Warning, the above post may contain traces of sarcasm, or have been written in an environment where it may have come into contact with sarcasm.
My name is Steven Tudor, nice to meet you.
Bring back signatures!!!!!!!
I get it now. The problem with the comic industry isn't the shit product being put out by the big 2 - it's the retailers' fault
If only those retailers would get in line - we'd be selling a million copies of certain titles every month
But that doesn't mean the local shop is absolved from trying to grow its own business. And that means marketing. All businesses, regardless of what they sell, have to advertise. Why do you think Target runs multi-media campaigns even though Proctor and Gamble already advertises their soaps and shampoos?
A 2x2 print ad is about $25-$35 in a small town newspaper, about $60-$75 in a big city paper. Even just taking it out once a week - with specific placement in say the sports section - would reach eyes you don't already get.
Radio ads can run as low as $15 per 30 second spot depending on the market and the length of term of the contract.
An ad package on your local cable system won't get you on the primetime network shows, but it can get you in front of parents that watch Sportscenter or Lifetime, at about $35-$50 per 30 seconds.
Those are just the obvious options. Do you do anything with local schools? Cub/Girl Scout packs? Do you sponsor a Little League or soccer team (a one-time expenditure of $200 gets you 12 weeks of 15-18 walking billboards)?
From your posts, I'm interpreting that your store is on a VERY tight margin. Perhaps a few months of bad sales from closing at any given moment (doesn't make it a bad store, just one that is undercapitalized). Maybe I'm wrong - I hope I am - but I don't know of any businesses that is healthy that doesn't advertise.
For the record:
FP Intl. = Aberdeen, Edinburgh, Glasgow, Belfast, Dublin, Middlesborough, Sheffield, Manchester, Cardiff, Nottingham, Leeds, Hanley, Leicester, Wolverhampton, and New York.
FP UK = London, Birmingham, Bristol, Cambridge, Coventry, Croydon, Liverpool, Newcastle, Southampton.
Last edited by Pennyworth; 11-05-2012 at 11:02 AM.
"If you need to pass some eye water, I'll go out and get you some weakness tissues." ~ Jack Welch
So, say I did your plan, sold some schmuck a variant for $400, gave away my 100 copies for free to anyone who showed up at a specific time, what pray tell do I order on the SECOND issue? Do I hope the schmuck repeats if there is an equal variant stunt, so I can pay for the same number of second issues and not risk losing a ton of money if those freebies don't breed return sales? It's Marvel, there probably won't be reorders available, so I have to have the next issue on hand. Then, it's Marvel, so there's a very real chance the next issue won't ship in a reasonable time frame and no way of telling how many people would remember to come back for it. AND just because they got it free from me doesn't mean they don't have a regular shop or a closer one (or even PJP's beloved digital) where they'll pick up the next issue. If you just think giving a book away FREE means sales will automatically follow, you're just as bad as the 'if we build it, they will come' publishers are at understanding marketing. Again, how many years of Free Comic Book Days do people need to figure out that free doesn't increase long term sales?
I was a bit more testy than I intended to be with you and I apologize. Idiots who think that the stuff that you have to do as a last ditch desperation ploy when you screw up is a practical business model and are too in love with their uninformed opinions to grasp the concept that shops doing things correctly can happen got on my nerves.
Our file customers get a 10% discount with no fees or jump through hoops discount card nonsense, by the way.