More Authors are Going On Tour Again

In-person events like book signings and author appearances at bookstores, which were primarily halted during the coronavirus pandemic, are now making a comeback. Experts from book marketing companies are advocating for these events as a way to promote specific titles. While online promotional opportunities will remain valuable, meeting readers face-to-face to create buzz is always practical, and photos from these events can be great content for social media. Given the lengthy pause, a refresher on planning book launch events is essential. Following “best practices” will help your tour pay off.

Authors usually appear at well-attended bookstores to promote their books, but many also choose to visit local libraries. Typically, these events include a presentation or brief talk followed by a book signing. Most bookstores and libraries have staff members who organize such events, serving as the primary contact point. Authors can contact them directly or have a publicist handle the communication. Starting locally is often a good strategy, as stores and libraries in an author’s hometown tend to be more supportive. Once contact is made, the next step is coordinating with the venue.

Two critical factors to consider are event promotion and book supply. Some bookstores may hesitate to order large quantities of books, and libraries will often need authors to set up a sales table themselves. Planning for these events usually starts four to six months in advance to ensure proper coordination and inclusion in promotional calendars. Authors should start considering their events well before their book release date, with many PR experts recommending that publicity planning begins at least six months ahead for optimal outcomes. Bookstores tend to work in advance as they schedule author events.

With heightened expectations surrounding events, meticulous planning is crucial. It includes outlining the schedule for the event and paying attention to every detail, such as bringing several functional pens. Those arrangements should be secured well in advance if any audiovisual equipment is needed for the presentation. For any complex setups, arriving early for a run-through is wise. The goal is to deliver a polished and professional presentation that leaves a positive impression on all attendees, and everyone should contribute to the invitation list. It will be a success if you have the right crowd and event.