Tips for Success at a Book Event
by Helen Goldman
As a promotional products professional for more than 20 years, I’ve seen the results from using promo products. But don’t just take my word for it. A 2009 Promotional Products Association International study of 1,000 consumers conducted by MarketTools Inc. yielded the following results:
- 83% of those surveyed like receiving a promotional product with an advertising message
- 48% would like to receive promotional products more often
- 38% feel promotional products serve as a constant reminder of the advertiser
And perhaps most surprising of all:
- 76% were able to recall a promotional product they’d received in the past two years, including the product specifics, the advertiser, and the message it contained
When planning to sell books at the next book festival or event, here are a few things to keep in mind:
- Remember, you aren’t there just to sell, but to make connections for the future. So many authors go into these events with a singular focus: MUST SELL BOOKS. When this is your only objective, you may miss broader opportunities to connect with people – connections that could lead to future sales, speaking opportunities, or joint ventures.
- Send invitations to the event. Don’t leave all the heavy lifting to the event promoters. Be proactive by inviting your family, friends, and neighbors. Start building a mailing list that includes anyone who’s shown an interest in your work.
- Ask the folks on your list to bring their invitation to your booth for a free gift. Have a promo product to offer that is useful and relates to your expertise. It should include your contact information.
- To avoid “scoopers” who will just grab anything on display, put out only two of any item. Most people will ask before taking one. This is your opportunity to begin a conversation and perhaps gather their contact info.
- Offer to speak to groups about your experience, expertise, or process. Many book clubs, Rotary and Kiwanis clubs (which often meet weekly), women’s clubs, and other small groups appreciate just about anyone who will speak to their attendees.
- Follow up. Thank people for visiting with you. If they purchased a book, offer a discount if they want additional copies as gifts.
There are always ways to improve your event experiences. Promotional products are one significant way to make a lasting impression.
Helen Goldman has been a promotional products professional for nearly 25 years. She was recently a guest speaker for the Phoenix Publishing & Book Promotion Meetup. Her company, Primo Promos, celebrates 20 years in business this month. Get a jump start on your next event: visit Helen’s website today to find the perfect promo product to accompany your book – and be sure to call her at 602-404-8284 if you don’t see the exact item you’re looking for!