Thursday, July 28, 2011

Action Gets Results

One of the biggest challenges for non-profit organizations is the summer down time for volunteers. FRP holds its annual cookbook training, Cookbook University each spring because that is when new volunteer chairs take over. Unfortunately, they then go home to “on vacation” committee members.

In spite of that, the better and more committed Cookbook Chairs take the time to make sure various actions are ongoing during this time and are actively laying plans for the fall when the volunteer starts back up.

Here are a few examples:

The Junior League of Tampa—Denise Schultz and Aspen Kohl are brand new cookbook chairs from a League who has a 50 year history of successful cookbook sales efforts. They have two new ideas to implement—one for now and another new effort when the League year kicks off.


  • Hosting a brunch for past Cookbook Chairs to promote the books, especially since the highest percentage of people who buy books are baby boomers (Sustainers) and they want them as our advocates. They also plan to do a quick brainstorm session titled, “what worked while they were chairs and what didn't”.
  • The Iron Leaguer competition before every meeting to create buzz around the cookbook table. Have a competition prior to the General Membership Meetings between two League members using the same ingredients they but can choose any recipe out of one of the Junior League of Tampa books. The members vote on which one is better and who wins. The point is to get people out to the cookbook table to buy books! They plan on announcing the competitors on their Cookbook Facebook page with a picture of each person and stats, etc. like boxers. Make it fun!

The Junior League of Tallahassee—Sarah Collins and Emily Howard are also brand new chairs and their book is going into its second year. They share the following:

  • Emily and I are so excited to announce our first task as the incoming Cookbook Chairs is the launch of our blog! We will be taking the League year to cook our way through A Thyme to Celebrate! We are working hard on promotions for the blog and are already receiving a great response!”

The Junior League of Pensacola—Mandi Edwards is a Past President of this League but decided to take this placement rather than go sustainer. That is real dedication. Although the League is small they have a steady cookbook business with two titles (Some Like it South and By Invitation Only). Mandi has done some good planning and is ready to start the year with some strong goals.

  • Quarterly press releases to Pensacola and surrounding area media outlets
  • Add 10 more retail stores to our list
  • Combine swaps from FL Leagues into a 3-4 book package at a discount
  • Work with Wines for Humanity to hold 3 combined (cookbook and wine tasting) events this year
  • Create a media kit for both books

While each of these groups is a Junior League the same principles apply to any self-publishing group. Using a cookbook as a fund raiser means you are setting up a business which requires a business plan, marketing strategy and product movement to generate profits. What are you doing to create a demand for your book?

Tuesday, July 26, 2011

Very Cool Exhibit

In 2009, I worked with John Guider, a local Nashville photographer who had launched the fabulous journey of canoeing the Mississippi River.  Of course John took fabulous photographs along the way and included many of them in his book, The River Inside.

Many people within the local community, including David Fox with McNeely, Piggot and Fox as well as Craig Philip, CEO of Ingram Barge helped make a traveling exhibit of the adventure possible. The exhibit debuted at the Tennessee Museum and has traveled extensively since then. On Monday, July 25th the exhibit will be located in terminal C of the Nashville International Airport.

Details of the exhibit are included later in this post via a press release from the Nashville International Airport . For a fun time please check out the John Guider website and journey with him by ordering a copy of The River Inside here.

Arts at the Airport Brings ‘The River Inside’
Showcases local photographer John Guider’s canoe trip down the Mississippi River

NASHVILLE, Tenn. – The Metropolitan Nashville Airport Authority’s Arts at the Airport program is bringing life on the river inside the terminal—literally. Complete with a canoe suspended from the ceiling at Nashville International Airport, a new exhibit entitled “The River Inside” will feature photographs by Nashville resident John Guider from a three-month journey down the Mississippi River. The photo exhibit, part of the art program’s Flying Solo Series, opens July 25 and will run through July 2012. The exhibit is located in the C Concourse food court.

“By hosting local artists’ work, Nashville International Airport introduces its passengers and public to the culture and feel of Nashville and Middle Tennessee,” said Raul Regalado, president and CEO of the Metropolitan Nashville Airport Authority. “The Arts at the Airport program is one way we continue to provide excellent service to our passengers, strategic partners and employees—known as the Nashville Airports Experience.”

Guider is a successful Nashville commercial photographer who stepped away from the comfortable routine of his life and challenged his mind and body in ways he never thought possible. With virtually no camping or paddling experience, he bought a canoe and set off on a solitary, artistic adventure that led him from the creek behind his farmhouse to the Harpeth, Cumberland, Ohio, and eventually the Mississippi Rivers, until he reached the Crescent City—New Orleans.

After completing the three-month journey, Guider began looking at the more than 2,000 photographs he had taken. He experimented with printing techniques, and what developed before his eyes were powerful images that pulled him right back to the immediacy of life on the river. He sat down and began to write, expanding his sketchy daily journal entries—often written in the margins of water-soaked maps—by delving more deeply into remembered experiences.

Guider began to imagine his photographs and stories as both an exhibition and a catalogue of images accompanied by texts. He spent a year learning the artistic discipline of the almost-lost platinum print process and pounding words out onto the page. “The River Inside” is not only Guider’s compelling story of his life-changing journey, but also a stunning visual narration of more than 70 platinum prints.

Monday, July 18, 2011

TV Media Tips Part II

In my last post I shared some very practical advice and tips for recipe demonstrations and food preparation for TV appearance from FRP’s “resident expert”, Sheila Thomas. Today, Sheila shares a bit more information about your appearance on air as well as how to handle some unexpected challenges which pop up from time to time.

WHAT TO WEAR: Avoid wearing red, white and black, cameras have trouble with these colors. Stay away from big bold patterns, they can be very distracting and unflattering. Small, tight patterns and pinstripes can cause moiré patterns on the screen and makes the picture look bad, and no shiny fabrics.

Your best bet is to go with bright, solid colors as they usually look best on camera. Choose rich colors such as a royal or deep navy blue, hunter or kelly green, deep purple, chestnut brown or maroon. Wear comfortable clothing that is tailored. DO NOT wear puffy or loose sleeves, especially if you are doing a demo. Three-fourth length sleeves are perfect, as they stay out of the way, do not drag through the food and are not distracting.

Don't wear flashy or jangly jewelry. You don't want the viewer distracted by your jewelry whether it is the light reflecting, the swinging earrings or noise from a bangle bracelet. You want them focused on you and what you are saying and doing. In the case of QVC, they suggest small stud earrings and a simple necklace. QVC does not want the distraction, but they also don't want the viewer calling in wanting to order your necklace (that you most likely did not get from QVC) instead of your cookbook.

Even if the studio provides a salon for hair and makeup, you should arrive at the studio with your makeup applied normally as you do every day so the stylist can see what your normal look is. They will then 'enhance' your makeup, hopefully keeping it natural looking. If you choose to do your own hair and makeup you will want to choose a matte lipstick and stay away from bright red and apply loose powder to help eliminate shine. Even if you normally don't wear makeup, a little will help to keep you from being washed out looking under the bright lights. QVC offers a salon. I used the stylist once but have found I am more comfortable doing my own hair and makeup and I have not had a local studio to offer the service.

LIVE VS TAPED: I have more live TV experiences than taped and they are very different. With live TV you have a very short timeframe to get your message across and your host can make or break the segment. It is important to establish a relaxed relationship with the host immediately upon meeting him/her. The ultimate goal for each show is a little different. If you are selling a cookbook, your goal is to sell more cookbooks, whether the show is QVC or local noon talk show such as Nashville’s Talk of the Town; however, the goal of the show is not always the same as yours. Of course QVC's goal IS to sell books – therefore, the dialogue with the host is all about the selling features of the book, and tasting recipes – talking about the book. On the other-hand, the goal of a local talk show is to entertain their viewers, give them some information that will improve their life. While they understand your mission is to sell more books, the presentation is completely different and that is NOT the focus as it is on QVC. Of course, there are exceptions to this, but that should be discussed and agreed on with the shows producer early on.

MEDIA TRAINING? QVC requires every On-Air guest to complete and pass an online test in addition to attending their On-Air Guest Certification Training. During the training, you actually are taped with a host doing a segment, then you go with a mentor to watch and critique the tape. Then you tape another segment and review once again. Noone enjoys this process. You always hear actors say they never watch the movies they are in, now I believe them and understand, it is very hard to watch yourself on screen; however, it is VERY helpful. I strongly recommend Media Training, but if this is not possible, then have a friend video you and give you constructive feedback.

DIFFERENCES IN APPERANCES & DEMOS: A QVC spot is longer, 7-10 minutes and is much more expensive yet much easier than doing a demo. You pay a stylist who prepares the recipes you have carefully selected and you and the host talk about the amazing recipes, other selling features within the book, and the host will taste 4 or 5 recipes. With a live TV demo, you must do the planning, shopping, prepping, which takes a lot of thought and time. Sometimes you might have a recipe prepared in 2 or 3 different stages and then the final stage. You also must take a lot of stuff with you. I have taken a Kitchen Aid Stand Mixer, blender, griddle, and I took a small counter top oven to one show in Memphis that has a great kitchen set, but none of the appliances work. You must take all of the utensils, bowls (use clear bowls for your ingredients so the views can see), plates, paper towels, cutting board, knife, can opener, etc. Once on Talk of the Town, I was making quesadillas and I forgot a spatula. It is really hard to flip a quesadilla without one. So be prepared to improvise on the fly.

ONE MORE LESSON: Another lesson I learned is when you are cooking on TV, you do not have to be exact with your measurements, I was preparing a bread pudding and the actual ingredients combined filled the bowl so full that I could not stir without spilling – the host suggested next time to just not pour all of the ingredients in the bowl – no one will ever know.


Just roll with the flow and have fun with it.


-- Sheila Thomas, Favorite Recipes Press (picture with her son, Layne, at a cooking demonstration for In the Kitchen with Kids.)

Tuesday, July 12, 2011

Media Tips

One of the most powerful marketing tools available to promote a cookbook is the media, especially TV. That is the primary reason for the influx of “celebrity” chef cookbooks found in bookstores across the country. But how does a regional cookbook gain entry into this competitive arena?

I will be the first to admit that it is difficult but also poses big rewards for those who can pull it off. The best place to start is locally by researching local cable and TV shows that use recipes or cooking as a part of their programming. Unlike a QVC whose sole purpose is to sell merchandise (including books) these local shows are for viewer entertainment; thus your approach must be different.

You should contact the local shows producer by sending a sample book, and a brief synopsis of why their viewers would want to be entertained with the information about the book including several different ideas for recipe demonstrations. Most local shows are looking for topics of local interest and enjoy being seen as friendly to local non-profits or companies.

Sheila Thomas, a publishing consultant with FRP (pictured in the photo below on the set of QVC's "In the Kitchen with Dave"), has gained valuable experience in both local TV media as well as national through on air appearances with QVC. Sheila has shared some relevant tips for anyone wanting to showcase your cookbook on television.

Tips for a Fun & Successful Cooking Demo

A local TV appearance is great for exposure for your cookbook and will hopefully lead to increased sales. Although a typical cooking demonstration is only 2 /12 to 4 minutes long,there are many things that can go wrong on live TV. It is worth your time to plan and prepare for each segment, this is a is a vital step to the success of the segment.

First, when you get a segment booked you will want to find out the following information right away.



  1. How long is the segment?


  2. Who is the host? Do your research and become familiar with the host. Know something about them; watch the show/host and how they engage with other guests.


  3. Is there a prep kitchen? Many local stations do not have prep areas


  4. Is there a permanent set? There maybe a stove on set, but it may not even work.


  5. Is the show live or taped?


  6. What is the show concept? The producers of the show are looking for you to provide their viewers with something interesting and fun, the viewers want to learn something new, something that will make their lives easier, better, tastier...


  7. What recipe will you demo? Choosing the right recipe for a demo is critical. You should always be on the lookout for a good demo recipe. A recipe that has an interesting ingredient, a technique that lends itself to allowing you to teach the viewer a quicker, better, easier way to do something like chopping an onion, or using a lovely bell pepper for a dip container. Make sure that you are offering good/correct information.


  8. Find 3 talking points that you want the viewer to remember – for a cookbook it could be the title, the author/organization, the projects benefiting from the sale of the cookbook, an event, that the recipes are triple tested, etc.


  9. Write down the flow of the demo recipe – break it out down so you can see where natural breaks are that will be perfect for interjecting a takeaway or demonstrating a technique


  10. Write down the ingredient breakdown


  11. Make your prep list


  12. Write down techniques/tips/ your message


  13. Think through the segment and make a list of what you will need for set décor (holiday, seasonal, event, theme of cookbook – the concept of the segment will help with this) List of equipment you will need.


  14. Practice, practice, practice


  15. Time yourself… how can you cut the time? How can you stretch it out?


  16. Provide a digital file of the recipe and information about the author/organization, your web address, facts about cookbook and where viewers can purchase your cookbook.
The day of the show:



  • Arrive 45 minutes to an hour before air-time.

  • You should be completely set up 15 minutes prior to air time, walk in front of the set and look it over from the cameras angle.

  • Bring all ingredients, tools for preparing, demonstrating, and a finished version of your recipe.

  • Bring extra finished food for the crew – they love to eat and that is the quickest way to their hearts! I always take disposable plates, napkins and utensils, as most studios will not have this.

  • Have fun!

After your segment, clean up quietly and go home, you may need to take your dishes home dirty if there is no prep kitchen.

Be yourself and have fun!

Sheila Thomas
Favorite Recipes Press

Monday, July 4, 2011

Armchair Cooks

It's well documented that folks love to read about good food. It evidenced here by the Hi and Lois comic strip of 6/22/11:

http://www.gocomics.com/arloandjanis/2011/06/22

What are you doing to motivate consumers to read your book?