Guest Author - Yvonne Russell

An author bookstore event is a win win situation. Every party involved is working towards a successful event. While each stakeholder has common interests, they also have their own agendas and goals. We give you some basics insights into how the book industry jigsaw works, in terms of instore author events.

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Author
The new author is looking for publicity for their book and themselves. The well known author is consolidating their profile and promoting the new title. Authors have the opportunity to network with media, publishers, bookstore staff and customers at the event.

Networking with customers can lead to other offers e.g. a workshop at a local library or school, or a presentation at a future conference or literary festival. Media coverage is also powerful in spreading the word. Collect any clips for your own files and portfolio.

Children
A children's author willing to take the time to chat to children, will find their honest feedback and insights very useful. I have seen authors ask children about their favorite and least favorite types of books, how they like a book to begin etc. This is a two way street, as children get a real buzz from being asked their opinion by a "real author", especially one they admire.

Other Customers
Adults often enjoy meeting children's authors as much as children. Teachers and parents are a big part of the target market. Many of them have long held dreams of writing a book themselves. Talking to, and listening to an author, can be quite inspiring.

Bookseller
Independent bookstores are offering a value added experience for their book savvy customers. The bookseller is looking at sales and heightening the store's profile.

How many customers can they attract? How much publicity can they muster? TV? Radio? Print media? Magazines? Internet coverage? Media coverage brings people into the store. The more customers, the more chance of strong sales of the author's new book. As a bonus, customers often buy other books, as well as the guest author's.

Publisher
Publishers have a stake in promoting the author, as they have a significant amount of money invested. If the event has been arranged through the publisher, a publicist or sales rep may be on hand to oversee arrangements, and to assist the author.

An author event is a team effort. When effectively organised and executed, everyone is a winner.