Convention Checklist

Conventions are hard. They require a lot of prep, are highly stressful, and are not for the weak. During the convention, you’re going to meet all types and you’re going to have to find a way to deal with them; you’re going to have to figure out how to deal with them on your own. However, preparing for the convention is easy: It’s just a matter of getting organized and staying that way. Fortunately, it’s not that hard to get organized.

[Yes, this applies to book signings as well. There’s just fewer people but they’re all focused on you; otherwise, treat them the same.]

Table Rented

The first step is to make sure that you have a table. If you’re going to a convention, make sure that you have the outlets you need and try for a WiFi connection if possible; you don’t want to rely on batteries unless you really need to and a secure WiFi connection will save your data. When you’re renting a table, keep in mind that corner tables and tables near exits do the best but you’ll likely pay a premium for those spots.

If you’re doing a book signing, check out your location ahead of time. The premium spot is next to the snack bar, but generally any spot will do. You need to confirm such details as who is handling sales (usually the store handles them) and any outlets or WiFi in use. You should also bring some spare books for the shelves. There’s also the possibility that people will confuse you with a cashier or other employee of the bookstore, so be prepared with something polite to say.

Books Printed

You’re going to need to print out books. How many will depend on the site, the genre, and the cost of the book, If the site is popular, the genre works with the site, and the cost is relatively expensive, then you should print over 100 books. If the site is off the beaten path, the genre is niche, and the book is expensive, then you should have 30–40 books available. You should also have business cards, bookmarks, and flyers showing them where the book can be purchased; this way, if you run out of books or people just want to buy online, you’re covered.

[If you can’t get books in time but you do your own fulfillment, you can print up some bookmarks to sell in place of the book. The price should include shipping. The bookmark acts as the receipt. Make sure to get the shipping address and send the book out as soon as you get it.]

Deliver The Books

If you can, have the books delivered directly to the venue; this will save time and effort on your behalf. It also ensures that the books will be sitting ready and waiting for you. Otherwise, you will need to transport the books to the venue, which can be a major undertaking with everything else going on. Either way, this should be planned well in advance.

Make Sure You Have the Paperwork Dealt With

Some locations require that you fill out paperwork for business permits; you should check with the venue to see how this is handled. In some situations, a temporary business permit will be available. You should also have a tax identification number (your social security number if you’re a single proprietor). There may be other issues to deal with, especially if you’re using a business name.

Have A Way to Accept Payments

If you’re selling, then you need to accept payments. If someone else is handling the payments, then you need a way to get paid; this can be dealt with between you and the business, To accept payments you need some sort of hardware to accept payments; the default seems to be the Square credit card acceptance hardware for phones. If you’re going to accept cash or checks, then you should have some sort of secure cash box.

[If you do use a cash box, make sure that it is secure at all times, and if you walk away from the table, it should follow you unless you have someone guarding it. It can be a pain, but one well worth it.]

Get Your Supplies

Depending on the situation, you’re going to need a lot of supplies. You’re going to need some sort of display cases or shelves to put your books on and make them look even better. We’ve already mentioned the cash box, and some sort of receipt books may be nice. Make sure you have plenty of markers (not ink pens) for signatures. You’ll need boxes for all of your supplies. You’ll also need printables (posters and other signage) for the table to advertise your books and other merchandise. Oh, and don’t forget the table!

Don’t Forget the Merch!

For those who have it, merch can be a nice income stream. While some items can run more than the books, they can help fill out your table and make you look more like a small business than just a bookseller; they can also draw interest to the table. You may not be ready for the full line of merchandise, but having some posters and stickers is a nice start. As your popularity swells, you can add t-shirts and other clothing items to the mix. You can also use a POD platform, so you can always sell something.

Freebies

You should also have some freebies or other inexpensive goodies on your table. Everyone likes something free and these help draw interest to your table. These “loss leaders” can be used for marketing if you include your website, ensuring sales even after the signing. These are available at numerous sites; explore until you find something perfect for your table.

Advertising

You’re going to need to some advertising to your table. If you have a newsletter, now is the time to use it. The same applies to your socials. If you can arrange something with local papers, including college papers, you should see a return on your investment. If you belong to appropriate clubs, it may be worth mentioning the table to them as well; this applies to any group you are involved in, including church groups. Heck, hanging posters on any local sign board you can find works; your job is to get the news out that you’re going to have a table, so do what it takes.

[You should include your name, book(s), and the location of the table. You should also include a small map. If you’re at a convention, make sure that you include the table number.]

Business Cards

One little thing a lot of people forget is business cards. While this can feel a bit anachronistic, it does allow you to put your name, business name, and website in the wallet of a potential reader. You can also put your email, be it your personal or a business email, on the card to handle specific inquiries. Put a stack of these on your table and they’re sure to disappear.

[There are digital business cards available that can allow you to put the relevant information directly into phones.]

Printables Printed and Available

You should always be looking for different ways to market your book, and printables can help. These are things like postcards that you send out, mini-posters that you can hand out, and even small stickers. These can be handed out as freebies or included with purchase, although postcards work best if mailed out (they’re also the only ones you should include a map with). Make sure that you include your name, book(s), and website, and they should help your sales.

Have An Exit Strategy

Odds are good you’re not going to sell all of your books and merchandise, and that doesn’t include the table and other supplies. This means that you should have some sort of idea of what you’re going to do with everything. Most authors have a sale in the last couple of hours, and some have been known to just give stuff away to avoid lugging the stuff out. You should also have a secure way to deal with your cashbox. You should also make sure that transportation is available, and keep in mind that you can ship things home if need be,

This may sound obvious, but way too many sellers forgot about their exit strategy and so panicked when it came time to pack up. Don’t be one of those who may be forced to give away your books for free, and that should be avoided at all costs.

Dressing Up

You need to dress up more than your table: You need to dress up yourself as well. You should dress up your best, but you do have options. The default is business casual, or what you would dress in to work in an office. You can also go to extremes, such as all dolled up in your nines, or go really casual, but business casual is usually best because it’s the most comfortable over the long term and presents you as together but not too formidable.

You also have the option for cosplay. If you have a character that resembles you, you can dress up as that character, but don’t go halfway: This may be worth going to a professional if you lack the skills to pull it off. If you’re at a convention or selling a children’s book, this could be so well worth doing, especially if you get into character. But only do this if it works with the site and the genre; it’s going to be a pain to be in and fun to maintain, so only do this if it’s really going to work.

* * * * *

Conventions are a world unto themselves. It’s a matter of figuring out how to fit in without losing yourself, and that’s hard to do. Conventions can be hard on the soul, especially if it’s your first one. However, if you go into it organized, go with the flow while you’re there, and have an escape plan, then you should do okay.