So you got a book event…Great! Now you want to maximize it, right? You’ve heard your writing buddies (or perhaps read online) about the lack of attendance at signings so figuring out how to maximize the event, regardless of the numbers, might be tricky.
First and foremost is the marketing of your event. But I’m not talking about the marketing you do through media (though that is great too). I’m speaking of in-store marketing, this is what most folks seem to overlook. This is where you supply things to the store to help them market your event. Because the first phase of a successful event is driving people to it.
Here are a few thoughts.
- Do bag stuffers. You can easily do this in your favorite computer program, do two up on a page, meaning that you use one 8 1/2 by 11 sheet of paper to do two fliers. You’ll want to ask the store first if they mind that you provide this, most stores or event venues don’t.
- Bookmarks: while most in the industry see these as passé, people still love them. You can do bookmarks and bag stuffers (or staple them to the flier) or you can do custom bookmarks with the date and time of your event. Nowadays it’s pretty easy to get these done cheaply. Keep in mind that if you are having the event in a mall or other type shopping area, you might be able to drop the bookmarks (or bag stuffers) off at the nearby stores to see if they’ll help promote the event.
2. Book signings are boring
Regardless of where you do the event, plan to do a talk instead of a signing. People are drawn into a discussion and are often turned off by an author just sitting at a table. Marketing is about message and movement so stand up and speak. If speaking in public is intimidating to you, go to Toastmasters or some other local networking/speaking group and see what you can learn.
3. Unique places
If you want to get more attention for your event, consider doing events in unique places. We’ve done them in video stores, electronics stores, gyms, even restaurants (on slow nights), doing outside-the-bookstore events is a great way to gain more interest for your talk. Why? Because you aren’t competing with everyone else at the bookstore for your crowd. When you do an event at a locale that doesn’t normally do events, you’ll gather more people just because it’s considered “unique.”
4. Show up early and talk it up
OK so let’s say you’re in the store and there are a ton of people in there shopping (a book event dream, yes?). I suggest that you take your extra bag stuffers or custom bookmarks and just hand them to the people in the store. Let them know you are doing an event at such and such time and you’d love it if they can sit in. You’ll be surprised how many new people you might pull in this way.
Regardless of what your talk is about, poll the audience first to see a) what brought them there, or b) what they hope to learn if your talk is educational. I suggest this because the more you can customize your discussion, the more likely you are to sell a book. If you can solve problems (and this is often done during the Q&A) all the better. You’ll look like the answer machine you are and readers love that. If you have the answers they’ll want to buy from you. I promise.
6. Make friends
Get to know the bookstore people, but not just on the day of the event. Go in prior and make friends, tell them who you are and maybe even hand them your flier or bookmark (or a stack if you can). Often stores have Information Centers, see if you can leave some fliers there instead of just at the register. Getting to know the people who are selling the book is a great way to help gather more people into your event.
If your event isn’t in a bookstore but attached to a shopping area or mall, go around to the stores (and perhaps you did this when you passed out the fliers) and let them know you have an event and what can you do to help them promote it. If you can rally the troops to help you market your talk, you could triple the numbers of people at your event. No kidding.
7. Take names
I always, always recommend that you get names and (email) addresses from the folks who attended. Sign them up for your mailing list is a great way to stay in touch with them and stay on your reader’s radar screen. If you have a giveaway or drawing, great! This will help you to collect names. If you don’t, offer them a freebie or ebook after the event. Often if I’m doing a PowerPoint presentation I will put together a set of them (delivered in PDF) after the event. Attendees need to sign up to get them and then once they do, I include them in our newsletter list which helps me to stay on their radar screen.
What do you like or dislike about book signings? Have you been to any that really stood out? Do you have questions for Penny?
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Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert and an Adjunct Professor with NYU. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of fourteen books, including How to Sell Books by the Truckload. AME is the first marketing and publicity firm to use Internet promotion to its full impact through online promotion and their signature program called: The Virtual Author Tour™
To learn more about Penny’s books or her promotional services, you can visit her web site at http://www.amarketingexpert.com. To subscribe to her free newsletter, send a blank email to: mailto:firstname.lastname@example.org
Copyright @2015 Penny C. Sansevieri