From Page to Party: The Threads of Red Book-Launch Blueprint

Yay! You’re in the homestretch. Your book is in the last stages of its publication journey. Yikes, your book launch event is imminent. What do you do? What do you need for a successful setup and presentation? Don’t stress, I’ve got you covered from table runners to swag bags and everything in between.

Sure, you could arrange an easy-breezy book signing with a simple setup where you just autograph books, but where’s the fun in that? I’m inviting you into the space between release date and book launch for an inside look at how I plan to paint the town red — literally. Correction — paint the bookstore red.

I’m throwing you a book-launch-event life line. So, relax because I’ve done the work for you. Even if you are not yet in the book-launch phase, read on and add this article to your folder of book-related information.

First things first. You must secure a venue, but you will not be able to do that until your ISBN# goes live. Most bookstores will want to enter your ISBN# into a database to make sure your book is ready for sale and to gather some preliminary information about it.

Don’t rest on your laurels.

Writing a book and readying it for publication is a great accomplishment, but that doesn’t mean you stop the momentum once your book is poised to hit store shelves. In the meantime, assemble a list of possible venues for your launch—bookstores, libraries, fairs, local book events, plus any other locations you can think of. Craft your sell sheet, media kit, and email to send to them. (a blog article regarding the email structure will be coming soon) Next, make a to-do list, gather the physical essentials for your setup, and brainstorm atmospheric visuals tailored to your book, so when the time comes for your first event everything will be set and you can lower the stress level.

Table and Displays

Your table and displays should be the center of attention.

Purchase a tablecloth that mirrors your novel’s vibe. I bought mine on Amazon.

Purchase a custom table runner to lay on top of your tablecloth so it is perpendicular to it;as seen in above image. Design it by uploading a clear high-resolution JPEG of your book cover or other image you deem worthy. I used Vista Print. I had some trouble fitting the design into the required space limitation, so I called Vista Print directly and a representative took over the design and fixed everything for me.

Stack some of your books on the table like a tower, a pyramid, or one on top of the other in different directions.

Add eye-catching elements like custom banners, book stands, and signage. I again used Vista Print to create a custom banner with my book cover design. I opted for a vinyl retractable banner and case. You can purchase smaller table signs as well.

I made bookmarks, stickers, and business cards on Canva. I will add a bookmark to each book purchased. A sticker will go on the outside of each cellophane wrapped red-string-of-fate bracelet that is included in every swag bag. A business card will also be placed inside each bag. (Swag Bag Info Below)

Dress the Part

Since a red-threaded theme is woven into Threads of Red, the color red or a variation of it appears throughout the novel. You’ll find me at my book launch event dressed in red. Wrapped around my wrist will be a red-string-of-fate bracelet as well as other red-inspired jewelry. And yep, you guessed it, I’ll have a freshly polished manicure with a classic shade of red. I even have a cool red pen (black ink) to sign every book.

Curate the Atmosphere

Transform your venue space by creating a cinematic backdrop aesthetic. For my presentation, I’ve planned a looping, self-contained background video montage of 10-12 Threads of Red inspired self-made cinematic reels to set a supernatural mood in the event space. Each one is accompanied by a song that echoes the theme of the images and is approximately 40 seconds in length.

Contest

Consider the addition of a contest. Include it in your email blast, press release, and social media posts about your event. This is my message to potential guests—Purchase a book and wear something red to my book launch event and you can enter into a drawing to win a cool prize. I’ll have small cards on hand and red pens for each person to write their name. The cards will go into a red pouch and 3 names will be pulled as winners. I’m not sure what the prizes will be yet, but they will match the vibe of Threads of Red in some way. This sets the stage, gets readers excited about the book, and creates a themed mood. I imagine looking out into a sea of red as I’m reading Chapter 1.

Presentation

Instead of a traditional, passive book reading, I have designed a dynamic 45-to-60-minute interactive experience for attendees. Take what works for you and gear it toward your book.

The Red String Presentation: A brief, engaging talk on the history and cultural myths surrounding the red string of fate accompanied by a PowerPoint presentation.

Chapter Reading: A focused, high-suspense reading of the first chapter (6 1/2 pages) to hook the audience. Ending on a cliffhanger.

Audience Q&A & Book Signing: A dedicated block to chat with readers, sign copies, and drive sales.

Swag Bags—The Parting Impression 

Attendees will receive a limited-edition Threads of Red cellophane gift bag with a red-foil tie featuring a red-string-of-fate bracelet, and other themed items. Place some of the bags on the table to help decorate the space, which also makes them easily accessible.

Signature Drink and Apps

If your bookstore or other venue allows it, you can serve light snacks and drinks—small water bottles, wine, or a signature cocktail or mocktail that reflects your book and theme.

Once you’ve secured a venue and garnered your supplies, pivot your focus to marketing and promotion and kick it into high gear. You want as many people as possible to attend your launch event. Send out an email blast to everyone on your list, promote the launch and your book on social media, and put the word out to family and friends. Good luck!