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Dragon's Den at the Cross County Mall in Yonkers, New York was out in full force promoting the 2004 Free Comic Book Day, to a nearly empty mall due to the Fourth of July weekend. Unlike previous years, when Free Comic Book Day was held the Saturday of opening weekend, Spider-Man 2 premiered, Wednesday, June 30th creating an awkward situation.
In addition to handing out free comics, Dragon's Den had Spider-Man make a special appearance! Spidey autographed copies of his umpteenth million series for a nominal fee. Heck, he even posed for pictures with fans!
Dragon's Den also created a pamphlet to distribute to customers prior to the event. On the first page of the flyer the store took advantage of the popularity of Spider-Man 2 and gave 20% off any Spider-Man merchandise, as well as, promoted the Spider-Man meet and greet for Saturday. The inside spread of the brochure told readers what the store sold along with an ad for Free Comic Book Day. The pamphlet concluded with a calendar of events Dragon's Den would be hosting throughout the month of July, which included a Comics Workshop, Hero Clix Tournaments, Anime and Wrestling viewings.
The lesson? Dragon's Den did not wait for the Corporations and Distributor to bring customers to them, the owners and employees took matters into their own hands and created a successful and impressive event. With a little common sense and plenty of fan passion any store could repeat Dragon's Den success easily. But for those of you still at a lost here are three ideas that will get you on your way!
On Free Comic Book Day I visit between 3-5 stores to scope out the different titles. Stores within a close proximity could coordinate their titles; create a pamphlet outlining the fellowship and special offers.
Join forces with a comic book store in another country! Get out your web cam and allow fans to see one another. Since comic book stores cannot resell Free Comic Book Day titles why not swap comics? Perhaps there are titles not available in your country?
Local and College media outlets (Newspapers, Magazines, and Radio Stations) are a great source of publicity. Unlike most major metropolitan papers, these papers actually take a vested interest in community events and issues. (Anyone who needs help locating such fine institutions can e-mail me at jenniferj@ybfree.com, Subject: FCD Resources)
Presentation is half the battle! Complaining about what the industry has not done to make this event into something it is up to the local dealers to take the helm. Your passion for comics is why you have been able to produce a sustainable bottom line! As a comic book dealer first and foremost your concern is for fans not investors, they are who you are accountable too. Wall Street is not breathing down your back, so you can take risks, and stop looking for handouts. Remember in a Market Economy only the fittest will survive!
Send your comments and or questions about this article to jenniferj@ybfree.com.
Thank you to the stores that provided information and/or opinions for this article.