Participating in BEA (aka BookExpo America) is a significant commitment of time, and potentially marketing resources. We understand that to go or not to go is a tough decision. Today we’re talking about ideas on ways to make your autograph and/or demo session unique.
Did you know:
more than 80% of show attendees seek autographs
That is 24,000 people in your demographic: educators, librarians, booksellers, parents! All under ONE ROOF.
So how can you get your award-winning book, product, or service noticed at BEA? We are glad you asked!
BEA Tip 1: Make Your Signing Unique
When someone says “autograph,” you probably think about putting ink to paper. But what if you don’t want to give away books? or if you don’t have a product to sign?
Here are some ideas for different ways to use your autograph time at BEA.
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Create a “Meet the Author” type event. Rather than have people line up, advertise that you’ll be at X spot (like a round-table out front) where people can talk with you about your book, ask questions, register to win an author visit, get free download codes, or something similar.
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Bring along a partner and a product mock-up. It might be a blown-up cover, it might be a character from your book, educational product, or app. Ask your partner to take a picture with you, your product, and each guest in the autograph line.
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Have them enter their email so you can send the picture to them to share.
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Include some pre-loaded text about BEA and your award-winning product in the email so it is easy for them to share it on Twitter or Facebook themselves.
- Get their Twitter handle and tag them in a Tweet (just be sure to use your #BEA14 hashtag!)
BEA Tip #2: Have a Show Special
Rarely, in my experience, have authors come to BEA prepared to offer guests a show special. Everyone loves a deal, and that is exactly what a Show Special is.
Traditionally, a Show Special is an offer that is available only during the show. But it doesn’t have to be. In fact, a Show Special can be what you want it to be. Here are some ideas.
- If a guest places an order for 50 copies your book / product at the show, you will throw in a free school visit via Skype.
- If a guest orders a set of licenses or a site license for your digital product during the show, you will send them 10 copies of the supplemental material for teachers.
- Orders more than $200 (or a quantity of books) get free shipping.
These are just a few ideas.
BEA Tip #3: The Plan that Gets You There
In our How to Make the Most of Trade Shows class, we talk extensively about how to prepare for events like BEA. The short answer is – you have to plan.
Veteran BEA attendees – the librarians, educators, and book buyers whose attention you are seeking – start filling out their calendar in February and March.
- They are making appointments.
- They are deciding whose autograph line they want to be in.
If you’re on Twitter, you’ve probably seen some of the discussions that are already started. You need to get on their calendar! Today.
Did you know:
The Mom’s Choice Awards provides free marketing
for Honorees attending BEA?
[Even if you’re not in our booth.]
Once you have set your itinerary, let us know. We will help promote your appearance and activities through our social media channels.
Now is an excellent time to reserve your session time, create an event, and let us help you start marketing it.
BEA Bonus Tip: Invest in your Marketing Toolkit
One of my favorite parts of BookExpo is hosting the MCA Filming Studio. Once those lights go on, people stop and take notice. Who is that? What are they filming?
We get lots of questions … and love to tell people who you are and why you’re here.
The Filming Studio gives us a chance to collaborate on a permanent product for your marketing toolbox. And you can’t beat having the excitement and noise of BEA *playing* in the background.
We’d love to hear from you. If you have a BEA tip, please share! If you have a question, put that in the comments and we’ll be happy to answer it for you.
If you have any questions, please don’t hesitate to drop me a line.