Anna DeStefano’s Blog

Preparing for big events involves several rituals I’ve come to take for granted.I speak at events so frequently as a fiction author, and before that travelled at one time something like 90% of the year as an IT project manager and consultant. The whole “organize my life, pack it up, schedule the event, hop on a plane or drive, 1-2-3 immerse myself into a temporary other world” thing has honestly become something I can do in my sleep.

Except…It’s actually a lengthy, detailed process to pack up my tent and move my often introverted “business” onto a public stage for a week. I’m more efficient at it these days, have gotten better at getting the most out of each event, and rarely forget anything important now. But looking back over the last few days (weeks, actually) of prep for RWA’s National Convention in DC, the items I’ve mentally checked off my “fleeing my life” list can seem sizable (and exhausting) when viewed all together.

Wouldn’t it be nice to bottle all that work/energy? So next time I can just shake, uncork, pour, sit back and watch as the prep work takes care of itself since I do basically the same things for each event… Except each event, just like each day of my publishing life, is different even while it’s the same, so each new conference and day requires its own special attention and planning time.

Still, I’m endeavoring to make a list of the prep work to share (and to save for myself to help in the future). And also, while I’m thinking about it, to inspire those not venturing into another world this week to claim some of the same benefits by reaching out and doing a little conference/networking “work” in their stay-at-home lives. So, here’s to planning to get the most out of attending a writing conference AND the most out of staying home…

1) It’s all about networking–whether you go or you stay home.Some of the best things I’ve brought home from any event happened in the lobby of the event hotel. I hook up with peers and friends I only get to see once or twice a year. I stumble across new friendships and relationships I’ll nurture for the rest of my life. I hear about events I wouldn’t have known about if I hadn’t put on my “I don’t write alone in my office for days/weeks/months at a time, I am an extrovert when I choose to be” hat and mingled into the masses. Literally–masses of people. It pays to smile and be friendly, and when you see someone you think you know reach out your hand to shake and introduce yourself again–even if it’s someone you WORSHIP. I had a lovely conversation with Susan Elizabeth Phillips one year that I’ll treasure always. What a generous, down-to-earth lady!

But–Tip #1 It’s NOT all just about showing up and smiling. Plan informal meetings with key people you’d like to network with, catch up with, perhaps work with down the road…These aren’t your official editor/agent appointments. These aren’t “walk up to someone before/after her workshop” hit and runs/chance encounters that you think about when you see someone you know in a conference program or at a panel and then talk to on the fly. Though there’s nothing wrong with that, either. But, if you want ten to twenty minutes of one-on-one time with someone, why not set it up in advance? Email your friend/colleague. Ask if they’re coming. Plan to meet at the coffee shop (every hotel has one these days) or the registration desk (ditto) at a certain time on a certain day, exchange cell #s in case a change becomes needed, and you’re there. Make one or two of these appointments for each day, and you’ll get a lot more mileage out of your conference experience. Face-to-face time is valuable time well spent–lock in some meetings to catch up or gab or brainstorm or talk about a key topic–you’ll be amazed where the opportunity can take you.

And for those of you staying home, networking is still a great goal–use your email and social media to do the same.DM on Twitter or leave a facebook message or email and ask a friend for a chat or skipe appointment. Keep an eye on the #RWA09 hash tag (or the Twitter search tag for the latest event)–in TweetDeck, use the search tool to keep a running column up. Tune in to what’s happening in the virtual “lobby” that these programs have created for us on the Internet! Then get involved. Start replying to some of the tweets. Ask questions. Ask someone you know to ask the question you’re dying for the answer to from a panel speaker… The possibilities are endless, and you never have to leave your desk chair.

2) It’s all about promoting–this is mostly for published authors, but not always. Plan your presence.What’s key for people to see/know about you at this event? What image/platform/slogan do you want to make sure people see as often as possible without them becoming annoyed by you ;o) I do workshops on this topic, but suffice it to say that I believe promotion is important, but also that it can be mishandled and then can become a money sink where return on investment becomes nearly nonexistent. You have to first understand where you are in the publishing arena you’re promoting to, what’s realistic for you to expect in return for the time and money you invest, and then you have to get creative. Will putting a thousand pens or pencils or emery boards in the conference promo room get you a sale or a hit on a best seller list or a top review??? Doubtful. But do you need to do something, in order to be noticed/remembered amidst the sea of thousands attending the same event?–Yes.

Tip #2–Brand yourself and repeat that ONE concept as often and in as many ways as possible. Are you an aspiring author just building your career but eager to learn? Are you a newly published author with your first release hitting shelves within the next year? Are you an author settling into a publishing house or line and trying to set yourself apart while supporting your business partners? Are you ready to break out into something bigger, and looking for the editor/agent team that will get you there? Do you have your first “break out” book to promote, a firm platform in the industry, and are ready to take it to the next level?

What I’m talking about when I say conference branding, is really “mind set.” Yours and others’. Who are you, and how are you going to communicate that to others? How are you going to own your “image” at this event, and what visual cues can you give people so they’ll understand? For example, I have a firm publishing background in writing my own suspense series under the Harlequin Superromance imprint. At all previous events, I’ve promoted my Harlequin/Silhouette releases strong and done well. But at RWA 2009, I’m going to be focusing on my expansion into paranormal romantic suspense, by spotlighting the August 25th release of Dark Legacy–particularly the amazing (beautiful, really) cover and the fact that my name leads at the top, in large print, surrounded by a gothic cover image and a vivd title line.

So, my ONE thing at RWA 09 in DC will be the cover of my bigger, more exciting, more suspenseful romance coming out next month from Dorchester Publishing, even though I’m still writing award-winning Superromances and just finished the 4th book in my Atlanta Heroes series. Dark Legacy’s cover will be on everything I give away in the promo room. I’ll have a smaller image tucked into my conference badge. I’m networking at the librarian and bookseller event tomorrow, where I’ll be handing out cover flats, which include generous blurbs from NYT bestselling authors. I’m giving away my Atlanta Heroes titles in the librarian/bookseller’s goody room, but prominently displayed will be a Dark Legacycover done up as a sign (look for similar signs in the conference goody room and at the literacy signing and at my Saturday craft workshop), as well as excerpts and more cover flats, each with a piece of chocolate attached (to hopefully entice you to pick them up and take a closer look). At the literacy signing, all I’ll have to sell is my already-released Harlequin titles, but I’ll be giving away Dark Legacy promo to anyone who stops by (and I’ll be hosting a contest to get visitors to visit  my blog and take part in the July scavenger hunt I’m hosting to promote Dark Legacy out there). The overall message–my one thing– will be getting people to see Dark Legacy’s cover: see my name on the amazing cover, read the blurbs and back cover copy and the excerpt, be as excited as I am by this new venture I’m undertaking, be on the look out next month when it hits the shelves. See the cover… See the cover… Remember…

Desperate, no. This is basic marketing, and my experience tells me it’s best not to make it up on the fly. It takes a little planning to do it well, and even then there’s no guarantee. But the rule of thumb is that if someone sees something three times in a short period of time (say at a 4-day conference),  it becomes part of their working memory. The next time they see it, they’ll remember they’ve seen it before and wonder what it’s about. Maybe, they’ll read the article/ad a little more closely. Maybe they’ll pick the book up and read enough to be intrigued. Maybe they’ll buy… Or at least remember, the next time they see my book/cover/name at an event, and maybe then they’ll look a little closer. Promotion takes time to build, and there’s no time like the present to start creating your brand and furthering your platform.

For those of you staying home, work on your plan to do the same thing with your blogs and facepage updates and tweets. What ONE thing do you want to focus on this month as you paint your online footprint? How do you want people to remember you the next time they see your name pop up? How are you going to mold that presence with the way you position your posts and comments and updates? Start small, if you’ve never looked at online marketing quite this way. Build slow. Don’t deluge people. But figure out your one thing and begin to mold how you present yourself to the world you reach out to.

3) It’s all about hustling. Most of my advance planning for an event involves getting a macro AND a micro perspective of what I want to achieve each day. Even if I’m being compensated for speaking at a conference, I’m losing writing time to be there, often paying for part or all of my own travel (even if I’m using frequent flyer miles), and even when all my expenses are covered I’m still treating every day as a business day. I have TONS of fun and love meeting friends and new writers and fans and my publishing partners, but I’m also working. If I’m there, I’m going to get the most out of each day that I can. And that takes hustle.

Tip #3–Have key goals for every day. This is a plan of attack I’m talking about, not a mantra for over-scheduling yourself. Don’t be the hummingbird flitting from one thing to the next so fast you’re merely a blur others can barely see. The point of planning each event day is to FREE yourself to relax and network and just hang out–in between the key things you need to do. For example, I’ll be in the RWA conference hotel all day tomorrow even though I’m staying off site, and I’ll hopefully meet with lots of fun people as I hang out. But the goal of tomorrow is networking with the booksellers and librarians who are only on site Wednesday, participating in the literacy signing Wednesday afternoon, and making two key appointments I have Wednesday night. I have these things scheduled into my iPhone, with alarms set to remind me, so I’m confident I won’t miss them. Which frees me to be flexible and relaxed the rest of the time. Macro (big) picture, Micro (focused) picture, and an easy-going Anna who is relaxed and not worried about how she’s spending her time. A recipe for a successful conference Day 1!

For those staying home, I suggest taking a similar approach to your local events (local writers group meetings or critique meetings) and your online presence.What’s your event goal? What’s your plan for this week on Facebook, Twitter, your blog etc? What key things do you want to accomplish around all the spontaneous, fun stuff that happens as you hang out with other writers and readers and friends? Again, don’t over schedule or create goals you can’t achieve–this often results in so much frustration and guilt that it demotivates. Focus on key macro and micro objectives and leave yourself plenty of time just to hang out and be “you.” Because, after all, “you” are what people really need to get to know while you’re hustling to get your work done ;o)

So…that’s some of the planning and so forth that goes on pre-event, while I’m packing up my tent and getting ready to take my show on the road. Yeah, I’m a planner in life, just like I am in my writing. Planning, as I said above, frees me to relax and enjoy the ride more. There’s still plenty of room for winging it. And a lot of the spontanous stuff that happens in between the appointments and the meetings and the mini-events are invaluable. But there are also key (horrible project management term) deliverables I know I’ll hit along the way (like getting this blog post up and mentioned on my social media sites) that will help make all the fun and effort and long days of hustling pay off even more ;o)

I can’t wait to see everyone in DC! If you’re hanging out at home, look for my #RWA09 conference  tweets (my twitter account is AnnaDeStefano), and more blog posts as time permits ;o)

This entry was posted on Tuesday, July 14th, 2009 at 11:51 pm and is filed under Articles, Visit with Anna. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.