MARKETING MATTERS: The Good, the Bad, and the Better Book Signings, Part 3

Blogger:  Kathleen Y’Barbo, Publicist

Location:  The Woodlands, Texas PR Office

Weather: HOT!

Success Is in the Details: The Basics of Conducting a Book Signing

Finally! The day of the signing has arrived. You’ve feasted on a hearty breakfast–or settled your jumbled nerves with a nibble of toast and tea–and now it’s time to get to work. And yes, there will be work to do before you settle behind the table and pick up your pen.

Of course, you know from previous posts that the real work of conducting a successful book signing comes weeks before the actual day. Assuming you’ve done your homework and set the stage for a well-attended event, what else is there to do?

Arrive early–at least half an hour to an hour before the appointed time–and introduce yourself to the first member of the staff you see. He or she will likely be expecting you and can direct you to the place where you’ll be signing. Don’t insist on speaking to the manager first. Likely he or she is as busy as you will be once the time comes to begin autographing.

So, where to begin? I like to bring a gift to the staff in the form of a snack for their break room. A fun way to do this is to put the cookies in a gift bag and write a “thank you” right on the bag.

Now it’s time to set the stage for the signing. After years of trial and error, I’ve come up with a list of “must-bring” items:

1. A white sheet to use as a tablecloth “just in case,” and several choices of scarves in colors that coordinate with your covers. Most stores do a great job of setting the stage for the event, but some may be missing these pieces. It’s better to have too many things to choose from than to discover you’re about to sign books on a bare table.

2. A pretty dish and wrapped candies (chocolate is always a popular choice) or mints–emphasis on wrapped. Don’t give in to the temptation to bake cookies for the crowd. Imagine what will be climbing atop the chocolate chips after the first hour.

3. Promotional materials. You did contact your publisher for bookmarks, postcards, and the like, didn’t you?  If you write series, consider having promo materials printed that include all the covers from the series in one piece rather than individual pieces for each title. A reader will not only see the book or books already out but will also be able to find others easily. Don’t forget to put release dates on the materials. An additional benefit of using multi-book promotional materials is that the store might not have all your books for the signing or, better yet, they might sell out. Disappointed wannabe purchasers can take the card up to the cashier and point to which books they want to order. Also, consider purchasing a roll of “signed by the author” stickers. Many stores have their own, but it’s always good to be prepared.

4. In addition to bookmarks and such, consider offering your business cards. Do this carefully, however, and only if you use an address other than your residence for business purposes. Otherwise, you might want to consider only having an email address–again, used only for professional purposes–along with your website address and maybe even a bit of information on your latest books.

5.  A sign-up sheet for your e-newsletter. Some would disagree, but in my opinion the most important piece of information you can get from those who stop at your table–other than their names–is an email address Not an e-newsletter kind of author? No worries. Perhaps a contest is more your thing. The same principle applies: Folks fill out their names and email addresses on slips of paper, and one is drawn after the signing. (I suggest having someone from the store do the honors.) I like to offer a gift card from the store as a prize because that will not only make the manager smile, but it also may cause the winner to come back and buy more of your books.

Now that you have a list of “signing essentials,” what to do about getting them from your car to the table? My favorite way is to use the rolling cart my friend DiAnn Mills gave me several years ago. This cart– basically a plastic crate on wheels with a handle–folds flat when not in use and takes up very little space in your trunk. Throw in a few extra books, and the crate can be kept in your car all the time (minus any goodies that wilt in the heat). Once inside, the cart rolls nicely beneath the table and remains hidden under the tablecloth until it’s time to go home.

Finally, there is one last book signing essential no author should be without: thank-you notes. Whenever possible, find out the manager’s name. If any of the staff is particularly helpful, be sure to collect his or her name as well and mention it in your note.

There you have it…book signings: the good, the bad, and the best. So now it’s your turn. Tell me what’s worked….what flopped…and anything else that comes to mind regarding signings. I can’t wait…and I’m taking notes!