Case Study:
Creative Book Events Best Practices
In November 2025, Read & Run Tours founder Allison Yates presented strategies for planning and executing creative, high-impact book events at the eBooks2go Chicago Author Workshop.
The audience included both published and unpublished independent writers preparing to market their current or forthcoming books.
Today’s authors — whether publishing independently or traditionally — are expected to play a major role in marketing their books. For independent authors, they are often the only marketing team they have.
With thousands of titles launching each year, many writers feel overwhelmed and unsure of how to differentiate themselves, connect with readers, or plan events that actually sell books.
Opportunity
Creative Approach
Allison’s presentation reframed book events as one of the most powerful tools authors have for building genuine, lasting relationships with readers.
Drawing on Read & Run Tours’s core belief that heart-centered, creative events outperform highly produced but impersonal ones, Allison walked participants through five key principles for designing memorable, community-building book events — no prior marketing or event experience required.
Her session blended big-picture strategy with practical, actionable guidance, including:
How to choose an event venue that aligns with a book’s themes
Simple, low-cost ways to add creativity and personality to any event
How to create interactive experiences that foster connection rather than passive attendance
Results
Authors left the workshop with:
Concrete ideas for incorporating creative elements into book events
A clearer understanding of how events fit into a sustainable and long-term book marketing strategy
Practical tools they could implement immediately — regardless of experience level or budget
By sharing Read & Run Tours’ proven principles and creative frameworks, Allison helped authors reimagine what book marketing can look like. With the right mindset and a few strategic, heartfelt event ideas, authors can meaningfully stand out, build genuine community, and turn readers into lifelong supporters.