Event season returns

As pandemic-related restrictions ease and the world returns to more-or-less normal, in-person events are starting back up. That's a good thing for everyone who's fatigued by Zoom meetings and wants to socialize in company with actual human beings again.

Like any industry, trade, or profession, authors participate in myriad events to gain inspiration, improve their skills and knowledge, and sell their books. I'm no exception to that. My calendar is already filling up with events this year:

1. Multiple Alternate Realities Convention (MARCON 57): May 6-8, Columbus, OH
2. North Coast Indie Author Book Expo : June 2, Elyria, OH
3. Imaginarium/Imadjinn Book Fair : July 8-10, Louisville, KY
4. Monday Creek Publishing Book Fair : October 29, Nelsonville, OH
5. Northwestern Band Association Craft Fair: November 12, Springfield, OH

Authors attend events for blatantly commercial reasons. Events present marketing opportunities to build brand awareness and sell books. It's not always necessary to align the book genre with a particular type of event. I spoke with an author who exhibited her books (westerns) at a festival focused on boats and fishing. She sold out.

What I have noticed through (expensive) trial and error is what makes for a reasonably successful event from the vendor's point of view.

• The event must either draw its own audience or take place where people gather. I've noticed that book-related events generally don't draw an audience, although I'll give one a try. MARCON is a fantasy and science fiction institution in central Ohio and draws a good-sized crowd. As an author, I compete with several vendors also selling books, but I'm not competing with all other vendors. Attendees come to the event with money burning holes in the pockets: theyy're ready to spend.
• The event must draw attendees ready to spend money. Some events don't attract attendees ready to spend their hard-earned cash. This appears to be true for the local county fair. Attendees spend their money on food (who doesn't love fair food) and ride tickets, but not on merchandise.
• Premium vendor location is worth the extra money. At last year's Imaginarium/Imadijinn Book Fair, vendors in the Dealer Room complained of very little foot traffic. Those who paid a bit extra to be located in "Creatives Alley" did much better with regard to attendees venturing by our booths and buying our merchandise.
• Event location matters, too. I've participated in a handful of events that were far off the beaten track. Despite online marketing by the organizers and the participants, attendees were few and far between. In short, the events were not held were the people were—and people generally don't go out of their way to attend some types of events.
• Piggybacking works. An event held in conjuction with another, popular event benefits from that larger event's foot traffic. It may also bring additional traffic (i.e., attendees) to the larger event.

While it's great to break even or make a profit at events, I've learned not to count on it. As others have noted, there's great value—if it cannot be calculated—in building brand awareness. That awareness may not result in immediate revenue from book sales, but leaving a good impression with potential readers does no harm.

To that end, I tend to dress better than my usual sitting-at-home attire. In my mind, wearing better-than-normal attire shows respect to the attendees: you're worth getting all gussied-up. I'll wear jewelry, too: something shiny and sparkling to catch the eye and maybe jog a memory. Everything is calculated to build a favorable impression without destroying my own comfort.

I also patronize some of the other vendors. Sometimes, a poorly attended event results in vendors preying upon one another in an attempt to recoup a bit of their investment. Those aren't fun. However, I'll roam through the vendor aisles and, should something really catch my fancy, I'll buy it. I doubt that vendor will remember me, but I'll likely remember that vendor and strike up a conversation. Friendly relations between vendors helps me to direct attendees to their booths if mine doesn't have the items they seek. There's no reason to discourage attendees from patronizing other vendors. In return, I hope other vendors will steer customers to me.

I'll be adding events to my calendar as the year goes on. Stay tuned.

Every word counts.

#henhousepublishing #hollybargobooks #events