SHOW REGISTRATION FORM
The best advice we can give you is to get hold of last year’s Fringe programme and have a thorough read. Talk to your friends, including those not involved in the production, and think simple, clear and informative. Here are three examples of what we consider to be informative entries from 2009:
Free & Easy Stu & Garry return with their highly acclaimed lunchtime show. Great improvised comedy, superb food and absolutely free entry. ‘Very, very laugh out loud funny’ ´´´´´ (Evening News). ‘Funny and free, what more do you want?’ (Scotsman).
ME (Mobile/Evolution) Double bill from award-winning dancer/choreographer Claire Cunningham showcasing her exceptional technique, impressive power and wonderfully direct Scottish humour. From the quiet, sculptural ‘Mobile’, combining dance, text and aerial, to the uplifting beauty of ‘Evolution’. www.dancebase.co.uk
Beachy Head Fusing text, animation, and physical performance, this follow-up to Analogue’s 2007 Fringe First-winning hit ‘Mile End’ – ‘Neuron-firing, emotionally hot wired theatre’ (Metro) – explores the ripple effects of one man’s decision to take his life. www.analogueproductions.co.uk
Make sure your copy is informative. Although including a star rating or a quote from a rave review is a good indicator of the success of previous productions, remember your audience wants to know about the show’s content.
Make sure your copy is clear. Even if your show is off the wall, going too bonkers is just as likely to persuade people to steer clear.
Avoid slang and colloquialisms, the audience’s first language may not be the same as yours.
Remember that the programme is a free publication available to all, including children, so even if your show isn’t appropriate for all ages, your copy should be.
SHOW LISTING IMAGE
Remember the marketing tie-in. If you’re an existing company, go through all the marketing your company has already has. If the production is in early stage use your show logo. If you’re starting from scratch, a new company or first production, find an image that will slot into future marketing.
At the Fringe you will be competing with 2,000 shows for audiences and the majority of people will rely on marketing to decide which shows to see. Keep the same image across the board; focus on clarity and continuity. The familiarity of one image, reappearing in the programme, online, in newspapers and on a flyer on the High Street, helps build trust in and recognition of your brand. You may decide not to use photography and opt for an illustration or strong graphic design to convey the personality of your show across your marketing materials. This is also very effective but the rules outlined above still stand – choose a single, strong image or design that will work in ads, flyers, posters and so on. If you go for this option, remember you still might need production shots for press purposes. But you must make sure you clear the copyright of any images or illustrations you choose.
As soon as you arrive in Edinburgh you’ll understand how ‘flyering’ is a Fringe tradition integral to your publicity campaign.
The most popular size for flyers is either A5 (210mm × 148.5mm) or DL (99mm × 210mm) but we’ve seen flyers range from playing cards to business cards to hand drawn photocopies. Your priority has to be clear information and eye-catching visuals.
THE FRINGE GUIDE TO SELLING A SHOW FRINGE PUBLICITY