Comic Con is a 4-day event filled with booths, attractions, and more for every sci-fi and fantasy entertainment medium for all ages. Some say it is a celebration of the popular arts, but the industry uses this event as the mecca for promoting all nerd-related activities.
During my visit on Saturday (July 20th), I saw streets filled with people. I passed by screenwriters working on their WIP in a coffee shop, I saw celebrities, I saw numerous people dressed as their favorite characters, and I saw bloggers & reports capturing their experiences in photos and words. To get an idea of how huge this event is, in 2010 they filled the San Diego Convention Center to capacity (130,000) and ever since, they have been expanding the booths and attractions out into the public, taking over streets, occupying vacant business buildings, and taking over and converting restaurants and hotels. It’s a massive event, and when I was approached by 5 girls – all wearing red clothing and red wigs – they handed me the promotional bookmark and button for Pierce Brown’s next science fiction novel: Red Rising (published by Del Rey Books). The back side of the bookmark says it is the most anticipated novel in 2014, and contains a bunch of great reviews. This is a brilliant promotional strategy.
First, everyone at Comic Con is wearing a lanyard; whether it’s a unique one from the booth, or the standard one issued that holds your ticket, the lanyard becomes the location for everyone to show off their “flare”. It gets filled with buttons and pins. Secondly, giving everyone a functional promotional item – like a bookmark – is FAR better than a flier. It stands a much greater chance of actually being used, which creates longevity in the life of the promotion. I was really impressed at the thought that was put behind this simple marketing strategy, but it lacked one critical component…
Someone in a picture-worthy costume to pass out the fliers. Giving out a flier is one thing, but making it into a bunch of people’s photo albums is one of the greatest ways to inject yourself into their memory of their experience at Comic Con. Mark my words, as soon as I have a release date for The Soul Smith, I will hand-build an epic cosplay of Erador (the character on my cover) and walk around while passing out bookmarks and buttons at Comic Con.