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9 steps for a great book launch

This week I was in Geelong to photograph a book launch event by the one and only Kylie Bartlett.

Kylie Bartlett is known as The Web Celeb and she helps businesses become web famous. Her book is called Friends with Benefits.

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If you’re publishing a book and thinking about a launch, here are some great tips that we can learn from Kylie for making your event successful:

1.Ticketed entry

Attendees paid $55 for:

  • a beautiful sit-down breakfast
  • a keynote presentation from Kylie
  • an on-topic speech from the mayor of Geelong, Darryn Lyons
  • a copy of her book ‘Friends with Benefits’ included

The guests got some good value and Kylie sold a room-full of books: win-win.

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08 Copyright Beth Jennings Photography_Kylie Bartlett_Book Launch
2. Thought leadership

Attendees were treated to a 45 minute presentation of Kylie-gold on her topic, social media, an area that is still perplexing for many business owners. Delivering her knowledge served two purposes:

  • demonstrated her knowledge in action which helped her credibility
  • gave the audience some educational information they were seeking

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3. Target market

If you’re going to get a room full of people together, you may as well make sure they are your target market for your book. That way, your sales success will be high at your event. The more books you get out there into the hands of people that need it, the better. Books are made to be read, not sit in garages.

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4. Brand it

In some way, shape or form, incorporate your branding. Kylie’s brand colour is bright red so she had:

  • two big red balloons up front
  • her info banner near the speakers spot
  • a branded envelope goodie bag
  • branded name tags for the attendees

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It brought the whole event together under ‘brand Kylie’.

5. Give ’em an offer

Reward them! Crikey, they’ve taken time out to come to your launch and forked out some cash, so reward them with an offer that’s exclusive to them.

Kylie offered:

  • an ‘under your social media bonnet’ assessment for free
  • a generously discounted package of DVD educational product
  • book copy included in the ticket price

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6. Partner

Venues can be expensive. So find a venue that share your client base and work together.

For example, Kylie held her event at Truffleduck. If you Google it you’ll see it’s primarily known as a wedding venue. Weddings are mostly held on Saturdays, whereas Kylie’s event was held on a Wednesday morning. They needed bums on seats at their venue and she could bring them in. Win-win.

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7. Guest speakers

You need at least three speakers, possibly four. Kylie had four:

  • an MC that will introduce you to the audience (could be connected with the venue) – Roxie
  • you (this bit is well, kind of obvious!)
  • someone with credibility whose story connects with yours – the mayor Darryn Lyons – very known in Geelong for his successful social media activities
  • a client to speak on your behalf – in Kylie’s case the venue owner, who had also been one of her very happy clients

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These people combined bring your event to life, and they all offer credibilty as to why your audience should listen to you.

8. Shoot it

Yes, I am going to say it – get it photographed and videoed professionally! Lighting can be messy at these venues and professionals know how to handle it. They are skilled in camera technicals, creative composition and decisive-moment timing in a way that neither smart phones nor Uncle Bob with the fancy camera can handle. It’s a big career moment and you only get one chance to get it right.  Plus of course there will be personal moments of joy that are lovely to have too.

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Check your chosen photographer’s work in event/corporate photography. Make sure that your stills photographer:

  • can turn the work around within 24 hours
  • will provide it formatted for web so you can get your story online straight away
  • is briefed on your event times and special requests as there is no time for discussion on the day

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9. Share it

Get that puppy out there on social media and your website – your community will love to support you in your new book adventures and your book launch makes a great story.

Definitely submit a press release to relevant media so a story can be written on your book. Kylie also had a PR agent, the amazing Sam Elam, added on top of all the magic above.

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Thank you Kylie, for the opportunity to capture your great book launch event and to learn a thing or two as well! You surely know your stuff when it comes to creating a memorable event that celebrates your big milestone and also creates sales opportunities for you too.

B

Kylie’s book Friends with Benefits may be purchased here. She can also help you get on top of your own book launch if it’s all too hard!

If you’d like me to capture your book launch, then please get in touch.

 

Olga Strachan - May 2, 2014 - 1:49 am

This is fantastic advice Beth, well put together!

Linda Wilson - May 2, 2014 - 3:54 am

Great share Beth thank you! #KB #thewebceleb strikes again with her outstanding branding and on point message.

Bridget Pennington - May 2, 2014 - 4:33 am

Beautifully put together Beth. Love it! I’m excited to see your book too :)

Christina Morgan-Meldrum - May 2, 2014 - 6:07 am

Love a good summary and you nailed it!

Michelle Astudillo - May 2, 2014 - 8:03 am

Thanks Beth for the insights & Congrats Kylie!

Michelle Astudillo - May 2, 2014 - 8:04 am

Thanks Beth for the insights & Congrats Kylie!

Baby & Bump Massage - May 2, 2014 - 10:59 am

Love these hot tips. Just took notes for my upcoming belated opening party :) Thanks Beth xx

Christina Morgan-Meldrum - May 3, 2014 - 3:09 am

Love a good summary and you nailed it!

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