'I Think I Can Manage' is a weekly column by retailer Steven Bates, who manages Bookery Fantasy, a million dollar retail operation in Fairborn, Ohio. This week Bates offers his recommendations for making the most out of Free Comic Book Day.
Diamond Comic Distributors has released the statistics for combined retailer orders of Free Comic Book Day (FCBD) 2005 product, and the numbers tell a promising tale of enthusiasm, industry-wide cooperation, and significant exposure of the hobby to a large number of potential comic book buyers (see 'FCBD '05 in 1900+ Stores'). According to Barry Lyga, Chairman of the FCBD Committee, over 1900 participating retailers are stocking over 2 million comics for the May 7th event. That's a little over 1000 comics per store, on average, offered free for the taking to all comers. In theory, by giving away 2 million comic books this year, retailers will introduce thousands of people to a comic book industry they didn't know existed. For some, it will be the first comic book they own; for others, it may bring back memories of a childhood hobby; for many, it will be an opportunity to try 'risk-free' a title or genre not already on their comics buy list.
Unless you're in an extremely high-traffic area (such as a mall), getting 'civilians' into your stores on FCBD requires more than stacking up a pile of free comics, taping a poster in your window, and unlocking your door. Some form of advertising or promotion is required. For your regular customers, bag stuffers, flyers, and newsletters (both snail-mail and e-mail) are your best bets. Diamond offered FCBD bags, buttons, tee-shirts, hats, and stickers for this very purpose; check with your customer service rep or Reorders On-line for availability if you haven't already ordered some in. Utilizing your Website is another inexpensive option, literally extending your outreach world-wide, though I wouldn't expect too many people from Timbuktu in your store on May 7th. Diamond's Website has graphics you can cut-and-paste into your own.
Personally, I've found the best way to publicize Free Comic Book Day is with one or two well-placed (and well-timed) press releases. Diamond offers a fill-in-the-blanks press release, or you can draft your own, but just remember the old journalist's Rule of the 5 W's: Who, What, Where, When, and Why. Living in a quiet suburban area has definite advantages-nearly every day is a slow news day, and getting front page exposure for events at our shop is embarrassingly easy. Those of you in larger, busier, and more competitive markets, might need to put out more effort, or get more creative, to garner attention. Bringing in comic book creators to sign autographs, or convincing actors to appear in costume as popular characters edges you closer to news-worthy in the eyes of editors: we've had appearances by 'X-Men,' 'Spider-Man,' and 'Stormtroopers' from Star Wars. Of course, these guests also double as crowd-pleasers and cheap entertainment when the selection of free comics grows thin.
Paid advertising is another way to go, and can augment any free publicity you get from the media. A variety of prefabricated ads are available, for print, radio, and TV, including a ready-to-air commercial (again, check with your Diamond rep). If your newspaper has an entertainment supplement, you might buy advertising one or two weeks in advance of Free Comic Book Day. Papers usually offer Community Calendars for free; don't forget to send in the pertinent info a few weeks in advance. Some cities have 'alternative' publications, targeting younger, hipper, and (usually) more liberal readers, who use the often free papers to keep up to date on music, movies, theater, and books, as well as politics and crime. Advertising in this type of paper can be pricey (all of their revenue is generated by advertising), but the return on your investment is usually quite strong.
Cross-promoting with a movie theater, radio DJ, video store, or other business can yield extremely lucrative results. Star Wars Episode III: Revenge of the Sith debuts only a few weeks after Free Comic Book Day-use Dark Horse's free Star Wars comic as a bonus give-away to your local cinemaplex customers. Bundle the comic with a coupon for your shop, a raffle for a Star Wars collectible, or as part of a much larger promotion. Most theater managers appreciate the opportunity to work with businesses if it rewards the movie-goers in some way, adding more 'bang for the buck' at the box office. DC's Batman Strikes offering would be a good one to stockpile and pass out at the movies in June, as would Marvel Adventures, featuring Spider-Man and the Fantastic Four, in July. Why should Free Comic Book Day be limited to just May 7th?
Come May 8th, if any retailers find themselves 'burdened' with excess FCBD comics, I encourage you to donate them to your local children's hospital, Veteran's Administration, or library. If you have family, friends, or customers serving in the military, box the FCBD comics up and ship them to our servicemen and -women stationed throughout the world. Don't see a stack of leftovers as a failure-view it as an opportunity you hadn't yet considered.
When Joe Field of Flying Colors first proposed Free Comic Book Day five years ago, it was a pipe dream. Many people doubted that the various publishing companies would cooperate, or that retailers would be willing to buy, even at rock-bottom prices, comics to just give away. It seemed like an idea doomed to fail. But as 1900 stores prepare for the fourth annual Free Comic Book Day, and Diamond ships over 2 million comics to outlets outnumbering both Waldenbooks/Borders and Hollywood Video, it seems like the dream is not only alive, but kicking as well.
Having participated each year in FCBD, I know that most of the people coming through my doors May 7 will already be comic book fans, collectors, readers, and investors. In a sense, we 'preach to the converted' on Free Comic Book Day, just as churches, temples, and synagogues are attended primarily by believers. But most places of worship have an open door policy, welcoming both the faithful and the doubting Thomas, the saint and the sinner, and the lambs who have lost their way. As the saved witness to the nonbeliever, so it is with comic book shops on Free Comic Book Day, swinging wide our doors and shouting out the good news.