Answers to a hypothetical question: part 4

Some time ago, Scipio, at The Absorbascon, asked some hypothetical questions about you would do if you owned your local comic book store. Inspired by this, I've answered them. The answers are being posted over the course of this week.
-----------------------------------

What would you do to bring new people to comics generally?

Movie-related promotion is important. I would have some kind of relationship with the local cinema - possibly a free child’s ticket to a film if a certain amount is spent at your store. I would have stock of graphic novels in the cinema for people to purchase as they go in and out. Stores I know that have done this have achieved success.

You could incentives the customers to bring in new business with an “Introduce a Friend” scheme.

Do card/comic promotions. When parents come into the store, ensure they are aware of the range of Johnny Dc/Marvel Adventures/Archie comics available. We’re not talking hard-sell here; we’re talking provision of information which the publishers are pathetic at putting in the right hands.

Cross-promotion is important. For example, if people come in to buy the Smallville Series 4 DVD Box Set, offer them the Graphic Novel for half-price.

Stock comics that will appeal to different audiences. For example, stock “Fade from Blue” by Second-to-some studios for the ladies.

Stock affordable items – important for the "child present" market too. Even I can’t afford/don’t want to buy DC Direct’s Batman Hush Statue at $200. However, I can afford my Batman/Superman money box which cost me $15, and, more importantly so can kids.

In terms of the layout of the store try your best not to make it “intimidating”. For example, do not put expensive comics on the wall in places that may make people think a $50 comic is representative of the prices of a regular issue of Batman. Make it clear that regular comics are cheap and represent good value for money in terms of re-read value. I usually tell people who doubt that comics are good value that I read every comic three times – once as it comes out, once again just before I read the final episode of a multi-issue storyline, and then again a while later if it was really good.

When new customers come in asking for recommendations, try hard to understand exactly what they are after. I am a huge DC fan, but I would not recommend many current ongoing DC titles to new readers into the store, because they are relatively impenetrable with all the Crisis stuff going on. For your new Batman fans make sure you have adequate supply of Batman: Year One, Dark Knight Returns, Killing Joke, Contagion, but also try and hook them on any of the current miniseries that are not related to current continuity. However, the skilful store owner would drop enough hints that what is going on in the DCU is so exciting that you have to get a piece of it. Point out that if anything is confusing then you will be there to explain exactly what is going on.