After years of drafting, redrafting, writing, editing, and applying further tweaks, every writer wants to mark their book launch with a special event – and deservedly so. Those with a following will also know that their fans want to go to a launch event to really revel in the occasion.
However, it can be quite tricky to truly maximise the potential of a book launch. So here, we’ll be exploring some ways to bolster its appeal and how to craft it into exactly what you’ve envisioned.
Giving Attendees that Little Something Extra
You don’t want to host a grand book launch event and not sell out. Location and timing may rule out some of your bigger fans, so what you need is a way to coax in those who might be interested in attending such an occasion. To do this, and to build up the event as something more than it is, you have a few options.
Across entertainment, major launch events often couple in an exclusive opportunity of some kind. Sometimes, it’s a limited edition of the product being sold. Other times, it’s the chance to get a signed copy. Take The Pretty Reckless’ album launch earlier this year. The band came to HMV Oxford Street to do an in-store signing.
Freebies and bonuses have become so commonplace in online entertainment that people have come to expect them beyond the internet. Just looking at the bonus bingo casino, you can see two lots of extra for newcomers and daily free bingo and slot play to essentially get people through the door.
Competitiveness spurred this state of play, and that should drive a book launch. A live event is competing for people’s time and money. Make it a must-attend event with something extra or something exclusive. Special editions, signings, discounts in the store that day, and other such perks can greatly bolster the event.
Set a Theme and Stick with it
You can have a lot of fun with a theme for your event. If your book is set in a distinct period of time or fantastical setting, you can make the event much more immersive with related decorations and costume choices. However, the idea of setting a theme here is more to do with what you aim to achieve.
There are many different objectives that can underpin your book launch plans. It may be as straightforward as selling more books and generating income. In which case, perhaps it’s best to bring a collection of special and limited editions which would make up the bulk of the marketing effort.
Alternatively, you could stage it as a way to discuss the craft and engage with your audience. It could be a fan event where they apply for a limited set of tickets, get treated to some special goodies, and get to meet you in-person. It’s a much more personal approach that will ultimately still achieve the goal of selling copies.
Around the event itself, to help connect to those who aren’t able to attend, consider a giveaway. You already send copies out to reviewers and send advance copies. So, why not use the reach of social media to generate interest and give a bunch of copies to fans who sign up and win the draw? It’s a good way to appease fans and grow the launch’s profile.
A book launch event can be crafted in many different ways. The key to its success is making it a special occasion by offering distinct and desirable benefits for attendees beyond simply getting the book quickly.