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Introduction

Building an audience as a performer, creator, or producer can feel overwhelming—especially when you’re starting out. In this Adelaide Fringe session, Matt Tarrant and Danielle Hoban shared practical strategies to maximise your audience, connect with new fans, and boost ticket sales for your next show. Implementing these steps now makes the journey to your next Fringe season smoother and more effective.

Contents

Watch the Session

Filmed: 26/06/2021

Key Takeaways

 

 

  • Start with your existing network—friends, family, colleagues, and local creatives—to form the foundation of your audience.
  • Focus on one primary platform initially and maintain consistent branding across all channels.
  • Email lists remain a powerful tool for direct communication and nurturing a loyal audience.
  • Use tracking pixels and analytics early to understand audience behaviour and improve marketing effectiveness.
  • Collaboration with venues and fellow artists can extend your reach and create new opportunities.

Starting With Your Audience

Before diving into social media campaigns or complex marketing strategies, begin with the audience you already have. Friends, family, colleagues, and peers form your initial support base. Every performance is an opportunity to engage and grow this network. Personal connections are powerful because people follow artists for a reason—they trust and know you.

Regular gigs or appearances act as touchpoints to nurture relationships and encourage word-of-mouth promotion.

Choosing a Primary Channel

Emerging artists often spread themselves too thin across multiple platforms. Focus on one primary channel—Instagram, Facebook, or an email list—and define a single action you want your audience to take. Once you establish momentum, you can expand to other platforms using tools like Linktree to centralise links. This approach keeps messaging consistent and manageable.

Building Recognition and Trust

Consistency is key. Branding extends beyond logos—it includes colours, fonts, imagery, tone, and even show titles. A simple one-page brand guide ensures your visuals and messaging remain unified, helping audiences recognise you year after year. Professional-looking materials—posters, photos, graphics—signal credibility and make audiences take your work seriously.

Leveraging Email and Data

Email remains one of the most effective ways to nurture a loyal audience. Festivals like Adelaide Fringe provide ticket-buyer emails by default, allowing direct communication that isn’t restricted by social media algorithms. Creative ways to collect emails include asking at gigs, website forms, and interactive segments during shows. Tools like MailerLite can automate email journeys and segment audiences based on location or interest.

Tracking pixels and analytics are powerful yet simple tools. Adding a Facebook Pixel or Google tracking code to your website or Fringe event page enables targeted campaigns and improved ad performance. Review engagement data regularly and experiment—adjust campaigns based on what resonates. Incentives like referral codes can grow your audience, but they should enhance your brand rather than devalue it.

Collaboration and Momentum

Collaboration amplifies reach. Venues often have their own mailing lists and may promote your show if engaged early. Partnering with fellow artists for joint promotions or bundled offers can extend your audience. Use key Adelaide Fringe dates strategically—program launches, voucher seasons, and media announcements—to build visibility. Even a “coming soon” message helps warm up potential audiences.

Keep your audience engaged year-round. Share updates, behind-the-scenes content, and other performances to maintain relationships rather than treating communication purely as a sales channel.

Actionable Tips

  • Start by listing everyone you already know and consider how to engage them with your next show.
  • Pick one platform to focus on this month and create a consistent posting schedule.
  • Set up an email list and capture contacts at every opportunity—gigs, website, and social media.
  • Use simple tracking tools like Facebook Pixel on your website or Fringe event page to collect audience insights.
  • Invest in one professional marketing material (poster, headshot, or video) to elevate your presentation.
  • Reach out to venues and fellow artists early to discuss collaborative promotions or cross-audience opportunities.

Additional Resources