Independent Booksellers have been under duress for years as the big box stores have consistently eroded their markets.
To compete, many independent booksellers have turned to event marketing to drive business at their store.
In any market it is always easier to find new products for your customers rather than new customers for your products. Indepenent Booksellers just don't have the clout to launch massive advertising campaigns to bring in a large numbers of new customers. Instead, they must focus on finding new content for the existing customers.
One way to do this is through event marketing. Holding events at a local bookstore is a way to draw attention to the store, the roll it plays in the community, and the fabulous books that it carries.
Events can be wide-ranging. Oftentimes an event will be a book signing with a visiting author. Another idea is a little further out of the book.
Today, board games are experiencing a new surge in popularity. We aren't talking about Monopoly and Scrabble. Instead, these are games for adults and children alike, with a focus on interaction and thinking. Holding a Game Night at your local bookstore is a great way to have old customers reengage with the store.
Three of my favorites are Ticket to Ride, Carcassonne, and Settlers of Catan. You can build events around a themed game night, tying in books to the the games. Holding a board game tournament increases the exposure of the event, oftentimes drawing in a younger audience.
My experience has shown that mothers are anxious to find ways to engage with their children as they compete for attention in a world dominated by video games. Instead, playing a board game where all members of the family brought together is a great way to expand beyond books.
