THE FRINGE GUIDE TO SELLING A SHOW FRINGE PUBLICITY
Your Fringe PR Campaign Timeline What to do, ho , and when .
Fill out the Show Registration Form when you submit your show to the Fringe programme. There is more information on this in the ‘The Fringe Guide to Doing a Show’. Part of the Show Registration Form is the 40-word listing for your show that will appear in the Fringe Programme and this is your biggest copywriting challenge.
For the 2010 programme Fringe performers will have a new opportunity to place an image alongside their listing. How you choose to go about it depends on the show itself − a seemingly straightforward task for stand-up comedian could become a mammoth task for a fifty piece orchestra. Keep it simple.
If you can afford an advert in the Fringe programme, book it. The majority of audiences use this guide to choose shows, so adverts in the programme are widely considered the most effective ad spend on the Fringe.
Print publicity is key. Keep it clear and the same across the board – this will apply to everything from the programme image right through to the flyers you hand out on the Royal Mile.
Keep an eye out for e-bulletins from the Media Office.
The media start taking interest in shows in the second week of June, when the Fringe programme is launched, so get your press release to the Fringe Media Office with plenty of time to spare.
Hiring a publicist is a good investment if you can afford it, but it’s not essential.
Get yourself a fan page on Facebook. Start tweeting about your Fringe build up – if you’re witty and relevant, social networking is a great way to get word of your show out into people’s brain space.
Quirky ideas for marketing and publicity stunts are common and do generate press – but make sure they’re relevant to your show. Speak to the Media Office about holding a photo call in early August.
Cross promotion is a great tool – flyer queues and seats for shows similar to your own and let them do the same in return.
Get your team onto the Royal Mile. The personal touch really does work, so arm yourself with flyers and banter about the show and hit the streets. Costumes and gimmicks are great but enthusiasm is your number one priority.