Resources

Introduction

Flyering is more than just handing out paper - it's an opportunity to share yourself as a performer, have fun, better understand your show, and make valuable connections. Many artists have met incredible people, attracted reviewers, and even found new opportunities through flyering scouts. This guide has been put together from notes taken during a live workshop run by Performer and Producer Jeromaia Detto will help you make the most of your flyering experience.

Table of Contents

• What can Flyering Achieve
• Preparing your Approach
  • Know Your Show
  • Set Clear Goals
• Mastering the Art of Flyering
  • Body Language and Energy
  • Making the Connection
  • Flyer Design
  • Strategic Audience Selection
  • Closing the Sale
• Discount Strategies
  • Offering Promotions
• Flyering Etiquette
  • Respecting Others
  • Building Community
• Alternative Approaches
  • Using Placards
• Final Tips

What Can Flyering Achieve?

• Exposure: Introduce your show to potential audience members

• Sales: Convert interactions into ticket sales

• Understanding: Refine how you communicate and share your show

• Connections: Network with other artists and industry professionals

Preparing Your Approach

Know Your Show

• Find your angle/hook - what makes your show unique?

• Understand how the content of your show affects your marketing approach

• Go in with the energy of your show being perfect - it's where it needs to be at that moment

• Believe in your show - if you don't, why should they?

Set Clear Goals

• Decide whether you want to distribute many flyers or focus on quality interactions with higher conversion rates

• Consider your energy levels and what works best for your personality

• Identify your target audience and tailor your approach accordingly

Mastering the Art of Flyering

Body Language & Energy

• Maintain appropriate enthusiasm - not too much, not too little

• Never stop moving - being dynamic keeps up the energy while stillness is uninviting

• Smile genuinely - smiles generate more smiles

• Don't touch people - avoid grabbing hands or shoulders

Making the Connection

• Make eye contact

• Be aware of your body language

• 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 double sided

• Give them as much info as possible

• Can you add a fun image, activity or interesting QR code?

Strategic Audience Selection

• Profile approaching groups and choose between options to maximize sales potential

• Match your show to potential audiences based on:

  • Theme

  • Location

  • Time

  • Style

• Ask people what they're looking for to avoid wasting time on mismatches

• Remember that people don't always know what they love - encourage new experiences

Closing the Sale

• Aim to make a sale in 30 seconds - it's possible!

• Have taglines ready to finish interactions

• Create urgency in your call to action

• Be prepared with discount options

• Don't minimise your show and how impactful it can be. Be proud!

• Be humble and sincere while maintaining self-belief

• Your show is special and important, yes may be 100 other shows like yours, but yours is the one they can see right now!

Discount Strategies

Offering Promotions

• Have discount codes ready, but only provide them when likely to result in a sale

• Get potential audience members to scan a QR code and reach checkout before giving the discount

• Gauge if they need a discount or if they're already interested

• Acknowledge your show's value - don't devalue it

• Make discount codes fun and memorable

Flyering Etiquette

Respecting Others

• Don't flyer a street performer's audience

• Don't interrupt other flyers unless it's helpful

• Help fellow artists without expecting reciprocation

Building Community

• Learn about shows happening around you

• Meet and connect with people, pitch other people's shows

• Know where people might be coming from

• Ask about shows they've seen

• Wait for them to ask about your show

Alternative Approaches

Using Placards

• Consider placards in locations where distributing flyers isn't allowed

• Make them at least A3 size - not too big, not too small

Final Tips

• Be relaxed, build rapport, and you'll get results

• Observe everything around you

• Maintain conversation rhythm - notice lulls and bring energy back up

• Don't reveal if your show has low attendance - nobody wants to attend a show with only a few people

• Most important: Believe in yourself and your show!