PROMOTIONAL DISPLAYS
Designing a Memorable Artistic Display
Establishing and maintaining an author's unique identity is vital, especially for writers of a book series. Marketing and Promotions include stylistically appropriate and memorable event and online displays! Like book covers, they must reflect the characteristics of one's work!
Each New Year presents fresh challenges, ranging from checking the condition of hardware and software, to taking inventory of the myriad materials you need to produce your creations, including secretarial supplies. Beyond that, there is the issue of what literary events have been added to the calendar…and which no long exist!
WORTHY EVENTS
If you are an author, artist, or other creative professional, you need to carefully analyze the possibilities of the unfolding calendar year. Which events will be worthy of your time, treasure, and effort? In addition to the introduction and sale of your works, a public event is an opportunity to promote yourself! Which activities will occur in your local community? Which are out of town? Will you need to be present at each, or is there a chance that a colleague, friend, or your publisher can help you? Just as COVID was beginning its appearance, I embarked on review and revision of resources for displaying current and potential writing projects. By that point, I had helped publish Under Sonoran Skies, Prose and Poetry from the High Desert, an anthology of fiction and non-fiction written and recorded by six professional authors in Tucson, Arizona. In addition, the first three books in the series of the Natalie Seachrist Visionary Hawaiian Cozy Mysterieswere available for sale. Book Fairs immediately come to the mind of an author seeking outlets for introducing their books. Combinations of Book, Art, and Craft Events may also be scheduled; While Art Fairs often have rules for participation, they sometimes include authors, especially local ones.
A VENUE’S SWOT
There are many organizations and even individuals that need to schedule an event. From government agencies and schools, to corporations and non-profit organizations, realtors, entertainers, and individuals may be involved in planning more than one event in a year. For professional event planners, the term SWOT is the shorthand for analyzing a potential venue. What are its Strengths, Weaknesses, Opportunities, and Threats. As an individual participating in someone else’s event, I don’t have a lot of input on where I will be going. If there is no opportunity for success in appearing, there is no consideration that I will participate. Other concerns vary from person to person. What will be the cost of my participating? If the event is local, where is the parking? Is there pan-event transportation for me and the materials I am bringing. Where are restrooms, beverages, and food? Will my books and supplies be safe if I have to set up the night prior to the activity…or remain overnight if I will be there for more than one day? For further information on the detailed planning of an event, see my Post titled Event Planning.
AUTHOR EVENT PLANNING
Looking toward the Tucson Festival of Books, I began that year by comparing my projected calendar with the materials I had previously used for such events. With a trio of mysteries in several formats, I considered creating a new display. I was glad that I did not need to redesign sign-in sheets for visitors wanting to be apprised of future publications and events. However, there was one new title to add to business cards, bookmarks, fliers, and author signature bookplates, some of which had to be ordered in a timely fashion. Then there was the physical setup to think about. I would need to plan for participating in the several author organizations to which I belong. For one or two, I would simply bring luggage on wheels with books and display décor, but for one I thought I would need more. Something to add to the backdrop, a table cloth, boxes or shelving for book display. Beyond that, there are secretarial supplies (including pens for signing books) plus holders for bookmarks and business cards. While you may think the last two items are no longer necessary, you never know what a visitor to your booth or a public talk might desire…and will actually use for contacting you in the future!
EVENT DISPLAYS
When an event is held in the same location with the same people, you may only need to make a single call to verify how the event will be executed in the year. You may not need to take a table, table cloth(s), or chairs. But will you be conducting potential sales yourself? If so, you may need to have a license, cash, and/or an electronic banking device. I have a card table at the ready, along with a couple of square table cloths, and longer ones if a venue will be providing luncheon size tables. The next, and very major matter, is signage, for both walls and tables. Checking websites and making phone calls to people who may have participated at events at the venue for which you are planning, may simplify much of your planning…but don’t assume that nothing can, or will, change. Other details will include: electrical outlets, lighting fixtures, availability of parking if you will have a vehicle (or ground transportation if not), restrooms, and sources for food and/or beverages.
Most of the events in which I participate feature authors on one half of a rectangular luncheon size table. This means a dimension of approximately three to four feet in length and two feet in width. In the past, that has meant utilizing small posters, about 11 x 17 inches presented on frames of wood, metal, and/or acrylic. These displays have often centered on a single book or project. Over the last decade, the Hawaiian mysteries have grown to four published works, another progressing toward publication and a few other projects…Even when I diligently refresh my tablescape during an event, by the end of a day there is an accumulation of clutter, especially when there are hardcover and softcover editions of my books…making the inclusion of a small waste can prove essential.
DISPLAY MATERIALS
You may want to check with other potential event participants with whom you may be able to share tables and other display materials. I am fortunate that a local store fixture outlet is able to fulfill several of my needs.
~ A three-tier acrylic stand to hold three or more books per shelf
~ Stands made of acrylic, wood, or other material for oversized postcards, bookmarks, and business cards
~ Clear plastic sales bags that will display my book covers
~ Colorful bags as gift bags
SIGNAGE
I found myself staring at signs in every direction of the outlet’s showroom. From the front door to the walls and counters, display cases and bins, text and images alerted me to the joys of an array of “toys” for introducing my products…and myself. Hmm. In the past, I've simply enlarged book covers, matted them on gold cardstock, and laminated them. While I will continue to keep these items available for small venues (at least for the card table I often use), I had learned that I would be able to hang a large poster for the three books I had to sell at one venue.
I quickly realized that the jewel tones of my book jacket edges scream out for the classic jewelry store option of simple black. The issue of fonts also arose. In short order, my wonderful Art Director, Yasamine June, sent me the necessary information to present promo text in the same font as that on the book jackets. Initially, I was delighted with my creation. The image of each book sat on a black background with harmonizing text in gold. But somehow the overall image was incomplete. Then, as I stared at each volume in the series, I experienced an ah-ha moment. What was missing was the lovely gold framing I had had Yasamine design for me. It is based on Hawaiian heirloom jewelry, and features a hibiscus flower in each corner! After a wonderful feeling of accomplishment, I remembered there might be events for which a larger poster [22x36 inches] might be appropriate. So, I increased the size of my images and text and added book reviews!
INTRODUCING MY NEW DISPLAY
On March 14-15, 2020, I had planned to unveil my new look at the Tucson Sisters in Crime Booth at the Tucson Festival of Books. I envisioned the larger poster mounted on a grid at the back of the tent, with the smaller one being positioned on the top tier of my acrylic stand, with the series' books framing it. I would complete the new tablescape with a few battery-operated lights, shell leis, and a gold palm tree! Unfortunately, due to the cancellation by leading authors facing travel challenges caused by the Coronavirus, the Festival was cancelled…
Wishing you the best in your creative endeavors, Jeanne
