Trade shows are a cornerstone of the publishing industry, offering independent publishers opportunities to network, build brand awareness, and connect with librarians, booksellers, and readers. This guide offers actionable advice and expert insights to help indie publishers navigate trade shows effectively, ensuring their time and investment yield meaningful results. However, the prospect of attending can be intimidating, especially for those new to the scene. In this guide, we bring you insights from experienced indie publishers and industry professionals to help you plan, execute, and succeed at trade shows.

1. Start with a Clear Goal

Angela Engel, founder of The Collective Book Studio, says it’s important to define your objectives before committing to a trade show. “What is your ultimate goal?” she asks. “Are you focused on brand building, networking, or sales? Understanding this will help shape your strategy.” For example, if your books appeal to librarians, consider shows like the American Library Association (ALA) Annual Conference. If your titles have a regional focus, events like the Heartland Fall Forum or the Pacific Northwest Booksellers Association show may be more impactful.

Maria Dismondy, publisher at Cardinal Rule Press, suggests breaking down goals into categories: “Make sure you’re getting in front of librarians, booksellers, and readers. Having a goal helps you decide which books to highlight and what success looks like.”

2. Budget and Plan Early

Successful trade show participation begins months in advance. Engel and The Collective Book Studio start planning for major events nine months ahead, coordinating with authors and curating programming. Katie Miller, head of content at BiggerPockets Publishing, advises indie publishers to consider every detail: “Prep your books and budget months before. How will you stand out in a sea of booths, lights, and noise? Ship materials well in advance and ensure tracking.”

Dismondy recommends leveraging resources like state commerce departments for potential grants. “Each state has funding for export initiatives. I received a grant that reimbursed my trip to Bologna,” she shares, encouraging indies to explore similar opportunities.

Budgeting involves not just the cost of booth space but also travel, accommodations, shipping, and materials. Miller suggests building a cushion for unexpected expenses, such as last-minute promotional items or adjustments to booth displays.

3. Design an Engaging Booth

Standing out at a trade show requires creativity. Jori Hanna, director of marketing and public relations at Torchflame Books, stresses the importance of an interactive and visually appealing booth. “Your booth has to be more than just books on a shelf. Consider games, giveaways, or branded swag to draw people in.”

Dismondy echoes this sentiment, suggesting the use of vertical displays and unique elements. “Think beyond horizontal layouts. Use the boxes your books were shipped in to create levels and invest in bold, eye-catching visuals like character cutouts or banners.”

For events with public-facing audiences, Engel recommends creating inviting spaces. “At the Bay Area Book Festival, we partnered with San Francisco Drag Story Hour and hosted arts and crafts sessions. It built community and attracted visitors to our booth.”

Other creative ideas include themed giveaways or interactive activities like spinning wheels or raffles. Dismondy suggests crafting location-themed baskets to give away, filled with regional treats or items, as a way to engage attendees while collecting contact information.

4. Perfect Your Sales Pitch

A concise, engaging pitch can make all the difference. Dismondy advises keeping it brief: “One to two sentences per book. Pay attention to body language and keep the conversation meaningful.” Practice your pitch beforehand to ensure it feels natural and confident.

Miller’s mantra of “warm welcome, memorable moment, and fond farewell” is a helpful framework for interacting with booth visitors. “Stand up, greet people warmly, and hand out freebies personally to create a lasting impression,” she suggests.

Additionally, consider creating quick-reference materials like bookmarks or one-page catalogs to support your verbal pitches. These items can provide essential information to attendees who may be overwhelmed by the volume of content at the event.

5. Network Effectively

Networking is often the most valuable aspect of trade shows. Miller recommends attending all networking events, even if it feels intimidating. “Find the longest line at the bar and use it as an opportunity to start conversations,” she says.

Engel highlights the importance of collaboration. “Pitch a program with like-minded exhibitors. For example, I curated a diversity stage with other publishers at ALA. Together, we filled the room and attracted more buyers and media.”

Dismondy suggests hosting intimate gatherings such as dinners to foster deeper connections. “At ABA in New Orleans, we hosted a dinner with local cuisine and branded party favors. It’s a small gesture that goes a long way.”

Don’t underestimate the power of casual encounters. Hanna notes that hallway conversations or informal meetings often lead to the most meaningful connections.

6. Track ROI and Follow Up

While direct sales at trade shows can be rare, the long-term benefits often outweigh the immediate results. Hanna tracks measurable outcomes like increased library holdings and online reviews. “We monitor WorldCat entries before and after ALA and look for spikes in sales or buzz,” she says.

Miller advises timely follow-ups: “Send thank-you notes within seven days to anyone you connected with, referencing your conversation to jog their memory.” Including a reminder of shared interests or key takeaways can help cement the relationship.

7. Be Prepared for the Unexpected

Trade shows are busy and can be overwhelming, so planning for rest is crucial. Dismondy says, “Take time to recharge between events. You need to be energized to make a strong impression.”

Additionally, be adaptable. Hanna’s team experimented with different setups each year, finding what worked best for their growth. “Having our own kiosk allowed us to focus attention on our books, but smaller setups with IBPA were great when we were just starting out,” she says.

Miller suggests preparing for logistical hiccups by creating a checklist of essentials: extra promotional materials, tools for booth assembly, and backup signage. “The more prepared you are, the smoother your experience will be,” she says.

8. Leave a Lasting Impression

In addition to hosting small events like dinners to connect with booksellers and librarians, Dismondy suggests considering donating leftover books to local nonprofits. “It saves on shipping costs and helps build goodwill,” she says.

Taking photos of your booth and interactions can also serve as valuable content for social media and post-event recaps. Engel recommends leveraging visuals to showcase your brand’s presence and highlight successful engagements.

A Powerful Tool

Trade shows can be a powerful tool for independent publishers when approached strategically. By planning early, setting clear goals, designing a standout booth, and embracing networking opportunities, you can maximize your impact. As Miller says, “Most people are nervous at these events, too. Introduce yourself often and make the most of the experience.”

Remember, the connections and brand visibility gained at trade shows often yield results over time, reinforcing your presence in the industry and opening doors to future opportunities.

2025 Trade Shows

ABA Winter Institute
https://www.bookweb.org/wi2025/aba-winter-institute-2025
Feb. 23-26
Denver, Colorado
Focus: ABA’s conference features educational programming for independent bookstores and dedicated time to network with booksellers, authors, and publishers from around the country. As the largest gathering of bookselling professionals in the US, Winter Institute attracts over 900 booksellers, along with hundreds of authors, publishing professionals, international booksellers, and industry partners.
Who Should Attend: Established independent publishers with trade distribution, and their authors, looking to network with and sell to independent booksellers.
IBPA Program? No

The London Book Fair (LBF)
https://www.londonbookfair.co.uk/
March 11-15
London, England
Focus: LBF is renowned for its emphasis on rights and licensing deals, attracting publishers, agents, and rights buyers from over 135 countries. It’s an excellent place for independent publishers to sell and acquire rights across a range of languages and regions.
Who Should Attend: Independent publishers and authors with titles that appeal to global markets looking to distribute their books globally, sublicense translation rights, and make new connections.
IBPA Program? No

Bologna Children's Book Fair (BCBF)
https://www.bolognachildrensbookfair.com/en/home/878.html
March 31-April 3
Bologna, Italy
Focus: BCBF is the world’s leading trade fair for the children’s publishing industry focusing on subsidiary rights licensing of brands and properties for children, teens, and young adults.
Who Should Attend: Independent publishers and authors of children’s books who are looking to expand their international reach, stay ahead of market trends, and discover new talent and creative opportunities. 
IBPA Program? Yes

ABA Children's Institute
https://www.bookweb.org/ci2025/aba-childrens-institute-2025
June 12-14
Portland, Oregon
Focus: Children’s Institute is a three-day trade show that offers education for children’s booksellers, roundtable discussions, networking events, and dedicated time to network with booksellers, authors, and publishers nationwide.
Who Should Attend: Independent publishers of children’s books, and their authors, who are looking to network with and sell to independent booksellers.
IBPA Program? No

Beijing Book Fair (BIBF)
https://www.bibf.net/en/
June 18-22
Beijing, China
Focus: BIBF is an international rights and translation fair with a strong focus on the Asian market. It provides an entry point into one of the world’s largest book markets and offers unique opportunities for rights sales, market insights, and networking.
Who Should Attend: Independent publishers with titles that appeal to the Asian market who are looking to expand their international reach through distribution and licensing opportunities.
IBPA Program? No

American Library Association (ALA)
https://2025.alaannual.org/
June 26-30
Philadelphia, Pennsylvania
Focus: ALA brings thousands of librarians and library staff, educators, authors, publishers, and exhibitors to the world’s largest library trade show. The show features educational programming for libraries and publishers and displays from thousands of publishers.
Who Should Attend: Independent and author-publishers looking to expand distribution in the library market and learn more about how librarians build their collections.
IBPA Program? Yes

New Voices New Rooms (NVNR)
https://newvoicesnewrooms.org/
Aug. 25
Atlanta, Georgia
Focus: NRNV is hosted jointly by the New Atlantic Booksellers Association (NAIBA) and the Southern Independent Booksellers Alliance (SIBA) and features educational programming for independent bookstores, an exhibit hall, and networking opportunities for publishers and indie booksellers.
Who Should Attend: Established independent publishers with trade distribution, and their authors, looking to connect with independent booksellers in the Southeast.
IBPA Program? Yes (New in 2025)

California Booksellers Association (CALIBA) Fall Fest
https://caliballiance.org/
Sept. 17-18
San Francisco, California
Focus: CALIBA Fall Fest features educational programming for California’s independent bookstores, an exhibit hall, and networking opportunities for publishers, authors, and indie booksellers.
Who Should Attend: Established independent publishers with trade distribution, and their authors, looking to connect with independent booksellers in California.
IBPA Program? Yes (New in 2025)

Pacific Northwest Booksellers Association Fall Fest (PNBA)
https://www.pnba.org/
Sept. 28-30
Spokane, Washington
Focus: PNBA Fall Fest features educational programming for independent bookstores in the Pacific Northwest, an exhibit hall, and networking opportunities for publishers, authors, and indie booksellers.
Who Should Attend: Established independent publishers with trade distribution, and their authors, looking to connect with independent booksellers in the Pacific Northwest.
IBPA Program? Yes (New in 2025)

Mountains & Plains Fall Con
https://www.mountainsplains.org/
Oct. 5-8
Denver, Colorado
Focus: Mountains & Plans Fall Con features educational programming for independent bookstores in 14 states throughout the West and Midwest, an exhibit hall, and networking opportunities for publishers, authors, and indie booksellers.
Who Should Attend: Established independent publishers with trade distribution, and their authors, looking to connect with independent booksellers in the West and Midwest.
IBPA Program? Yes (New in 2025)

Heartland Fall Forum
https://www.heartlandfallforum.org/
October
Location TBD
Focus: Heartland Fall Forum is hosted jointly by the Midwest Independent Booksellers Association and the Great Lakes Independent Booksellers Association and features educational programming for independent bookstores in the Midwest, an exhibit hall, and networking opportunities for publishers, authors, and indie booksellers.
Who Should Attend: Established independent publishers with trade distribution, and their authors, looking to connect with independent booksellers in the Midwest.
IBPA Program? Yes

Frankfurt Book Fair (FBF)
https://www.buchmesse.de/
Oct. 15-19
Frankfurt, Germany
Focus: The world’s largest book fair, it attracts publishers, literary agents, authors, and publishing professionals globally for rights sales and networking.
Who Should Attend: Independent publishers and authors with titles that appeal to global markets who are looking to make new connections and license non-English language rights to a variety of countries globally.
IBPA Program? Yes

Sharjah International Book Fair (SIBF)
https://www.visitsharjah.com/events/sharjah-international-book-fair/
Nov. 6-17
Sharjah, United Arab Emirates (UAE)
Focus: SIBF in the UAE is the largest book fair in the Arab world and includes literary events, education, an exhibit hall, and book signings.
Who Should Attend: Independent publishers and authors with titles that appeal to markets in the Middle East, and who are looking to expand their international reach through distribution and licensing opportunities to the Arab world.
IBPA Program? No

Shanghai International Children's Book (CCBF)
https://www.ccbookfair.com/en
Nov. 25
Shanghai, China
Focus: CCBF gathers publishers, authors, illustrators, and rights professionals from around the world, with a strong emphasis on the Chinese and broader Asian markets.
Who Should Attend: Independent publishers and authors of children’s books with titles that appeal to the Asian market and who are looking to expand their international reach through distribution and licensing opportunities in Asia.
IBPA Program? No

Guadalajara International Book Fair (FIL)
https://www.fil.com.mx/
Dec. 25
Guadalajara, Mexico
Focus: FIL is the largest Spanish-language book fair and attracts readers, publishers, and industry professionals from across Latin America, Spain, and the United States, making it a central hub for reaching Spanish-speaking audiences.
Who Should Attend: Independent publishers and authors with titles that appeal to Spanish language markets who are looking to make new connections and license non-English language rights to a variety of countries globally.
IBPA Program? Yes

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