I will use the books if the event justifies it. Most grand openings are a giant give away, people line up an hour before the store opens and get free t shirts, hats, koozies. Some times they give away tackle boxes and other valuable things, but all they want from me is lunch. I don't want to be a short order cook because then I can't talk about the grills, so I do what I can to make them and myself happy. Most don't care about cooking method or recipes so I try to give them something more than they expect without holding them up talking about the actual techniques. Maybe one in 20 actually ask how I did something.
Some events like for The Weather Channel, Southern Home and Garden or CNN there is a focus on the cookbooks, especially if it's a new release. For those the author flies in to do the demo, I get the coffee.