Tips for a Successful Book Signing
Cookbook tastings, demonstrations, and author signings can be excellent avenues for selling books. All it takes is a well-thought-out plan and a willingness to promote the event. Make no mistake, this is a partnership on the part of the bookstore AND the author. Many times, the bookstore was expected to have made all the arrangements, massive crowd included. Nevertheless, it is the author’s responsibility to help create the demand necessary to sell books and have a successful in-store event. Listed below are tips to use when planning your next event.

Choose the best partner. Locate stores that promote cooking demonstrations and author signings. The event calendar in the local newspaper is a good resource.

Timing is everything. Approach the store by asking to speak to the person in charge of scheduling community events or in-store promotions. Give the store and yourself at least two months to adequately promote the event and to receive the books.

Promote, promote, promote. Most stores do not have the time or the budget for promoting these events. Take the initiative and create a successful event for you and the store. Ask the store if they have a media list they are willing to share.

1. Send press releases to newspapers, highlighting the store location.
2. Call radio and TV stations to request an interview the week of the event. Promote the event during the interview to bring customers into the store to buy the book.
3. Use other giveaways as promotional items for the event. Offer a combination special if you have more than one title or give a show special discount.
4. Ask the store for their customer mailing list and offer to do a mailing to promote the event. They may be willing to share or split the mailing expense with you.
5. Send the store promotional materials they can use to create a display announcing the event in the store. For example: flyers, posters, or bookmarks.

Confirm all details. Follow up with written confirmation of the event, outlining the date, time, and any promotional arrangements you have made. Let the store employees know what you are planning to do to promote the event. Confirm the number of books ordered for the event and from whom the books were ordered.

Follow up. Two weeks prior to the event, follow up to confirm receipt of the books. Is a display in place promoting the event? Are promotional materials being utilized? Confirm the space arrangements and details, such as electrical plugs, tablecloths, etc.

Have fun! Create a scene that draws customers over to find out what’s going on. Walk around the store and outside, offering everyone food samples and telling them about your book. Make sure the people you send to work the event can express passion for the product. You must convince everyone that they need this book.

Stock up on gifts for this holiday season by attending the FRP Cookbook Marketplace Holiday Sale December 1, 2, and 3 at Landers Plaza here in Nashville, TN.

Guest publishers include Barbara Smith (Cookin’ with Smitty’s Mom), Betty Sims (Southern Scrumptious and Southern Scrumptious Entertains), Lynn Henderson (YMCA – Once Upon a Recipe), Kitty Fawez & Greg Palevo (St. Thomas Hospital – Heart Institute – A Taste of the Good Life from the Heart of Tennessee and A Taste of the Good Life from the Heart of the Mediterranean).

Additionally, we will have two local Junior Leagues represented during the holiday sale – the Junior League of Nashville (Notably Nashville) and the Junior League of Murfreesboro (Open House).

Dates & Times:	Wednesday, 12/1	8:00 - 5:00
	Thursday, 12/2	7:00 - 5:00
	Firday, 12/3	8:00 - Noon

Cookbook University - April 11-12, 2005, at the Wyndham-Anatole Hotel in Dallas, Texas. Make plans now to attend and send as many representatives from your organization as possible. This is a great opportunity to experience a fabulous training seminar while networking with other self-publishers who are in the business of cookbooks. For more information, contact Julee Hicks at jhicks@frpbooks.com or 1-800-358-0560.

Plan Plan Plan

At the time of publication of this issue of Table Talk, we will have only 10 days until the arrival of the Thanksgiving holidays and approximately 39 shopping days left until Christmas. Make the most of these remaining days to work the plan. With only limited time available and calendars that are filling up fast, here are a few suggestions to make the most of the final days of 2004:

1. Follow up with every wholesale account between now and December 1. Make sure everyone has plenty of cookbook inventory to get them through the remaining weeks of the fourth quarter.
2. Remind your friends and family about holiday gift ideas, and make sure the cookbook is on their list for gift-giving this year.
3. Begin working on first-quarter plans for 2005. It’s NEVER too early to start working on plans for next year. Make sure that you are keeping a written marketing plan and tracking your results either quarterly or even monthly if time permits.

Maximize your time and try to do a few things well rather than trying to do a lot of things halfway. Good luck!

Book Signings and Special Events

In-store events are a great way to help retail accounts move through inventory of your title they have already purchased by creating a new energy during holiday sales! Things to do during an in-store event:

• Serve sample foods…remember it takes only one good recipe to sell a cookbook!
• Use a creative tabletop display to increase interest around the food being served.
• Giftwrap customer store purchases.

Your retailer will greatly appreciate your willingness to help during this busy time of year and, they’ll be more likely to stay on top of reordering your particular title throughout the entire year. It’s all about relationship building!!

In addition to approaching your own wholesale accounts about doing an in-store event, consider contacting the following major bookstore chains which we sell your titles into if they have locations in your area:

Books A-Million / AWBC
Bethany Killin
205-956-4151 x291
killinb@booksamillion.com
Books-A-Million manages all in-store events from the corporate level. They require a fee to cover their expense to create a poster used in advertising your event. (Sorry, but you cannot supply your own poster due to their corporate policy). They will pre-advertise your event ten days prior and order inventory, as needed, from The Cookbook Marketplace to stock during your in-store event. Be sure to allow at least four to six weeks for setup in their system.

Barnes & Noble

In-store events are handled by each individual store manager. Contact your local store to see about getting on their special events calendar. Be sure to mention to them that your title is available through their distribution center for ordering purposes with The Cookbook Marketplace if your title is not already being carried locally.