo Small Business pitched its support services to entrepreneursamp160 The intention of NPR and National Public Media Raz explained was to involve relevant brands that would enhance the eventamp160 For instance American Express supported the Summit Mentor Track which offered premier ticket holders the opportunity to take advantage of oneonone mentorship sessionsquotThese are companies that are doing things that align with small and medium business so it was a natural fitquot Raz said GoToMeetingamp160whichamp160provides online collaboration tools to its clients supported preand postevent webinars which Raz noted are useful for startup businesses and which provide valuable information to the audience creating a more meaningful dialogue between event sponsor and event attendeequotThe sponsorships all felt very seamless and natural and very much aligned with what we39re trying to doamp160 Help people think about ways to innovate and ways to create businessesquot Raz reflected of the sponsorsAs a sponsor American Express39 Hamilton explained quotWe look for opportunities where American Express can have an authentic role ownable presence and provide valueamp160 For example we saw a clear connection between the Summit and the American Express products and services we offer small businesses to support their growthquotOn the Summit39s main stage Raz interviewed successful entrepreneurs including Rent the Runway39s Jennifer Hyman Joe Gebbia of Airbnb Lyft39s John Zimmer pictured below Stitch Fix39s Katrina Lakeamp160and Lisa Price of Carol39s Daughteramp160 In addition breakout sessions offered attendees the chance to hone skills with experienced business owners and industry expertsamp160 Support Track sessions tackled issues like confidence managing stress and overcoming selfconsciousness while the Skills Track addressed topics for building a business including making a pitch and user retentionAspiring businesspeople rubbed elbows with successful founders including Minted founder Mariam Naficyamp1601800GOTJUNK39s Brian Scudamore Larabar39s Lara Merriken and Barre339s Sadie Lincoln who spoke at sessions and offered spontaneous advice in the hallsamp160 quotThey were there to kind of talk to earlystage entrepreneurs and it was really cool because a lot of people don39t get the opportunity to just interact with people like that in a very informal and relaxed settingquot Raz saidEvent organizers paid careful detail to table arrangement the timing of events and even the location of the coffee bar Raz explainedamp160 quotWe very deliberately tried to curate spaces where people could serendipitously meet and we really encouraged people to just walk up to other people and say 39Hey what are you working onamp160 What are you doingamp160 Where are you from39quotWhile the event sold out quickly organizers recognized some young entrepreneurs might not be able to afford the 699 ticketsamp160 To include them NPR created the How I Built This Fellows program and granted complimentary tickets a preSummit reception and choice seatsThe Fellows accounted for about 15 of attendeesamp160 Among them was Saman Khan a journalist and start up media executive from Karachi Pakistanamp160 A devoted How I Built This listener Khan who is Chief of Content for digital video company Vcast Online said as soon as Raz mentioned the Summit on the podcast quotI knew I had to be therequot and she blitzed NPR and Raz with inquiry emails and social media messagesKhan said she arrived at the Summit with three objectivesamp160 To flesh out an idea for her own startupamp160gather valuable information for her employer and do reconnaissance for a similar Pakistani entrepreneur39s conferenceamp160 quotI thought this would be a good place to test ideas get inspiration and be around people that shared some of the same vulnerability and fearsquot she saidamp160 In one whirlwind day Khan said she attended every possible panel networked with dozens of business ownersamp160and tested her own pitch at a mentorship workshopFor the event39s likeminded sponsors the Summit offered intimate access to potential customers who are upscale educated and likely to need services as they grow their enterprisesamp160 The Summit allowed brand partners to extend their crossplatform NPR podcast digital and radio sponsorship into a realworld environmentamp160 quotWe had the opportunity to connect with business decisionmakers at a critical time when they39re seeking advice on how to run or grow their business and introduce them to relevant American Express products and servicesquot Hamilton observedAs an attendee Khan said she appreciated clever activations like an American Express notepad for jotting down inspiration as well as a practical offer from Yahoo Small Business for business supportamp160 quotI liked how sponsorships were built into the event in a thoughtful and effective wayquot she said adding that sheamp160would eagerly attend a multiday eventamp160 quotOne day was just not enoughquot she assertedamp160 quotThese are such important conversations and I know people gained a lotamp160 I was part of a really cool communityquotShe39ll be glad to know that Raz and the NPR team are already looking ahead to a potential 2019 How I Built This SummitClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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NPR's “How I Built This” Summit Delivered for Attendees, Brands

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We Are the Outliers - By Jack Myers

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NPR's “How I Built This” Summit Delivered for Attendees, Brands

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Alli Romano

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