Releasing a book is a huge achievement, marking the pinnacle of months (or sometimes years) of hard work. As an author gets close to their publication date, they often ask, “Should I throw a book launch event?”
The simple answer is: it’s up to you! This is your celebration of a significant milestone; how you celebrate or who you celebrate with should be an authentic reflection of you and your goals as an author. That being said, it’s important to consider that a book launch event can also be a strategic marketing decision to help your book reach a broader audience while it’s brand new.
In this article, we’ll explore why planning a book launch event might be right for you and touch on the different types of events you can plan with tips on engaging your family, friends, and broader network.
Why Hold a Launch Event?
A book launch event can be a great marketing tool. Events generate buzz and excitement with your network and can help grab the attention of influential figures in your community who are poised to champion your book. Hosting an event gives you an opportunity to showcase your book’s theme, your personality, and the value your book promises to provide. It’s a great way to build momentum around your book launch.
When it comes to building a following for your book and your personal brand as an author, nothing speaks to your audience quite like the passion that inspired you to write in the first place. A launch event is a great way to let your audience see just how proud you are of your book’s journey.
Types of Book Launch Events
The type of event you plan is dependent on your overall vision as well as the time of year, venue, budget, and target audience. Luckily, today’s digital age provides plenty of options for authors to choose from.
Traditional In-Person Launch: Host a gathering at a bookstore, library, or other suitable venue. This type of event can include a reading, Q&A session, book signing, or a little “mix and mingle” with your audience. You can make it more engaging by incorporating elements related to your book’s theme. For example, if your book focuses on mental health, you might consider inviting local advocates or resources from your community to set up a booth or provide an introduction before your reading.
Tip: If a bookstore or library isn’t an option (or interest) for you, consider a local coffee shop or a private room at your favorite restaurant. Think about your local connections and who might have a space suitable for your event.
Virtual Book Launch: Leverage platforms like Zoom, Facebook Live, or Instagram Live to reach your audience and network virtually. During a virtual launch, you might have a co-host interview you about your book and its journey to publication, hold an interactive Q&A session, or perform a virtual reading to give an audience a taste of what your book offers.
Tip: Host and promote a giveaway of your book to encourage attendance and audience participation.
Close-Knit Celebration: For a more intimate event, host a gathering for close family and friends in honor of your book launch. A private gathering is a great way to celebrate both the culmination of your book’s development as well as its long-awaited debut into the world. Even if you’re keeping the celebration small, you can still encourage your guests to document the festivities and share the experience on their social media accounts.
Tip: This type of event is still a great opportunity for you to show appreciation for those who have supported you throughout your publishing journey. Make sure you have copies of your book on hand, and offer to sign them for your biggest fans.
Themed Party: If your book has a specific setting, theme, or period, consider a launch party that reflects these elements. These types of events can be big or small—invite just your inner circle or put out an open invitation to your entire community—and are especially fun for fiction or children’s book authors. Encourage guests to dress accordingly and immerse themselves in the world you’ve created.
Tip: If you’re asking attendees to dress in themed garb, make sure the best dressed walks away with a signed copy of your book—and lots of pictures!
Workshops or Seminars: For non-fiction authors in business, education, or self-help, conducting a workshop or seminar as your launch event can add immense value and attract a targeted audience. This type of event will also showcase your expertise and signal to interested parties that you might be available for hired speaking engagements.
Tip: If you are open to hired engagements, make sure you are prepared to talk about this at your launch event.
Engaging Family, Network, and Audience
Involving your family, friends, and professional network is crucial to the initial success of your book launch. Involve your inner circle by assigning them specific roles during your launch event, such as managing the guest list or handling book sales. Their genuine enthusiasm can be infectious!
Reach out to your social and professional networks well in advance. Personalized invitations to your event can make people feel valued and will make them more likely to attend and support. Consider special acknowledgments or roles for key individuals who’ve supported you in your writing or publishing process.
Tip: Make sure anyone helping out with the event is thoroughly familiar with your book’s content and can answer important questions like how a local bookstore can place an order.
Promoting Your Launch Event
Once you’ve decided what type of launch event you’d like to host, make sure to start creating buzz early. Here are some activities you can do to begin promoting your book launch event:
Teasers and Sneak Peeks: Share excerpts, quotes, or illustrations from your book on social media. Create a countdown to your launch date. Tease event activities to get your network excited.
Engage with Influencers in Your Community: Reach out to public or well-known figures in your community and invite them to attend. Send them advance copies and ask for their reviews to be shared during your launch event and on social media.
Email Campaigns: If you have an email list, send out an announcement about your launch event, perhaps including a small preview of your book to pique interest.
Tip: If you’re hosting a public event, look for community boards around town on which to post the details. Don’t make the mistake of limiting promotion to the venue hosting the event.
After Your Book Launch Event
Your book launch event can create momentum for your initial book sales and online presence. Make sure to keep up the momentum after your event and in the weeks following. Here are some activities you can do:
Follow Up: Send thank-you notes to attendees, expressing gratitude for their support. Include links to where they can purchase the book if they haven’t already. Send notes to those who couldn’t attend; thank them for their support, recap the highlights of the event, and invite them to purchase your book.
Tip: These follow-up notes are also a good opportunity to remind everyone how much a thoughtful online review of your book would mean to you and your book’s success.
Post to Social Media: Share highlights from your launch event on social media. Engage with your audience by responding to comments and messages and publicly thanking individuals for attending and supporting your book.
Tip: Tagging attendees in your posts will help you reach a wider audience, and a thoughtful message of gratitude will spark interest with their followers.
A book launch event can be much more than just a party; it can serve as a strategic cornerstone for your book’s overall marketing plan. It provides a unique opportunity to make a strong, impactful entry into the market, connect personally with your audience, and set the stage for the success of your current and future writing endeavors. By thoughtfully planning and executing a launch event and engaging with your network, you’re not just celebrating your achievement; you’re laying down the groundwork for your book to reach your intended readers.