Planning your book launch party? Awesome! But first, you'll need to decide whether you're throwing this party to congratulate yourself and share your joy with friends and family, or whether it's mostly intended to be a chance to promote your book.
Don’t get me wrong, there's nothing wrong with throwing yourself a party. Hey, knock yourself out, and invite the neighbors and anyone else you like. A book launch party also can be a great way to say "thank you" to people who have played a significant role in supporting you or getting your book to market. Cue your publisher, agent, family, friends, and any wild and crazy neighbors.
Make a budget. How much are you willing to "invest" in this one
promotional event? Expenses for live events can easily get out of hand as
unexpected wrinkles arise. Compare what you're willing to spend to other
possibilities. For instance, to hire someone to write a professional press
release, and have it electronically delivered costs about $200-300. Will that
accomplish more with the resources you have than throwing a launch party?
Find a venue. Hold your party in a retail environment if at all possible.
Bookstores and other retailers will be happy if you can bring in a lot of
people to their store, and they usually will handle the sales. They will
probably sell your books on consignment (no payment unless books sell) and will
require a minimum 40% discount from the retail price. Another good strategy is
to locate a retailer with some connection to your book. For instance, for the
launch of a book about moving to Spain, an author had her launch party at a
Spanish tapas bar with authentic foods and beverages mentioned in her book. And
you don't have to be limited to retail spaces, either. A book launch that's
more of a celebration can be hosted at a private home. And some people have
taken their launch parties outdoors; with a permit from the local authorities
and some good weather, you could have your launch party at a park or a beach.
Plan your space. If your party is in a store, you will probably
be supplied with a table but don't count on anything else. You'll need to
provide some appropriate decorations and don't forget any bookmarks or other
"freebies." People LOVE to get free stuff! If you're having your
party at a retailer that's not a bookstore, you may have to help the store with
planning for tables to sign books and other details.
Get the word out. If you're working with a retailer for your
launch, ask about promotion. For instance, they may be able to include you in
mailings or email newsletters about in-store events. Or they might allow you to
put a flyer up in the store a couple of weeks before the event.
Keep people entertained. You've gone to a lot of trouble and expense to
set up your party and get people there. What are you going to do next? Instead
of planning one long reading, why not create a shorter event you can repeat
over the course of 3 or 4 hours? If you can, include appropriate music and
visuals for entertainment. A slide show or book trailer running on a laptop can
capture the attention of browsers who will want to know more about your book.
Make sure you have books. Yes, there's nothing worse than planning a
party, then realizing you can't get printed books in time. Work backwards from
your party date and plan to have the physical books on hand at least a week
beforehand, just to be safe.
Use the media. Let local media know about your book launch party and invite
them to come around to join the festivities. At larger media outlets, look for
writers or editors whose subject specialties correspond to your book topic and
notify them.
Build your crowd. Don't forget to invite your friends, family,
co-workers, writing group, and social media contacts. More people equals more
excitement, and that's what a party is all about.
Take pictures. Ask a friend to take pictures and make sure to get some shots of
you signing books, talking to readers, and speaking. Post them on your social
media groups. If you have any "celebs" attending, get a shot of the
two of you together. These will come in handy for your promotional efforts.
How to sign. If you've never autographed books before, spend some time
thinking about what you'll write. Many authors use a few stock phrases which
can be helpful when the autographing line is long. Many people like their name
included, too, so make sure to ask for the correct spelling.
Prizes and giveaways. Having a drawing for a free book or a prize
themed to your subject will be popular. And if you repeat your reading a couple
of times, go ahead and have a couple of drawings to keep people interested.
Gather addresses. Don’t forget: you want to stay in touch with
the people you spend time with at your launch party. Make sure you have a way
to capture each attendee's email address, whether it's a sign-up sheet, a bowl
for business cards, or a laptop or tablet where people can opt into your
mailing list on the spot.Planning and executing a book launch party is quite a bit of work, but it can pay off. You'll establish good relations with the venue, with media contacts, and with attendees.You'll make sales and add to your email list, too. And listen, you worked long and hard to get to this point. Throwing yourself a party—and getting all the benefits—is a great way to celebrate.
