In our last post, we talked about finding events where you can sell your books. Unusual places like gun shows or flower festivals can be fun and profitable. In this post, we’ll talk turkey about how to set up your event.
Your Platform: I know you’ve all seen those booth or tables. The ones with the professional looking banners, posters, bookshelves, and everything under the sun an author could use to promote themselves. You want all that. Of course you do. But should you?
All that promotional material costs, usually big bucks. If you can make do with something smaller, do it. Once you start making big bucks, you can spend those bucks on advertising. What sorts of advertising should you consider essential, however?
You do need something with your name on it. It doesn’t have to be a full banner. I have a perfectly nice poster-sized stand-alone that works well for me (and didn’t cost an arm or a leg). It rolls up when it’s not on the frame, so it’s easy to transport and store. If you have the spare cash, you could invest in a poster or two with your book cover(s) on them, maybe with a short blurb to attract attention. Otherwise, your name will do.
You’ll need something to hold your business cards, whether it’s a fancy one designed specifically for such a task, or just an inexpensive tray you found that matches your author color scheme. And you want some way to have at least one of your books standing so passers-by can see the cover easily. Those doohickeys aren’t very expensive. They’re usually clear plastic like what you see at your local bookstore.
You should also have one or two tablecloths on hand. They don’t have to be printed with your name on them, but they can be if you have the money. Many events will supply a cloth, but many won’t. You can get inexpensive tablecloths just about anywhere. You can even order book-themed ones from Amazon.
One essential item should be a sturdy wheeled cart or tote (or two). Your back will thank you when it turns out the event parking lot is half a mile from your table. You should be able to fit your book inventory and all your promotional material inside.
What if you do have a larger budget for promotion? Then buy the curtains to surround your booth. You can hang posters on them, too, showing your book covers, blurbs, and even artwork you’ve commissioned. Get the tablecloth with your name and book covers on it, too.
What about give-away items? You should always have something on your table to attract customers, even if it’s just a bowl of (individually wrapped) candies. Bookmarks and postcards are great, but hand them out yourself instead of just piling them on the table. People won’t pick up a card, but they’ll take one from you. Look for cheap items that tie into your genre or books. One thing Western authors can do (and often don’t think of) is to give away colorful bandanas.
You could also have a give away where entrants must write down their email address in order to receive the prize (a virtual gift card, for example). This does double-duty by adding to your email list while it attracts customers. Just don’t go overboard with the prize – you want people who might actually read your newsletters, not just people looking for prizes.
In our next post, we’ll talk specifics: how to set up and break down your table, how to price your books, and even a few tried and true sales techniques.