Today, one of our WANA instructors is here to talk about a topic that makes most of us want to throw ourselves in traffic. BUT Angela Ackerman, our marketing maven is here to demystify
Sasquatch the book launch party….
The Book Launch—WTH? What AM I THINKING?
The book launch. The discoverability blog hop. The big Christmas sale. You know you need to do it, that it will be good for your book, but the MOUNTAIN of work looming makes you want to run for Netflix and Big Bang Theory reruns.
After hosting many successful online events, I’ve learned a few tricks to making it through them alive. It involves a lot of coffee, frozen pizza for the family, and these ten steps.
1) Pick a Theme
Every event needs something jazzy to make it stand out. Pick a theme for your event that makes it fun and different. Think about your audience, and what they might find entertaining or valuable, and then pair it with a unique element from your book.
Is your book about pirates? Create an online treasure hunt. Is your hero a safe-cracking thief? Host a bank vault break in (Becca and I did something similar HERE.) The goal is to attract YOUR IDEAL AUDIENCE by tailoring your event to something they specifically will enjoy.
2) Marshall Your Forces
Put a call out using your blog, Facebook feed, twitter and email–anywhere you have a platform. If you want to run a successful event, you can’t do it alone–you need your friends and connections to build an Awesome Street Team. I find what works best is to blog about the event well in advance and request help (& share links to the post across my networks) and then to supply a simple Google Form for interested people to fill out so I can contact them with details.
3) Outline How the Event Will Run
What needs to be done in advance? DO those things.
Need a blog banner or badge for your event? Create one. Need to drum up prizes? Secure them. In advance, prepare the book launch/book event day post for your blog (and one for your street team to use on their blogs if needed). Gather any links you need (Goodreads, Amazon, Facebook page, etc.), craft tweets to use during the event, and create an event #hashtag. Doing these things now saves you time later.
4) Email Your Volunteers
Send a group email, thanking them for stepping up to help–make it personal and genuine. Then, clearly describe how the event will run and what you would like them to do. Explain how long the event will run, when you need their blog posts up, and when you will announce winners or simply end the event.
Give people a chance to ask questions, so everyone understands what the plan is. I recommend creating a distribution list for your team so you can keep emails private. (I learned that lesson the hard way when my first event someone got upset that her email was exposed to other members of my street team.)
5) Stay in Touch
Once it gets closer to the date, let everyone know you will soon be sending them an email package with “cheat sheet” instructions (to remind them of how the event will run and their role in it) and everything they need for the event. Tell your team that if something has changed and they can no longer participate, you understand but now’s the time to let you know.
You don’t want to be sending out a lot of email so people feel spammed, so try hard to be very organized. If you did get questions about the event from multiple parties and they are valid questions or concerns, answer them in a Q & A in this group email so everyone is on the same page.
6) Send Out the E-Mail Package
A week in advance of the event, give everyone a package that contains a “cheat sheet” of instructions, an image of your blog banner or badge you will be using, and an attachment “template post” that they can cut and paste onto their blog (short and sweet, so all they have to do is write up a quick intro). I send 2 versions: a Word document, and the HTML code that has the blog badge, pictures and formatting already in place.
Bloggers who can support HTML can just cut and paste, and the work is done. I always tell people they can write their own post if they prefer, but it’s my goal with events to make life as easy as possible for my team, so I give them everything they need to save time if they wish. (Here’s the blog post I sent to my street team for our event, The WHW Amazing Race.) Also, remember to tell them the event #hashtag you picked for their tweets.
7) Be Present
When your event launches, stuff might go wrong. Make sure you are available to help your team in any way they need. Tell them to email you if they need help and monitor your inbox. Check everyone’s blogs to make sure the posts are up and that links work.
If you can, interact in their comment sections as well as your own. On social media, drive traffic to your street team people. With a large group, I create a Pinterest board of participants (like this one), and then tweet links to it during and after the event, telling my followers that these are really great people & to check out their blogs. This is a nice way to say thank you to them for participating.
8) Be Enthusiastic
For this event to be memorable, your energy needs to be up. Try to engage people, encourage them to participate, and make it super fun. (This is where having a kick ass theme comes in.) Make sure your high level of positivity is in every email you send to your team.
Be pumped, let them know how excited you are to be doing this event with them. They in turn will spread that high energy along.
9) Wrap It Up
Publish your closing post for the event (if there are winners to draw and announce, do this) and thank everyone for joining you in the event. Send out emails to winners, and distribute any prizes. Keep a list of the winners so if you don’t hear back from someone, you can try again.
10) Say a Heartfelt THANK YOU to Your Street Team
Don’t be afraid to show your emotion–let them really know just what it meant to you that they shared time with you and made it so much fun. In the days ahead, remember to tweet them, and tweet or link to your Pinterest board from time to time. If you can help them get exposure in return, do! Some people offer a prize draw or give small gift to members of a street team. This might be something you may wish to do as well.
BONUS TIP: Buy a nice bottle of wine, or expensive box of chocolate (or both!) and take some “me time.” Relaxing and recharging after an event is important too!
Thank you ANGELA! I know this blog is a HUGE help, but need more? Angela and Becca are holding a WANA class The Marketing Marriage: Creative Social Media Solutions to Help Get Your Book Noticed. And all our instructors teach the WANA WAY, which is devoid of creepy, spammy, try to make you into a marketing Pod Person tactics.
Angela will be around for questions and I hope you guys show her some love. What are your greatest challenges? What makes you panic? Why? What have you tried that worked? What have you done that was in your comfort zone? What is keeping you from stepping out into the “unknown”?