OK, gang, here's a question. I am really looking for tips and advice on this one. I have done about 20 bookstore drop-in signings. For the majority of these, I have sent ahead of time a packet with large (11 x 17) posters and a bundle of flyers. In my mind, the flyers would have been by the register and anyone who bought a thriller or mystery would have had a flyer stuffed in their bag. Uh....don't think it happened. Once in awhile I've seen the posters on the door and windows, but I've also arrived to find ZERO evidence of any in-store promotion activity. Also, I've loaded up event calendars on all the local newspaper web site calendars, I've submitted news releases to every community newspaper and on-line site weeks ahead of time. I would say 1 or 2 total people have told me that they spotted my promo materials and arrived at the "event" as a result. I've even purchased display ads in newspapers. (Ouch! Won't do that again!)
Nonetheless, I've had terrific drop-in events. I've been invited back to the last 3 bookstores and 4 out of the last 5. Most of the "work" and "sales" have come with bookstore customers who just happen to be there THAT DAY.
Enough set-up, here's the question: is the advance poster & flyer action worth it?