Welcome to the first installment of my new series on publishing and marketing books. Today, we’ll be diving deep into the world of book tours. Whether you’re a debut author or a seasoned writer, understanding how book tours work can be crucial to your marketing strategy. Let’s explore the purpose, planning, execution, and evolution of book tours in the modern publishing landscape.

What is a Book Tour?

At its core, a book tour is a series of promotional events organized around the release of a new book. Traditionally, this involved authors traveling to different cities, making appearances at bookstores, libraries, and other venues to read from their work, answer questions, and sign books. However, the concept of a book tour has evolved significantly in recent years, especially with the advent of digital technology and social media.

A common witticism among authors states that a common misconception about book tours is that it’s not actually the book that tours, but rather the author.

The Purpose of Book Tours

Book tours serve several important purposes:

1. Promotion: They create buzz around a new release, attracting media attention and word-of-mouth marketing.
2. Sales: Direct book sales often occur at tour events.
3. Fan Engagement: Tours allow authors to connect personally with their readers, building loyalty and community.
4. Media Opportunities: Local media often cover tour stops, providing additional exposure.
5. Networking: Authors can build relationships with booksellers, librarians, and other industry professionals.

Planning a Book Tour

Planning a book tour is a complex process that typically begins months before the book’s release date. Here’s a breakdown of the key steps:

1. Determining the Scope:
   The publisher and author decide on the tour’s extent based on factors like budget, the author’s availability, and the book’s potential market. A tour might be local, regional, national, or even international.
   
2. Selecting Locations:
   Cities and venues are chosen based on several factors:

• The author’s home region or places with personal connections
• Areas where the author has a strong fan base
• Major media markets
• Cities with robust literary communities

3. Scheduling:
   The publisher’s marketing team or a hired publicist will contact bookstores, libraries, and other venues to schedule events. This process requires careful coordination to create a logical travel itinerary.
   
4. Logistics:
   Once the schedule is set, the team arranges travel and accommodations. This might include flights, car rentals, hotel bookings, and meal arrangements.
   
5. Preparation:
   The author may need to prepare readings, talks, or presentations for the events. Some authors create multimedia presentations or bring props related to their book.
   
6. Media Outreach:
   The marketing team reaches out to local media in each tour stop, arranging interviews and coverage where possible.

What You Need to Prepare

There are several marketing-related resources that you will need to prepare in advance and send out to help attract audiences. If you have a publisher contact their marketing team and verify whether they will be preparing and sending these materials out or whether you will need to do so yourself.

• Press Release: If you’re self-published or otherwise need to handle your press release search the internet for how to write a press release and then do so. Don’t forget to send out the press release in advance to local papers, the local Convention and Visitors Bureau, local clubs or organizations that are related to your book’s topic, etc. If you can get yourself on a local radio, TV show, or podcast – even better.
• Flyers: You will need flyers to help advertise your visit directly to readers. Call the local libraries, culture centers, bookstore cafes, etc., and ask if you can email or send over your flyer. Don’t forget to mention the book’s name, your name, the date and time of your visit, and the name and address of the venue you’ll be appearing at.
• Poster and Folding Easel: Prepare and print a large picture of your book cover and your face. Try to keep the wording generic so that you can use this for multiple events and venues
• Extra Activities: Many authors offer extra activities after their book signing such as writing workshops. You’ll want to have such activities prepared well in advance and also communicate their information to your selected venues.
• Printed Copies: If you plan to sell your book on your tour you’ll need to take with you enough printed copies of your book(s). You’ll also need some way to handle the financial aspect of selling your book. Get a cashbox and change, or if you plan to charge people’s credit cards you’ll need something like Square.

Executing the Tour

During the tour, the author’s days are typically packed with events and media appearances. A typical day might look like this:

• Morning: Local TV or radio interview
• Afternoon: Book signing at a local bookstore
• Evening: Reading and Q&A session at a library or literary festival

Between events, the author might be traveling to the next location, preparing for upcoming appearances, or resting.

Once you’re on the road, be prepared for anything. You’ll have events where more people show up than the venue could hold and others where you’ll be reading to three people and a very interested dog. Both will be special in their own way.

One thing to remember is to always have a backup plan. Technology will fail you at the worst possible moment. That presentation you spent hours on? Have printouts just in case. Your carefully curated playlist for ambiance? Maybe learn to hum it.

And pack snacks. Trust me on this one. There’s nothing worse than trying to sign books while your stomach is auditioning for a whale documentary.

The Role of the Publisher

For traditionally published authors, the publisher typically handles most of the tour planning and execution. They may:

• Cover all or part of the tour expenses
• Arrange for media training for the author
• Provide a publicist to accompany the author on tour
• Handle book sales and signings at events

However, the level of support can vary greatly depending on the publisher and the author’s status.

Self-Published Authors and Book Tours

Self-published authors can also organize book tours, but they face additional challenges:

• They must handle all planning and logistics themselves or hire a publicist
• Booking venues can be more difficult without a publisher’s clout
• All expenses come out of pocket
• They need to arrange their own media outreach

Despite these challenges, many self-published authors have successfully organized tours, often focusing on local or regional events.

Another suggestion that works especially well for self-published authors (but also for traditionally published ones) is the “friends & family” tour. This simply means that you avoid lodging and meal expenses by scheduling your appearances in cities where you can stay with friends & family.

Virtual Book Tours

With the rise of digital technology, virtual book tours have become increasingly popular. These tours offer several advantages:

• Lower cost: No travel or accommodation expenses
• Wider reach: Authors can “appear” anywhere in the world
• Convenience: Less disruption to the author’s daily life

A virtual tour might include:

• Online readings and Q&A sessions
• Blog tours, where the author writes guest posts for various book blogs
• Podcast interviews
• Social media events, like Twitter chats or Instagram Live sessions

Many authors now opt for a hybrid approach, combining in-person and virtual events to maximize their reach.

Measuring Success

The success of a book tour can be measured in various ways:

• Book sales during and after the tour
• Attendance at events
• Media coverage generated
• Social media engagement and follower growth
• Long-term impact on the author’s career and reputation

It’s worth noting that the immediate sales impact of a tour can sometimes be modest. However, the connections made and the seeds planted during a tour can lead to long-term benefits for an author’s career.

Challenges and Considerations

Book tours, while potentially valuable, come with their own set of challenges:

• Cost: Tours can be expensive, and the return on investment isn’t always immediate or easily measurable.
• Time: Tours can be exhausting and take authors away from writing.
• Uneven Attendance: Some events may be poorly attended, which can be discouraging.
• Logistics: Travel delays, lost luggage, and other mishaps can disrupt carefully laid plans.

Authors and publishers must weigh these factors against the potential benefits when deciding on a tour strategy.

Conclusion

Book tours remain a valuable tool in an author’s promotional arsenal, albeit one that has evolved significantly in recent years. Whether traditional or virtual, local or global, a well-planned tour can help build buzz, connect authors with readers, and lay the groundwork for long-term career success.

For authors considering a book tour, it’s crucial to work closely with your publisher or marketing team to create a strategy that aligns with your book, your strengths as a presenter, and your career goals. And remember, every interaction with a reader or industry professional is an opportunity to create a lasting positive impression.

In my next post, we’ll explore another crucial aspect of book marketing. Until then, happy writing!