The program said "World's Biggest Signing" and there were 14 porn stars (including the elusive Peter North) present; but when the moderator announced that the topic of the day was "Arson: The Pornographer's Best Friend," he set the tone for the freewheeling discussion that followed.
The all-star panel (alphabetically: Chelsea Blue, Kim Chambers, Jewel De'Nyle, Felecia, Ashlyn Gere, India, Jill Kelly, Shayla LaVeaux, Mr. Marcus, Kristi Myst, Peter North, Serenity, Jasmin St. Claire and Shaena Steel) was mostly quiet as moderator Jim Holliday and store owners Gary Hartstein of New Fine Arts in Dallas, Texas and AVW Stores in South Florida, and Bill Liebowitz of Golden Apple in Los Angeles discussed the fine art of having porn stars in for promotional signings in stores. Some of the advice offered by the panelists included:
Check the calendar: Try not to conflict with major sporting events and other events that would also be of interest to your customer base.
Promote, promote, promote: Hartstein said that he tries to tie in with local radio stations. For Liebowitz, radio costs are prohibitive in the L.A. market, but he maintains a Website (www.goldenapplecomics.com), advertises in the L.A. Weekly, distributes fliers and maintains a 24-hour telephone hotline to keep customers apprised of events.
Mailing too early is bad: Liebowitz suggests that promotional flyers go out one week before the event. Earlier than that, people forget. Later than that, it might not be received in time.
Let the Postal Service help you maintain your mailing list: If you send mailings by first-class mail, the Postal Service will forward them if people have moved, and return them to you if the addresses are no longer valid. This service more than compensates the extra cost of using first-class over bulk mail, if you use it to keep your mailing list current.
Try a twofer: People may not come out just to see a male star, but if the male star is partnered with a female star, couples will be more motivated to come to the event. "Bring guys in with the girls: Couples will come," said Mr. Marcus. Peter North, himself a video store owner, agreed.
Also, a new performer coupled with a veteran performer will bring people to see the veteran performer, and help establish the new performer for a return visit.
Cross-promote: Often, you can work out a joint appearance for an adult star with a local strip club. This lowers costs because plane fare and other expenses can be split between the store and the club. Important note from Ashlyn Gere: Stage the store appearance before the strip club appearance. Fans are more likely to see the star dressed, then undressed, rather than the other way around.
Don't forget the kids: Serenity, who has appeared in several E! Channel shows, pointed out that some people coming to the signings will not be adults. Be sure to have G-rated portraits for them.
Keep people in the store by offering door prizes: Liebowitz told of an evening signing where he closed the store, and let people in with a charge for a packet that included a free drink ticket at local strip club Bob's Classy Lady, a calendar, a promo packet and three comic books. To keep people from leaving prematurely, he had drawings for 60 door prizes. "They stuck around," Liebowitz said.
Never underestimate the power of the Polaroid: A free Polaroid picture with the purchase of a video can be a powerful sales tool. Christi Lake, speaking from the audience, said that she once sold 95 movies in an hour and a half that way.
Details matter: Put the star in front of the autograph table to minimize awkward walking-around-the-table-for-a-picture moments. Have straws to go with the stars' drinks so lipstick doesn't get mussed.
Can't come in? No problem! Accept pre-orders (and mail orders and Internet orders, if possible) for autographed items.
Know your objectives: A signing should be a part of your ongoing advertising and promotion, according to Liebowitz. It must be a positive experience for your store and for your customers. It may not be a money-making experience as such, but if it brings new customers into your store, it will pay off in the long run.
Similarly, don't oversell items. A signed item is a memento of an occasion, not an investment.
Keep the ball rolling: After the signing, issue press releases, preferably with pictures, to help promote your store.
