Sell Your Own Comics at Comic Con
One of the best ways to market your own comics is to attend conventions filled with comic book fans. These conventions are held all over the world, and in most states in the United States. They can be expensive and you must be prepared to register, travel, sell and work long hours at the conventions to promote yourself. As a small press comic publisher, you may be granted a discount booth, but it is important to understand the risks and procedures. This article will tell you how to sell your own comics at a comic-con.
Contents
Steps
Before you get to a Comic-Con
- Make sure you have at least a few comics published already. If you only have one or two, the comic-con may not prove to be financially successful and could even put your finances in the red. Ideally, you want potential fans to pick up a series of your comics at a somewhat discounted price.
- Collect registration forms from comic-con websites over a year in advance. Popular conventions sell out over a year in advance. Each comic-con has a website with a section for exhibitors, so that you can fill out the form, pay a fee and choose to be listed as a small press or an exhibitor.
- On some forms, you may have the choice of table. The sooner you sign up, the more "early bird" discounts on tables you will receive. You can also request placement by high traffic areas, such as the entrances and food tables.
- Read all of the terms and conditions––make sure that you qualify properly.
- Sign up for one of the most famous comic-cons in San Diego over a year in advance. It's usually held in mid-July. Go to comic-con.org and click on the exhibitor section. As you fill out the form, check the small press section, which gives prime booths to people who publish their own and a few other comics.
- San Diego's Comic-Con has a Small Press Committee that decides who will be granted small press space in the exhibit hall. You may need to submit your comics for consideration, well in advance to choosing. Then you will be able to purchase space in the area.
- Talk to successful comic self-publishers about how they handle comic-cons. They most likely have a schedule. They may also have discovered secrets about what is popular at a convention that may be different from website or bookstore selling.
Comic-Con marketing
- Get to know the people who run the comic book conventions. If you intend to be a regular, you will want to develop a good working relationship with them so that you can get a better booth and obtain professional advice about how to attain the best marketing.
- Get to know other comic-con regulars as well. Many people travel to the same conventions, many of whom may be involved in different parts of comic promotion. As well as trading advice and ideas, they can watch your table when you need to leave and you can do the same for them.
- Networking is a big part of marketing and selling books. People are more likely to promote or recommend your comics if you know the people in charge and the successful sellers. Go early to the booth and talk to people regularly.
- Get the proper marketing materials. You may want to make large banners with illustrations of your characters, as well as character write-ups, brochures and handouts. You need to have an attractive booth to attract customers.
- Work on your elevator pitch. It should be less than 30 seconds and explain the inspiration and creation of the comic. Include anything that differentiates your comic from any others.
- Spend time developing a lovely display. Display is your marketing weapon bar none at the actual convention. Comics sitting flat on a table aren't anywhere near as captivating to passers-by as comics standing upright on a stand. Set up your table at home as if you were attending a comic-con. Stand back and observe it and have some friends and family members check it out too. Then ask for everyone's opinion, as well as your own. It's likely that you will find constructive ways to make changes that improve the attractiveness and draw of your display.
- Consider covering the table with a cloth to make it look more uniform and warm.
- Use book stands to put the display copies front and center of your display.
- Consider using framed art as a conversation piece and attraction.
- Include information cards in front of the comics.
- Add business cards, flyers with URL links, etc. for free takeaways from the table.
- A bowl of candy bribe might be your style too!
Selling
- Be aware of some common issues that can arise when selling your comics at a convention:
- You may get flustered and accept a bad deal for a stack. Either be very good at doing math in your head or have your calculator with you and all of your costs and expected profits. If someone comes up to you and tries to hustle a really good deal for a stack of your comics and you can't work out quickly whether or not you're still making a profit or selling them for less than it cost you to produce them, saying yes can cost you financially. Be sure to say "no" or "come back later and I'll seal the deal" if you feel rushed and unable to work this out with care.
- Expect low offers and don't be offended. Play the game and reach the bargain that works for you.
- Be prepared to pitch your comics. Use the elevator pitch you've already decided upon and embellish it as required. Do not be afraid to sell the comic's virtues––otherwise, how else will people know it's worth reading over other ones? Also, don't expect customers to ask you questions first––in most cases, they won't as they're waiting for you to do the opening.
- Large crowds of people, people thumbing through your wares and people simply passing right by your stall can be an exhausting and sometimes demoralizing experience. Be prepared for this and stay positive. This is no different from any market stall experience and if you're prepared to have fun with the experience and simply go with the flow, you'll enjoy yourself and feel less overwhelmed.
- Be careful about what you do when there are no customers at your table. If you're drawing or reading, polite customers (the vast majority of people) will feel awkward about "disturbing" you. Moreover, it is better to stand than sit, to be closer to the front of your table than way back behind it, or even better out in front of it, and to be ready to talk to people as they pass by, holding out an open comic. Try to put yourself in the shoes of the customers and think about what would make you feel most comfortable.
- Note that you may find the popularity of your comic content varies across the states. You may find that one comic does well in eastern US, while another is doing better out west. You'll only discover this by traveling to the various comic-cons.
Comic-Con attendance
- Begin by going to comic-cons in your state or near people that you know. They are often held at expensive hotels and they involve a registration fee and travel expenses. If you have little money to spend on marketing, lower your costs by staying with friends and carpooling.
- Be prepared to stand up all day for 2 to 3 days in order to sell your books. Pick up the books and encourage people to look through them. Experiment with the balance between being friendly and being confrontational. Learn to respect body language signals quickly that tell you when someone wishes to observe the comic alone or is happy to engage in further conversation with you.
- Become a San Diego and other Comic-con regular, if you find them to be financially successful. If you plan to continue producing comics throughout the years, this is also a great way to release new issues, collectables or editions.
Tips
- Have cheap options as well as more expensive options. Many customers want to buy cheaper comics than to fork out for more expensive hardback versions.
- Bring water, snacks and meals with you so that you can stay at the table as much as possible. If you can, bring a friend who can also sell your comics and watch the booth. This will also give you someone to talk to during a lull and someone to help handle any rushes.
Things You'll Need
- Banner
- Exhibition forms
- Comic series
- Marketing materials
- Water and snacks
- Money for exhibition table
