Authors, when marketing their books, need to have an effective
strategy when it comes to attending or participating in book fairs, expos,
festivals, and trade shows. So, what should they do.
First, search for a list of upcoming local, regional, national,
and international book-focused events. Some may be open to the public and last
a day, while others may be more geared towards members of the book industry and
last several days. Determine which events — where and when — that you want to
explore getting involved with.
Do google searches for things like:
* Chicago Book Fairs
* Illinois Book Festivals
* US Book Trade Shows
* International Book Fairs
Consult this as well: https://bookmarketingbuzzblog.blogspot.com/2023/09/book-fairs-literary-festivals-bible-for.html
Second, look to see what you can do at each event. For instance, are these available to you:
* Speak in front or a subset group or the entire
one
* Rent a booth to peddle your wares
* Do an autograph signing and book giveaway
* Share free promotional items and swag
* A way to sell books
* Advertise in the event’s publication or on their site
* Attend seminars to learn
* Networking sessions
* Talk to those who exhibit
* Meet literary agents/publishers
* Push a story onto attending media members
If not attending, will you pay for an ad or to have your book
displayed at the event?
Third, set some goals for each event by knowing what types of
people will attend. Assess your potential ROI. How many days/hours will you
delegate to the prep, travel, attendance, and post-event follow-up?
Fourth, set a budget of money and time for
your participation at an event. Will there be;
* Entrance fees
* Costs for specific activities
* Travel or lodging costs
* Ad costs
* Shipping costs
* Creating banners/fliers/giveaways
Fifth, look at the program of scheduled events. Learn what
activities are available for your participation. Gage how many people might
attend and best understand why they will be there. Who will attend: Customers?
Publishers?
Literary Agents? News Media? Social Influencers? Celebrities?
Writers? Librarians? Bookstore Owners?
Sixth, conduct pre-event research. Leverage any
event-centric social media pages or apps
Dress appropriately but stick out. Be assertive. Create
opportunities. Talk to people running the show ahead of time.
If you are just attending an event…
·
Get a print or online
directory of attendees and exhibitors
·
Pickup any event
publications or fliers
·
See what others
are doing at the event
·
Network and talk to
people
·
Listen to speakers
·
Network with others
·
Handout fliers
If you can be a speaker and/or participate in a book-signing
event, even better.
If actively participating, do the above, and
get a booth, and…
— offer a book sale deal there
— hand out fliers
— give promotional items away
— sponsor happy hour or give food/drink away
— blow up poster or have a stand that displays a giant book
cover image
— display your books
— dress in costume or a hot outfit
— make noise/play music
— get people’s cards/email by raffling something off
— do a photo booth at your booth
There is a whole world of book-centric events to attend and
participate in. Where are you going next — and what will you do there?
Do You Need Book Marketing & PR Help?
Brian
Feinblum, the founder of this award-winning blog, with over four million page
views, can be reached at brianfeinblum@gmail.com He is available to help authors like you to promote
your story, sell your book, and grow your brand. He has over 30 years of
experience in successfully helping thousands of authors in all genres. Let him
be your advocate, teacher, and motivator!
About Brian Feinblum
This
award-winning blog has generated over four million pageviews. With 5,000+ posts
over the past dozen years, it was named one of the best book marketing blogs by
BookBaby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2021
and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com as a "best resource.” Copyright 2025.
For
the past three decades, Brian Feinblum has helped thousands of authors. He
formed his own book publicity firm in 2020. Prior to that, for 21 years as the
head of marketing for the nation’s largest book publicity firm, and as the
director of publicity at two independent presses, Brian has worked with many
first-time, self-published, authors of all genres, right along with
best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen,
Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard,
Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C.
Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler.
His
writings are often featured in The Writer and IBPA’s
The Independent (https://pubspot.ibpa-online.org/article/whats-needed-to-promote-a-book-successfully).
He
hosted a panel on book publicity for Book Expo America several years ago, and
has spoken at ASJA, BookCAMP, Independent Book Publishers Association Sarah
Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association,
Willamette (Portland) Writers Association, APEX, Morgan James Publishing, and
Connecticut Authors and Publishers Association. He served as a judge for the
2024 IBPA Book Awards.
His
letters-to-the-editor have been published in The Wall Street Journal,
USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester)
and The Washington Post. His first published book was The
Florida Homeowner, Condo, & Co-Op Association Handbook. It
was featured in The Sun Sentinel and Miami Herald.
Born
and raised in Brooklyn, he now resides in Westchester with his wife, two kids,
and Ferris, a black lab rescue dog, and El Chapo, a pug rescue dog.
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