Expand your Audience or Die
In an article about the closing of Second Street Book Shop, Peter Applebome of the New York Times noted that successful bookstores “are increasingly in the business of book events and real-world social networking as much as walk-in sales.” I’ve noticed the same trend, in fact I’ve kept track of the different activities occurring in bookstores around the country over the last several weeks.
A New Take on Activities
Bookstores forming partnerships in new ways in order to broaden their appeal. Here are some examples:
- Readers can order a signed copy of John Grogan’s Marley and Me books through Moravian Book Shop at any time, and with a little patience, even receive a personalized copy
- Frank Talk Art Bistro & Books combines art, conversation and books including “Mix & Mingle Fridays,” an opportunity for wine, cheese, food and good conversation
- My personal favorite: Jayne Ramage moved a bed into The Watermill Bookshop and had a “bed in” for 24 hours, eating tea and biscuits and reading. Annapolis Bookstore followed suit with its own bed-a-thon by placing a bed in the front window and inviting customers to curl up and read
- Bookbeat converted a wall to cubicles that local artisans rent to display their wares, it also added a stage and provides music in the evening and many mornings
- Sherlock’s Books and Cafe offers a stack of board games for customers and a music night where locals play for tips
Social Networking
As for social networking, it makes a difference, in just our little blog world, the number of hits increases when we review a store that is on Facebook or Twitters or sends out e-mails with links. These stores use Internet methods to connect with customers and from our vantage point, people respond. In fact, there is such a marked difference when our post is “twittered” that I started (follow me, I’m BookstoreK).
At the regional ABA conferences around the country, booksellers are meeting to trade insight over social networking and learning the nuts and bolts of blogs, Facebook, My Space and Twitter. Bookseller Blog has several articles on the why and how of bookstore technology. Amazon doesn’t have to be the only bookseller to dominate internet ordering and buzz, handselling can be done over the Internet.
One good example is Booksmith. Not only is it tech-savvy (I look forward to finding their updates on Facebook) but it helps that their customers are also “those who attend events sometimes record parts of the discussion and post it on blogs. Or . . . they Twitter that “I am at Booksmith and just found the greatest book.”
The New York Times article also stated that successful bookstores are those that integrate in their community. I’ll be posting on that topic later. Stay tuned.
Claire
Kim
