Chris Tillman, Program Manager – Event Technology for Google based in San Francisco, is responsible for the integration of technology into Google’s global events. Tillman is also the keynote speaker at 2016’s ‘The Event Show Seminar Program brought to you by Eventbrite’, here he chats to B&T about technology and the event space.
What’s your understanding of the event space/market in Australia? How does it compare to the US and the rest of the world?
To be perfectly honest, I’m a newcomer to the Australian market. I’ve learned a few things here and there in the last several months, but I’m excited to dive in at The Event Show and really get a deeper understanding.
How do Google’s global offices align in their event planning when they have to cater for such different marketers?
Every country and every city is a unique market. For the most part, regional and local teams drive the events in their respective locations. The Event Technology team is currently focused primarily on the United States, though there has been a recent uptick in international consultations.
At Google, do you have a recipe for success for internal events? Are there must haves for every event, no matter what the content?
Every event has its own singular vision and set of challenges, and internal events are no different. You have to consider the audience profile and the goals of the event and build the right infrastructure around it. That said, Googlers are obviously pretty tech-heavy when it comes to their day-to-day operations and delivering solid connectivity options at off-campus venues is generally pretty important.
How much does your budget affect the effectiveness of an event?
Your venue and your location pretty much define what is or isn’t possible, and your budget defines to what degree you will be able realise that potential. A smaller budget usually comes with a trade-off in performance or reliability, while a healthy budget can buy significant peace of mind regarding event infrastructure.
What’s the one piece of advice you’d give to a first time speaker at an event?
I know it sounds cliche, but my one piece of advice is to get up there and own it. Trust in your experience that got you to that stage and be the best version of yourself for the audience.
What can delegates of The Event Show expect from your keynote speech?
My goal is to cover some universal strategies and concepts that event professionals of all types can use to bring their event visions to life with technology. Delegates should expect a focus on enabling connectivity and communication, as well as practical examples of how Google has used these strategies in the past.
Across internal and external events- what are the essentials for event producers that span across both?
Producers need to make sure they know their audience- each event is going to have a different delegate profile with different needs and different expectations.
What’s the biggest meltdown you’ve had at your own event?
If it can go wrong, I’ve probably had it happen. The most recent example that comes to mind is an internal sales conference we supported in Dublin in 2015. The first day of the event went well at an arena venue, but when the second day kicked off at a conference center, the delegate WiFi network completely collapsed as everyone arrived onsite.
We hired an agency to handle the show-critical stage and production networks, but relied on the venue’s in-house system for delegates. The failure wasn’t a mortal wound for the event, but when you have 5,000 Googlers (many attending from other countries), a sudden lack of connectivity meant a major hit to their ability to work and stay productive.
What’s the key to engaging an event audience?
From the marketing side compelling content is obviously critical to engagement- but you have to meet the audience where they are. If it’s a technical audience, you want speakers who can bring at least a matching level of expertise. On the flip-side, if you have an audience full of marketers, or salespeople, presenters need to speak their language and bring the content to them in a relatable way.
From my perspective on technical side, there are some really exciting things happening around audience participation. There’s a platform called ‘FXP Touch’ from brand experience agency FreemanXP that enables a whole new level of interaction between speaker and audience.
What has been the best event you have put on and why?
I’d have to go with Google I/O 2016. Previous iterations of the event had been hosted at Moscone Center in San Francisco for the last decade, but for 2016 it was moved to Shoreline Amphitheater, a large concert venue adjacent to Google’s headquarters in Mountain View, CA.
It was a complete departure from the years before, and required us to design, plan, and build every bit of infrastructure from the ground up to deliver on the vision of ‘tech conference meets music festival’. While there was no shortage of challenges in planning and execution, we were able to deliver enterprise grade connectivity and networking for this massive endeavor.
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Australia’s National Drag Racing Championship (NDRC) has launched its latest media campaign aimed at engaging fans and building excitement ahead of the summer championship series, via Murmur-Group. The campaign is the first to market since Murmur was appointed to the business earlier this year. Spread across OOH, Radio, Programmatic, Youtube, Meta and BVOD, the campaign […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Free passes to Cannes in Cairns you say? That’s right, calling all editors, producers and journalists — apply for your accreditation now! Cannes in Cairns brings the greatest creative and marketing minds together from across APAC, making it a must-attend event for any and all business, advertising and marketing journalists from Perth to Phuket, from […]
The In-House Agency Council (IHAC) has partnered with Kantar to publish its ‘2023 In-House Agency Landscape Report’, APAC’s only research report focussed on the state of the in-house agency model. The new research follows on from the IHAC’s first study released in August 2021 and aims to provide a current take on the country’s in-housing […]
The Outdoor Media Association (OMA) has announced the winners of the Quarter Three Creative Collection competition for 2023. OMA members submitted 31 entries, including campaigns by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Cartology, TorchMedia, goa and Val Morgan Outdoor (VMO). Guest judges: Abigail Holmes, Head of Client Strategy & Campaign Solutions, JCDecaux Christine Le Maitre, […]
JOLT, Australia’s third-party verified, sustainable digital-out-of-home and electric vehicle charging network, today announced the launch of a first-to-market product that enables brands to further engage with high-value audiences with its new in-app advertising solution. The first of its kind in Australia’s media industry, this solution provides an unparalleled one-to-one connection with customers, whilst charging their […]
Customer insights platform, Ideally, has expanded its regional footprint as part of its ambitious growth strategy, announcing the appointment of Simon Gawn to lead Australian operations. Ideally appoints Gawn on the back of exponential growth since launching in August this year, already boasting a strong and established Australian-based client roster. Gawn’s immediate remit is to capitalise on Ideally’s significant growth opportunities in Australia, a market five times larger than New Zealand.
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]