How To Be Sure Your Tradeshow or Book Fair Appearance is Not a Disappointment

I often encourage my clients to reach a bit farther than one expects from a new author--regardless of their expertise or experience. For one thing, the services available to authors (like spots at in book fair booths) are often bare-bones. The alternative may be to do-it-yourself and even make a profit which can then be used to boost the author's marketing budget for the future. 

I once sponsored book fair booths at the LA TimesFestival of Books with Joyce Faulkner after we started a writers' group called Authors' Coalition.  Slowly and at considerable cost—one year at a time—I learned what works for book fairs, tradeshows, and other public events and what doesn’t. My booth partners and I used tons of value-added promotions including:

• We shared printing and postage costs of catalogs we produced ourselves that featured booth participants’ books and an invitation to the fair. With permission, we used the fair logo to give the catalog credibility. We sent our catalog to book buyers, media, and influentials like movie producers (because that fair is in the middle of Hollywood land). 
• We produced a video/trailer featuring booth participants at an additional charge. The charge made it more likely that our video stars would use it for their blogs, websites, and other promotion both before and after the fair and we ran it on a large screen in our booth.

Note:Because CDs can be produced inexpensively in large quantities, we recycled much of the content we developed for these videos and trailers onto CDs to be given away. A participating author offered our freebies to visitors saying, “A CD for your PC?” Fairgoers rarely declined our offer.

• Books (often overruns or slightly damaged) donated by other authors became gifts-with-purchase of other books from our booth.
• A drawing for a gift basket was successful because it garnered the contact information of many readers. We shared that information with all booth participants, too.
• We produced totes and bags featuring our bookcover images and our booth number. We gave them to folks to carry the books they had purchased from us. These bags then became advertisements for our booth as our customers carried them around the grounds. 
• Some of our booth participants wore T-shirts emblazoned with images of their bookcovers, their website addresses, and our booth number.
• Each participant produced posters that we used to decorate the booth.
• We had mini training sessions for our booth participants in which we urged them to talk up one another’s books, guided them through promotion possibilities and display techniques, and gave them resources for promotion materials.

Authors' Coalition eventually demanded too much of our time, but what we learned promotion possibilities has been useful ever since. We sometimes volunteer one or more of the above promotions in trade for an organization's booth fee. We sometimes consult with organizations who plan booths for their members. And, occasionally, we get permission from booth planners to let us piggyback our for-profit services on their booth plans with a percentage of the sales going back to the originating organization. That's a win-win for everyone. 

MORE ABOUT THE BLOGGER

Carolyn Howard-Johnson brings her experience as a publicist, journalist, marketer, and retailer to the advice she gives in her HowToDoItFrugally Series of books for writers and the many classes 

she taught for nearly a decade as instructor for UCLA Extension’s world-renown Writers’ Program. The books in her HowToDoItFrugally Series of books for writers have won multiple awards. That series includes both the first and second editions ofThe Frugal Book Promoterand The Frugal Editorwhich won awards from USA Book News, Readers’ Views Literary Award, the marketing award from Next Generation Indie Books and others including the coveted Irwin award. How to Get Great Book Reviews Frugally and Ethicallylaunched to rave reviews from Jim Cox, Editor-in-Chief of Midwest Book Reviews and others: 

“How to Get Great Book Reviews Frugally and Ethically[and other books in the series] could well serve as a textbook for a college Writing/Publishing curriculum.”

Howard-Johnson is the recipient of the California Legislature’s Woman of the Year in Arts and Entertainment Award, and her community’s Character and Ethics award for her work promoting tolerance with her writing. She was also named to Pasadena Weekly’s list of “Fourteen San Gabriel Valley women who make life happen” and was given her community’s Diamond Award for Achievement in the Arts. 

                  

The author loves to travel. She has visited eighty-nine countries and has studied writing at Cambridge University in the United Kingdom; Herzen University in St. Petersburg, Russia; and Charles University, Prague. She admits to carrying a pen and journal wherever she goes. Her website iswww.howtodoitfrugally.com

Brilliante WeBlog Award Is, Well...Brilliant for Passing the Love

I am posting this to my SharingwithWriters blog because this award idea is a great little promotion tool. It is something anyone might start. All you'd need is an award logo and a willingness to spread a bit of karma. If I were starting a new one, I'd ask that the logo be linked back to my award blog in addition to the other awards.


My The New Book Review, www.thenewbookreview.blogspot.com was named a Brilliante WebBlog Premio 2008 award. Nikki Leigh at www.nikkisreviews.blogspot.com nominated it because it features "reviews for all sorts of authors, not just big name authors." She also noted that the instructions for submitting are clear.

The Brilliante is a sassy little award, a recognition that lets peers award peers. One of the benefits of being so named is that authors may nominate blogs, too. So here are mine in no particular order:

Nicole Williams for her Step of Faith blogspot for meticulous blog-keeping and lovely writing. I'm encouraging to use her writing skills in other areas. http://stepofaith.blogspot.com

Kathe Gogolewski for a combination personal blog and professional blog that works!
http://www.amazon.com/gp/blog/A21V32M89BJ4ZD/ref=cm_blog_blog

Joyce Faulkner for a bit of humor in For Shrieking Out Loud, a blog named after her book of humor. You'll love her funny bone. http://www.forshriekingoutloud.blogspot.com

Allyn Evans for her Happily Ever After Today blog about blog about epiphanies, spilled milk, and finding happiness. It is inspiration without preachiness. www.happilyeveraftertoday.blogspot.com.

Here are the suggestions for those nominated, so they can pass on the joy:

Rules for next recipients of the Brilliante Weblog Premio:

1. The award may be displayed on a winner's blog.

2. Add a link to the person you received the award from.

3. Nominate up to seven other blogs.

4. Add their links to your blog.

5. Add a message to each person that you have passed the award on in the comments section of their blog.

And there you have it. Congratulations.


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Carolyn Howard-Johnson, author of This Is the Place; Harkening: A Collection of Stories Remembered; Tracings, a chapbook of poetry; and two how to books, The Frugal Book Promoter: How To Do What Your Publisher Won't and The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success. She is also the author of the Amazon Short, "The Great First Impression Book Proposal." Some of her other blogs are TheNewBookReview.blogspot.com and AuthorsCoalition.blogspot.com, a blog that helps writers and publishers turn a ho-hum book fair booth into a sizzler.

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Text Message Novel Anyone?

(This short news update is from my newsletter, Sharing with Writers. Subscribe by sending an e-mail to me with with "subscribe" in the subject line. HoJoNews@aol.com)

What is a cell-phone novel?

Born of the wonderful art of texting, the Japanese are following their minimalist heritage (think haiku) to write cell-phone novels. I kid you not. Time Magazine reports they have "existed since 2000 when users of Japanese cell-phone websites started to upload their writing . . . " One of the first hits was Deep Love which was turned into a TV Show. Time also cites If You and Love Sky. Of course a form llike this requires carefully chosen words, concise-to-the-point words. Forget Latinate words with six syllables. Even if you can't conceive of writing a cell- phone novel, we all might learn something from the concise language required by the genre.

A couple of years ago a very with-it, tekky writing friend of mine, Joyce Faulkner, wanted to do something with texting mini-lessons for writers. It was beyond the ken of some of her partners. Read that "it was beyond my understanding!" I should have trusted someone with greater knowledge than I had. Heck, I might have been on the leading edge of a new wave in writing and communication with a bankroll to show for it. (-:

BTW, these novels "accounted for half of Japan's Top 10 novels in 2007."

Will text novels be the next thing we borrow from Asia. Seems graphic novels have done well, why not text. Mini-text to be absolutely accurate.

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Carolyn Howard-Johnson, author THIS IS THE PLACE; HARKENING: A COLLECTION OF STORIES REMEMBERED; TRACINGS, a chapbook of poetry; and two how to books, THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T; and THE FRUGAL EDITOR: PUT YOUR BEST BOOK FORWARD TO AVOID HUMILIATION AND ENSURE SUCCESS.
Her other blogs include TheNewBookReview.blogspot.com and AuthorsCoalition.blogspot.com, a blog that helps writers and publishers turn a ho-hum book fair booth into a sizzler.

Publishing Stupidity Running Amuck

Big publishers are discovering that fun promotion works. I cite two recent experiences that prove it. My friend, June Casagrande, pitched having bumper stickers that say Grammar Snobs Are Great Big Meanies made to her publisher (Penguin), and guess what! They did it.

Then, Time magazine ran an article (October 16, 2006) on how St. Martin's has taken to (my words) doing something more than running ads in the New York Times! The inspiration? Their author K'wan who wrote hip hop or street-lit like Gangsta.

So, "instead of signings at Barnes & Noble, St. Martins' is planning giveaway and readings in barber shops and beauty salons" . . . .ads on urban radio and an official Hood Rat mix tape CD.

Sorry, but if big publishers had spent less time ignoring (or dissing) independent authors and small presses, they'd have gotten the idea long ago. Two years ago the Authors' Coalition published a CD for our booth at the LA Times Festival of Books and, I guess you could say we got it because we're promotion-smart, too. We plan to do it again, so there!

Last year at the same fair, Joyce Faulkner , author of The Complete Writer tested magnet signs for her rental SUV. We may offer those soon on the Authors' Coalition site even though results were hard to measure. We did get some action from the press as we were carrying our bookshelves and signs in from the loading dock. They knew they'd seen something a little unusual and possibly even smart. So the street-smart author Time cites, Rentless Aaron, wasn't the first to plaster his car with signs. Maybe something just got into the air and spread.

Time says, "In an industry the considers ales of 20,000 a success, gritty steet-lit authors are routinely doubling that number." Where St. Martin's may have it over some of us is their budget and perhaps the genre itself.

OK, but it still seems big publishers have been monumentally slow learners in the face of the example of entrepreneurial authors I've seen at work. So, does anyone expect anyone to give us any credit? I, for one, don't. Time certainly didn't.

They mentioned Amazon which quashed the need for brick, mortar and shelves.

And they mentioned Vickie Stringer who just got tired of being at the mercy of others and self-published. As if that is news! She also founded her own publishing company and her own literary agency. Way to go, Miss Independent but many authors I know have been doing that since I got into the publishing business about seven years ago.

So, am I suggesting there's only one way to do things? Nope. I'm just saying that if we all got busy learning from one another, supporting one another, we just might all do better, big publishers included.

CHJ



Carolyn Howard-Johnson, author THIS IS THE PLACE; HARKENING: A COLLECTION OF STORIES REMEMBERED; TRACINGS, a chapbook of poetry; and two how to books, THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T; and THE FRUGAL EDITOR: PUT YOUR BEST BOOK FORWARD TO AVOID HUMILIATION AND ENSURE SUCCESS.