14 Tips to Design the Perfect Book Launch Party

Congratulations!

Your book is coming out of edit and the publisher has set a release date. You may actually have galleys in your hand to caress. You have seen the book cover design, and everything is coming together. Your baby is ready to be born.

Although it is hard to believe, it is time to determine the exact details for your launch party. You already wrote the general plan and submitted it to your publisher. Now is the time to execute that plan for success.

Do not leave this project to your publisher. You know your city and are in a better position to make this local event your perfect party.


Pre-Release versus Post-Release
Work with your publisher to decide whether your first party is a pre-release or post-release launch. I vote for a pre-release party. The party(ies) should be held within the two weeks leading up to the actual release date. A post-release party should be held within the two weeks after the release date.


Select a Theme for Your Party
Your theme should relate to the concept of the book. The topic of the book and its intended audience help to determine the theme of the party as well as which activities there will be.

Choose Your Venue and Set Your Date.
When choosing the venue, think about location and decor.
If your book is about a day at the beach, do you want to have a formal dance? Instead, consider a beach party and decorate the venue to look like the beach (or, in a location with stable weather, actually have the party at the beach with a contingency plan for showers).
Try to have your book launch at a public facility rather than a private home. Most private homes are not big enough.
A Book Launch Party is usually held either Friday or Saturday to ensure maximum attendance. Setting the time of day is also related to the theme.

Choose a Community Service Project that can tie-in to the theme.
Rajah LeBeau of Rajah and the Big Blue Ball was adopted from the Cleveland Animal Protective League, therefore, the Cleveland APL receives a donation from the sale of each book.
They were invited and participated in the actual book launch.
They even brought their adoption van for the day.

Lead Time
Allow yourself twelve (12) to sixteen (16) weeks lead time.

Save the Date invitations should go out about twelve (12) weeks prior to the actual event. Follow up at eight (8) weeks with formal invitations and request a RSVP three (3) weeks before the event.
The invitations should follow through with the theme of the party.
Order your books four (4) weeks in advance. Other than with a very large publisher, or a bookstore, you will need to order books (at your author's discount) for the book launch party. I order one for each of my guest.

Celebrities, News, and Media
Make a list of local celebrities that may be willing to MC the event. Send out a formal letter requesting their participation at the sixteen week point.
Follow up within 7 days with a phone call. Secure your MC. Once you have your MC, send a confirmation letter immediately.
Send out your Media kits and press releases to your local newspaper starting 6 to 8 weeks before the event and post news releases online. Contact your local radio and television personalities and send them personal invitations to the event.

Your Guest List
How many people do you want at your book launch? Decide on a number and invite three to four times that number to your event.

Your Guest Book
Have everyone sign your guest book. Your guest book should include each person's email address and mailing address. Make sure that the guest print.

Door Prizes, Games, and Contest
Have door prizes for attendees. Have bookmarks, book bags, tee shirts, caps, pencils, key rings, and ink pens as prizes.
Develop and play a game centered around the theme of your book. Give out prizes to the winner.

Refreshments
Arrange for wonderful food. Sell luncheon or dinner tickets in advance. Remember to build in the price of the book, and the donation to your related community service project. Be prepared to pay for celebrity tickets yourself.
Or, just provide light refreshments.

Read Excerpts
Select one or two people in advance to read short (I do mean short) portions of your book.

Video and Pictures
Take copious amounts of pictures throughout the event. Consider investing in disposable still and video cameras for the guest to help you capture the activities. The pictures will be great for promotional materials, websites and blogs. DO NOT forget to have a release form signed. You need authorization to put their pictures on marketing and promotional materials.

Make the Sale
Determine special discounts and offers for your guest for multiple signed copies of your book. Have flyers, sale sheets, and mail order forms available. Not everyone agrees that mail order forms should be available, but I have had success with it.

Set up a Pay Pal account. Make sure you have a computer available with secure encryption. Guest can pay for your book online without having to share their credit card information.
Accept Checks through Pay Pal, also.

Follow Through and Follow Up
Send your formal, hand-written Thank You notes by snail mail.
Include special sell cards with a discount offer for guest to give to their family or friends. All discount offers should have an expiration date.
Keep your guest informed of any related activities for this book, with a cheery newsletter. Give out invitations to your next book signing.
Have Gift Certificates available for purchase. This helps to keep book sales robust.

Happy Book Launch and Best Wishes,

Dr. Mosetta

Need further help?

Promoting Your Book for $3.00 Per Day
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