Costco Book Signing Part 2

by Gail L. Jenner

Unfortunately, this year's first signing arranged at the Roseburg, Oregon, Costco for the Christmas season had to be cancelled because of deep snow and ice. Interstate 5 was closed and I ended up getting stuck in Ashland, Oregon, overnight. I immediately called both Costco and Arcadia to update them.....then eagerly suggested I return the next week or whenever (as it turned out, the next week was again hit hard by ice and deep, cold temps). I didn't want to let any time lapse before getting a commitment from both Arcadia and Costco!

 A week later, when I finally arrived at Costco in Roseburg -- after a slip-slippery trip north over three mountain passes -- the very busy Costco manager met me, assuring me that he was impressed by my perseverance. He also noted that a couple of authors they'd lined up had refused to make the trip in winter again. For me it was a roundtrip of about 7 hours (in good weather), but it didn't matter! Knowing that Costco purchases at least 75 books if they're arranging a signing, I had to go. Last year I was fortunate to do the Roseburg Costco signing with Diane Gardner (WWW member and awesome author!). Not only did she allow me to stay the night with her and her husband, but we spent a wonderful afternoon together signing books (unfortunately this year she had to miss the signing). Fortunately, I sold almost 30 books in this year's 3 hour signing AND also signed all remaining books Costco had ordered.

One of the lessons every author needs to learn is that books to be sold, IF autographed, are "as good as sold" for the author. Don't let any of them go unsigned!

All of this suggests that any author hoping to arrange a successful signing, whether small or large, must:
1. Be willing to go wherever she's asked!
2. Be available and assertive in making contact and maintaining communication, not "waiting" for others to contact her.
3. Arrive on time and with energy and enthusiasm.....I even brought additional posters and marketing postcards, etc., with me this year, which the Costco manager appreciated (esp. since my original signing had been postponed and not as much "in-store" publicity was available).
4. Encourage whatever publicity agents she's attached to to seek out more opportunities...assuring her that she can/will promote the signing through news items, radio interviews, and social media outlets.

One last lesson that I took to heart THIS year was this: 

• Be assertive with the patrons. Costco is an enormous store and many people do not approach an author, thinking that she is possibly one of those store sales people!

• So put up your own sign: MEET THE AUTHOR!

• Stand (don't sit) behind the table Costco provides. I enthusiastically greeted people passing by....sometimes asking, "Have you heard of the State of Jefferson" (because the "issue" of the State of Jefferson has been in the news lately, many people stopped and smiled, sometimes asking their own questions)?

• Provide postcards/collateral with every book sold and place it for easy access on the table. I put up small easels where I could prop my books, too, since people in Costco often move quickly up and down the aisles. Making the books visible from many angles is important.

• Connect with the manager and be sure and thank him/her for all help. And send notes or emails to thank those publicity people who helped arrange your signing. They do not get enough credit for the work they do.

All in all, I am tremendously grateful to Arcadia and its sales/publicity departments for their continued support. A publicist has a tough job to do and appreciates the enthusiastic support an author can give her/him.

Though I can't guarantee a Costco signing, I do believe signings (however limited) are important. The author is any book's best and principal sales tool, so we need to cultivate a visible and enthusiastic persona. With each signing I have gained more confidence and enthusiasm, even though I'd rather be tucked away in my upstairs office -- overlooking my garden and the ranch -- working on my newest piece of writing!

Gail L. Jenner is a Past President and Willa Chair of Women Writing the West. She has written seven books, including WILLA award winning Across the Sweet Grass Hills, and has written articles for numerous magazines. She is the wife of a fourth generation cattle rancher and lives on the family's historic farmstead. For more about Gail and her writing, visit: www.gailjenner.com.

Hard Work Pays Off in Costco Signing

by Gail Jenner

Getting a good book signing organized is hard work. I am not an aggressive marketer by nature, but I'm learning that most success is based on successful marketing!! Women Writing the West members have taught me much of what I've learned in regards to marketing over the last 14 years I've been a member; that's one important reason why attending conferences and connecting with other authors is so important. I'm supremely grateful to WWW for the contacts and awesome friendships I've made.

As with most authors, I've done a number of book signings -- from small, local bookstores and county fairs to Barnes & Noble and Costco! I'm fortunate that I have now had four signings at two different Costco stores in the last three years. In reality, I had little to do with the Costco signings; it was my publisher, Arcadia Publishing, who originally arranged them. I would note, however, that most Costco stores support the idea of promoting local books so approaching them even if your publisher hasn't done so is well worth the effort. But I do believe that my energetic responses to Arcadia's initial efforts has led to my repeated signings.

 First of all, when I signed contracts with Arcadia Publishing for the four various books I've done with them, I agreed to do any book signings. In my mind, I have always added, "regardless of the miles I must travel to get there!" I recognized that I owed the stores selling my book any amount of time and energy to promote it. So when the publicity department of Arcadia contacted me about the first possible Costco signing three years ago, I immediately responded. I also continually kept them in the communication "loop," which I have since learned is a trait many authors do not cultivate. In fact, just recently my Arcadia publicist told me that I had helped her immensely, saving her the trouble of having to make contact with me -- whether it was about double-checking arrangements or responding with requested information, etc.

 A simple lesson, perhaps, but every author needs to answer emails promptly in addition to following up on dates, places, and directions, or writing thank yous, etc... I also created/submitted local news items for the paper and every FB/social outlet I could access, and I contacted our radio station and arranged an interview.

As it has turned out, two different Costco stores have arranged signings for my State of Jefferson books in the last 3 years. I know the subject matter is part of the reason for their continued interest. Both Southern Oregon and Northern California are part of the "mythical State of Jefferson" thus the attraction is fairly widespread. While tourists and history buffs enjoy most Arcadia's titles, these particular titles have attracted even more attention. I've now coauthored four different books for Arcadia, including three on the State of Jefferson: Images of the State of Jefferson; The State of Jefferson: Then & Now -- which placed as a Finalist in the 2008 Next Generation Indie Awards; and Postcards From the State of Jefferson.

Read Part 2 of Gail's experience with signing books at Costco and her adventures in getting there on this blog tomorrow.

Gail L. Jenner is a Past President and Willa Chair of Women Writing the West.She has written seven books, including WILLA award winning Across the Sweet Grass Hills, and has written articles for numerous magazines. She is the wife of a fourth generation cattle rancher and lives on the family's historic farmstead. For more about Gail and her writing, visit: www.gailjenner.com.