I actually thought we did a pretty good job of promoting the event.
We had a story on the front page of the Times-Picayune features section on Wednesday with a full list of signings:
http://www.nola.com/saints/index.ssf/2010/11/jeff_duncans_bags_to_riches_ho.html
I plugged the event on WWL-AM's Sports Talk on Tuesday night and on The Sports Hangover on Wednesday afternoon.
I tweeted news of the event on both Tuesday and Wednesday. We also sent out event notices on the publisher's Facebook page.
We had a great crowd. There was a line for the first hour and we estimate we sold more than 200 books so we were ecstatic with the event and the turnout, as was Barnes & Noble.