In marketing, great campaigns, great design, and creativity will always attract copycats. In this case, it was a LinkedIn Event.
LinkedIn is rapidly becoming the dominant platform for B2B marketing. When mixed with creativity, it can be most effective at driving engagement, increasing brand awareness, and boosting sales.
Some less-used LinkedIn features can be the most effective. Including, LinkedIn Publishing, graphic sliders, polls, and events.
Why LinkedIn events?
Whether the event is in-person or online, LinkedIn allows a company page to create an event. Assuming your LinkedIn audience cares about the event topic, it is worth sharing it.
The benefits of doing so include: generating interest, creating buzz, and increasing engagement.
How can you ensure LinkedIn event success?
Best Practices for Success
1. Title
For G2E 2021 PJ Media produced an event for Gaming Analytics. Production included conceptualization, execution, and digital strategy. Philip Beere, PJ Media’s Creative Director, crafted the title, “The Future of AI for Casinos’, presented by Kiran Brahmandam.
(Brahmandam’s title proved to be attention getting, landing on Yahoo Finance. Soon, a copycat surfaced. More about the copycat below)
“Imitation is the sincerest form of flattery that
Oscar Wilde
mediocrity can pay to greatness.”
2. Graphics and description
LinkedIn events allow for a custom cover image. Important to right-size, 1776 pixels x 444 pixels. The event also allows for a custom logo image, sized 268 x 268 pixels. These images should be professionally designed.
3. Broadcast link
The link should be used for in-person and online events. If an online event, best practices for maximizing engagement is no more than one click for viewing the event. This means, ignoring the LinkedIn event registration form, and not adding burdensome layers and clicks for your potential viewers.
4. Speaker(s)
Enter the speaker(s) and have each confirm. Confirmed speakers will be shown in the event’s Details section.
5. Description
Provide detailed information about the event, including a clear CTA.
Don’t forget…
Additionally, post your event at least 4 weeks in advance, integrate YouTube into your event, use video teasers leading up to the event, create custom speaker badges, invite guests, and engage with your audience after the event.
When all of the above is done right, PJ Media produced events average 550+ attending on LinkedIn. This was the case for the Gaming Analytics’ event, receiving 570+ marked attending.
Copycats🐱
Brahmandam’s event was an overwhelming success. This was not the case for the copycat.
While Brahmandam’s event saw 570+ marked attending, the copycat’s event received fewer than 12.
More than a title
As a marketer, sometimes the reward for creativity and ingenuity is a copycat. In this case, producing a successful event requires more than a title. As seen above, there are many moving parts that go into successful LinkedIn events.
🛑 READ THIS 🛑 Plagiarism is presenting someone else's work or ideas as your own, with or without their consent, by incorporating it into your work without full acknowledgement. All published and unpublished material, whether in manuscript, printed or electronic form, is covered under this definition.
As a creative, we experience people trying to replicate the end result, often failing. Why do they fail?
Mostly, because they overlook key details or are naive → they underestimate the process. Those who copy, lack ingenuity and creativity. Copying an event title cannot fix this.
Meanwhile, clients who acknowledge shortcomings, will seek out and hire the professionals → the creatives who are qualified to help ensure success.
In the case of the copycat, they chose the wrong title.
About PJ Media
Are you overwhelmed with marketing? Are you looking for a brand refresh or innovative marketing campaigns? Or, are you simply needing a video, LinkedIn help, or event production? We can help you.
We work with thought-leaders and innovators — wanting to take their brand to the next-level with creative, content campaigns, and digital marketing.
Prepare for G2E ’22 now! We produce tradeshow campaigns → our past productions include the Play+ Media booth — G2E ’19, the Play+ Media booth — SBC in New Jersey, and the Gaming Analytics booth — G2E ’21. We also produce online events — averaging 500+ attendees and attracting high engagement.
About Philip Beere
In January 2021, he exited Sightline Payments to launch a Las Vegas-based marketing agency that specializes in the payments and gaming industries.
His experience includes 15+ years directing creative campaigns, increasing bottom lines, and building brand awareness with strategic marketing, anchored by storytelling and crafting narratives that drive engagement.
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