Ah, Spring... A New Year of Festivals

March 2024

I find it interesting that as we age, our perception of time also changes.  When I was a student, the year began in September.  I returned to school after the long summer separation from my friends and found myself once again immersed in the creativity of music, writing, and theatre we all shared.  Oh, sure, I worked theatre in the summertime, and read, and wrote a lot… but doing all those things with a familiar group of personalities was how I found comfort.  So, the year “started” for me in Autumn.

Now, a few decades past my years as a student, and Spring has arrived.  At this stage of my life, this is when my year begins.  April (at least in Michigan) is the beginning of Festival Season in the book world.  This is the time of year when Indie Authors begin to schedule personal appearances, book talks, and signing events.  As an adult devoted to the written word, I find Festival Season to be the best herald of Spring.  Time spent with my writerly friends is a rejuvenation of silliness after a long winter cooped up indoors, without only connection except the insanity we can create on Zoom.  But now… now, we get to stand together outdoors under tents, indoors at tables, laughing, playing, selling books, and talking about the writing craft. 

Each year, I review my checklist for Festival prep.  And each year, I discover new things to change about the way I engage.  Some of the things on the list are redundant – I’ve been doing this for a while now, and those things are a matter of routine.  Other things, sometimes small, nuanced things, I discover as positive, and work to incorporate them into the list for future events.

​Here’s a bit of what I’ve learned over the years.  I thought I would share… not only so I can check things off my list, but also to assist those who may be new to the adventure of Book Festival Season.  Take what you will, use it if it works for you, disregard the rest.  May you sell lots and meet tons of fascinating people.

• Tent (for outdoor events) and weights or stakes.  I use an “easy-up” style because I can set it and strike it by myself (although I must admit, it’s far easier to do it with two people), and it packs easily and fits in my car without difficulty.  Also. It has wheels on the case, which makes everything easier.  Here is the one I use, but there are many different styles out there. (https://amzn.to/3TTJwvK). I bought the 10’ x 10’ version because that’s the usual size for outdoor spaces (although some are 12’ x 12’.  Still, I’d rather have the smaller version that allows me to show at more places. 

  • I recommend you also buy tent sides.  In nasty weather, it helps protect the books and me, and in super-sunny weather, the added shade is also nice.  My tent sides have zipper flaps which allows for a nice breeze on those hot days.  These are the sides I bought (https://amzn.to/3xh6zYa), but again, there are lots out there.  The most important thing is to make sure that the sides you buy fit your tent.  Some tents have straight legs and others have angled legs – this is an important detail to know, if you’re buying the sides separately, rather than in an all-inclusive kit.   

  • As for weights or stakes, you can go either way, but be aware that many outdoor festivals aren’t on grass, so stakes won’t help much.  Tent weights are more versatile.  You can make them yourself using some recycled gallon milk jugs filled with water, sand, or cement; or you can buy them premade and fill them.  I made the mistake of buying these last time out, (https://amzn.to/4ajgFpU)  and I found that the closures, seams, and Velcro straps didn’t hold up well to repeated use.  I used Gorilla Glue to repair them, so they lasted one season, but they won’t make it through another.  This year, I plan to buy these plastic weights (https://amzn.to/3vBoA2W).  Yes, they’re a bit more expensive, but I’ve learned that when on the traveling book circuit, durability is a key component to a successful experience.  I’ll try these out this year and let you know how they work out.

• Tables.  Some venues will provide a table for you, others don’t.  It’s always a good idea to pack one in the car, just in case.  The standard sizes are either 6’ or 8’, depending on the venue.  I have a 6’ table that folds (that’s critical for travel).  I also bring along a 4’ table, especially to outdoor events.  I find that having a second, smaller table, set up behind me inside my tent is a good place to store extra inventory, my lunch box, and other things I’ll need during the day that I would rather not have sitting on the ground. I found my tables at Target, and you can also find them at Home Depot, Lowes, and of course, on Amazon.  I recommend plastic rather than metal as they seem to wear better over time, and they’re easy to clean.

• Tablecloth.  Some authors like to get customized tablecloths or table runners with their logo, or author name on the front.  Those are super-fun and catch the attention of passersby.  But be careful.  I once bought a custom table runner and discovered that it was not machine washable.  Your table is going to get dirty, so plan for this eventuality and find a vendor who can make one you can wash – a lot!  If not branded, at least cover your table in your brand’s complimentary colors – black and white are always a positive choice if you haven’t yet discovered your “brand” colors.  Remember that your tablecloth should cover the entire table and hang down in front so it looks professional, and… you can hide boxes of additional stock underneath your table and no one can see the mess.

• Chair or Stool.  For years, I just used the chairs that were provided by the event coordinators.  These are usually simple metal folding chairs.  They’re not very comfortable, and I found that I was spending more time standing than sitting due to that fact.  Now, I travel with a tall stool with a padded seat, that also has a comfy back rest.  I find it works well for greeting visitors without all the sit-down-stand-up, and it keeps me at eye-level with passersby, making engagement much easier.  Here’s the one I use (https://amzn.to/3ITepKi), but there are lots of them out there.   I like this particular stool because it packs easily, and has a small stand built into the back, so when I’m at indoor events, and my table is situated with an aisle on both sides, I can set a poster on this little stand as an attention-getter for people whose faces I may not be able to see because my back is to them.

• Retractable Banners.  I have two, one floor model that is 6’ tall, and one table-top model that is 18” tall, and there are other sizes, as well – some single-sided, others double-sided.  I love these because they are durable and pack away into manageable cases.  At some events, I can use both banners, but at others, there isn’t space for the floor banner, especially at some indoor events.  If you don’t have a custom tablecloth, these banners are super-helpful to let visitors know your name, genre, and website.  I got both of mine at Vistaprint, but there are a lot of other vendors out there who also make them.  When designing your banner, be sure to make it as generic as possible.  Remember, you’ll want to use them for many years and chances are, your writing career will grow and change over time.  I recommend NOT using your cover designs on the banners because then, every time you publish a new book, you’ll need to buy a new banner.  That can get extremely expensive very quickly.  Rather, design a general logo for your author career with your name and add your website address.  That type of design will last, no matter how many books and how many genres you create.  In my experience, retractable banners (if you don’t abuse them) can last a long time.  My first one lasted 15 years.​

•  Book Stands and Risers.  In my experience, the best way to display your books is vertically, with the covers full-facing.  Passersby may not notice books laying flat on the table, but they’ll be drawn to covers standing up and begging them to come closer.  Also, going vertical means you can display more books in a smaller space, which is ideal for those indoor events where you’ve got to work on a half-table space.  Remember, presentation is everything, so choose stands or risers that are aesthetically appealing, rather than simply cardboard boxes (although you can use cardboard boxes, and just cover them with cloth, and no one will ever know).  I found wrought iron, collapsible cookbook stands at Michael’s.  They easily display two 6” x 9” novels and have page weights (which are helpful during windy days exhibiting outdoors). These are the ones I have, and I love them (https://tinyurl.com/4nb3uze6) I usually display them on wooden crates, that I also bought at Michael’s.  I turn the crates toward me, and pack them with the extra inventory to weigh them down.  At the end of the day, I flip the crates and I’m instantly packed up, and ready to go.

• Large Plastic Tubs.  Of course, like everything I mention here, these are optional, but I find them tremendously useful.  At one event, I just used cardboard boxes to transport my books indoors.  There was rain the night before, and puddles in the parking lot.  My cart hit a hole, and the boxes of books slipped off and into the puddles.  I lost 15 books that day due to water damage.  Now, I pack my books in durable plastic tubs to avoid that heartache.  I found mine at Home Depot, but they’re also easily found at Target, Lowes, and of course, Amazon.  I pack mine with everything I’ll need for a show. Fewer boxes to pack in and out makes for a less stressful day.

• Cart.  I can’t say enough about the value of buying a strong, large, weight-bearing cart.  The collapsable wagons I’ve seen other authors use are very cool, but they’re space-limited, which can sometimes mean making two trips for an outdoor event.  And, I’m always afraid they’ll break over repeated use.  Books are a heavy hobby… so I bought a super-strong cart.  The one I have is made by Rubermaid, and can carry 500 lbs.  It has super-durable wheels that have carried my stuff over all sorts of terrain from gravel to pavement to dirt and grass.  The handle folds flat, making it really easy to pack in the car.  This is the one I bought (https://amzn.to/43urOlv). It has been well-worth every cent!  If I pack it correctly, I can get four boxes of inventory and table displays, my tent and sides, tent weights, and stool all in one trip.  I lay it flat and tuck it under the table during the show and place my tubs on top.  This way, I have everything easily at hand, and I don’t have to walk back to the car to stow the cart and boxes after set up, or retrieve stuff when it’s time to go home.  

• Bungie Cords.  These things are SOOOO important.  I can’t stress enough that you buy them.  It’ll save you the frustration when carting your things to and from the car. It’s maddening to load your cart only to have everything fall off the minute your cart hits a small stone!  I bought flat rather than round bungie cords, which makes securing square boxes to my cart so much easier; they don’t roll off.  I bought two different lengths, one size goes lengthwise over the cart, the other goes widthwise over the cart.  I have six in each size, because you just never know.  It’s also nice to have a couple extra to help secure things like your lunch bag to the handle of the cart.  I’m all about one trip and tying everything down makes that possible.  I also got a jar of tiny bungie cords.  These are great for securing your retractable floor banner to a tent pole, so it doesn’t blow over in the wind.  They’re also great for working to secure your tablecloth, too.  I found all of my bungie cords at Home Depot, but I’m sure you can get them at a lot of other home improvement places, too.  They are well worth the investment.

• Back Up Batteries.  Don’t get caught with your phone (for WiFi tethering) or your payment device drained of power.  I highly recommend you buy two battery chargers (you’ll probably only need one, but backups for your backups are always nice).  These are relatively inexpensive, and you can buy them at almost any office supply store, and some drug stores have them, too; and of course, Amazon (is there anything they don’t carry?)  Remember to pack the charging cords, too.  It’s very frustrating to have a battery and no way to plug into it.  Yes, I speak from personal experience. 

• Comfy Shoes.  Yes, you have a comfy stool, but you’ll still be on your feet a lot.  Don’t neglect the importance of this point.  The last thing you want is to remember the day’s event with a focus on the discomfort, rather than the interesting people you met.

• Water.   Talking all day tends to do a number on your voice.  Water helps.  Also, keep non-perishable snacks nearby.  You’re going to be using a lot of energy to engage with people all day, you’ll need to recharge every now and again.  I find protein bars are wonderful to have on hand… they’re a quick burst of quality energy, and they don’t make a mess, and they’re easy to put aside and go back to later, if someone walks up to your table.

• Pens.  This seems like a no-brainer, but you’d be surprised how easy it is to forget such a simple thing.  I recommend a fine-line Sharpie (you choose whatever color you like best), they don’t bleed through the title page when you sign, yet they won’t wear away over time, either.  Bring a few – just in case.  People love signed books.  Be sure to ask how to sign the name they want inscribed or if they want the book signed generically so they can give it as a gift.

• Takeaways.   Visitors may not always be able to buy your books on the spot, but they may be interested to go home and investigate your work, and either buy direct from your website or from Amazon or Barnes and Nobel.  Make sure you have business cards, bookmarks, flyers, brochures… something they can easily take with them that has your name, genre, book titles, and website or Amazon link) on them.  If you want to include a QR code that people can easily scan with their phone, that’s also helpful.  The least amount of work someone has to do to find you, the more inclined they are to learn more about you.  Make it easy for them.  Also, if people buy books from you, be sure to tuck these takeaways inside the book, it gives them an opportunity to easily refer you to someone else, and reminds them to leave a review.

• QR Code Previews. If you have done a podcast where you’ve read a bit of your book, or if you have sample pages on your website, place a sign on your table with a QR code (or include it on your takeaways) leading to that preview.  If visitors are undecided about buying your book, encourage them to scan the QR code with their phone, and walk around the rest of the festival while they listen or read the preview.  If they like the preview, then they can come back and buy the book before they leave the festival.  This is a nice, gentle approach to sales, and while they’re engaging with your preview, they might also mention it to their friends or family while they’re walking around, and you may discover that more people come back to your table from the curiosity of it all.  Whether it works toward instant book sales or generates interest in future sales, it can’t hurt to offer the opportunity.  It doesn’t cost you anything to do it.

• Credit Card Processing and Cash.  Different people like to pay with different methods.  Some (like me) almost never carry cash, others will set a budget for themselves and ONLY carry cash, and when it’s gone, their shopping time is over.  Be prepared for both types of buyers.  Square and PayPal (I’m sure there are others) have little devices that will take all kinds of credit and debit cards, as well as process your cash sales.  I use PayPal because it's easier for me, and works well with the rest of my business.  What I like best is that at the end of the day, I can download a sales report that lets me know exactly how many of each title I sold, whether the sale was cash or card, and what time of day I made those sales.  This is extremely helpful when analyzing whether or not a show was a positive experience (and, it means my bookkeeper can manage the math without my “interpretation” getting in the way.)  Sometimes the day is too busy for me to keep a notebook of my sales, so these little devices are super-helpful in that respect.  Also, each time someone requests an email receipt, I then have the ability to market to those people and kindly ask them to leave a review of the book they bought. 

• Remember to also bring a cash box for those who prefer not to use cards.  I usually bring about $100 in singles, fives, and tens. That usually gets me through the day well.  I highly recommend rounding up your in-person sales prices to cover sales tax without the change… dealing with coins at an event is not as much fun as you think it might be.   Most of these devices require WiFi to work effectively (although some also work off-line) so make sure you know which your device requires before heading out.

• Attention Grabbers. Some of us write books that lend themselves easily to selling additional things that go with the books.  Extra revenue is always a nice perk to a day spent selling.  For example, one of my children’s books is about an elephant and a giraffe.  I also sell tiny plush elephants, and wood & paint craft kits of an elephant and a giraffe on my table.  These are nice “tie-ins” to the book.  I may catch the eye of a child with my “extra” and that may then lead to selling the book “to go with it.”  And, if a parent only buys the plush, or craft, and not the book… I’ve still generated awareness of the book, and both the children and parents walk away happy spending a minimal amount of money to make the child’s day a little brighter.  The same is true of books for YA and adult readers.  If you have a romance book, and you sell a necklace that is featured prominently in the story, you may sell both to readers.    

• Another idea is this; I purchased a custom embosser with my name, logo, and website on it (similar to a notary’s seal).  Each time I sell a book and authorgraph it, I also emboss my seal on the title page, just below where I signed.  This is where I got my embosser (https://amzn.to/3TQU1zF). This is a fun, special thing I do only for people who buy my books at in-person events.  It makes the reader feel extra-special, and my name and website are now prominently featured in the book, making it easier (and a nice reminder) for them to leave a review. 

• There is an opportunity for extra revenue with attention grabbers, but the important thing is to remember that there needs to be a direct connection between the story or your author career, and the extra thing.  This is how we create lasting memory of our writing careers in readers’ minds.  Are these extras “necessary?”  Nope, but if you can do it without being too “salesy” then try it and see if your sales improve.  Every idea you have is worth testing at least once.  Also, keep in mind the venue… some will meld well with “extras,” some will be more book-centrically focused.  So be aware of the environment in which you will be presenting, and customize your table to fit in well.

I hope you’ve found some value in the ideas I’ve presented here, and I hope you sell LOTS this year!  Happy Writing!  Happy Selling!  But most of all, have fun making new friends during the 2024 Book Festival Season!!