Trade shows, conferences, conventions, and other large-scale events offer opportunities to interact directly with a large number of potential book buyers. While this kind of event marketing could be a valuable marketing investment for you, you’ll need to do your homework first.

1. Choosing the Right Events for Your Target Market A Marketing Tutorial

2. 2 Marketing Events Trade shows, conferences, conventions, and other large-scale events offer opportunities to interact directly with a large number of potential book buyers. While this kind of event marketing could be a valuable marketing investment for you, you’ll need to do your homework first. This tutorial will show you how to check for these mistakes and, if necessary how to avoid them. No matter what your book’s topic or genre, you can find a local, regional, or national conference, trade show, or other marketing event that will draw members of your target audience.

3. 3 Book Trade Shows and Fairs These large gatherings of authors and booksellers draw the attendance of professional book buyers, as well as members of the media, publishers, retailers, library representatives, and the general public. Vendors rent and staff booths to directly promote and sell books, as well as to make contacts for future sales. Trade shows and fairs take place on the local, regional, national and international levels, offering you the ability to “start small” before you commit to the expense of a larger event. Most of these shows charge booth space and many charge extra for tables, electricity, phone lines, and so on. Transportation, lodging, and meals, of course, would be added to these expenses.

4. 4 Book Trade Shows and Fairs Visit a few shows as an attendee, rather than an exhibitor, to get a feel for how they’re organized, what kinds of books are being exhibited, and which types of exhibits seem most successful. And start small; you might be overwhelmed by a huge national show, but a small local show might be very cost-effective, manageable, and an opportunity to determine whether you’re interested in attending larger events.

5. 5 Conferences and Conventions These events, like trade shows and fairs, typically draw attendees from a particular trade or industry, and offer vendors another opportunity for face-to-face contact with potential buyers. Some of these events are directed at a very specific niche market; if your book also occupies that “niche,” attendance or speaking engagements can be especially beneficial for sales. If you can land a speaking engagement at a workshop or seminar associated with the event, you can gain even greater promotional benefits.

6. Conferences and Conventions Conferences and conventions come in all sizes, of course, as do the costs associated with attending. And as stated earlier, you have a much more targeted attendee list at smaller events, and thus a better opportunity to reach your target market. 6

7. 7 Book Festivals These events typically offer vendors the opportunity for direct sales at retail prices. As when attending trade fairs and shows, you buy booth space and “work” the booth yourself, so you have invaluable opportunities for direct contact with large numbers of buyers who have come to the fair specifically for the opportunity to purchase books.

8. Book Festivals You aren’t dealing with as many professional buyers at these events, however, so booth space can be less costly, depending upon the size and popularity of the festival. Look for small local festivals initially, then plan on moving to larger events after you’ve gained experience in managing a booth, handling direct sales, and promotional contacts with festival attendees. 8

9. 9 Do Your Research You need to do some careful research and evaluation to determine whether any conference or trade show will be a worthwhile marketing investment. Beyond researching individual events to determine whether they will offer an appropriate environment for promoting and selling your book, you also must determine your specific goals for attending the event. Then you must analyze the associated costs and benefits of your attendance.

10. Do Your Research In addition to basic dates and locations, review the event agenda, the list of sponsors, exhibitors, and attendees. The online registration forms typically outline booth sizes and costs, floor plans, added expenses, and other important information for registrants. With this information in mind, consider your goals for attending the event. 10

11. 11 Goals in Mind Estimate your expenses and determine how those compare to the potential—and likely—benefits of attendance. This kind of cost/benefit analysis is important before you undertake any major marketing effort, but the potential expenses associated with trade show attendance give it special emphasis. For more information on marketing your book, or to start your publishing journey, visit us at www.authorhouse.com.