#lccspring

I went to London Comic Con Spring run by Showmasters. I choose this con because of a few reasons, namely that it was the next local con with tables left when I started seriously obsessing over wanting to do this.

The stall was very reasonable at £80 (but I paid an extra £30 for an additional person to help out.)

This convention is a lot more Film and TV focused than was ideal for what I thought my audience would be - with their main highlight being their guest signings. I knew this going in and my assumptions were right, I think. That said, the “small press” section of the event was wildly varied, but it did feel like actual comic creators were doing the best of us all.

The Expenses

The costs add up, fast. A £ here and there and you’ve racked up £500 or so worth of expenses before you’ve even factored in potential travel, food and hotels… Let alone time. I know you’re probably thinking you wouldn’t spend that much, but believe me - if you record EVERY cost related to getting your stall together, you’ll be shocked how fast it accumulates. You’ll find yourself looking at all the £3-5 you spent on bits n bobs wondering how the final sum is so high.

I know what you’re thinking… You can do it cheaper. I just didn’t try hard enough to get these costs down. But believe me, I did.

I spent way more time than was worthwhile researching costs - these prices include VAT & they include shipping -  I wanted the most accurate picture of the hard cash I would actually have to spend up front… And the oddly expensive ones like the postcards cost so much because I effectively paid a premium to have multiple designs. My logic was to try lots of different things, learn as much as possible, but have few in quantity of each design. That way, the flops hurt less. You pay more per item for that privilege, but what’s the use in having 100 of something that won’t sell? I’d rather learn from x10 of something even if I’m making half the profit “per item”. 

That’s a mistake a think so many businesses make - don’t think of profit per item, think of it in profit on entire expenses. I made a huge loss, just like I expected. :) My 100 postcards for example costing £50 makes them 50p each, and selling at £1.50 means £1 profit per postcard. That’s £100 profit! Except I only sold 10 - that means a £35 loss for the time being. It’s not a profit until you recoup the whole cost. And I thought of the whole cost as that £550 sum from the get go. Only once I cover all accumulated costs am I making a profit.

But most of these costs are reusable… I could go to another con tomorrow and only pay an additional £150 or so for the table, travel, etc. and have enough stock and a decent display. And that’s my intention - don’t give up, do a few, then evaluate. THEN give up. :)

So realistically, you need to be willing to waste £800+ to find out if this game is for you. That’s a big chunk of money not to be sniffed at and you should be aware of that before you jump in.

The Products

What should I take? Who should I order it from?? How much stock do I need???

These are unanswerable questions because they are highly personal. I see soooo many “where should I get prints from??” with people expecting an easy answer. There isn’t one. But I can try and explain why there isn’t one. I think a lot of newbies assume creators don’t want to share their suppliers because they’re being protective or don’t want the competition - nonono, it’s that the answer is different for everyone. An established, popular and successful artist in the alley is likely ordering huge bulk orders from a supplier that has a minimum order of hundreds or thousands. What good is that information to us newbies? It’s useless.

Prints 

In the end, I took 7 print designs…. All fanart, with 4 of the designs being Dragon Ball, 2 of the designs Sonic the Hedgehog and one of GLaDOS from Portal 2. Two of the designs were on A3 and the rest on A4.

I ordered A4 and A3 prints from different suppliers, as they were cheaper this way, EVEN with the postage factored in - which is absolutely ridiculous I know, but you begin to see why “x company is best for prints!” is a useless piece of advice. But sit tight, cuz it gets way worse.

I ordered as few as possible, but a couple of websites had the same price for 5 as the other did for 10, etc. so I went with the one that offered more for the same, obviously. I had x6 (including the display print) of each A4 print and x10 of each A3 - not because I thought they would sell twice as much, just because that’s the least I could get for the cheapest price! And to make matters even more complex - I made those orders based on coupons I had found and you often can’t see the total inc postage until you’ve got everything in your basket and entered your address and email. I looked at maybe 20 suppliers. Imagine how long that took, just for prints. And if I did the same thing tomorrow, it wouldn’t be the same suppliers who were cheaper - coupons and offers change the game, quantity required changes the game. Getting 30 A4 prints might be cheaper on one site, but it might be better to get them from another if you’re after 40, and it definitely will be if you’re wanting them to be all the same - then you can probably get 100 for less than I paid. Nightmare. And you find yourself going “but I can get 100 of the same print for £17 - maybe it’s worth the investment…” Maybe? Who knows! Probably not though.

I don’t think I’d bother with ordering A3 again anytime soon - the main reason is that A3 cellophane bags and carrier bags big enough for such a large print are quite a considerable added expense… And a lot of potential buyers commented how they loved a print but just don’t have the wall space. I also couldn’t find a supplier that would offer to print less than 10 A3 prints in one design. One buyer commented that they would get one of my other prints if it was larger - but would they? I know from experience selling online that people often say “oh man I’d so get a ____ if you did one!” and you do and you even link it to them and then silence. Don’t take what potential customers say too seriously, unless you’ve got a decent number of them telling you the same thing. But for me, 3 people telling me that on top of my other reasons for disliking A3 is enough to go, ok… Forget A3.

Perhaps my best piece of advice is to sign up to every supplier's newsletter. I get emailed deals almost daily now and if you’ve got the time to play with, it’s worth getting your stuff ready for print and just sitting and waiting for that coupon to drop. 15-20% off can make a huge difference to your margins. I purposefully waited until January to place my orders, expecting a post Christmas assortment of deals, and I was right. Bare in mind that many suppliers can take a while to get stuff to you and it might not be right - so don’t cut it too late to order things. I ordered everything just under two months ahead of the con and had plenty of time to then play with and practise setting up how I was going to display things.

So, how did the prints do? I sold out of the Sonic and Shadow print - including the display, which I sold at a marked down rate. I sold 2 of each A3 print - Great Ape Vegeta vs Goku and GLaDOS… 1 of Majin Vegeta, 2 of Fleetway Super Sonic. None of Gogeta or Shenron.

So, Dragon Ball wasn’t so hot, Sonic absolutely was. Is that a long term trend, or just this con? Hell if I know.

I didn’t have a portfolio book with my prints in on the table - I thought that was a waste of space if I can fit them all up on my display - but with hindsight, you get two types of people... Those who aren’t interested in artist alley stalls and pass through at a distance and a print up high MIGHT catch their eye and bring them over. But the vast majority of people you’ll sell to have their eyes down at the tables as they pass. This was the most important thing I learnt - I’d read so much about how important it is to use “vertical” space and tried to get as much off the table as possible, but by day 2 I was spreading more out on the table until every inch of it was covered. I often had to tell people about my prints and they would look up having not noticed them! I had read that people recommend having a portfolio book for people to thumb through - but I hadn’t really understood the benefit of that. Having people touch and interact with stuff on the table is such a valuable interaction that sparks natural conversations. It’s really important to have physical stuff ON the table, perhaps more so than getting a fancy vertical setup. If you’re strapped for cash - ditch the idea of grid cubes or similar completely. Just lay stuff out.

Postcards

When my postcards arrived I immediately realised I’d made a stupid mistake. I was obsessed with getting the display vertical and having lots of different designs. Having so many different postcards to display was a nightmare that I think impacted the whole setup. The wall they created took light away from one side of the display, they were really quite oppressive! - and I knew this before I even went to the show, but I didn’t know how else to display them. I don’t think I would order postcards again, they barely sold… But the 90 I have leftover will be displayed in a photo album on the table next time for sure. Seems so obvious now! They were a HUGE waste of money - they’re expensive for what they are to get made and the retail price of them is abysmal. But, there were a couple of times when people who didn’t have the money for a big print maybe wouldn’t have bought anything, but I had something cheap and cheerful to offer, which was nice. The other cool thing about them is you can have your website on the back and it doesn’t seem out of place or weird.

The main problem with finding a postcard provider was I couldn’t find anywhere that would do small print runs to allow me to order several designs, so I ended up going with the one company I knew who’d do that - Moo. But man are they expensive - I could have got 500 postcards of one design for less than half what I paid for 100 of 25 diff designs - but again, having the variety mattered to me.

Postcards are a pain and not worth it, which explains why I so rarely see them for sale. Lesson learned!

If you have a decent inkjet printer, postcards are super easy to make and I used to do this before I lost patience with inkjet home printers and switched to laser. Just get thick photo paper, already the correct size!

Stickers

I had a mix of kiss-cut and die-cut stickers that by day two I was spreading out on the table and absolutely getting more sales as a direct result… They still didn’t do exceptionally well, but I don’t regret having them. They’re a solid low-retail-price staple of the artist alley table. Pieces of art with a purpose, especially in the age of reusable water bottles. A couple of fellow artists noted that my stickers were very cheap priced at £1.50 and I kind of agree. I think next time they will be £2 and this won’t negatively affect sales. There’s a common fallacy that making something cheaper will increase sales - the likelihood is that it won’t, and when you think how many more sales you have to make to gain the same profit, you realise this is the case. Just that small difference of 50p would mean you have to sell 25% less stickers to make the same amount of money. Isn’t that insane? When you think of it this way, pricing your items right really matters.

I also had sticker sheets - the Baa (from Dragon Ball) ones I only sold one of, to a child who I’m not sure even knew what they were from, but the Sonic sheet did pretty well! I didn’t see many other artists rocking Sonic stuff - or even much Sonic stuff on the wider show floor - which is surprising given the recent film release. I guess I just tapped into a niche, but it’s hard to tell.

Several suppliers of stickers offer multiple designs as standard, or a small surcharge for having multiple designs. Shop around. Stickers are overpriced from many suppliers. The popular choice of Stickermule often run deals where you can get 50 for £19, but even this deal price is quite expensive for x50 of the same sticker. They are by far the best quality stickers, to be fair to them… But you don’t need x50 of one sticker for the purpose of artist alley. I’ve jumped on Stickermule promos in the past where they charge £1 for 10 stickers. That’s a great opportunity to try out design you’re really not sure about. I can’t stress enough how important newsletter signup to suppliers is!

Honestly, Zap Creatives are the only company I’ve used that I would recommend without a second thought. Their customer service is exceptional, their postal packaging is not only environmentally friendly but also adequate (I had a lot of issues with other suppliers packaging and items arriving to me damaged! Another reason you need to order far in advance.) and their prices are transparent and extremely good value. They have free postage (globally, I believe!), which makes it so easy to see how much you’ll be spending at a glance. They have detailed “how to” pages for setting up your files. They’re a dream come true. Sign up to their newsletter, follow them on socials, give them your money - they deserve it. Not sponsored, just genuinely impressed.

Comic

Back at Uni a friend and I made a little comic, and I got some more copies made and took it along because, why not… It is COMIC con after all, and this convention actually calls the artist alley “small press”. It sold pretty well for an independent original to a wide variety of people, young and old. It made me really happy to see an original work sell! You’d be surprised how cheap getting a book printed can be - but be willing for the pages to be slightly misaligned and the paper quality eh. But if you just want a cheap comic printed or a zine, it is very doable in small runs even as low as 10. Remember that stuff doesn’t need to be perfect. Don’t stress over imperfections. I wouldn’t recommend the supplier I used because their delivery was an abysmal royal shit-show, but their customer service made up for it and then their re-delivery was only a slightly less abysmal royal shit-show on the second attempt. So, I won’t mention them.

On that note - if a supplier isn’t good enough, get in touch with their customer services and be nice but tell them it’s not good enough. Give them a chance to fix things.

Traditional Art Originals

I took a lot of traditional media original artworks with me, mostly because I had them already. I sold one low value original.

This was a little heartbreaking because the sale of just one high value original would have pushed the worthwhileness a long way - but it is a lot of money to expect people to spend and is a luck of the draw situation, for sure.

However, the larger ones definitely attracted attention to my stall and created conversation - so I’d say if you have larger originals or small low value quick drawings, they’re worth bringing, but I wouldn’t make any for the intent of selling in the future.

I don’t think a single person thumbed through my plate rack of originals. It was a poor display idea. Don’t recommend it at all. But I can’t think of a better idea other than individual easel displays which take up valuable table space better used for spreading out other items flat.

How could I have done better?

I think having more variety of franchises in my prints was the only HUGE mistake that I kinda knew before I arrived might be an issue. The reason I didn’t was I was worried about space and this could have been avoided had I just listened to the advice I read and had a portfolio out - I even have an A4 portfolio book! Stupid. I’m stupid.

Would I have done enough better to make a profit? No way haha.

How did other people seem to be doing?

It didn’t seem like anyone was doing particularly well… But without knowing peoples numbers, it’s hard to say. And I doubt many people keep the obsessive books I do.

I am pretty sure a lot of convention artists don’t realise the amount they are spending vs the amount they aren’t making… But I could be wrong. There’s a lot of talk of “making table” which I did make back, but I came nowhere close to making back all associated costs. I think for it to be legitimately financially “worthwhile”, you’d have to take about £2k over a weekend - to account for the time and all expenses and paying yourself a decent wage. And if your prints are £10 each, that’s more than 10 prints sold an hour. No one was anywhere near this busy. No way.

A few artists told me this isn’t the most amazing show in the first place and they’ve done worse than they did at this same show last year, even if it seemed physically busier at times this year. A lot of this game is luck of the draw - who’s turning up, how much do they have to spend, what's the weather doing, etc. etc…

Do I need a card reader?

My sales were about 50/50 cash and card… But I ran out of exact change at one point, so being able to take card payments saved the sale. I have a Sum Up reader as it was the cheapest to buy up front and I had no issues with it the whole weekend. At £20 it was a bargain. I think I would rather have that than the cube display grid, for example.

Do you have any cost shaving tips?

Oh hell yeah!

First up - like I said before - sign up to every single potential supplier newsletter. Some of them send out coupons almost weekly.

I bought very little in the way of display equipment and salvaged the rest...

I borrowed some plate stands from my nan, I took empty cardboard displays from ASDA and Sainsbury's (I’d try Walmart or Target in the USA). These were great because they fold down flat for transporting, are light and FREE! Keep your eyes peeled when you’re out shopping for ones which might be the right size for your products. Often times you can transfer the one or two items left in them to another box in the store, or they’re simply empty. I found ASDA best for having completely unbranded boxes. I also made some stands for my small originals from thick card rather than by expensive display racks that are heavy to transport and cost a bomb.

Pick local shows if you can and research thoroughly your transport options and the cost. Parking, trains, hotel costs and eating out can be extortionate additions to your overall expense that are easily forgotten.

Make sure you can carry your setup and don’t need to spend additional money on an Uber or something to help you move shit around!

Use what you have. Don’t buy storage boxes and suitcases and trolleys if you don’t have to. Sure, they might make your life slightly easier, but maybe wait and see how your first few cons go.

Any other tips or things you wish you’d known?

One thing that was kinda stressing me out was leaving stock overnight, but I realised there’s a whole show floor of high value figurines down there...

Leaving the stall unattended isn’t a big deal, either. Obviously take your money with you, but your neighbors can let potential customers know you’ve popped to the loo and I saw several “Back Soon!” signs throughout the day. I took a friend mostly as company, but I would confidently do a con alone having seen how much of a non-issue this is. Having a friend is great for chatting and having a chance to have a look around the show and chat to other artists, though!

I’m not sure carrier bags are necessary. They’re a pretty substantial extra expense you can skip.

Check all your stock as soon as it arrives in the mail. I had an order of cello bags for A4 prints where about 50% of the pack were unusable as the bottom seal with just... open.

Oh! And the “Sundays are always quieter” rhetoric? My Sunday was twice as good as Saturday, despite being quieter on the show floor.

Overall...

I really enjoyed myself. I loved everything. Chatting to customers, chatting to artists, seeing what people were selling, people watching, eating junk, setting up, tearing down and having a friend to chat with and chill the whole time. I gained a pretty significant Twitter follower boost over the weekend and gave away approximately 150-200 business cards as well as meeting some awesome new friends.

I’m not sure if I will be back for the same show next year - we’ll see. I’d like to try a bunch of different shows with different audiences. Many overlap in terms of being around the same time of year. And all the while I’m carrying limited stock to see what works and what doesn’t, I’m reluctant to book two close together.

I’m lucky enough to live in London - so I have access to several big conventions throughout the year on my doorstep.

I have a table at Hyper Japan in July. A very different con to this one with a table almost half as big. So I suspect most of what I’ve learnt won’t even apply! But that’s kind of exciting. My logical brain tells me not to make more stuff, but I think I’ve got the con bug now and just wanna make more profits!

I hope this has been slightly useful to anyone toying with the idea of doing a convention. I recommend checking out @howtobeaconartist​ here on Tumblr as well as Ben Krefta’s incredibly detailed experiences of being a UK convention artist.