Taking a show to the Edinburgh Fringe this year? Read our handy tips for standing out from the ever-increasing crowd
1. Get social
Social media inevitably plays an important role in marketing a show at the Fringe. But, while you should encourage company members to spread the word, don't scattergun poster images all over Facebook et al screaming COME AND SEE US!! Rather, create one or two images and videos that best represent what you're doing, and share them sparingly. Same applies to hashtags - be targetted but exercise restraint.
2. Be consistent
Consistent messaging is key to selling your show. Fire out a ton of conflicting descriptions and you'll confuse potential punters. The same applies to artwork and imagery. By now you'll have already written your entry in the Fringe brochure; ensure it is echoed in your marketing materials. With nearly 3,000 shows all shouting at the same time, you need a simple identifier to cut through the noise.
If you're handing out flyers on the Royal Mile, strike up conversations to subtly sell your show. Same applies online: Talk to people, don't just shout at them and expect them to turn up. This can take the form of jumping in on threads relevant to your show, or replying to queries from interested parties. Every interaction is valuable, so set aside some time each day to manage them.
4. Target the media
If you haven't hired your own PR, write a short, pithy press release and send it round the relevant Fringe publications. But rather than just BCC'ing a bunch of 'editorial@' email addresses, be strategic in your approach. Think about the titles your target audience are likely to read, and any interesting angles that stand your show apart. Editors are under the cosh at this time of year, so the easier you make their job, the better.
5. Use the resources
There are some excellent resources available to all festival participants to market their show, including the Media Office. So reach out and ask for help. Also, make the most of 2-for-1 offers and free tickets in the first week; it could start the fire that will sell out the rest of your run. The Fringe Society has written an excellent guide to marketing your show, which you can read here.
Look out for our series of tips features running before and during the Edinburgh Fringe
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