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Master the art of the flyer and make the most of every interaction! This guide draws on performer and producer Jeromaia Detto's workshop run during Adelaide Fringe 2025 as part of our FringeWORKS program.

Contents

What Flyering Can Achieve

Flyering is much more than just distributing paper; it's a dynamic way to boost your show's presence at the Fringe. It offers several key advantages:

  • Exposure: It's your chance to introduce your unique show to a diverse audience, many of whom are just wandering by, looking for their next Fringe experience.
  • Sales: Direct interaction can convert casual interest into actual ticket sales, filling seats and helping you reach your audience goals.
  • Understanding: Each conversation helps you refine your pitch and understand how best to communicate what makes your show special.
  • Connections: You'll meet fellow artists, reviewers, and industry professionals. Many great collaborations and opportunities stem from these spontaneous Fringe encounters.

Preparing Your Approach

Before you hit the streets, a little preparation goes a long way in making your flyering efforts effective and enjoyable.

Know Your Show

  • What’s your show's unique angle or hook? What makes it stand out from the hundreds of other fantastic shows at the Fringe? Pinpoint that special something.
  • Consider how your show's content or genre influences your marketing. Is it comedy, drama, something for the family, or an experimental piece? Tailor your approach to match.
  • Approach flyering with confidence, believing that your show is exactly where it needs to be. This positive energy is infectious!
  • Your belief in your show is your greatest asset. If you genuinely believe it's worth seeing, that conviction will shine through and resonate with potential audience members.

Set Clear Goals

  • Decide whether you want to focus on distributing a high volume of flyers or prioritise fewer, high-quality interactions that are more likely to lead to sales. Both approaches have their merits.
  • Be mindful of your own energy levels and personality. Find a rhythm and style of flyering that feels authentic and sustainable for you.
  • Who is your ideal audience? Identifying them allows you to target your efforts and tailor your pitch accordingly.

Mastering the Art of Flyering

Flyering is a performance in itself! Here's how to engage effectively with the Fringe crowds.

Body Language and Energy

  • Maintain an appropriate level of enthusiasm. You want to be inviting, not overwhelming.
  • Keep moving and stay dynamic. Standing still can make you seem unapproachable, whereas a little movement signals openness and energy.
  • A genuine smile is your best tool. It's welcoming and often reciprocated, setting a positive tone for any interaction.
  • Always respect personal space. Avoid physical contact like grabbing hands or shoulders; it can make people uncomfortable.

Making the Connection

  • Make clear eye contact. It's the first step in creating a personal connection.
  • Be aware of your overall body language; it speaks volumes before you even say a word.
  • Learn the timings of your surroundings (traffic lights, crowd movements).
  • Assess walking speed and intent of potential audience members.
  • Don't start the conversation with who you're pitching to - find your moment first.
  • Join conversations people are already having.
  • Use effective one-liners (e.g., "Here's a flyer, have a read then come have a giggle").

Flyer Design

  • Always make sure your flyers are double-sided to maximise the information you can share.
  • Provide as much essential information as possible, including show times, venue, ticket prices, and a clear call to action.
  • Think about adding an engaging image, a small activity, or an interesting QR code that leads to a trailer or more information.

Strategic Audience Selection

  • Quickly "profile" approaching groups and choose between options to maximize sales potential.
  • Match your show to potential audiences based on its theme, location, time slot, and overall style.
  • Don't be afraid to ask people what they're looking for! This can save you time and help you avoid mismatches.
  • Remember that not everyone knows what they'll love until they see it. Encourage people to try new experiences that might be outside their usual choices.

Closing the Sale

  • Aim to convert interest into a sale quickly—it's often possible in just 30 seconds!
  • Have concise taglines or strong closing statements ready to finish your interactions effectively.
  • Create a sense of urgency in your call to action, especially if tickets are limited or certain dates are selling fast.
  • Be prepared to offer discount options, but use them wisely.
  • Never minimise the value or impact of your show. Be proud of your work!
  • Maintain a balance of humility and sincere self-belief.
  • Your show is unique and important. While there might be many other shows at the Fringe, yours is the one they can experience right now, and that's a powerful message.

Discount Strategies

Discounts can be a powerful tool, but use them strategically to maximise their impact without devaluing your show.

Offering Promotions

  • Have your discount codes ready, but only offer them when it feels like it will genuinely lead to a sale.
  • A clever trick is to get potential audience members to scan a QR code and reach the checkout page before you reveal the discount. This commits them further to the sale.
  • Gauge whether someone truly needs a discount or if they're already convinced and willing to pay full price.
  • Always acknowledge the full value of your show. Discounts are a bonus, not an indication that your show is worth less.
  • Make your discount codes fun and easy to remember, perhaps related to your show's theme.

Flyering Etiquette

Being a considerate member of the Fringe community will make flyering a better experience for everyone.

Respecting Others

  • Never flyer an audience that has gathered to watch a street performer. It's disruptive and disrespectful to fellow artists.
  • Don't interrupt other flyers unless you're genuinely offering assistance.
  • Help out your fellow artists if you can, without expecting anything in return. A strong Fringe community benefits everyone.

Building Community

  • Take the time to learn about other shows happening around you. It helps you understand the broader Fringe landscape.
  • Connect with people, share recommendations, and even pitch other artists' shows. It fosters goodwill and can lead to reciprocal support.
  • Know where people might be coming from (e.g., specific venues or events) to better tailor your approach.
  • Ask people about the shows they've already seen or enjoyed. This helps you understand their preferences.
  • Let people express interest in your show first, rather than immediately launching into your pitch. This builds rapport.

Alternative Approaches

Sometimes, traditional flyering isn't the only option, or isn't even allowed in certain areas.

Using Placards

  • Consider using a placard (a sign you hold) in locations where distributing physical flyers might not be permitted or practical.
  • Aim for a placard that's at least A3 size. It needs to be large enough to be seen easily but not so big that it becomes cumbersome.

Final Tips

  • Stay relaxed, focus on building rapport, and the results will follow.
  • Be observant of everything happening around you—the flow of people, other performers, and the general atmosphere.
  • Maintain a good conversation rhythm. Notice if the energy lulls and be ready to bring it back up.
  • Don't reveal if your show has low attendance. People are generally more inclined to see a show that appears popular.
  • Most importantly: believe in yourself and your show! Your passion is your most powerful marketing tool.

Summary

  • Confidence is Key: Believe in your show, and your enthusiasm will naturally draw people in.
  • Connect Genuinely: Focus on making real connections through eye contact, positive body language, and engaging conversation.
  • Be Strategic: Target your ideal audience, use discounts wisely, and always be prepared with clear information and a strong call to action.
  • Community Spirit: Respect other performers and contribute positively to the vibrant Fringe atmosphere.

Additional Resources