Case Study:
Workshopping Megy Karydes’s Book, 50 Ways to More Calm, Less Stress
In an ever-changing publishing industry, more authors are required to promote their books themselves.
Even when publishers offer in-house publicity and event planning, these services have a finite timeline – sometimes only within the first few months after the book release.
For many authors, initially promoting their books resembles a busy schedule: several months of book launches, library visits, book signings, bookstore readings, and other talks.
And after that? If they weren't already running their promotion campaigns on their own, most authors are left with the task of continuing to stay relevant and connect with future readers long after they’ve made the library and bookstore rounds.
That’s where we come in. Read & Run Tours’s experiential events for authors look to solve that question: What can authors do post-book launch to continue to build a community, encourage in-person event attendance with unlikely readers, and ultimately, keep selling books?
Opportunity
In December 2023, author Megy Karydes published her book, 50 Ways to More Calm, Less Stress: Scientifically Proven Ways to Relieve Anxiety and Boost Mental Health Using Your Five Senses.
Having already successfully launched her book with a media campaign and book talks after publication, a year and a half later, Megy was ready to continue promoting her book to new audiences and was open to creative suggestions.
Creative Approach
Megy’s book covers 50 different everyday ways people can incorporate more calm into their lives. One of the special things about Megy’s writing is there’s so many personal stories – from both Megy and the folks she interviews – as to how the science-backed ways have impacted their lives.
At Read & Run Tours, we believe that the best experiential author events don’t just tell people why the work is important: they experience it for themselves.
Immediately, I knew an event inspired by 50 Ways to More Calm, Less Stress had to include in-person, hands-on workshops where readers got to experience the calm for themselves. I also noticed that most of the activities and practices already existed right here in Chicago within several community groups.
Leaning on my network of event creators, I reached out to several community leaders to facilitate hands-on workshops: bookbinding, floral therapy, and a guided nature walk.
The goal was straightforward: event attendees would not only meet Megy and learn about her work, but they’d feel more connected to some of the activities, to Megy, and to each other by laughing, practicing, and communing together through something new.
The addition of other community leaders gave Megy and I the opportunity to organically cross-promote to increase impressions on Megy’s book and promote the event.
I meticulously curated the event, liaising between Megy and the facilitators so we’d develop a cohesive, mission-aligned program for everyday Chicagoans looking to enhance calm in their life, and leave attendees feeling more connected to Megy and her work.
Results
The outreach, promotion, and marketing of this event resulted in not only high in-person attendance the day of, but also garnered a significant amount of impressions, further advertising Megy’s book. Between the media that covered the event, influencers who promoted the event, and social media posts, the book received upwards of 20,000 impressions.
More than 25 attendees gathered at an elegant coworking space in Chicago for a full evening of dinner, workshops inspired by the book, and community-building alongside Megy.
All attendees received a copy of Megy’s book, a goodie bag of items corresponding to different book chapters (e.g. a notebook for gratitude or daily writing and an elegant pen), as well as their own bound book and floral arrangements.
We also had a professional photographer on site who captured key moments; I sent these to attendees after the event for them to post, share, and continue promoting Megy’s book long after the event ended.
Takeaway
Experiential events are most meaningful when authors have a fresh, interactive way to continue promoting their work. Creating meaningful experiences for in-person attendees creates lasting bonds that inspire positive feelings towards the book and the author, resulting in new followers, reposts, and future opportunities for authors.
The benefit of hosting events not only provides unique touch points with future readers, but also provides an added opportunity for publicity after the standard book promotion window has already finished.
Author Response
“Working with Allison Yates of Read & Run Tours to promote 50 Ways to More Calm, Less Stress was an exceptional experience from start to finish. Allison thoughtfully translated the book's themes into a fully immersive event. Rather than a traditional author talk, she curated an evening that included a bookbinding session, a nature walk, and a small floral bouquet activity, each element intentionally chosen to bring the book's message to life in a tangible, memorable way.
Hosting the event at Fabrik, in Chicago's River North neighborhood, was a perfect fit, and the entire event was flawlessly executed. Throughout the planning process, Allison kept everyone informed with consistent, clear communication, and guests left genuinely moved by the experience. That's exactly what I hope from hosting a book event! These connections aren't transaction-based or just about increasing awareness. It's about bringing people together and creating a true community around a shared experience.
If you're an author looking for a creative partner who can get the word out about your book in a way that's engaging, meaningful, and fun, I can't recommend Allison highly enough.”
—Megy Karydes, author of 50 Ways to More Calm, Less Stress