Promoting Your Event
The team at Scottish Book Trust would love to support your event, so please send us your photos or press releases and tag us on Twitter or Facebook.
Event with a specific audience
If you are promoting to a set audience such as a book group or a school class:
- Make sure the audience know that you have a special event on
- Let them know if there will be a chance to buy books or get their own copies signed
- Remind them about the event the week before
If you’re working with a school, have a look at our resources section for ideas on how to make sure your pupils enjoy the event and make the most of the author visit.
Events with the general public
Think about how you’ll attract an audience and make sure you start promoting the event at least 6-8 weeks in advance.
Here’s a quick checklist of digital marketing activities you can take part in to help promote your event:
- Clearly advertise your events on your organisation’s website. Include details of who is appearing, when, where, and what your audience can expect.
- If you have an email bulletin or mailing list, send an email about the event at least a month in advance, and then send a reminder before the event
- Include information about accessibility and how to get to the venue, parking, age range (if appropriate), refreshments, bookselling and signing, and booking information
- Connect with your visiting author’s website or to their publisher’s site if that’s preferable. You could ask the author to advertise on their own website and to ask their publishers to promote it too.
- If you are on social media, remember to look for and tag your visiting author, and their publisher, on any tweets and Facebook updates
- Tag @ScottishBkTrust or send us a direct message on Twitter and we’ll be sure to share news of your event
- Email or tweet your local bookshop, library, newspaper or other community venues to ask them to mention the event on their websites or social media channels
- If you receive any community mailings or are part of any other community groups, ask if they can include a mention of your event. These groups are often the most motivated and responsive groups to target.
- Finally, when the event arrives, considered live tweeting it. One way to increase audience size at your next event is by creating buzz around current events. Post pictures and quotes, tagging authors and publishers (and @ScottishBkTrust).
- Put up posters in your organisation to promote the event at least a month in advance. These don’t need to be artistic masterpieces, they just need to include details of the event, how to book, location and time of the event.
- Ask local shops, leisure centres, libraries or community venues to display your posters too, and perhaps put some of the author’s books on display
- Some publishers will provide posters for you, depending on the size of the event and the potential for booksales. They will also send you digital images of the author and their book(s) so you can include them on your poster.
- If you’re working with a local bookshop, you could suggest that they run a promotion around the author’s books in the week running up to the event, and ask them to promote the event by displaying posters and mentioning the event online.
Involving the press
Local news channels can really help build the excitement about an event in your area. For more information on reaching out to local newspapers, radio and bloggers, see our press guide.
Frequently asked questions about promoting your event
We’re printing promotional materials and listing the event online – do we need to include your logo?
Yes, please – it’s a condition of your sessions that you acknowledge Creative Scotland and Scottish Book Trust on any promotional materials and press releases. You can download logos for Scottish Book Trust at the bottom of this page, along with guidelines on how to use them in your print and online, and you can find the Standard Creative Scotland logo here.