How to Do Comic Con

There are precious few better ways to learn so much about such a specific group than by working at a convention. Conventions are where enthusiasts come to sport their fanatic stripes, meet people as crazy about an interest as they are, and learn about the latest products made just for them. And few conventions exemplify those qualities as well as Comic Con New York, the annual gathering that draws more than 80,000 dedicated comic book, video game, and science fiction fans.

No matter which department you toil in at your publishing house, working at a conference can teach you a lot about finding and promoting books that connect with an audience. Here are a few simple guidelines that will help turn a working Saturday into a meaningful experience:

1. Pick up the literature: Conventions often release a show guide and a daily newsletter announcing book signings, special events, conferences, and promotions. The Comic Con show guide was about one part information, three parts advertisements; apparently, this ratio is not uncommon. These advertisements are a great way to compare the ways that publishers will be drawing people to their booth. You may see that some are giving away lots of books, while others have brought along authors. Take note of which booths draw the largest crowds. There may be some ideas worth emulating.

2. It’s all about the Chachka: The giveaway. The freebie. The chachka. Sometimes a special knick-knack becomes a must-have item of the conference. It might be a bag, a bracelet, or a squeezie ball. At Comic Con, cable channel A&E handed out hand sanitizer to promote The Andromeda Strain, an adaptation of Michael Crichton’s first novel. That hand sanitizer is still sitting on my desk weeks later—a pretty effective promotion piece. Be sure to identify the hot item and get your hands on it. You may be the one to give away the hot chachka at the next conference.

3. Make friends: Conferences provide tons of opportunities to work with your competitors to draw more attention to your books than you might be able to draw by yourself. United Features Syndicate and Universal Press Syndicate are rivals; they are constantly locked in a fierce battle to distribute comic strips with dedicated fans. But when representatives from both companies spoke on a panel about the future of comic strips at Comic Con, they filled a 200-seat room. Take the time to meet people working for other publishers; you may run into each other again, and you may be able to promote books together.

4. When you have nothing left to give, explore: Working at a conference means hours of standing, smiling, answering questions, and talking books. After a few hours, booth duty can take its toll on your legs and concentration. When you take your turn to eat and rest up, take the long route to the restroom, mosey to the lunch line, or do whatever you can to take a few spare minutes walking the exhibition floor. You may discover a group like the New York Jedis, a collection of a dozen New Yorkers who choreograph light saber fights to Linkin Park and AFI songs. Fans don’t just come to Comic Con to consume books and comics; some of them contribute as well. But if you stay in your booth, you may miss people like the New York Jedis.

5. Follow Up: By definition, enthusiasts care a lot about the object of their affection. You may not know how many words are in Neil Gaiman’s second book, or know about a nuance in the timeline between Ender’s Game and Ender’s Shadow. However esoteric the request, be sure to follow up when you receive requests from fans. If you follow up, these people might teach you why a character matters to them, how they began reading a series, or even how a book has changed their lives. While it may not be wise to edit a book or create a marketing plan around an enthusiast’s opinion, knowing what hooks your most dedicated readers is an invaluable asset.

-Michael Barry

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