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					                   Polimedia Entertainment
                                      2009

Part 1. Organize A Dazzling Event
Why Are We Doing This?
 Showcase authors (national, local)
 Introduce diverse cultural backgrounds
 Offer fund raisers or workshops jointly
 Outreach programs
   Schools
   Community groups
Why Are We Doing This? -2
 Develop relations with local businesses in support
  of books and reading
 Magazines may become involved
 Help establish the library as a cultural and drop-in
  center
 More readers and users
All successes come down to 4 things:
 Clear goal or purpose
 Detailed Planning
 Effective Execution
 Follow through


We have an operations checklist to help you
The critical ingredient, often missing:
 Communication!
 Library staff are ALL involved
 If the staff don’t know the public don’t
 Authors will call and check
Successful Planning

       The Author
       The Venue
       The Date and Time
       How it’s promoted
Budget Considerations

   Mainly needed for high profile authors:
    Fees, travel and accommodation expenses
    Printing fliers, bookmarks etc
    Sponsorship may be key
Do We Require Registration?

    Tickets or book purchase as entry
    People still don’t show
    People still “drop in” freely
    Extra cost of printing tickets
  Buzz vs. Yawn
 What’s new and popular?
 NYT
 Amazon/B&N etc
 Google trends
 Library check out stats
 What are bookstores in the area doing?
  Genres
 Fiction
    The Kite Runner, or your city
 Non-fiction
 Celebrity
 Best-seller
 Poetry
 Instructional/DIY/How-To
  The Author
 Celebrities
 Experts
 Hot topic
    (author not so important!)
 The local author
 Trainers (for DIY etc)
Other Approaches
 Panel format (library staff moderates)
 Interview format
   radio show host, TV anchor or journalist
 Open mic day
   Needs a moderator, no obscenities etc
 Book club readings (bring in author at the end)
 “Interactive” events
   Children’s
   Cookery show
 Storytelling
 Puppets
 Competitions
 Readings
 Children’s authors
Comes back to why are we doing this? Is it worth it?
 Pair up with restaurant (they become
  the sponsor)
 Regular feature (v. popular)
 Self promoting
 Eg Copley’s/Peppertree liaison
Note: a kitchen in NOT needed
Advantages of “Interactive” Events
    Very popular
    Cheap to mount with sponsorship
    Regularity aids promotion
    Helps with “branding”
                 Story Teller Event
                          Reach broader cultures
                          ?International speakers
                          ?Under canvas
                          Multiple venues
                          Outdoors under the sky,
                           courtyard etc
                          Shakespeare readings
                          Actors platform

Things that sound beautiful! Sagas, classics, etc
Monthly Local Authors Event - 2

 Things to look out for
  Poor book quality
    Inferior print quality
    Grammar, spelling!
  Obscure topics
  Never going to be popular
Monthly Local Authors Event - 3

  Everyone gets their turn
  The audience is self supporting
  Tolerant!
  Largely self-financed and self-run
Other Events…

  Fundraiser
  Book festival
  Book readings
  ?Gaming and simulated sports
http://www.gamesinlibraries.org/course/
The Venue—Think Laterally:

  Sponsor auditoriums
  Schools
  Art galleries
  Subject related
  Webinars
Consider Sponsorship

  Local businesses
  Schools as host
  Local shops or restaurant
  At this point you need to start considering
Practicalities

   Room size (visit outside venues)
   Seating plan
   Lighting
   Acoustics
     Do a sound check!
A-V requirements

  Audio
    Sound check – again, set your levels
  Powerpoint/screen
  Mac/PC
  Is a “live” Internet connection needed?
Sales Issues

  Clarify who is doing this
    Friends may get a % towards funding
  Book sales table where?
  Traffic flow: especially for book signings
  Keep sales and signing separate
    Far apart! Best= right on stage
  When will items be on sale?
Staffing Issues

  Needs to be clarified from the get-go
   Library staff
   Library friends
     Ushers, crowd control
   Volunteers
   Author’s own
Assessments

  Feedback for the publisher
  Q&A form
    How did we do?
    How can we make it better?
    How did you hear about our event?
Overall Organization

 So much to think about!
  Needs a full operations schedule
  We have a suggested checklist
  Keep everyone on the loop
  Skillful utilization of existing resources
Building A Full Calendar

 It takes time, patience and persistence
  Time scale can be years
  Lead time for bookings can be over a year
    Eg Engelbert Humperdinck
  Social networking could maybe speed this up.
“Branding” Your Library

 Also takes time, patience and persistence!
  You need to build your “brand”
  Repetition
  Consistency
  Always putting yourself out there
  Offsite sponsored venues
    make sure you get the credit for doing it!
How To Get Your Authors!
Author categories
    High profile
       Celebrities
       Best-sellers
    Experts (topic related eg. travel)
    Local
    Non-author events (eg children’s)
Problems With Local Authors
    Need to screen them:
    Poor book quality
      Inferior print quality
      Grammar, spelling!
    Obscure topics
    Never going to be popular
The Plus Side!


  Helps keep them engaged
  One single budget (cheap)
  One shot promo (easy)
  Their own audience
  Almost organize themselves
  Local writer’s club/guild will often help
Where To Find High Profile Authors
     Publishers
     IMDB (www.imdb.com)
     Author’s publicist/PA
     Author’s own website
Search Geographically
   Bookstores: who is on tour?
   Local venues
     Theater
     Casino
     Staples center
     Universities
     Sports event
Search Social Media
   Facebook
   LinkedIn
   Twitter
   MySpace
Watch The Media!
   Who is going to be in town?
   Not necessarily right in your area
   See who’s hot!
   Again, get inventive!
Not good…
   Dealing With Gatekeepers
   Agents/Managers
   Speaker bureaux
Approaching Authors – 1
Local Authors
     Will generally present themselves
     Email events list
     Direct contact
      Approaching Your
      High Profile Author
 Clear proposal
 You need a “pitch”
 Get your facts straight
 Audience demographic
 Suggest dates
Make It Attractive
 Past authors
 Similar events
 How will you promote this?
 Past stats
 You may need to be generously optimistic
 here!
Make It Attractive - 2
   How will you promote this?
   Media
     Local radio
     Local TV
     Local print media
   Email list
   Promoted within the library
   Tie in to local community
Local Outreach and Tie In
  Can liaise with local activity groups
  Specialist topics (eg. Movie groups, womens’
   groups , Church groups etc)
  Comes back to sponsorship
    They may pay the venue for a large audience
Approaching Your Author – 3
  You need to make it clear you value sales.
   That’s what authors want!
  Discuss who sells
  Percentages of take
  Who does the selling
Budget Matters
   Is there a fee? Honorarium?
   Expenses/accommodation
   Share of sales
   Exclusivity
   Contractual matters
Author Feedback. Let them know!
     Stats
     Sales figures
     Promo mentions
     Take photos of packed audience
     A letter of thanks and appreciation
     Again, a generous, rosy picture of the outcome
In Summary…
   Publishers want to see their authors in good
    hands
   Beyond sales comes promotion/exposure
   Endear yourself by being pro-active on these
    key points
Finding Your Audience
Finding The Audience -1

  Publicity comes down to:
   Timing
   Range of media
   Repetition (consistency)
Finding The Audience -2
   Traditional methods
      Posters
      Fliers
   Press releases
      Local radio and TV
      Metropolitan and national press (where possible)
  Problem: scattershot
Finding The Audience -3
  More Targeted and Connected
   Library website
   Outreach
   Newsletter
   Social media
   Hitting your Email list
Collect Your Email List Of Fans
    Invite on every handout
    Posters
    Book inserts
    Maybe as part of sign up procedure
    Try to have a keyboard (legibility issues!)
Here Is Your Branding
   Posters
   Fliers/Handouts
      Place in books at checkout
   Bookmarks (ask the publisher!)
   Newsletter
  Remember to put them out immediately
  Be consistent with poster/flier placement
   within the library
Friends Of The Library
   Street teams put up posters
   Handouts
   Build relationships with local businesses
     Art House Cinema
     Theaters
     Clubs
   Lions Clubs, Elks, Rotarians
Working With The Media
  This is where the real fire power is BUT the most
   problematic
  The media is not obligated to your event
  Newspapers are there to make money
  Radio stations rely on advertisers
How To Make Contact
  With The Media
 In order of preference, first point of
   contact:

    Email
    Fax
    Social Media
    Phone
Who To Approach
The hierarchy
 Bookers
 Segment producers
 Main producer
 Editors
 Correspondents
Again: Getting Through…
   Needs a strong “hook”
   Repetition
   Consistency
   Lots of follow up is essential
     Hassle is in the rules!
     Just make sure you are worth their time, is all!
What To Say
  Pitch it verbally
    Quick (2 mins or so)
  Email follow up
  Phone follow up
  More phone follow up
  Persistence pays off!
Repetition Is The Key
  Takes time to win through
  Top of mind presence
  Consistent wording
  Headlines work for you. Think about
   them carefully!
Good And Bad Headlines
  BAD. Jimmy Doe has a new book on
   investment… (yawn)
  GOOD. Make any economic downturn a
   financial harvest of pure gold…
  BAD. Learn about effective anti-aging
   strategies… (yawn)
  Let’s all get to dance at your 120th birthday
   party!
Build Your Own Press List
  Daily papers
  Local papers
  Radio local and national
  TV local and national
Research: Get the right person
   Correspondent
   Features editors:
     Sport
     Political
     Health
     Cookery
Cultivate Relationships
  Public Service Announcements
  A certain number of listings by law.
  If you can grab the whole year at once,
   that’s great!
  Again– top of mind!
Listing Services
  How to get in the listings
  Calendar editor for print
  Online listing services
  1-Sentence copy
How To Write A Good Press Release
    Be concise
    A magnetic or “sticky” headline is crucial!
    Opens with short nitty gritty paragraph (the 5
     ‘W’s)
    Short description of the book or event
    Short intro about author or event host
Make It TV Worthy
   Think in bites not paragraphs
   20 word sentence to describe your author
   Topical or seasonal tie in
   Make their job easy, they’ll do it!
   Description of host (library/sponsors)
In Summary
   Be persistent
Using Social Media To Promote Events
Social Media
   Resources question
   Email list
Social Media
   “Social media offers new opportunities to
    activate…brand enthusiasm.” – Stacy DeBroff,
    founder and CEO of Mom Central

   “New marketing is about the relationships,
    not the medium.” – Ben Grossman, founder
    and chief strategist for BigMark
Social Media
   “You are in the findability department. The
   marketing department is dead. I don’t even know
   if that is a real word. Findability.” – Todd Defren,
   principal for SHIFT Communications

   “The Internet is the biggest psychological and
   social human experience…We make encouraging
   viral activity.” – Cynthia Gordon, vice president of
   new media marketing for Universal Orlando
   Resort
New Buzzword: crowdsourcing
 We think it is extremely smart. Crowdsourcing your
 research and development in this type of environment
 allows customers to not only feel like they are
 influencing the direction of products they love, but it
 allows them to connect with one another around your
 product as well. That, in turn, strengthens the
 perception of your brand.
What Are Social Media?

The number one keynote is:
 People get actively involved in the material they are
  accessing. It’s USER GENERATED (most of it)
 It forms from the bottom up, not top down
 It responds to input (like a fractal set) and therefore
  morphs through time.
Social Media

 Blogging
 MySpace
 FaceBook
 Twitter
 Bookmarks (Digg, delicious)
Social Media
   http://www.convinceandconvert.com/convin
    ce-convert-news/the-ultimate-social-media-
    quote/

  Brand Usage
   http://www.brandrepublic.com/Digital/News
    /904325/top-100-mentioned-brands-
    Twitter/?DCMP=EMC-Digital-Bulletin
The Social Media Phenomenon

 Facebook now rivals Google
 20,000,000 members in the USA
 MySpace is bigger but special demographic:
 young people
The Numbers..

 Facebook visitors 222,000,000
 MySpace 125,000,000
 That was MySpace last month on top in US
 20 million US users


As of Dec 2008
Twitter Exploding…




      Blows away icons of corporate America
Facebook Demographic
   35-54 year old growing fastest (276.4%)
   55+ not far behind with a 194.3%
   25-34 year olds doubling every 6 months
   18-24 year olds (40.8% but falling rapidly)
   Females (55.7%) Males (42.2%) unknown 2.2%
User Times
 Facebook 5 billion minutes (up x7)
 Twitter 300 m. minutes (up x39)
 MySpace 384 m. minutes video alone
Twitter Used By
   The President
   Nike
   LA Fire department
   NASA
   Jet Blue
Let’s Visit Some Websites
  http://www.facebook.com/pages/Official-John-Grisham-
  Page/40299356186

  http://www.facebook.com/pages/West-Palm-Beach-FL/West-
  Palm-Beach-Public-Library/27487304991

  http://twitter.com/MyCityLibrary

  http://www.facebook.com/pages/Topeka-KS/Topeka-Shawnee-
  County-Public-Library/5530982975

  http://lindyjb.wordpress.com/2009/01/10/libraries-on-twitter-
  updated-list/
So Which Is Right For Libraries?
 Facebook has more room for your to spread out and
  get your message across
 More of a fan-based thing (need to start a “group”)
 Twitter is FAST, easy, short
 MySpace (needs a “bulletin”)


Sign up is free for all of these
Tie It All Together
  Take pictures of your events
  Blog them (part of branding)
  Twitter the blog posting
  Facebook the blog
  Twitter and Facebook sign ups on the blog
  Set up competitions
  Invite comments.


 Keyword in this territory is INTERACTIVE

				
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