I remember a time, only a short time ago, when we were being bombarded with information about the DC Comics WTF Certified events. Speculation ran rampant online and in our Detroit comic book store about what might be going on in our favorite titles and what might happen to draw us to the titles we have neglected. We are now entering the WTF Certified period, and DC Comics has dropped the ball on marketing.
DC’s WTF Certified
WTF Certified is a Big Event?
By looking through the Diamond Previews last month, almost every page about DC Comics had something about WTF Certified. Where are the inserts for comic book stores to place inside bags to get customers excited? Where are the banners and window hangs to invite customers in? Where are the special imprinted bags with the DC Comics WTF Certified logos? Where is the WTF Certified swag? As of this writing, DC does not even have a headline or the slightest of teasers about WTF Certified on their website.
Marvel Off and Running
Did you happen to know that Marvel is in the Age of Ultron? Chances are good that you might have given a little chuckle reading the previous line. We have bag inserts, swag, window hangers, and Marvel has been talking about the crossover event nonstop. I have even heard the publisher is running ads on Serius Radio over the last few weeks. This is the type of marketing DC Comics should have embraced with WTF Certified.
What DC Needs to Do
DC Comics would love to reassume the top spot in the market, but the bronze ring is just out of reach. WTF Certified marketing is a perfect example of what DC could have done to prove tot eh fans and the market that it knows what it takes to reach for the ring. Sadly, this was not meant to be as DC forgot that sometimes you need to inundate readers with information to get them excited. Instead of being excited, I am asking “WTF DC?” And that, my friends, is certified.
