Tips for Getting the Most Out of BEA

In a very challenging economic year, the task of preparing to get the most out of Book Expo America (BEA) is more important than ever for booksellers. In part, the prep work is unchanged from earlier shows -- including the perennial reminder to pack comfortable shoes and enough business cards. However, with some publishers opting to take only meeting rooms off the trade show floor, getting ready for BEA '09 will also mean putting some new tasks on the bookseller to-do list. In a climate where every dollar needs to count, it's more paramount than ever to plan ahead to make the most of the trip to New York.

Be prepared to hit the ground running for ABA's jam-packed Day of Education, which kicks off at the Javits Center at 9:00 a.m. on Thursday, May 28, with a panel discussion, featuring authors Sherman Alexie, Jon Meacham, James Patterson, and Lisa Scottoline and bookseller Roxanne Coady, on the relationship between authors and independent bookstores and how that relationship can continue to grow and prosper in challenging times. (Check out the full ABA program and special events on BookWeb.org.)

While exploring the exhibit floor -- both to discover notable first fiction or intriguing titles from indie and university presses and to talk with colleagues from publishing houses of all sizes -- remains a key focus of the show, this year, it's especially important to set up appointments with key publisher personnel. Some publishers will still have both a booth and a meeting room at this year's show; some will have a booth and no meeting room; and yet others will have a meeting room, but no booth.

So what's a bookseller to do? The best bet is to check with your sales rep now to see whether a publisher will have a presence at the show, where it will be -- on the floor and/or in a meeting room -- and to make appointments to meet with appropriate staff members. (A list of exhibitors is available on the BEA website.)

To make the most of those appointments, booksellers should come prepared. Carla Gray, associate director of marketing at Houghton Mifflin Harcourt, suggests that if booksellers are meeting to discuss potential author visits, they bring information that shows success in marketing events, as well as details about event space, capacity, the store's relationship with local media, ways they've reached out to local special interest groups, and more. Wendy Sheanin, director of marketing, adult publishing group at Simon & Schuster, agrees. "If you're pitching events for your store," she said, "it never hurts to have a media kit to leave behind." (Learn more about creating a media kit and see a sample press kit, as well as a digital media created by Miami's Books & Books.)

For meetings with sales staff, it's helpful to be able to provide a store sales analysis: "What sections sell best, what titles were bestsellers for the account, what backlist sections are heating up," said Gray. And, she added, for meetings with marketing staff, besides reporting what titles/categories sell best for the store, "it is helpful to provide information on what makes the store unique -- a great Staff Picks section, known for a mystery book group, active newsletter, participation with IndieBound, online initiatives, and so on."

As always, the trade show floor will be a great place to check out the offerings from indie, university, and foreign presses that give a store a unique, compelling inventory and set your business apart from chains and price clubs.

Savvy booksellers know that in tough times, finding merchandise with higher margins is key. Bob Sommer, co-owner of Changing Hands Bookstore in Tempe, Arizona, explained: "Since 15 percent of our store's sales are remainders, we see BEA as an opportunity to place some serious orders with our remainder dealers. To facilitate this, we arrive on Tuesday and begin our buying with vendors that have set up early sales appointments. Remainder buying continues into the week and onto the convention floor, where we often find new sources for bargain books."

The BEA Remainders Pavilion opens for a "Sneak Peek" on Thursday, May 28, from 12:00 p.m. - 5:00 p.m. (To learn more about the ins-and-outs of remainder buying, checkout ABA's education handout and the remainders installment of BTW's Tough Times series.

What other advice does Sommer offer? "Over the years the breakfasts and lunches have been some of the high points of our BEA experience," he said. "Connecting with the authors and publishers of the books that we sell adds another dimension to the overall experience of bookselling." (ABA members staying at Hotel ABA are eligible for a number of great benefits, including limited free theatre-seating at BEA Author Breakfasts & Lunch. Learn more.)

And not to be forgotten is the chance to meet and communicate with other booksellers and publisher reps "during meals, in the event rooms before and after educational sessions, and in the vendor's booths while buying. We received countless good ideas, made valuable contacts, and a few life-long friends," Sommer concluded.

Andrea Avantaggio, co-owner of Maria's Bookshop in Durango, Colorado, tells staff attending the ABA convention and BEA trade show to "bring along a positive attitude that they can learn something from every conversation and every seminar -- don't look for things that you already know, look for ideas that are new and applicable to our store, our staff, and our customers."

For every bookseller's to-do list? "Get to the Editor's Buzz," said Avantaggio. "There's nothing like hearing it straight from those who are most passionate about the season's best titles." (The BEA Editor's Buzz will be from 4:15 p.m. - 5:15 p.m. on Thursday, and a new BEA Young Adults Editor's Buzz will be held on 2:30 p.m. - 3:30 p.m.)

Avantaggio also looks to take advantage of special offers on sideline items [think "free freight!"], but she cautioned, "Don't buy stuff you don't need just because you get a special deal. Many vendors will let you use the show special after the show if you need to return to your store to check stock." (A list of show specials is available on the BEA website.)

And don't forget to have fun. "Find an author you love and shake their hand. Spend time in the ABA Booksellers Lounge -- it's a great place to meet your favorite author! And go sight seeing!" Avantaggio said. (Watch for an ABA Lounge Autographing Schedule in an upcoming edition of BTW.)

Booksellers staying at this year's Hotel ABA -- the New York Marriott at the Brooklyn Bridge in Brooklyn -- are entitled to an array of benefits that will make BEA 2009 a rewarding and fun experience. On top of that, last week ABA announced a cut in the room rate, from $183 to $159, a savings of $24 per night. But the cutoff for this special room rate is Monday. ABA members who want to ensure they receive the special rate and the expanded package of benefits available to Hotel ABA guests must book by May 4 via the Marriott's dedicated reservation webpage. After that date, names will be added to a waiting list.

For information about the trade show, and to register, visit BookExpoAmerica.com. And watch for BEA updates in Bookselling This Week.

You can also stay connected through social media: Friend BEA on Facebook, Twitter (#BEA), and check out BEA Vice President and Show Manager Lance Fensterman's blog, www.mediumatlarge.net. --Rosemary Hawkins