Through the years, I’ve attended many events that required signing-line management. Since every event is different, determining the correct line method out of the many used is almost a skill in and of itself.
I’ve seen large audiences ushered up to the signing table row by row, or called forward by the signing number assigned on the ticket purchased. I’ve seen hundreds upon hundreds line up for a signing-only event. I’ve seen attendees ignore instructions only to create a chaotic free-for-all.
I thought I knew them all. But then last fall, I was holding a round-table discussion on marketing at the Heartland Fall Forum when Larry Law, the eCommerce/marketing director of Anderson’s Bookshop in Naperville, Illinois, told me of a method they use. I thought it was brilliant and couldn’t wait to share it with you. Actually, I couldn’t wait for Larry to share it with you. Since it was not my idea, I wanted you to hear it from him. (Plus, he has such a great voice.)
Here’s our conversation.