Marketing comics is not a one size fits all process. Because each comic tells a unique story, and that story has a unique audience, then the relationship between the publisher and the reader needs to be tailored to give the book the best chance of success in the marketplace. Unique stories require unique marketing.
This case study is designed to walk you through the marketing analysis and execution for a single comic. Hopefully, you can take some of the insights and ideas presented here and apply them to your own comic. As always, if you have questions, please leave a comment and let us know.
Welcome to Mina’s Marketing Analysis
Story Abstract
Because the story is the foundation of any comic book marketing campaign, we need to understand what book we are marketing before we go any further. Our exclusive digital distribution publisher Cloudscape Comics has allowed us to use their comic Welcome to Mina’s as a case study for this analysis, so let’s take a look at what the book is about. The abstract consists of the official description of the comic and my own perspective after reading it.
Welcome to Mina’s is a diner anthology about life, love, and food over a century. Set in a fictional Vancouver diner. Unjust legislation and racial tensions set the path of a simple diner and the people within it.
Mina’s Diner becomes the setting for the beginnings and ends of relationships, family drama, small business struggles, personal turmoil, racial tensions, gentrification, love and hate, life and death. Welcome to Mina’s is a microcosm of humanity served with an unlimited supply of coffee.
Ideal Reader Profile
After you know what the story is about, the next step is to imagine the type of person who would read this story. The identity of the ideal reader can be found in the four-element structure of demographics, psychographics, generation, and genre. Additionally, because art does not exist in a vacuum, the current political and social context can play a role in how a comic is received.
A look at Welcome to Mina’s reveals the following ideal reader based on the contents of the book.
What demographics are relevant to this book?
- Gender (All: Anthology takes various gender and orientational perspectives into account)
- Race: Particularly relevant to AAPI
- Residence: Urban (particularly relevant to gentrification issues)
- Education: College (subtleties in some of the themes skew towards an older reader)
- Religion: N/A
- Relationship status: Various family perspectives considered
- Family status: Various family perspectives considered
- Income: Low/ middle income
What psychographics are relevant to this book?
- Values: history, legacy, community
- Attitudes: thoughtful, non-violent
- Lifestyles: small business, artistic, focused on Canada
What are the genres and sub-genres of your story?
- Drama
- Family Life
- Romance
- Slice of Life
- Historical/ Period Piece
What generation will this book appeal to?
- Generation X (1965-1979)
- Baby Boomers (1946-1964)
What are the major entertainment, literary, or media influences for this book? How does the current social and political context impact the book?
- Touches on historical racism in Canada against AAPI, gentrification, recent historical sports events in Canada
Competition Analysis
The third step when thinking about what kind of reader will read your comic is finding similar comics that appeal to the ideal reader. Not every comic book is competing against the X-Men and Batman. In the same way different people like different movies, comic book readers are not monolithic.
Looking at competition involves three steps.
First, you find comics in the same vein as your book.
Next, compare the ideal readers against each other, to see where there is an overlap and where you stand out.
Finally, looking at the SWOT (Strengths, Weaknesses, Opportunities, and Threats) of the competitor book in relation to your own will give you a better idea of what you are up against.
Welcome to Mina’s has several competitors. Here’s a sample.
1) The Stonewall Riots
Ideal Reader Comparison
- Demographic: LGBTQ,
- Psychographic: Progressive
- Genre: Historical/ LGBTQ
- Generation: Gen X, Boomer,
- Distribution Channel: Digital
SWOT Analysis
- Strength: Mina’s has more universal appeal
- Weakness: Stonewall has historical name recognition
- Opportunity: Mina’s can appeal to a broader audience
- Threat: Stonewall has a built- in audience
2) Bingo Love
Ideal Reader Comparison
- Demographic: POC/ LGBTQ
- Psychographic: Progressive
- Genre: LGBTQ Romance
- Generation: Millennial, Gen X
- Distribution Channel; Digital
SWOT Analysis
- Strength: Mina’s has more universal appeal
- Weakness: Bingo has more character study
- Opportunity: Mina’s can appeal to a broader audience
- Threat: Bingo has a wider distribution network
3) No Romance:
Ideal Reader Comparison
- Demographic: Young adult
- Psychographic: Progressive
- Genre: YA Romantic Comedy
- Generation: Millennial
- Distribution Channel: Digital
SWOT Analysis
- Strength: Mina’s has more depth and range
- Weakness: Romance has more humor
- Opportunity: Mina’s can appeal to a broader audience
- Threat: Romance can capture an audience looking for a lighter read
Now that we’re armed with the market research we need to position Welcome to Mina’s, next week we’ll take a look at the specific ways to build an audience for this book.
Have fun with your comic.
Gamal