At the end of September, Laguna Beach Books in Laguna Beach, CA, will host a quarterly salon on international literature. In their newsletter, the bookstore explains that the International Literature Salon is not a tradition book group, but instead is an introduction to regional notable writers and recommended readings.

“We were approached by local writer and editor Randy Kraft who had the idea for the salon along with Nancy Rayl, a former Cypress College instructor,” says Danielle Bauter, marketing and events coordinator for the bookstore. “The goal is to have the salon quarterly, with a focus on various cultures.”

The series begins with Latin American writers and will continue quarterly, with plans to review the literature of India, China and Africa.

In terms of marketing, Danielle plans to use the following mix:

• Information in store newsletter.
• Information on store website.
• Mentions on Facebook and Twitter.
• A Facebook event page with personal invitations from staff.
• In-store flyers.
• Advertisement in local papers.
• Book club and writing group outreach.
• Press release to our media contacts.
• PR pitch to local radio station.

They also included a list of titles available at the bookstore, encouraging anyone who wanted to begin the journey early jump in.

I like that Laguna Beach Books is utilizing outside resources to lead the salon while putting the full support of the bookstore behind the idea. I like the timing of the events; quarterly sessions require less commitment from participants, organizers and leaders. And I like their “this is not a book club” disclaimer. This encourages those who may have an aversion to book clubs to participate, and at the same time might entice traditional book club attendees to try something new.