Thursday, June 7
Marketing "California Healthy" is my reward for the three years I spent designing, researching, writing and publishing it. I'm calling each foray out my "Victory Tour." I didn't blog my first trip to San Luis Obispo when the RV broke down (twice) so I missed the LA Times Festival of Books, and when I brought a reluctant tomcat in the RV who kept trying to escape. I did manage to get several new vendors for "California Healthy": in San Luis Obispo there's the Cal Poly Student Union Store, House of Bread, and New Frontiers market; in Paso Robles buy the book at Di Raimondo Cheese Shop and Arroyo Grande Wines; in Cambria it's at Fermentations wine shop; in Arroyo Grande at Verena's Gourmet-to-Go and Grande Health Foods; and in Oceano at Sandy Groundz cafe. My daughter loaned me her car while I was waiting for the mobile RV repairman. After the new fan belt and water tank were installed, I made it to a booksigning at the Ventura Farmers Market - what a great experience that was. I sold 20 books and had two publishers from Devorss Publishing tell me they were impressed with it. Weaver Wines in Ventura also hosted a booksigning for me and my old friend from Landmark Education, Sheila Chimas, and her husband dropped in, shared some wine and bought a book. Weaver Wines, on California Street, has an inviting wine bar and their shop sells not only wine-related items, but supports women in third world countries by reselling their goods.
Last week I finished designing and publishing Dr. J. Richard Gaskill's "This is Yosemite Valley" book, ftp-ed the digital files to my Hong Kong printer, arranged for Mary to cat-sit Tommie Lee Jones Smothers, loaded my car with 15 cases of "California Healthy," some Biron recipe booklets, a variety of marketing materials (bookmarks, sell sheet, review sheet, invoice book, counter display box, etc etc etc), and headed to Los Angeles.
I told Mike Tidwell, my client who is writing a book about global warming, "Climate Trek," that I was going to make my assault on L.A. this week and that intrigued him how I might be doing that. I'm intrigued, too, about how that will develop, and decided it's high time to enter some of my adventures in the new blog my webmistress, Joanne Barker, so kindly set up for me.
Monday, June 4
The first 150 miles (halfway to L.A.) from my home in Pacific Grove and I reached my daughter's home in San Luis Obispo. Driving through the heart of Monterey County is educational with all the row crops in various stages of planting, growing and harvesting. Big harvesting machines were surrounded by dozens of farm workers, bent over the crop, cutting, packing, heaving tons of produce around, their cars and vans lined alongside the fields, their heads and faces covered with scarves and hoods to keep out the dust and sun. I gave thanks for their hard work and thought about the delicious strawberries they were gingerly picking and the big stalks of celery they sliced off and boxed. Huge piles of empty boxes lined the divisions between the fields to show the volume to come.
Two days there and I engaged three new vendors for "California Healthy." In Morro Bay, the owner of Sunshine Health Foods on Morro Bay Blvd. fairly snatched it out of my hand and said, "Yeah, I'll take it!" This is typical of the response I get when I approach retailers to carry the book. Sunshine Health Foods has a photo and a listing in the book and while there I enjoyed the vegan California Sandwich for lunch ($6.50 with half left over). I told him it was on my research trip last year that I got hooked on Kombucha at his lunch counter. Now I'm learning all about brewing my own at www.getKombucha.com. It sounded complicated from their 7-day ezine course, but on the last day (today) I learned they sell a machine that does it all! I emailed Dave to see if I could pick it up at their Santa Monica office on my L.A. tour.
Shark's Grin gift shop on the Embarcadero in Morro Bay also immediately took "California Healthy" for re-sale. The Visitor's Information Center recommended them, so I took a free book to Bill there and told him to show visitors and tell them it's available at the Shark's Grin.
Later in Cayucos I stopped by Kelley's Espresso to show Rebecca, the barrista, her photo that I took last year while I was there researching the book. The new barrista told me Rebecca now worked two doors down at Pier Gifts, so I stopped in and the owner took the book based on her telephone recommendation (he wasn't in).
I said good-bye to my funny and talented grandchildren, Zack and Grace, Wednesday morning and got back on Hwy 101, headed south to L.A. I stopped in Santa Maria to deliver a case of books to TriCo to take to the Navy commissary store in Lompoc. The bookkeeper was intrigued by my sell sheet so I gave her a book, plus two more for the owner and book buyer. Today I got an email that they'll be in the stores tomorrow! This book is disproving what I've learned from 20+ years in the business - that it's hard to sell a book. My ex and I spent 5 years earning our living through the directmail-selling of technicial, practical guides to 5000+ interior landscapers because there weren't any others. (Hamilton's books are still the industry standard for professional plant care.) "California Healthy" is enjoying that one-of-a-kind status now and I am grateful! When I started the book three years ago the 'green' industry was fringe and I was doing the book because it was my own interest; now it's 'in.'
At Gaviota State Beach I used one of my National Parks membership passes and got in free, rested by the Pacific Ocean and are the rest of that Sunshine Health Foods sandwich for lunch. With a day pass at any State Park you can go to all of the others on the same day, without paying again, so I stopped at El Capitan too. There are three State Beaches just south of Lompoc and before Santa Barbara, with beautiful beach access, camping, and a pier.
I arrived in Hollywood at 2pm. I was last here one year ago, doing the research for the book, and through a friend of a friend was able to rent a room in the Hollywood Hills home of an actress and dancer, Barbara Perry. I returned yesterday to do my marketing from here. Right now I'm enjoying the L.A. sunshine and 77 degrees on her back patio, using her WiFi and my cell phone and laptop. So far this morning I've requested on-line book reviews, made contacts to arrange a gourmet "California Healthy" gift basket affiliate, and worked with Hunter Vogel at Kit Fox Winery and chef Bruce Biron to get his "California Healthy" recipes and food photos in the Kit Fox new product launch. Hunter wrote: "I like everything I can see about the book from sustainable foods to agricultural tourism."
So, ten days ahead of me to revisit places I researched for the book, show them their entry, and hopefully have some of them carry it for resale. Wish me luck! (BTW - here are the 4 attributes of 'lucky ' people: 1. expect good luck; 2. see the good luck in bad luck; 3. listen to gut feelings; 4. ability to capitalize on unexpected opportunities. For more, read "The Luck Factor" by Richard Wiseman)
Labels: California, camping, Chef Biron, food, health food, healthy, Kit Fox Vineyards, recipes, Sunshine Health Foods, vegan, wine
