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