Among the strategies for attracting customers and potential customers, whether to published books or products like toys, candy, or jewelry, there are marketing strategies that include workshops, seminars, and trade shows.
You can have "free" workshops, seminars, and trade shows, where the customers and/or potential customers do not have to pay a fee, but when they attend the workshop, seminar or trade shows free, you include books and products that they might want to buy. For a workshop or seminar, you might make the books required reading, however, there is no fee beyond purchasing the books.
If you have a workshop or seminar in jewelry making, those who attend the workshop or seminar are required to purchase the beads and gems and other jewelry manufacturing tools, but there is no fee to attend the workshop or seminar.
There is no fee to attend your "candy trade show," for example, but people purchase the candy that you and other trade show merchants sell. This would be the same marketing strategy for other types of trade shows--e.g. foods, wines, toys, inventions, etc.
You can also include a small token fee to attend the workshops, seminars, and/or trade shows, with other monies coming from buying the products.
You can also charge fees based upon whether the marketing is business to customer or business to business.
A trade show, for example, might charge businesses a fee to be included in the trade show, but for the potential customers the trade show is free or there is a token fee, but most of the money for the trade show is paid by the businesses to attend the trade show.
This is the same marketing strategy with workshops and seminars that are business to business; you might charge a higher fee than business to customer workshops and seminars, as with consultants who often charge a higher fee with consulting with businesses.
For workshops, seminars and trade shows, make sure that all of your products are quality products. You can have products custom-designed by well-established manufacturing companies or manufacture the quality products yourself, including quality arts and crafts. For books, you can sell your self-publications along with products from established commercial publishers.
