I’m about six months out from the launch of my next book and am working on plans for the launch. Call it a publicity plan or a marketing plan or a launch plan…it pretty much boils down to the same thing. The tough part is that I don’t have any true data indicating what works and what doesn’t.
With that in mind, I thought I’d explore strategies today. I’d love to generate some conversation about your experiences. It might not be hard data but maybe someone will come up with new ideas or even new takes on old ones!
Booksigning Events. They are at the heart of every launch but I see wide variation in how authors use them. Some go for a single, big event at a well-known venue which may come with an advertising fee. Others book events at multiple locals, concentrating on chain retailers. Some prefer to schedule with small, independent bookstores. Authors also vary on how long the launch season lasts. Personally, I’ve done all of the above and have generally seen more response from a single big event I can blast about. With hard-cover books, I rarely sell a lot unless there is a personal connection or the timing matches a gift-giving holiday.
Online Events. More and more authors are doing blog tours or online interviews. I’ve not done much in this area…some isolated interviews but no big blog tours. Yet, I know other authors use this technique heavily. I routinely receive e-blasts about blog tours and often wonder how successful they are.
Advertising. This can be expensive and complicated. Some authors work with on-line advertising services that send information about their new release to thousands of subscribers. Others may purchase ads in local media to generate interest in signing events. I’ve tried this route in the past and seen no direct correlation to sales. On the other hand, I have received some very nice reviews in connection with ads. I’ve become selective, however, in my expenditures here.
Book related swag. This would include post cards, book marks, magnets, pens, and any other cute little item with the author’s name and a book title. The expenses in this area can also climb quickly. I can’t say that I’ve ever been able to correlate sales with swag. That said, I have found an inexpensive supplier and do like having bookmarks in my purse. I use them like business cards. It’s highly possible that someone has purchased a book as a result but there really isn’t a way to measure this.
Book Trailers. This was huge a few years ago but seems to have quieted down. Lacking necessary skills, I haven’t explored this area, though my publisher did a great trailer for me on the last book.
Reviews. I like reviews but I have never paid for them. I’m fortunate that my publisher sends ARCs to national reviewers and gets good response. I’ve sent out some of my own, locally, with mixed responses. I’ve also sent to some online reviewers. Since my last book, there is increased conversation about Goodreads reviews being important but I’m not sure I’ve heard anything quantitative. For me, good reviews from recognized reviewers are priceless. I have no sales data but they greatly enhance my credibility as an author—something that it valuable to me.
Direct announcements. I sent announcement letters to everyone I knew with the launch of my first book. I think it generated a lot of interest for the launch signings and, yes, some sales. Since then, I haven’t seen as much of an impact and my list has been trimmed. I also rely much more on social media announcements.
Press releases. These seem to work much better when sent to smaller media. My hometown paper almost always runs something when I send out a release. Metro papers don’t.
Library packets. I’m not sure if these work or not. Since my publisher markets to libraries, I do try to make contact with the libraries in Colorado as well as the state in which my story is set. I don’t know if the contact is effective but it’s a route I always follow.
Book clubs. Over the years, I’ve made contact with local book clubs and enjoy interacting with them. I usually let them know. So far, Oprah hasn’t considered any of my titles.
Radio and Television. Here, too, I’ve done little. A couple radio interviews but no big appearances. No guest spots on national morning news shows. Hmmmm….
So, readers, what’s been your experience? What do you do for your launches? Can you connect what you do with sales? What feels right?