Consider private events tailored to librarians or teachers or specific organizations
Consider doing workshops and attending conferences where you can hand out bookmarks and/or add names to your mailing list
If you live in a city that hosts a local area book festival, you can inquire directly with the festival to see if there is an opportunity for you to participate. Please note that most festivals book authors 3–6 months in advance. The festival MUST take place after your book’s pub date.
Launch Week
In-person launch event
Online launch event (s): in conversation, panels
Online live events (Facebooks, Instagram)
Be a guest on a local filmed talk show the week of book release
Post-Launch Week
Workshops around self-care and DIY, reading lists from the author (what is author reading).
attend festivals and conferences
If you have done store events, continue to pursue virtual and/or in-person events with those stores
See if your local bookstore can partner with a businesses in their community to help make a more curated event. Example: bookstores and restaurant partnering= event tickets that include cocktail kit from restaurant and PB book.
Read aloud events - schools, libraries, Boys & Girls Clubs and places similar where your target audience is.
Digital Or In person?
Digital appearances are becoming more important. In our post-covid world, people are more comfortable with being at home and being behind the screen. Virtual engagement will continue to grow along with in-person conversations.
In person events can also encourage people to buy more books. Tapping into both methods should be encouraged if the author is able.
HOW DO I ORGANIZE AN EVENT?
First thing to do is to check in with your assigned publicist to ask what they can help you coordinate. Sometimes, they'll handle everything, and sometimes, they'll help with reaching out and booking if you provide the event details and where you want to reach out. Even if this is beyond release, you can ask your publicist (if it's been a few months since launch, go through your editor to ask).
Figure out:
What kind of event do you want to host?
What is the one-line pitch for this event?
What is the blurb/2-3 sentence description of the event?
Then start coordinating!
Confirm participants (if any) and availability (should be flexible as your location may not have the specific date you want)
Reach out to location coordinators
If you're booking a local B&N or bookstore to host, ask the manager who to speak to about hosting an event.
TIP: Focus on stores that report to bestseller lists such as NYT
Know your numbers: the bookstore may ask how many guests you can expect to attend from your personal friends/family
If you're looking to organize a workshop or panel at an event, reach out to the event organizer (if you don't know who it is, ask your editor/publicist if they have a contact)
Reach out to local bookstore to coordinate book selling at the event (if event isn't already doing it)
ask the store manager how they handle this and who to speak with; put that person in touch with the event coordinator
If this is not an option, ask the event coordinator if you can sell books from a booth/table. You can purchase books in bulk from your publisher with your author discount to sell directly at events. (Ask your editor where to call/order, and be sure to say you'd like to use the author discount!)
Finally:
When booking events, be able to bring in a crowd - host giveaways and games to make it more fun and interactive, have food, have Q&A prepared if there's no questions
Wherever you may want to tour that you don’t have a built in audience base, team up with one of the publishers “stars” (from another imprint perhaps?) to be “in conversation” with you at a bookstore or event in the city in which the “star” author lives.
It is a good idea to keep events shorter (at most an hour) and involve a moderator.
Bookclub sessions can run longer due to informal conversations that occur.
Library events should focus on issues in the locality. Attendance is more localized and informational. Workshop/book reading/story time focused.
For speaking events, try to schedule a call with one of your in-house speaking experts to brainstorm topics, discuss best practices and to review how to get started. Your publishing house may not have one, but always ask!
If you plan to do multiple events online, it is important to make each event different just in case people access your events twice. Authors can choose a different theme or partner with a different moderator.
It helps if author shares the virtual event link on social media as well as store ads. Marketing must be repeated on social media (ex: 1 post a day).
Re-promoting is important. Best window is 2 weeks before the event.
It is good to include visuals like a PowerPoint. Think of a virtual event as a TV show. Use visuals, not loads of words.
Some authors give a tour of their workspace. This can be popular.
“Lunch and learn” events are popular.
Online events tend to be early evening at 6 or 7pm. Shops want the event over by 9. Bookshops are trying to steer away from anything heavy or political. People want a break and to learn new things right now.
IMPORTANT: For any event, be sure you have privacy and anti-harassment procedures in place to protect yourself and participants.
VIRTUAL HOSTING PLATFORMS
There are lot of available platforms to choose from. The platform you use depends on the kind of program you want to host.
Large event: Crowdcast or Zoom.
Crowdcast provides library or shop with geotargeted metrics on views or clicks or registrations and where those registrations came from. All events are archived on virtual event document.
Zoom allows you to video chat live with people from anywhere. Sessions are typically limited to 40 min.
Small event: Facebook live or Instagram live.
An un-boxing event could be suited to Facebook live or Instagram live.
Different platforms have different algorithms for how long video or live event will stay up. For example, Crowdcast only stays live for 40 days.
Different virtual platforms have different capacities. Some platforms will have higher pricing for large events. Capacity is likely going to be limited with free virtual video programming. Some stores or libraries have additional funding to offset the cost (hence the viewer ticketing).
Smaller, free sessions can be held on zoom, then streamed out to Facebook live and get hundreds of views while avoiding the additional charge for a larger chat room.
IMPORTANT: For any event, be sure you have privacy and anti-harassment procedures in place to protect yourself and participants.
Are there people I can hire to help?
Yes! There are several different kinds of people who can help increase and coordinate your events.
Speaking agents
Finds and engages speaking leads for you; connects you and event planners. Good if you have topics to speak on at schools, conferences, events, businesses etc.
A planner helps with the what, when, who, and how. An event coordinator makes sure all the details are executed appropriately at the event Usually, you'd be looking for a planner unless you're organizing a large event.
Generates and manages publicity; they'll cover more than just events such as pitching for media opportunities. Can advise on best events and what to do.
Ask other writers, your editor, and your publicist who they've worked with and recommend. When reaching out, ask for a consultation and to break down services by price
Book signings aren’t what they once were. Publishers are often reluctant to send authors (especially first-time authors) on a big bookselling tour, and the public is less and less likely to come to book signing events unless the author is extremely well-known. That said, there are plenty of other events you can organize. Here are some tips and ideas.
Promote upcoming events through your social media.
Attendees want to understand you, the person – not just the book you wrote. What motivated you to write it? What funny/interesting story can you relate about the writing process, about characters/events/places that influenced you, etc.?
Let your audience know something about you that they wouldn’t know otherwise.
Somehow in your talk, without sounding grandiose, spell out what made the agent/publisher get so excited about the book to begin with!
Before you begin, tell all the attendees to “take out your cellphone and tell them where you are” – get your audience excited about attending a book signing, being at the bookstore, etc.
Pairing authors – i.e., doing a reading with another author - doesn’t cannibalize sales, according to the ABA.
Are Library events helpful?
Yes! Be sure to visit and form a relationship with your local library and librarians first. Librarians are the new hand-sell specialists across cities throughout the country. Thank your regional/local libraries (and librarians) by name in the acknowledgments, so every librarian will want a copy of the book!
My experience has been that it is indeed the responsibility of:
The author to provide the event with ordering instructions & contact (including ISBNs).
The event organizer to be sure that books are ordered.
The publisher to be sure books are available and in stock and orders fulfilled.
The author to check in on events/the organizer to be sure that books are ordered and on the way.
How can I plan a bookshop event?
Many bookstores love working with their local authors and illustrators to help promote their books! Before planning a bookstore event, check in with your publicist, who might have advice on how to make arrangements with the bookstore you have in mind.
Make sure to start this conversation several months before your book publishes to ensure enough lead time to book and plan the event.
Events can include reading a book aloud at a story time (usually only for picture books), a talk/presentation, a Q&A, and more. Then, follow these steps:
Confirm that the bookstore has any supplies/equipment you might need.
If the planned event is a party and you want to bring refreshments, check with the bookstore for any food restrictions/preferences.
If you’re the main contact for the bookstore and you know how many people you’re anticipating, make sure to let them know so they can be prepared—with both chairs and books!
Don’t forget the power of indie booksellers. They love the books they blurb (and they have that personal connection to readers, who see how much they love it, and the spark continues). Connecting with smaller shops is all about that personal connection.
One of the best things to have in your pocket are two different kinds of workshops: author-focused and reader-focused
Author-focused workshops can center around craft, publishing process, insider tips - things of interest to fellow authors. These workshops are great to pitch to author-focused events (SCBWI, RWA, etc)
Reader-focused workshops can center around characters, themes, topics of interest to your readers. These workshops are ideal to pitch to festivals and reader-focused events
School visits are a great way to engage with, and bring your books directly to, young readers, and they can be lots of fun too! Most school visits will include a request for an author or illustrator to give a presentation to students. You’ll want to create this ahead of time. Presentations can be in the form of PowerPoint slides, a group discussion or talk, activities, and more. Add a specific tab or section labeled school visits or author visits that is easy to find on your website. On this page, include:
Specify what type of school & library visits you are open to for this school year: virtual or in-person?
If you have specific themes you like to cover in school/library visits, that’s great to include, too. (It could be themes from your book or general writing/revising themes.)
Contact information or contact form.
Specifications to ask for: Name of Event, Event Date, Location, Type of event (keynote, panel, workshop, etc.)
teachingbooks.net - tip: enter all books separately so more show up in the search
WHat should my school presentation be like?
Go beyond the book’s summary in your presentation—this is your chance to get kids excited about reading and writing! To do this:
Talk about your writing process, your inspirations, etc.
Include activities for students.
Share photos they might find fun and exciting.
Make it interactive, even if just by incorporating some “show of hands” questions.
Ensure that your talk is targeted to the age group you’re addressing.
Always remember to leave time at the end for questions!
Ask the school you're visiting whether a reading should be included. If yes: for picture books, read the full book; for novels (fiction or nonfiction), read an excerpt (about 3-5 pages should be the right length).
Ask the school you're visiting whether the students will be familiar with you or any of your books when you arrive. That might change the focus of your presentation or how you talk about your work.
Discuss tech requirements with the school contact beforehand.
Make sure the school knows how to order books for your event.
Schools typically get 40% off on book orders for events. They can order books by contacting your publisher’s customer service line, OR through their ordering portal/contact. Ask when you book if they need a contact (and usually, giving them your editor or publicity person’s contact is a good idea, too).
You can also coordinate with a local bookstore to provide books for school visits. Ask the school whether they have a preferred bookstore, and make sure the order form is sent out ahead of time. If you have other books that you've previously published, you can ask the school whether they'd be open to having those available to order as well.
Some schools also allow/request a virtual visit—which you can do via Skype or other video conferencing services—for authors and illustrators who don’t live nearby, so keep that in mind as an option as well.
Be sure to never post pictures that show students' faces unless you get explicit permission from the school!
How long should the event be?
First and foremost, make sure it’s the right length. A typical presentation lasts about 45-50 minutes, but confirm with the school before just to be sure.
There are a variety of annual industry conferences each year, targeting teachers, librarians, booksellers, and consumers. Getting to meet attendees in person can be a great way to let eager audiences know about your book. The marketing team works with conference organizers to pitch authors and illustrators to appear at a variety of conferences, such as ALA (American Library Association), TLA (Texas Library Association), NCTE (National Council of Teachers of English), ILA (International Literacy Association), IRA (International Reading Association), PLA (Public Library Association), AASL (American Association of School Librarians), BEA (Book Expo America), and more.
If your publisher pitches you for a conference and you are invited to appear, they will reach out to discuss arrangements and will cover your expenses.
Many authors and illustrators pitch themselves and arrange to go to conferences on their own—particularly if there’s a conference happening in a city near an author or illustrator’s home. Please let your publisher know if you pitch yourself for a conference, and i f you are accepted. Your publisher can help arrange for your books to get to the conference and discuss with you what to expect.
Prepare answers for when you’re asked to talk about your book. Here are some questions that authors and illustrators tend to get often:
What were your favorite books as a kid?
What inspired you to write this book?
What are you reading and loving right now?
What is your writing/illustrating process like?
[For a book with multiple creators] What was your collaboration process like?
Speaking Fees
Should i charge?
Yes! You should ask if there's an honorarium if they don't offer; you can decide if you want to do it or not if there isn't one. It may still be a beneficial event for you to expand your network and promote your book(s) even if there is no fee, but the bottom line is: ask.
Always also ask about a contract if there's money involved, and ask about their anti-harassment policy if it is not outlined for you. If you're filling out a form that puts it in your corner, you can just write: open to discuss and just ask them later.
Engagements may start as unpaid but with time and practice keep in mind that you can grow your speaking fee and bulk book sales to companies and other organizations into revenue.
Good ways to phrase this: is there an honorarium offered, or, what is your budget for author fees?
what should i charge?
Your fees will change as you gain notoriety as an author, but generally, they range around $500 for a new author. It really depends on the event, the size of it, how many speakers they have, if it's for-profit or not.
For example, I do a query workshop for a high school event for $75 every year (but would also do it free if they couldn't offer) but for the same kind of event for SCBWI, I'd expect at least $250.
If you're a keynote speaker, $500 makes sense; if you're going to be on a panel, $100 might be ok. If you're giving a workshop, $250-500 might be reasonable depending on the length of it and interactivity
And of course, there is no problem in doing events for free, as long as no one else is getting paid, and you have time and interest in doing it.