How to host a book launch party

I have discussed this here on the blog before, but I still get people asking me for tips, so I think it’s worth doing again. Plus, it’s good to mention the differences between doing a launch party in a major store (like a Barnes & Noble) and an indie store or other venue or even online. So I hope this will be informative.

Basically, there are three ways people do a Book Launch Event.

1) In a chain store

2) in an indie store or non-store venue

3)online

 

I’ve done them all and I can say that while online launch parties are wonderful, they just aren’t as fun as physical events. Your best bet is to combine them. Do your physical party in the evening, and your online event the following evening. Why? Because you *might* have leftover goodies from your physical party to add to your online event giveaways. And yes, there should be giveaways. What’s a party without goodies?

Your physical event, regardless of venue, should have:

1) You and your books. Duh. Now if you are at an indie store or a non-store venue, you will most likely have to provide your own books. So make sure you have them in plenty of time. But also be sure to have book plates, a type of sticker you can sign, for people who have ordered your book online and don’t have the physical books yet. (These will also be very useful for your online event)

2) A signing set up. That is your table, a small display (something book related is great, or simply balloons, etc.) and a nice tablecloth. If you would like, you can add a banner, poster, sign, or whatever else you want to use to draw people to your signing table. I know many authors put out bowls of candy or bookmarks as well. Most stores provide a table and chairs, but when you set up the event, just check and see. Better to be prepared than to be signing books on the floor!

3) Giveaway goodies and swag. Maybe you can’t afford to give away a big prize like a NOOK (but you might want to check prices, they can be very reasonable and bookstores (especially B&N’s) LOVE when you buy something from them to raffle off. If you can, consider a few $10 gift cards or even a gift basket of some kind. As a bonus for the store hosting you, make the raffle “you must be present to win”. That way people will stay for the entire event, milling around the store and (hopefully) buying other books as well. The better the event is for the store, the more likely they are to ask you back. Also have at a minimum ONE giveaway swag item. It can be bookmarks, postcards, anything at all. Something people who maybe can’t get a copy that day can take with them, and perhaps use to remind them to purchase it online or later. Remember that many people will browse a store, then go buy online.

4) Snacks and drinks. This can be tricky depending on your venue. Many stores don’t allow food and drinks in store, others (like B&N) don’t allow outside food and drinks. Your best bet is to check with the venue and simply ask if you can bring food in. If not, ask if you can bring sealed food (pre-wrapped cookies or candies and mini-bottled waters). If the store has a café inside, ask if you can purchase food from the café for the event. Many in store cafes will divide things into smaller portions so while maybe they normally charge $2 for a cookie, they will make that one cookie into four smaller cookies for your event. It’s worth asking because if you are going to keep people there for the entire two hour signing (to see if they’ve won a prize!) you better give them snacks.

5) Entertainment. Whether you are in store or online, you MUST entertain people.  This can be done by reading a section of your book, telling stories about writing your book, or with a simple Q&A session. Keep it fun, keep it light, but remember that the more they like you, the better chance they will buy your book.

6) Have someone there taking pictures. It doesn’t have to be a professional photographer, but you want lots of images for your websites and scrapbooks. A good set of pictures can turn a hum drum event into the event of the century (or at least, that’s how it will look when you post those picture online)! Be sure at least one of those pictures is a nice one of you and the store staff. I’ll explain why later.

7) BEFORE THE EVENT be sure to send out invitations, paper and digital, and contact all the local media outlets so the event can be listed on all the newspapers ‘things to do’ sections. And be sure to alert the TV and radio stations too, they MAY want to stop by with a camera crew, or at least give the event a quick mention. They may not, but it’s worth a shot.

Bonus tips for online events:

1) Games. Consider a scavenger hunt, photo puzzle, anything that engages the crowd, but nothing that takes too long. Generally during an event online, people pop in and stay only for a few minutes so you have to hit them fast.

2) Post a schedule of events a few days before, so the audience knows at what time what is happening. Something like, Facebook Q&A at 3, Scavenger hunt at 5, twitter chat at 6. Very simple. And if you can make your online event cross platforms, you will draw more attendees. So don’t JUST do a Facebook event or JUST a website event. Try to plan things on many different sites throughout the event.

3) Don’t forget the prizes. Big or small, you want people to walk away from the event feeling like a winner, so have one thing that all attendees get ( a sneak peek at a scene from the book or a deleted chapter, or the first chapter. Some sort of digital content you are willing to freely give to the world). Then, to a few small prize packs and one or two larger prizes. Gift cards work well, as do books from other authors (which many authors will donate to events like that as a sort of cross promotion).

 

And after all that is done, you still aren’t finished.

1) Stay and help clean up. Don’t just pack up and run off. Remember that the store staff often get asked, “What do you recommend?” and again, if you’ve left them with a good impression, they are more likely to recommend your book.

2) Send thank you cards. You’d be surprised how many people forget to do this. It’s really just courtesy. And remember that picture you took with the store staff? Send them a copy of it to put up on their bulletin board (or wherever).

3) Be sure to leave a few signed copies at the store or (if they run out, hooray!) offer to come back in when they receive a new shipment and sign the shelf copies for them.

 

Now, about the venues. Does your launch party have to be in a bookstore? HECK NO. I’ve done them in my home, at restaurants, and many other places as well. Think outside the box a little. Did you write a book about ghosts in a mall? Have your signing IN THE MALL. Is your book a little off beat? Talk to the owners of that off beat crystal shop in your town, they might love to host an actual book party! Or, if you think you have enough fans to draw them in to something bigger, rent out the ballroom of your local hotel and have a masquerade or zombie prom or whatever. You can be as simple or elaborate as you want (and can afford). Remember, you put a lot of work into writing that book and getting it published, you deserve to celebrate!

So get out there and have fun! (oh, and hopefully sell a few books too!) Happy partying!