300 Seconds: The Communication Two-Way

two-wayI’m sure the event process at your store is a well-oiled machine. Once the event is on the calendar, you probably have a publicity checklist in place, don’t you?

  • Add the event to website calendar. Check.
  • Add the event to store Facebook page. Check.
  • Media release to local and area media. Check.
  • Door poster. Check.
  • Write and include a review in the weekly email newsletter. Check.
  • Schedule social media posts and tag author and publisher. Check.
  • Share store efforts with publicist. … :-/

Understandably, this follow-up step is sometimes forgotten, because we spend the bulk of our marketing time promoting our events to customers and media who can help fill the seats. But it’s also important to include your publicist in all of your communication efforts. After all, you not only want to show that you’re doing your best for this event, you also want to be considered to host future events.

There are several ways you can communicate your efforts with your publicists.

  • Remember when you posted the event on the store website? Send a link to the publicist to confirm the event details.
  • Even though your media list is updated quarterly, remember to add the publicist and sales rep to the recipient list when you send out the event media release.
  • Did you hang a poster on the front door or create an amazing store window or tabletop display? Take a photo and send it to your publicist and rep. (And then you can share the images on social media with the author and publisher tagged.)
  • Is the publicist not on the email list that receives weekly email newsletters from your store? Go ahead and forward any that contain mentions of the event, reviews, or inclusions in bestseller lists. Mention why you’re forwarding the email–‘We reviewed The Event Book this week!’ or ‘The Event Book made our bestseller list this week!’–so they know the forward was intentional and also so they do not have to search for the information.

Each of these follow-ups shouldn’t take more than 300 seconds. And you’ll not only provide the publisher with a little peace of mind regarding your publicity efforts, you’ll also hold yourself accountable for getting them done.

Video: ‘Trying to Float’

Nicolaia Rips is 17 years old and has lived at the Chelsea Hotel her entire life. Her new book, Trying to Float: Coming of Age in the Chelsea Hotelhas been described as “a bohemian Eloise for our times.” In this video, Rips shares a bit about the process she and her family went through to determine which stories made it into the memoir.

If you’d like to share it, here’s the embed code:

<iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/axQEXauaaMI?rel=0″ frameborder=”0″ allowfullscreen></iframe>

Lonely Planet ‘Travel Book’ Sweepstakes

TheTravelBook_9781786571205_ef295The folks over at Lonely Planet have a relatively painless sweepstakes offer going on for The Travel Book, which is receiving its first update in six years. This is a coffee-table guided-tour of every country on the planet is the largest book that Lonely Planet publishes–450 pages of lavish photos, travel advice and fascinating tales.

Bookstores are invited to participate a simple entry-form-in-a-box sort of contest, but you have to let your rep know by July 30 that you want to participate so they can send you a kit. There are three levels of prizes: 1) a grand prize winner, 2) a bookstore winner, and 3) a bookstore rep winner. Details for the prizes can be found below. And here are the details for the contest:

  • no purchase necessary
  • 10.3” x 13.4” (size of book) window decal or poster
  • shelf talker
  • pack of bookmarks
  • easy-to-assemble entry box with entry forms
  • instructions for running the sweepstake and returning the submitted entry forms
  • prepaid pre-addressed envelope for returning the submitted entry forms
  • digital set of social assets and example posts
  • downloadable printable 8.5 x 11 inch signs

Prize levels include:

  • ONE LUCKY GRAND PRIZE WINNER: Lonely Planet will be giving away a grand prize of a $3500 travel voucher from global travel agency STA to one lucky entrant, to help pay for their own travel wherever they’d like to go.
  • THE WINNING ENTRANT’S BOOKSTORE – where the entry form originated – will receive a $250 gift card.
  • THE WINNING ENTRANT’S BOOKSTORE’S REP – will also receive a $250 gift card.

Here’s the timeline:

  • July 30, 2016: Deadline for entry.
  • October 18, 2016: Book publishes.
  • October 5 – December 1, 2016: Customers complete entry forms in your store.
  • December 1, 2016 – January 15, 2017: Send entry forms to Lonely Planet.
  • January 17, 2017: Winners announced.

If you would like to participate but do not have a Lonely Planet rep, contact Karen Finlay: karen.finlay@lonelyplanet.com.



Author Video: Adriana Mather

Adriana Mather is the fourteenth generation of Mathers in America. (Cotton Mather, one of the men responsible for the Salem Witch Trials, was the third generation.) In this author video, Adriana stands in the Salem graveyard where one of her ancestors is buried to talk about the characters in her novel How to Hang a Witch, and also how the psychology of the Salem Witch Trials is similar to today’s modern day bullying.

If you’d like to share the video, here’s the embed code:

<iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/0_HuSJ5Vozk?rel=0″ frameborder=”0″ allowfullscreen></iframe>

Indie Next Deadlines: Autumn Kids & Banned Books

There are a couple of Indie Next Deadlines happening today. You have until midnight Pacific time to submit nominations for the Autumn 2016 Kids’ List and the Banned Books Top Ten 2016 List.

To nominate a title, either complete this form online or send an email to indienextlist@bookweb.org. (You can read about all of the ways to recommend a title and find out how the IndieNext list is created by reading about my interview with Mark Nichols here.)

If you’d like to see all of the nomination deadlines, here they are for the year:  ‘A Year of IndieNext Deadlines’.