Book launches should be fun and an important part of your marketing strategy. If you have never held one before, stop being a shrinking violet and begin preparing for your first. Treat it like a proper “coming-out” party for your book and you’ll thoroughly enjoy it.
Who?
First, you need to write a guest list. I mean, actually sit down and write a guest list out, on paper. Treat it like a wedding invite list. (Don’t invite Uncle Trevor though. He got drunk at the last wedding and dribbled down Cousin Veronica’s blouse.) Knowing the names of people and how many you expect is the key to securing a venue and for ordering the correct number of books for the event. Put the guests into one of these three categories:
1. Definitely. ‘Definitely’ people will show up no matter what. They are probably related to you or are your very best friends.
2. Can come. He or she is likely to turn up as long as they are in the vicinity.
3. Might come. There’s a chance that he or she will come as long as something else more important doesn’t turn up or there is no football on television that night.
Include all local business people you’ve patronized. You’d be surprised how interested they will be in your book. I managed to get my accountant and several others from the firm to come along to my last launch.
I should tell you now that it is highly likely that only the ‘definitely’ people will turn up but at least you’ll be mentally prepared for that.
Where?
Once you have sorted out your list, you will need to find a venue. Lots of people like to launch in bookshops and, indeed, it is a good thing to nurture your relationship with your local bookstore. Also, if you hold it in a bookshop you won’t need to cart around copies of your books to sell.
I have launched in bookstores, museums, libraries and a dress shop. The bookshop launch had the most publicity surrounding it. Local newspapers and radio stations promoted it and posters were plastered all over town. It was the least successful in terms of turnout. Surprisingly, the most successful was the launch I held in a local dress shop. I think it was the informality and originality of the venue that helped the launch.
A non-bookshop venue is often easier to organise and promote. Why not hold your book launch in a beauty salon, at a bowling alley, a hotel ballroom, your back yard or living room? There are no rules so use your imagination. People can be very helpful and willing to let you use their venues. The downside is that you will have to arrange your own book copies and sales. You could approach your local bookstore to help with this, as sometimes they are happy to send along a member of staff to sell at your party. Failing that, you could always ask a trusted friend to take the money while you do the book signing!
How?
Invite all the people on the list. Send out interesting and amusing invites giving them the details of the launch. Tempt them with food, prizes, etc. People are likely to be more interested in the event if it is more than just you signing a few books. It is supposed to be a launch party, after all. If you don’t have as many positive replies as you hoped for, then advertise/promote the event in online newspapers, newspapers, radio and on social networking websites. There may be some unexpected guests but if you cater for a few extra people there will be no problem.
Order your books for the event in plenty of time. If you are launching at a bookstore ensure they have a good idea of how many copies to order. (See, I told you that you would need that list!) There is no point in holding the event if there are no books.
Encourage people to come to your event by offering them free food and beverages. I discovered that having grub at the party resulted in much greater attendance. For the launch of Mini Skirts and Laughter Lines, at the dress shop, we had champagne and canapés. They were generously donated by the shop owners who enjoyed high clothes sales immediately after the book launch.
Always make sure there is at least some cheese and wine. You can’t go wrong with the offer of aperitifs and nibbles! Besides, a person is more willing to purchase not only your new book, but your entire back catalogue, if they have just quaffed three glasses of that cheap 13% proof alcohol you bought from the off-licence. You don’t need to give them truffles and quails eggs. Crisps and nuts are just as good. Just don’t give the poor folk your mother’s home-made wine. My mother’s stuff strips enamel from your teeth.
Make your launch interesting by giving an amusing speech or a reading from your book. People like to learn details about the author, so funny anecdotes always go down well.
You could even turn it into a themed event based on your book and offer prizes for the best costume. I have seen witch, vampires and alien events.
Add some special touches by giving small gift or goodie bags as a ‘thank you’ to your guests when they arrive. I procured fifty gift bags of goodies from Clarins for Mini Skirts and Laughter Lines by offering to write about the products on my blog. The guests loved the little samples and it cost me nothing. You can buy cheap tote bags and fill them with small tokens: bookmarks, sweets, pens or anything you fancy. When I launched Surfing in Stilettos I gave away chocolate heeled shoes and stiletto key rings in bags. People loved them.
How about a raffle? I raffled a basket of products to enjoy while reading my book in the bath: perfumed soap, fragrant bath salts, a small bottle of champagne, and of course, a copy of another of my books.
So, now you have some ideas to help you with a launch. Finally, remember to be the ‘belle’ or the ‘beau’ of the ball (not a diva). You are the gracious host and you must thank everyone for attending. Don’t be nervous or try to hide in the punchbowl. Smile, and enjoy it. Good luck! By the way, don’t forget my invite.
How interesting that the least turn-out was at the book store! I went to a book launch at a bar one time for a friend. Happy Hour! She purchased some munchies and let the guest buy their own drinks. The turn out was incredible!!
Hello Jacquie! I know, how odd was that? The book store event was almost a flop. The Happy Hour idea is fantastic and I am going to hold my next launch at a bar, for certain. If there is low turnout at least I can drown my sorrows.
My next launch will be in January. I am planning quite a big splash so this will come in handy.
You’re not holding it in a swimming pool, are you? 🙂
You’ve got so many great ideas, Carol! 🙂
It;s a sign of too much time on my hands, Lynne. 😉
It’s…Oops!
Great post Carol.
It couldn’t have come at a better time as I was considering whether to have a book launch party in May for my second novel. (I couldn’t get up the confidence to do one for my first.) Your words of wisdom have pushed me to yes, just do it!
*waves pom poms and cheers for Mel* “Go Mel!”
It’s well worth the effort. Make sure you follow some of my tips and you’ll get a great attendance. Good luck!
I am going to hold my next launch at a bar, for certain. If there is low turnout at least I can drown my sorrows.
Reply ↓
That was where I was planning to hold mine – I reckoned that at least that way there would be the bar staff, regulars (many who have already bought my first novel) and my husband, so it wouldn’t be a total disaster! And if it was…. well, plenty of liquid comfort on hand.
And thanks again for the encouragement.
We should plan a double launch! If you need any advice or encouragement just email me.
Great Post, Carole. It’s a funny thing about the bookshops being the most publicised and the least attended; I had the same experience with several bookshops, which were advertised quite widely through local media. I actually found the libraries to be the most successful; and if you give a talk and maybe a reading they are really helpful: publicising through all their memberships and noticeboards, on and off line. Some of them will actually spring for the cheese and wine.
Thank you TD. I’ve got my next launch in a library for that very reason. The staff have been incredibly supportive, they have sent out flyers, emailed people about the event and laid on wine and nibbles…even better…it is in France! Oh la la.
Lucky girl!!
Carol, your book launches sound like tons of fun! My “definitely” list unfortunately can be counted on two hands and is spread across four states and two countries, but I’m working on fixing that for the next book . Thanks for the great ideas to percolate on.
Thank you Krista. Being a lonely hermit sort, I didn’t even have two hands worth of “definitely” people and had to rely on the press and promotion. Even my son decided to go away at the last minute and leave me on my own! I’ll come to your next launch. I love travelling. x
You are even more my idol than before!
<3
Your article has definitely got me thinking about giving Ameera Unveiled her debutante moment. I was thinking the local sushi restaurant that has been a huge cheerleader for my project for the past two years. I just have to get over hiding behind the punch bowl. Thanks for the shove….
Kat, that sounds like a fabulous venue. Definitely use your supporters there. When I launched Mini Skirts and Laughter Lines in the clothes shop, the owners were big supporters of the book and invited their best customers along. Do NOT hide behind that punchbowl. If I lived closer, I’d be over immediately to make sure you did this. It would be a shame to not capitalise on this opportunity. Go Kat!
So many ideas, maybe I should have mine at Canadian Tire. 😉
I’m torn between snorting with laughter and thinking, “Hey! That’s actually a good idea!” X
Great stuff, Carol.
This will definitely help on my next launch … okay, my first launch. Truth be told, I quietly launched my first book without any fanfare, not only did I not know how, I didn’t know the first thing about putting the event together. Although, I did hand out about 15,000 bookmarks at the Seattle Mariners Opening Season baseball game.
What kind of timeline do you suggest to put the wheels in motion prior to the actual launch date?
Hi Jim,
Kudos to you for giving out all those bookmarks!
I start organising events about three months ahead, because I need to order sufficient copies of the books for the event, and I like to make sure that they’ll definitely be there. Also, it gives you time to get press releases about the event prepared and out to newspapers and bag radio interviews. If you can get your books sooner than me (about 12 weeks) then two months should be enough. Don’t let newspapers advertise the vent too early. People forget!
I’d love to know how it goes and if you need any other advice just let me know and I’ll offer what I can.