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This resource, based on a FringeWORKS panel from 2024, offers practical tips and tricks for artists and performers looking to boost their last-minute ticket sales during the Adelaide Fringe. Learn from experienced participants on how to effectively market your show, even in the final weeks of the festival.

Contents

Insights from the Panel

This resource compiles insights from a FringeWORKS panel featuring experienced performers: Jeremiah Detto (MUSH and Jon & Jero: Stuff!), Sweeney Preston and Ethan Cavanagh (In Pour Taste and The Late Nite PowerPoint Comedy Showcase), and Michelle Pearson (Comfort Food Cabaret and Mixtape Australia). The discussion, recorded during the Adelaide Fringe 2024, covered effective strategies for boosting last-minute ticket sales, from traditional flyering to targeted social media campaigns.

Listen to the panel

Crafting Your Show's Identity and Elevator Pitch

A concise and compelling elevator pitch is crucial for attracting audiences and producers. Refine your show's description to highlight its unique selling points. For instance, for a show combining cooking, singing, and a three-course meal for the audience, the phrase "where the audience gets fed" effectively captures its essence and draws immediate attention.

The Art of Flyering: Performance and Personal Connection

Flyering remains a traditional but effective marketing method. Consider creative approaches, such as offering unique alternatives like brownies to draw attention. View flyering as an extension of your performance, integrating your style to create an engaging experience. Focus on visual presence and creating multiple "touch points" with potential audience members. Remember, flyering can be a "free trial of the show." Prioritize chatting with people and making a personal connection, aiming to sell tickets on the spot rather than just handing out flyers.

Knowing Your Audience and Tailoring Your Approach

Understanding your target audience is paramount for tailoring your marketing strategy effectively. Different demographics may frequent different Fringe hubs or respond to various marketing channels. Be mindful that solely focusing on ticket sales without considering the impact on the show's atmosphere can affect the audience experience. For instance, casual crowds, like those on a Saturday night, may not always bring the desired energy to a performance.

Venue Selection and Location-Based Marketing

The venue choice significantly impacts your marketing efforts. If performing in a less-known venue, emphasize its accessibility and proximity to familiar landmarks. Curating a show in a location with a strong community hub and a specific target demographic, such as retirees, can also be highly effective. The venue itself can be a selling point, especially if it offers a unique atmosphere or amenities that enhance the audience's experience.

Social Media Strategies and Targeted Advertising

Targeted social media advertising, particularly on platforms like Meta (Facebook and Instagram), is a powerful tool for promoting shows, especially regional ones. Learning to manage these campaigns independently can provide significant control and cost-effectiveness. While paid advertising is important, strive to improve your organic content to engage your audience naturally. Encourage audience members to spread the word to their friends and family, and consider collaborative posts with other artists and venues to broaden your reach. Create designated moments during your show for audience members to take photos and share them on social media, amplifying your reach.

Data Collection and Lookalike Audiences

Collecting audience data is invaluable for future marketing efforts. Utilise methods like competitions to gather email addresses for your mailing list. Leverage the power of "lookalike audiences" on Meta, which allows you to target individuals with similar characteristics and behaviours to your existing customers. While direct contact from show attendee lists without consent should be avoided, these emails can be highly effective for targeted ads on platforms like Facebook.

Leveraging Your Network and Building Community

Networking with other artists and building relationships within the Fringe community is essential. Attend artist bars and recommend other shows to foster goodwill and encourage word-of-mouth marketing, a powerful tool at the Fringe. Collaborative posts on Instagram with other artists and venues can help share content and reach wider audiences. Encourage audience participation, such as taking photos during your show, to generate organic social media buzz.

Last-Minute Ticket Sales Tactics and Mindset

To boost last-minute ticket sales, understand how your show typically performs and adjust your approach accordingly. Early in the season, consider being liberal with complimentary tickets to generate buzz and encourage word-of-mouth. Engaging a publicist to reach out to influencers or comping tickets for loyal supporters can help fill seats and create a positive atmosphere, even if it means sacrificing some immediate revenue for a better overall show experience.

Summary

  • Know your audience: Profile your ideal audience and tailor your marketing efforts to reach them effectively.
  • Craft a concise and compelling elevator pitch: Be able to articulate the unique selling points of your show in a single sentence.
  • Leverage your network: Build relationships with other artists and encourage them to recommend your show.
  • Utilise social media strategically: Explore collaborative posts, location tagging, and targeted advertising.
  • Collect and analyse data: Gather audience information to inform future marketing campaigns.
  • Hustle and stay engaged: Continuously promote your show throughout the Fringe season.
  • Be adaptable and creative: Experiment with different marketing tactics and find what works best for your show and audience.

Additional Resources