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Venues are more than just performance spaces; they're vital partners in promoting Adelaide Fringe shows. This guide offers practical ways venues can support their artists' marketing efforts, helping both the shows and your venue shine during the Fringe.

Contents

Facebook Shows

Work with your registered shows to create a Facebook show and ask to be a co-host. This simple step means the show will appear across both your and the show’s social media channels, doubling its reach.

Best Practice Advice:

  • Standardise details: Encourage artists to use consistent show titles, descriptions, and official Fringe links.
  • Visual consistency: Advise artists on optimal image/video sizes for Facebook to ensure they look great on your page.
  • Engage with comments: If an audience member asks a question on a co-hosted show, respond promptly or tag the artist to jump in.
  • Regular sharing: Don't just co-host; share the show's posts to your venue's feed regularly, especially leading up to opening night or if tickets are selling fast.

Website

Make sure all your Fringe shows are prominently featured on the 'What's On' page of your venue's website. This is a primary source of information for potential audiences.

Best Practice Advice:

  • Dedicated Fringe landing page: Create a specific section or landing page on your website for "Adelaide Fringe at [Your Venue Name]".
  • Direct booking links: Ensure every show listing links directly to the official show listing for that show.
  • Search functionality: Implement or highlight search and filter options (e.g., by genre, date, time) if you have many shows.
  • Artist bios and images: Include a captivating image and a brief, engaging blurb for each show, provided by the artist.
  • Mobile optimisation: Ensure your website's Fringe section is fully responsive and easy to navigate on mobile devices.

EDMs

Include descriptions of your Fringe shows, and perhaps even a promo code for their preview or opening show, in your regular email communications. Your mailing list is a valuable audience eager for new experiences.

Best Practice Advice:

  • Segment your list: If possible, tailor emails to segments of your audience who have shown interest in similar genres in the past.
  • Showcase variety: Feature a different selection of shows in each email to give all artists a spotlight.
  • Clear call-to-action: Use prominent buttons like "Book Now" or "Learn More" that link directly to the Fringe ticketing page.
  • Highlight special offers: Clearly communicate any promo codes or special deals you're offering for specific shows.
  • Include Fringe branding: Use the official Adelaide Fringe logo and colours where appropriate to visually tie in with the festival.

Posters

Let your artists know what size posters (e.g., A4, A3) they can display around your venue. Consider installing snap frames on the back of toilet doors to include their flyers. This is a highly visible, often overlooked, spot!

Best Practice Advice:

  • Design guidelines: Provide artists with clear guidelines on poster and flyer design (e.g., legibility from a distance, inclusion of QR codes linking to their Fringe page).
  • High-traffic placement: Identify optimal spots beyond toilet doors, such as near bars, entryways, or high-traffic corridors.
  • Rotation schedule: Implement a system to rotate posters and flyers regularly, especially if you have many shows, to keep displays fresh.
  • Professional appearance: Ensure all display frames are clean and well-maintained.
  • QR codes: Encourage artists to include QR codes on their posters that link directly to their Adelaide Fringe show page. These are generated by AVR and can be found on their show's AVR Dashboard.

Screens

If your venue has digital screens either inside or outside, or even a message board, use them to promote your Fringe shows! Rotating slides or messages can catch the eye of your regular patrons and passers-by.

Best Practice Advice:

  • Short, engaging content: Design slides with minimal text, high-quality images/videos, and clear show times/dates.
  • Looping schedule: Ensure the show promotions are part of a regular loop that patrons will see frequently.
  • Dynamic updates: Update content to highlight upcoming shows, sold-out performances, or special offers.
  • Accessibility: Use large, high-contrast fonts for readability.

Signage

Discuss with your artists whether they can print an A-Frame to display roadside outside your venue, or affix a banner to a nearby fence. To identify your venue as an official Fringe hub, check out the signage options available for purchase via AVR.

Best Practice Advice:

  • Permit awareness: Advise artists on any council permits required for external signage, or if the venue can assist with this.
  • Fringe branding integration: Encourage artists to incorporate Adelaide Fringe branding on their external signage to connect with the wider festival.
  • Clear directions: Use signage to direct patrons clearly to your venue's Fringe entrance, especially if it differs from your usual entrance.
  • Visible from a distance: Ensure external signs are large enough and strategically placed to be seen by pedestrians and traffic.

Table Toppers

Instead of loose flyers, allow your shows to display a single flyer in a sign holder on tables throughout your venue. This keeps things tidy and ensures the information is easily seen.

Best Practice Advice:

  • Strategic placement: Place them on tables in waiting areas, near bars, and in dining spaces.
  • Consistent display: Ensure all table toppers are uniform and well-maintained.
  • QR codes: Encourage artists to include a prominent QR code on their table topper linking directly to their Fringe show page.

Venue Ambience & Branding

Beyond explicit marketing materials, your venue's atmosphere can be a powerful marketing tool for Fringe shows. Immerse your space in the Fringe spirit!

Best Practice Advice:

  • Fringe-themed decorations: Adorn your venue with festive Fringe decorations, banners, or lighting.
  • Play Fringe artists' music: If artists have provided pre-show or post-show music, play it in your bar or public areas.
  • Photo opportunities: Create a dedicated "Fringe Photo Wall" or backdrop where patrons can take selfies and share them on social media using official Fringe hashtags and your venue's tag.
  • Merchandise display: Offer a small, designated space for artists to sell their merchandise (e.g., CDs, art prints, t-shirts) before or after their show.

Staff Engagement

Your staff are your frontline ambassadors. Empower them to be knowledgeable and enthusiastic promoters of your Fringe shows.

Best Practice Advice:

  • Briefing sessions: Conduct quick briefings for all staff (bar, box office, ushers) on the shows performing at your venue.
  • "What's on" talking points: Provide staff with brief, exciting talking points about each show.
  • Personal recommendations: Encourage staff to genuinely recommend shows they've seen or are excited about.
  • Fringe knowledge: Ensure staff know where to direct patrons for tickets and information (e.g., the Adelaide Fringe Box Office or specific show pages).

Other Shows

Could you offer a double pass to the opening night of a Fringe show as a raffle or quiz night prize at your other non-Fringe shows? Leverage the audience from your existing programming to introduce them to your Fringe offerings.

Best Practice Advice:

  • Audience overlap: Identify regular shows or audiences that might naturally enjoy a Fringe show (e.g., a comedy club promoting Fringe comedy).
  • Announce winners in venue: Publicly announce the winners during your other shows, creating buzz.
  • Ticket giveaways: Consider small ticket giveaways on your social media channels specifically for Fringe shows.

Cross-Promotional Opportunities

To encourage audiences to linger longer, consider offering a discount on the next show at your venue for those who have just seen a Fringe show. Or, organise a double feature show where patrons can see two shows for a discounted price.

Best Practice Advice:

  • Partner with nearby businesses: Collaborate with local restaurants or cafes to offer "Show & Dine" deals to Fringe ticket holders.
  • Venue-wide passes: If you have multiple shows, consider offering a "Venue Pass" for a discounted rate to see several shows at your location.
  • Artist collaborations: Encourage artists from different shows within your venue to collaborate on a joint social media post or a small cross-over performance.
  • Post-show Q&As: Host informal Q&A sessions with artists after their shows, encouraging audiences to stay.

Additional Support

If your venue has a bar or food stalls, why not offer a 'Fringe Deal' to ticket holders, Fringe Members, or artists? This encourages them to stick around before or after a show, increasing your venue's revenue while supporting the Fringe vibe.

Best Practice Advice:

  • Clearly advertise deals: Use prominent signage at your bar/food stalls to promote any Fringe-specific deals.
  • Artist perks: Consider offering artists a small discount on food and beverages as a goodwill gesture.
  • Themed drinks/food: Create special "Fringe-themed" cocktails or snacks that tie into the festival's vibrant atmosphere.
  • Wi-Fi access: Provide reliable, free Wi-Fi for artists and patrons, encouraging them to share their experiences online.

Summary

  • Integrate across all channels: Use your digital platforms (website, social media, EDMs) and physical space (posters, screens, signage) to promote shows.
  • Empower your team: Ensure all staff are knowledgeable and enthusiastic advocates for your Fringe shows.
  • Create a Fringe atmosphere: Use decorations and targeted offers to immerse patrons in the festival experience.
  • Foster collaboration: Work closely with artists and other local businesses to maximise promotional reach and audience engagement.
  • Think beyond the stage: Every interaction point in your venue is an opportunity to market the amazing Fringe shows happening within your walls.

Additional Resources