When An Event Fails Your Expectations

I've had it happen a number of times and it usually
surprises me. I'm talking about an event which fails to meet my expectations. 
Several weeks ago, I learned of an author library event in Fort Collins. 
Located about an hour and a half away, the sign-up information looked
interesting so I committed to the event and scheduled it. The day before the
event, I learned that over 60 authors would be attending.  I had the impression
it would be an active event with a lot of potential book buyers.  It wasn't
anything in the information that I received but I was hopeful. It was not.




Yes the authors came with their books and marketing
materials but few people walked through the event and spoke with the authors.
Later I learned it was the first time for this library to organize and hold this
event.  I have no idea what tools or marketing efforts the library made to
encourage people to visit with the authors.



After I drove to the event and set up my books and other
materials, I could almost immediately see that few people would be coming to
this event. The foot traffic was minimal. Yes the authors were there but not
readers and book buyers. When I am in this type of situation, my first step is
to adjust my own expectations.  Obviously I was not going to be selling many
books at this event. In fact, I did not sell a single book throughout the day.




This experience wasn't my first time where my expectations
were disappointed.  For example, I've taught continuing classes at a writer's
conference and had two or three people in my class. Other times at the same
event (different year), I've had a packed and overflowing room. When you
schedule and plan for these events, you never know what will happen—another
lesson from the event.



As I shifted my attitude about what was going to happen at
this library event, I looked for other opportunities (something else you can
do).  Over 60 authors were at this event, could I make new relationships at this
event? Yes was the answer.

I learned one of the authors also hosted a podcast. I made
a point to meet this author, ask about the podcast (and learn he also has a
broadcast radio show), and we exchanged cards and books. In the next day or so,
I will be following up with this author to see when we can schedule this podcast
or possible radio interview. The real fruit from such an event it is the
follow-up of these types of opportunities.



During this event,  I met another author who leads a
writers group in Denver. We exchanged business cards and spoke about the
possibilities of my presenting a program to this group. It will take some
additional follow-up on my part but it is another unexpected opportunity that
turned up from this event.



Also as an acquisitions
editor at Morgan James
Publishing, I met authors who are looking to publish a forthcoming title. We
exchanged business cards and with follow-up, this exchange could turn into
future business.  Were there authors at this event who need my help or the
information that I have on my
blog or in my freeteleseminars?  I answered this question with a yes and made a
point to exchange cards with a number of authors at the event—and I will be
following up with these people. Notice the repeated theme in my article about
follow-up?





As I sat and spoke with different people, I read the name
tag of one of the people.  She was the executive director of the library. 
Immediately I began to discuss how an author could donate a book to the library
collection. She gave me the name and email of the head of collections along with
her own email. It's something else I can do to follow-up. If I can work out this
detail, I will send them a complimentary copy of my books. Why? Because I've
seen in the past when I do this, the library will often order additional copies
of the book. The only hardcover version of my Billy Graham book, I saw in
my local library. I gave them a copy of the paperback and they ordered the
hardcover version.



Authors have to seize the opportunities around them. It
might not be the opportunity which you see on the surface. Possibly the
opportunities comes from making the right connection with the right person at the
event. Have you attended an event which did not meet your expectations? How did
you turn around that event and make an opportunity?