Event Tech Brief screen shotWhere do you turn when you’re researching event technology? Let’s say you’re looking at event apps or mobile lead retrieval systems? Other than going to vendor websites and asking your peers what they’ve used…where else can you find the type of in-depth, astute evaluations you’re are looking for on all the options available?

And what about finding new technology you didn’t even know existed yet? Or innovative ways face-to-face events are using technology that is already available?

Event industry thought leader, Michelle Bruno, has just launched her new venture, Event Tech Brief. Event Tech Brief is an online magazine/newsletter featuring in-depth coverage of technology and its role in events. The about page on the website says, “It was developed with three goals in mind: to assist event producers tasked with purchasing technology, create a neutral, no spin zone where the technology can be dissected and compared side-by-side and deliver the content that the event community wants to move their events into the future.”

Think Wired for the event world.

There are a lot of people out there writing about event technology so I asked Michelle what makes Event Tech Brief different from what’s already out there and where she sees Event Tech Brief going in the future.

Traci: How is Event Tech Brief different from what’s already being written on technology in the events industry?

Michelle: Event Tech Brief is different in several ways. Most of the event-industry content out there (and there is some excellent stuff) is an overview of what an app or technology does and what event planners can do with it. I love those types of articles and have certainly contributed my fair share to the cause. What I haven’t seen much of are the in-depth examinations of specific products and platform providers that help technology buyers make purchases. So, I’ve designed the core information in Event Tech Brief to roughly mirror the buying cycle for technology with three content streams:

  1. Discovery—Descriptive articles to familiarize readers with products.
  2. Comparison—side-by-side comparisons of products and providers.
  3. Implementation—case studies and how-to information.

Traci: I see you are covering all types of events, trade shows, festivals, conferences, corporate events…these are all so different…what’s your thinking behind this?

Michelle: At first, I decided to include all types of events because I thought it would help me avoid running out of great content. As I got into it, I realized the potential for cross-pollination. In other words, corporate events tend to be a little edgier compared to third-party trade shows. Some of the festivals (let’s take South By Southwest as an example) are more progressive in some respects than even the corporate meetings. I wanted to present the possibility that the technology for one event category might also be an interesting twist for another. I hope I’m right.

Traci: The articles you’ve posted have been pretty in-depth (needs re-wording) …who is your audience?

Michelle: I hope that the content is a deeper dive than non-technology focused publications. That aspect of Event Tech Brief is by design. There are plenty of other places to get the overviews. The audience could be anyone interested in purchasing technology for events. In this early phase, however, I’m focusing specifically on event organizers with an eye toward expanding that group to include exhibitors or venues and any other buyer category as the publication evolves.

Traci: Where do you get your story ideas? How do you keep up with the trends…how do you stay ahead of the trends?

Michelle: Ideas come to me by asking a simple question: “How do they do that?” I read A LOT of event-industry trade publications and blogs. I also refer to non-industry technology newsletters and magazines like GigaOm, TechCrunch and WIRED magazine. I’m a Twitter addict so lots of ideas for articles and people to interview come from there. For reasons that are good and bad, technology trends don’t usually emerge inside the b-to-b event space. They usually appear in the consumer arena first, so I watch what’s happening there. My clients, primarily event-industry technology companies, have also helped me understand the technology as well as the buyers’ pains.

Traci: Besides the bi-weekly newsletter…what is your vision for Event Tech Brief?

Michelle: Event Tech Brief is really a concept. Now, it’s an e-newsletter and a website. But in the future it will be more of a multi-media platform and a go-to “place” for people who really want to know what technology is available, how to decide among competing solutions and what the issues are around implementing it into the event. There are a few nerds that know everything there is to know about event-industry technology, but I hope everyone else considers subscribing to Event Tech Brief.

Interested? Sign up to receive Event Tech Brief updates so you don’t miss a thing.

Right now Event Tech Brief is running a launch contest where you can win a cool Event Tech Brief hoodie. The website states, “To kick off the new publication, we are issuing a challenge to subscribers to answer a single question in an email: How would you use Google Glass in an event setting?”