Blessed be the ones who keep the written word alive by selling books to the millions of people who still love to read. Booksellers are among the most essential merchants on the market, despite modern society’s reliance on electronics and technology. There’s just something about holding an actual book in your hand instead of reading words off of a screen. These days, that wouldn’t even be possible were it not for tradeshows.
Getting people interested in your product can be tough, especially when there is so much flashy advertisement with which to deal. Let’s face it, a lot of folks still think reading is boring, but that’s only because they haven’t seen your lineup. Tradeshows allow you to get your books out to the public while taking a closer look at market trends. Book sellers and book buyers alike flock to tradeshows each year at thousands of locations around the world. For that reason alone, it is important to understand how using tradeshows can be to your advantage.
What Is a Tradeshow?
First, you must know what a tradeshow is and what it isn’t. A legitimate tradeshow is much better than a hastily organized one for obvious reasons, but how do you tell the difference? An actual tradeshow is set up a lot like an exhibition or expo. Companies and individuals who are in the business of introducing or selling books will be present, showcasing and demonstrating their best products. Guests often include established bookstores, independent booksellers, readers, collectors, and sometimes the authors themselves, allowing for direct marketing while fostering greater insights on the latest trends in the industry.
How Do Tradeshows Work?
The way tradeshows work is pretty simple, and can be highly convenient when used properly. Booksellers, known as vendors, set up various booths around a given location. Those booths are then filled with their chosen products, study activities, and related materials for the purposes of catching people’s attention. There is typically enough space to accommodate mingling, which is one of the reasons why tradeshows work so well. Whether you are a book buyer or a book seller, tradeshows can help you to accomplish your marketing goal.
How Do Booksellers Benefit?
The key to utilizing tradeshows is understanding how they are designed to benefit booksellers. Due to the fact that tradeshows are typically designed to target a specific audience, selling books becomes easier than ever – with only potentially interest clients in the midst. Tradeshows allow booksellers to create brand awareness while providing a platform for promotion. This particular type of marketing also allows for booksellers to create a specific type of public opinion about their product or products, and it fosters a hands-on approach to getting the word out.
Tradeshows give booksellers opportunities that they would not have had in any other setting. By creating a space where business-to-business interactions can easily take place, booksellers are able to develop a lengthy database of potential customers for the future. Despite other forms of modern marketing, tradeshows are still one of the best ways to sell your book.
Are There Any Risks?
Unfortunately, those who don’t use tradeshows the right way might end up disappointed. Indeed, there are a few risks associated with selling your book at a tradeshow. The commitment of time is one main concern, since most tradeshows require a full day of your attention. In addition, the cost of getting to various shows might add up quickly and there is no guarantee you will sell anything. Keep in mind that there is likely to be a lot of competition at any given tradeshow, which is why doing your best to stand out is the best option.
Tips for Selling Your Book at a Tradeshow
Selling your book at a tradeshow does not have to cost you a fortune or drive you to the end of your sanity. When you decide that a tradeshow is the right venue for you, be sure to cover the following bases for optimal sales:
- Calculate how many clients you need to cover cost and generate a profit (give yourself an attainable goal).
- Create a booth that is eye-catching and original, using imagery from your books.
- Offer samples of various materials.
- Read the books yourself so you can properly describe them to potential customers.
- Have book reviews on hand.
Tradeshows can become the catalyst for a whirlwind of success when it comes to selling your book. Understand how they work and use them to your advantage. After all, you only get one chance to make a great first impression.