FIND YOUR AUDIENCE ARTIST MAGAZINE: ISSUE 3 - PRINCIPAL PARTNER - FRINGE AVR
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FIND yOuR
aUDIENCE
Artist Magazine: Issue 3
Look out for the final part of the
Artist Magazine coming soon:
Issue 4: Your Festival Principal Partner
Modern Maori Quartet. Image: Chloe Elizabeth
22 1
Key Dates MARKETING
4 November 2020 Print Registrations CLOSE “Nothing will work THE BASICS
9 November 2020 StandOUT Marketing & Media Session unless you do” 1. Understand your audience 2. Create a promotional / 3. Set a budget
Maya Angelou Who are they? How do they marketing plan Think critically about how you
17 December 2020 BankSA Pre-Sale behave? Where do they spend Use the awesome template are spending your money. Even
While we are pretty sure Ms provided by the Adelaide Fringe a small budget can have a big
18 December 2020 Full Program On Sale Angelou wasn’t talking about
their time? This is the best place
to start when planning your marketing team. Breakdown impact when used the right
19 February 2021 Adelaide Fringe Opening Night! putting on a Fringe event, we think overall marketing campaign. your campaign as best you way! Paying to get in front of
the sentiment still applies here. Who is the average type of can and use the template to a passionate and dedicated
Marketing your event to the right person who will buy your steer you in the right direction. audience like this could be way
audiences takes time, hard work, tickets? 20-year-olds on a Be creative, think outside more effective than paying for
and a bit of sweat (we’ve all hiked hectic night out? Parents the box and remember to more generalised Facebook
around town with a backpack full with their children? Retirees? keep coming back to who advertising! But maybe your
of posters and flyers before), but Once you have an idea of your target audience is. Find audience is more dispersed
when it’s done well, it makes the who your audience is, it will the template on AVR here. and you’re great at making
world of difference to your Fringe make it much easier to reach engaging online content? In
season. The following pages are them, communicate with this case, Facebook ads could
full of advice on how to Find Your them and pitch your show! be the perfect option. It doesn’t
Audience at Adelaide Fringe 2021! matter how big your budget
If you have any questions, get in is: it matters how effectively
touch and the Adelaide Fringe you use it and how well it
team will be happy to help. engages the type of people who
you’re trying to get to come
Artist & Venue Team: see your show. Check out a
+61 8 8100 2022 budget template on AVR here.
artists@adelaidefringe.com.au
Marketing Team:
marketing@adelaidefringe.com.au
Ticketing Team:
+61 8100 2012
ticketing@adelaidefringe.com.au
Aboriginal Comedy AllStars. Image: Shaun Higgins
TOP TIPS
• Diversify your spend. Try to purchase or utilise • Have a range of great, high-resolution images ready
multiple touchpoints – never spend all of your to go at a moment’s notice (if an opportunity arises,
budget in one place. you don’t want to scramble to do a photoshoot).
Principal Partner
• Pay attention to what works and what doesn’t work. • Think about lead-in time. In order to successfully
If something in your plan is doing poorly, change it. reach a new person, engage them, educate them
on what you’re offering, and convince them to
• Keep your branding consistent so that people can buy tickets, you may need to get in front of them
easily recognise you—this includes imagery, colours, a number times over the course of a few weeks or
Barossa Fringe. Image: Nathaniel Mason font, writing style, etc. months. So, do not start thinking about marketing
the week before your event!
2 3
Electric Dreams Conference. Image: Nathaniel Mason
SOCIAL MEDIA FACEBOOK
Start by looking at your own feed. What do you find
INSTAGRAM
Instagram is the most visual of all the platforms.
engaging? What gets you commenting or liking? Instagram Feed is best for aesthetically pleasing content
that tells a visual narrative. Plus, you can use tags (such
People on Facebook are seeking connection and value.
Social Media is a place where people spend their down time – no as ours: #ADLfringe) so that new people can discover
Videos can be the most engaging content to post if
one is scrolling through Twitter because they want to be spammed BONUS TIPS! you. Instagram Stories is more informal—behind the
they are done well—but keep in mind that videos can
with sales information. scenes content, Q&As and videos shot on your phone
• Make it easy for people take a long time to produce. A funny, well-written
will do great here. More people on Instagram interact
The digital world is constantly changing. More and more, audiences are to buy your tickets: put post with a good photo can be just as engaging as
with Stories than Feed, however, you can’t effectively
seeking quality content that provides them with value. These are things your FringeTIX link in a promo video that took thousands of $$$ to make!
grow your following if you’re only doing Stories. You
that are humorous, or interesting, or changes the way they think about your about or bio section Fundamentally, you need to work smart not hard.
need to do both to optimise growth on Instagram.
the world. They are looking for connection and conversation. If you want of each social media site.
Respond to people’s questions. Always be well
to have strong social media game, you need to think not ‘how can I sell
• Quality over quantity: if natured. If someone is being hostile to you,
my tickets to people’ but ‘how can I connect with people so that they TWITTER
you are sparse on time, deleting and blocking are things you are able to
want to buy my tickets’?
pick just one social do! Arguing with angry internet people will never If you are looking to constantly offload your thoughts,
Posting about promo codes, deals or on sale dates is fine every now media site and do it well positively benefit you. So, if someone is being funny quips and commentary about the world—Twitter’s
and then, but if you spam people, they will find it annoying and they’ll rather than spreading absolutely unreasonable—practise some self- probably your platform. You don’t have to worry about
tune out or worse, unfollow you. yourself thin over a care, and block them the heck outta there! over-posting here like you do with the other sites.
bunch. And remember Twitter is all about provoking conversation. Twitter is
But how do you grow your following in the first place? Start with Facebook is also a great platform for online
not to spam people. also a great place to connect with journalists and media
your family and friends! There’s nothing wrong with inviting your best advertising. Facebook advertising or boosted posts let
friend’s mum to like your Facebook page or asking your brother-in-law you pinpoint exactly who you want to see your content. personalities as it allows for an open dialogue—follow
• Don’t post the same
to retweet your photo. Growth is compounding—the more followers and and tweet them and give them interesting content in
content to each social
If you are a returning Adelaide Fringe artist you can the hope that they might retweet it.
engagement you have, the faster you grow. You can kick-start this with media site. People will
access previous years customer data and use it to
people you already know. get bored very quickly.
re-market to look-alike audiences on Facebook. If you
When you’re creating
are unsure how to access your Customer Data from
the content, find ways
previous seasons then contact our ticketing team at
to efficiently change Remember: you must include the Adelaide Fringe
ticketing@adelaidefringe.com.au. This can
up the imagery and logo, website and ticketing information as the
be advantageous to selling your tickets,
make it interesting. primary point of ticket sales on all promotional
depending on your budget and/or audience!
material, including social media ads.
4 5
SOME AREAS TO CONSIDER OTHER IDEAS
Digital Advertising Outdoor • Get creative with your advertising! We’ve told
(Website, EDMs & Social Media) you about the basics, but don’t restrict yourself.
If you have a big production with
Printed Collateral
Digital Advertising is cheaper many seats to fill, large format • Think about the location of your event and
than print or radio, and can It’s very busy on the streets outdoor advertising might work what audience might be near you. Your event
be a great way to target your during Fringe. Posters and flyers for you. Get your show to travel may be directly across the road from 1,000 office
advertising to the people you want are a way to reach people on a around the city on a bus ad workers who are looking for something to do
to talk to. Check out lynda.com, night out. However, this is not or target a specific area with or see after work.
Facebook Blueprint or other free a tremendously sustainable billboards and street banners.
• Use ticketing promotional prices like Fringe
online course sites to buff up your practice. It could be much more
Make sure to include the 2021 Membership, BankSA Customer and Midweek
knowledge. You can also check effective for you to look at PR or
Adelaide Fringe logo and Treat to expand your reach.
out the Advertising tab in AVR digital advertising opportunities
FringeTIX logo on any collateral
for further opportunities, such as instead. If you are set on using • Contact clubs, associations, forums or groups
you produce to let people know
Email Direct Marketing (EDM) and physical collateral, consider interested in the themes of your show.
your event is part of Fringe—and so
website advertising. printing on recycled paper, and
they will know where to find your • Use ticket promotions through media outlets.
don’t forget to include vital
tickets! These logos are provided
Even $20 can go a long way information like time, dates, venue • Is your friend doing a show? Why not ask them
freely for your promotional use.
with Facebook Ads, so it’s worth and the relevant FringeTIX info. to recommend your show at the end of theirs.
Please keep in mind, however, that
investigating what could
Flyering is a tricky skill. It’s not our logo must not be altered in any • Use your venue to your advantage!
work for you.
about giving out paper as fast as way. You can find the Style Guide Get in contact with your venue and see what
you can: it’s about having a real in AVR Resources from October. marketing/promotion they can do for you.
conversation with someone
about why they should see your • If it suits you, perform at other registered variety
show. Have your elevator pitch and open mic nights during Fringe. This can be
Traditional Advertising
ready to go and don’t be afraid Have a Niche Audience? a great way to tap into new audiences.
(TV, Print & Radio)
to show your personality and • If your audience is • Remember to update your material—if you
TV, print and radio advertising is have fun with it. gamers, approach a receive a great review or awards, tell people! And
traditionally very expensive. It’s
For posters, you will need local hobby club to get don’t forget to update your online copy in AVR.
great for larger events or venues
approval to place them inside or in their newsletter – try
as they can have bigger budgets
outside private property. Without GamesWorld!
to reach wide audiences. However, Visit AVR Resources for more
keep in mind that in order to the approval of the owner, your • Is your event about
garner sales, you will probably posters will be removed. Postering Marketing resources, tips and tricks.
motherhood? Find a
need multiple slots booked. If this on poles and walls is illegal. local Mums and Bubs
is the path you want to take, ask Group on FB and get to
the publication or station for a know the members!
Media Kit or Rate Card. You can
also ask them about packages that • Hunt out the very
include advertising, promotional specific audiences for
on-air and street giveaways as your event and get them
well as interviews. If you can’t excited for it. If you build
afford to buy ads on your own, it, they will come!
you can team up with other artists
to share a space.
Haus of Hans. Image: Razan Fakhouri
6 7
TICKETING
Papering Schools Program FRINGE MEMBERSHIP
Papering is an industry term used when complimentary The Adelaide Fringe Schools Program connects artists
Fringe Membership is an all ages program run by Adelaide Fringe, which is
tickets are offered to a specific target audience. and youth audiences through the promotion of school-
available to all arts and entertainment lovers. The program exists to engage
appropriate shows to teachers and schools. Joining the
It’s always best to get people’s emails and invite them audiences year-round and offers heaps of exclusive deals, competitions
Schools Program will see your event promoted directly
to RSVP rather than hand out free tickets on the street. and events. Members get access to an online hub where they can share
to schools and teachers. You can be part of the Schools
Ask a local café, gym, or travel agent if they have a their passion for Fringe and find out about new shows, events and venues
Program if your event is appropriate for young people
staff list they could forward your email to or contact relevant to their interests. Our members are exactly
aged 2-18 years (18+ rating is not suitable).
a community group that might have a large number the type of people you want
of volunteers you could invite. The idea is that these You need to agree to: to get in front of:
people will then spread positive word of mouth about • Set a Schools ticket price (this is only available to
your show! schools and community groups that work with • Fringe Members are
HOW CAN YOUR EVENT GET INVOLVED WITH FRINGE MEMBERSHIP? social influencers and
If you do decide to give complimentary tickets away youth) that is at least $1.50 lower than the least
expensive of your Full, Child, Concession and are often responsible for
try to do this early in your season to spread word of Add a Fringe Membership ticket Consider paid advertising group bookings.
mouth. Be mindful of who you give these to, try not to Group 6+ prices.
though Fringe Membership
give them to people who would ordinarily buy tickets. • Provide free teacher tickets as per the DECD Add 2for1 Membership tickets • Fringe Members
teacher/student ratio guidelines (usually one or to help boost numbers and There are a range of paid purchase an average of
Consider taking advantage of initiatives such as Fringe encourage audiences to see opportunities to engage 16 event tickets each.
two per school group).
Membership (see more on page 9) and BankSA you events early in season or on Fringe Membership, including
(see more on page 10) ticket offers. We strongly encourage you to schedule sessions specific sessions (ie. mid week). competitions, email banners and • $263,000 of income for
during a school day to give your show the optimum promotional deal of the week. artists and venues was
With these offers you have total control of the number Adding this price type is a way generated from Fringe
chance for school bookings. Prices start from $100+gst.
of tickets offered and when you offer them and is a to get involved with Fringe Member priced tickets.
great way to tap into an audience you may now have And Fringe will: Memberships at no cost to you.
been able to engage with otherwise. Opt-in for marketing • Fringe Member
• Halve the booking fee for all Schools price tickets You have complete control of
opportunities through AVR average EDM open
to $1.50 which increases your box office income. how many FM 2for1 tickets are
offered and to which sessions. The Fringe Membership program rate in 2020 was 52.10%
• List your event in the online and printed Schools
hosts events and activities through- (the industry average
If you have any specific questions around Booking Guides and promote the Schools Program Find out more information on
out the Fringe season. Keep in is around 26%). Which
ticketing, get in touch with our Ticketing team! to teachers and schools. AVR and opt-in early to get an
the loop and find out how you can means they are hungry
ticketing@adelaidefringe.com.au Apply for the Schools Program through your AVR advertising bonus! for great deals, exciting
further be involved by opting in to
+61 8100 2012 registration or email schools@adelaidefringe.com.au hear from the marketing team. events and arts info!
for more info.
“This year I’ve seen more
than 50 shows all around
Adelaide. I love seeing all
the different shows and
supporting the artists!
Can’t wait for next year.”
Leanne, Fringe Member
Georgia Horgan Show. Image: Shaun Higgins
8 9
Stephen Davis. Image: Meaghan Coles
No HalfTIX?
No Worries.
Offer 2for1 for the people that matter
Stand out of the crowd by offering
2for1 TIX to Fringe Members.
It’s the perfect remedy for quieter nights, gives
you complete control over ticket allocation, plus
comes with a direct line of communication to our
highest engaged audience – Fringe Members.
Sign up for 2for1 TIX before 4 NOV to receive
a complimentary Member e-news listing.*
*Available for events who allocate 15 or more Member priced TIX.
BankSA Principal Partner
MAKE YOUR EVENT THE STAR OF FRINGE
Whether you’re a Fringe first-timer How it works:
or a seasoned Fringe performer,
The BankSA Cardholder 25% off program helps you stand out from the
becoming part of the BankSA
1200+ other events that compete for attention during Adelaide Fringe.
Cardholder 25% off program could
benefit your show by getting more You control how many discounted tickets are offered and can adjust
bums on seats. this number at any time. BankSA actively promotes the program across
multiple channels, driving people to a curated list of all events that are Image: Chloe Elizabeth
Join the BankSA Cardholder 25%
offering 25% off.
off program and make your event
the star of Fringe! For some events, there is also the chance for BankSA to promote your
event across social, online, print and outdoor advertising channels.
THE ADELAIDE FRINGE CAMPAIGN
HONEY POT Adelaide Fringe is the link between artists and
audiences. We use our specialised knowledge
Social Media
Adelaide Fringe has the largest social media following
and marketing expertise to roll out the Southern
of any arts festival in Australia.
Hemisphere’s biggest arts festival and smash ticket
Take your work global with Honey Pot! Industry delegates that take part sales records year on year. Make sure to follow and interact with our accounts:
in Honey Pot are made up of:
Adelaide Fringe’s International Arts Marketplace provides opportunities As an open access arts festival, all of our efforts Facebook @ADLfringe – 100,414 followers
and connections that can catapult your work around Australia and • Venue Programmers come back to selling tickets. Using an effective mix Twitter @ADLfringe – 66,288 followers
throughout the world via the industry delegates that attend Fringe (in of traditional techniques and highly targeted digital
• Festival Directors & Instagram @ADLfringe – 37,787 followers
person and virtually) seeking work and artists to program. marketing, we saturate the public with Fringe from the
Programmers e-News: 142,000 subscribers
There is no cost to take part in the Honey Pot program, which provides beginning of the year until the end of the festival – last
• Producers year we turned over 853,419 tickets. Use #ADLfringe to tag us in your posts and jump in on
opportunities for future programming, new commissions, collaborations,
the conversation with Fringe-goers
professional development and networking. • Event planners We want to help! Check out the marketing resources
Can’t present your work at Adelaide Fringe but still want to connect to • TV, Radio & Digital Producers in AVR, come along to the StandOUT! Marketing and
industry? Honey Pot will host ‘Virtual Events’. Register your event virtually Media Session or get in contact with our team directly
and be given access to the Honey Pot program and delegates. • Media & Tourism professionals at artists@adelaidefringe.com.au.
adelaidefringe.com.au
• Talent scouts
Each registered Fringe event has its own event page
on our website. Use your specific URL across all your
In 2020, we attracted record
Adelaide Fringe Guide marketing efforts to direct audiences straight to your
attendance:
event to purchase tickets or find out more.
• 298 Industry Delegates; In 2020, 320,000 copies of the Fringe Guide were
distributed across Adelaide and interstate. Plus, a Our website also allows audiences to easily filter the
including
digital version of the guide was also made available on program and search by venue, title, genre, date and
• 125 internationals representing our website with almost 70,000 impressions. accessibility options.
27 countries
This is a major source of information for audiences Don’t forget to upload your reviews to AVR so we can
and ticket buyers, who are looking to browse and include them with your event listing on our website.
choose events. So, make sure your image and 350 The Adelaide Fringe website had 3.1 million sessions
character description are spot on. and 15.2 million unique page views in 2020!
Honey Pot HIVE. Image: Chloe Elizabeth
12 13
FRINGE ADVERTISING 2020 AUDIENCE PROFILE
Advertising with Adelaide Fringe is efficient
and cost effective in generating interest in
your event. We offer advertising packages that OUR 2020 EVENTS & VENUES
6,724
provide you the ability to cut-through to the
right audiences with options that are tailored to
suit your event and budget.
Artists
Purchase your advertising through the
dedicated AVR module from mid September. 2019: 7,012
Alternatively, pop an email through to 2018: 6,929
ads@adelaidefringe.com.au.
627 319 257
SA Events
2019: 640
Interstate Events*
2019: 397
International Events*
2019: 281
1,203
The Adelaide Fringe Guide Events
2018: 626 2018: 346 2018: 259
82% of audience members consult the Adelaide 2019: 1,318
Fringe guide. We offer display advertising with Big Glittery Sh!tshow. Image: Tony Virgo 2018: 1,231
sizes that range from full and half-page ads right 141 (38%) of venues are located in the Adelaide City Council area
through to smaller display sections.
226 (61%) of venues are located outside the Adelaide City Council area
eNews Banners
AUDIENCE PROFILE
864 (61%) events took place within Adelaide City Council 368
With a subscriber base of more than 142,000 Who are our audience? Venues
560 (39%) events took place outside the Adelaide City Council area
people, the Adelaide Fringe eNewsletter gets
In 2020, 78.9% of audiences said they tried a new 2019: 405
your show promoted directly to thousands of
event they had not seen before. 30% of tickets were *Including events registered as 'Multiple States / Countries' which could include SA / AUS 2018: 337
Fringe-goers.
purchased prior to Adelaide Fringe's 2020 opening
night, with the remaining 70% purchased during the
Fringe Membership Advertising festival. Traditionally, Adelaide audiences buy late and
Reach our dedicated Fringe Membership make spontaneous decisions on shows; make this work
audience of over 25,000 highly dedicated Fringe in your favour with well-timed marketing!
goers. Get cut-through with banner advertising
OUR 2020 TICKET BUYERS
in Members dedicated eNews, dedicated social Total Adelaide Fringe Audience Attendance
media posts in our Member group, additional 1% Under 18
This includes all attendances at free Fringe activities
website listings and more! See Resources in AVR
AGE BRACKET
7% 18-27
for more info. Starting from $100 +gst. 2011 1,454,000 14% 28-37
2012 1,590,000 17% 38-47
adelaidefringe.com.au 5.4% Interstate
2013 1,800,000 30% 48-57 Customers
95% of audiences use the website to browse 2014 1,913,867 31% 58+
for FringeTIX. Banner and button advertising is
2015 2,100,000
available for purchase and links directly to your
event listing. Capture your audience right as 2016 2,260,000
47% Employed Full-time
they are making their booking decisions! 2017 2,250,000
INCOME TYPE
24% Employed Part-time
2018 2,700,000
18% Retired
Custom
2019
Contact us about custom packages that can
3,295,644 5% Student
suit your needs! 2020 3% Home Duties
3,553,333 3% Unemployed
1.4% International
Customers
14 15
2020 AUDIENCE PROFILE (CONT.)
PERCENTAGE OF TICKETS ISSUED BY TICKET TYPE TICKETS SOLD BY GENRE
Price Type % of Total Tickets Issued % of Total Sales (Money) Program Average Ticket Price
Genre % of Tickets Sold per Genre
# % Full Price Concession
Full Price 56.4% 69.0% 104 9% Cabaret 13.6% $ 28.97 $ 41.75
Concession 7.6% 9.0% 79 7% Children's 3.5% $ 16.43 $ 19.00
Child 1.1% 1.0% 40 3% Circus & Physical Theatre 18.6% $ 37.43 $ 27.36
Family 3.9% 3.0% 308 26% Comedy 28.1% $ 33.20 $ 21.01
HalfTIX 5.8% 3.0% 28 2% Dance 0.6% $ 26.02 $ 21.63
Group6+ 4.0% 5.0% 56 5% Events 0.5% $ 30.09 $ 23.50
BankSA Support Act 0.2% 0.1% 8 1% Film & Digital 1.0% $ 12.81 $ 11.83
BankSA Cardholder 4.7% 4.0% 40 3% Interactive 2.2% $ 21.44 $ 22.68
Fringe Member 1.8% 2.0% 22 2% Magic 5.1% $ 29.06 $ 23.29
Schools 1.2% 0.3% 299 25% Music 20.5% $ 38.11 $ 30.06
Access WC 0.1% 0.1% 137 11% Theatre 6.0% $ 34.25 $ 21.56
Other (VIP, M&S, bespoke ticket types, promo codes etc) 4.6% 3.0% 66 5% Visual Art & Design 0.2% – –
Comp Tickets 8.8% 0.0% 16 1% Workshops & Talks 0.2% $ 27.31 $ 32.53
Comp Tickets % of Total Tickets Issued % of Comp Tickets Issued
PromoTIX 0.1% 1.6% TICKETS ISSUED BY POSTCODE
Companion Card 0.2% 2.2% Other than Adelaide CBD (5000), the most popular postcodes for Tickets Issued by Genre are:
Presenter Comp 6.6% 74.7%
Media 0.4% 4.6% Genre #1 #2 #3 #4 #5
Honey Pot 0.2% 2.7% Cabaret 5082 5067 5006 5022 5072
Awards 0.3% 2.9% Children's 5082 5033 5063 5072 5125
Schools Comp TIX 0.4% 4.4% Circus & Physical Theatre 5082 5006 5067 5158 5076
Comedy 5082 5006 5067 5095 5022
Dance 5033 5159 5047 5095 5066
PERCENTAGE OF TICKETS SOLD BY VENUE CAPACITY
Events 5251 5033 5082 5067 5063
Capacity % of Tickets Sold Film & Digital 5067 5006 5165 5171 5062
Interactive 5082 5251 5006 5095 5067
1–50 50%
Magic 5082 5067 5006 5095 5023
51–100 45%
Music 5082 5067 5006 5072 5061
101–300 47%
Theatre 5082 5067 5006 5061 5063
301–500 54%
Visual Art & Design 5022 5017 5051 5082 5031
501–1,000 50%
50% of Tickets Sold for venues holding 1-50 people Workshops & Talks 5033 5127 5069 5011 5023
1,000+ 53%
16 17
MARKETING PACKS Other World Elements. Image: Rebekah Ryan
A little stuck on how to spend your marketing budget? Below are a few examples of how you
could spread your budget around to get multiple touch-points and increase your reach.
$0 MARKETING BUDGET $150-$250 MARKETING BUDGET $500-800 MARKETING BUDGET $1,000-$1,500 MARKETING BUDGET
Digital In addition to the previous pack, In addition to the previous pack, In addition to the previous points,
• Add your event listing to the Australian with $150-250 you can: with $500-800 you can: with $1,000-$1,500 you can:
Tourism Data Warehouse.
Digital Digital Digital
• Add your event listing to Event Finda.
• Put up 3 double passes to your show and • Add a button or banner advertisement to the • Access Adelaide Fringe Members by offering
• Add a Fringe Membership 2for1 ticket price.
purchase a Fringe Giveaway package to Fringe website. a Member Deal or Giveaway
advertise your show directly to the Fringe • Purchase time on a website banner
Membership mailing list.
Social • Have a professional photographer snap
• Have your event displayed on the Adelaide Social the first few minutes of your show and
• Make a Facebook event and share it Fringe Box Office screens. post them online
• Run multiple Facebook and Instagram ads
amongst your friends and encourage them
through a targeted ad campaign. • Get your show poster beamed out to ticket
to do the same.
buyers from the Box Office digital screens.
• Talk about your event across your personal Social
social media pages.
• Boost your Facebook event to get it Print
• Get creative! You don’t have to pay to create infront of more people who wouldn’t
• Promote your show with a stand-out Social
highly effective social media content. Focus have otherwise seen it.
on making things that are engaging and advertisement in the Official Adelaide Fringe • Run a highly targeted digital ad campaign
connect with people. Guide or Fringe by Day Guide. with multiple ads. Implement dynamic
content (multiple images and multiple
Networks versions of your copy) to utilise Facebook’s
• Consider joining with your venue to promote machine learning capabilities in order to best
Networks target your audiences.
a ‘Dining In’ package, and promote it to
• Selectively distribute a few complimentary Fringe Members.
tickets to influential people you know -
hairdressers, your popular friends, retail
workers, bartenders, receptionists etc.
Print
• Work with your venue - how can they help
you promote your show? Will they be able to • Print posters for your venue.
post your event on their socials?MEDIA
You should have your media kit ready to send out by WORKING WITH JOURNALISTS
early December, and uploaded to your AVR registration First timer? Please email us your draft media
so that accredited Adelaide Fringe media can easily release and we will happily provide feedback, • Give them a reason – why is story, they’ll need the interview, If a photo shoot is taking longer
access your information. before you send it out to media. Don’t be afraid your story more newsworthy information and images than expected, be gracious
to get in touch and ask the questions! than somebody else’s? yesterday. rather than complaining.
Adelaide Fringe accredited media includes a wide
range of local, national and international reviewers, • Make it easy for them – have • Work with their timelines – Remember, if you make a poor
artists@adelaidefringe.com.au
journalists, announcers and arts editors, who all have good information and a few often you’ll need to set up impression they’ll be less likely
+61 8100 2022
access to media uploaded by registered artists. If they high resolution images in photo opportunities in the to invite you back. Also, they
marketing@adelaidefringe.com.au
are looking for more information about your event, you formats they can use, all ready morning to make the next day’s may not print exactly what you
media@adelaidefringe.com.au
will want everything to be available at their fingertips to go. paper. wanted and can occasionally
so you don’t miss out. they get their facts wrong—for
• Be easily accessible – have • Be understanding – most
the sake of your long term
a dedicated contact who will media are working within
career, don’t bite the hand
ALWAYS answer their phone. If very tight timelines and with
Making News Power of a Great Photo that’s feeding you.
they do decide to pick up your increasingly fewer resources.
Think about your story pitch; A bright, strong, clear image is a
Human Factor
how it will stand out and set you powerful tool. The inclusion and
apart. It’s important to know that When planning or preparing any placement of a story is hugely
the media receive hundreds of communication for the media, influenced by the pictorial editor
emails and phone calls a day, and whether written or verbal, ask of a publication. A great image YOUR MEDIA KIT SHOULD INCLUDE...
during Fringe this can increase to yourself the following questions: will also help you better sell your Top 5 Publicity Tips:
thousands. story when you have an initial • A one-page media release • Information about the company
• How does your story impact 1. Get started on your
conversation with a journalist. that includes all relevant and excerpts from past reviews.
Journalists are looking for other people? media strategy ASAP
information for your event • A background sheet with
stories that are ‘newsworthy’ and • Why should they be interested? As part of your initial story pitch, 2. Have a professional (venue, session times, dates, biographies for each artist/
hunt out stories they consider you should include your current media release and photo ticket prices etc.) as well as your
By keeping these questions in performer/ writer/director
highly engaging. Perhaps image, but also additional photo 3. Upload a media kit to AVR contact details.
your grandfather was a Fringe mind, you will be able to stay more options. For example, if your show • MP3 audio files for a music
focused on what you are trying to 4. Nail your ‘pitch’ to get a • High resolution 300dpi images. event.
performer, your mother was a or event is about wine, you could
achieve. Remember, a journalist’s journalist’s attention AT LEAST one portrait and one
Fringe performer and now you are do a photoshoot at Adelaide’s • Links to a show reel or footage
reason for writing a story will be 5. Do your research read landscape option.
too. That’s a story (and a brilliant National Wine Centre of Australia— of your event.
photo opportunity too). very different from your reason for this would help make the story more in AVR Resources
wanting a story to be written. relevant for an Adelaide audience.
Before pitching a story to the
media, it’s important to consider
whether the demographic for
a particular media outlet will
be suitable for your event. For
example, FIVEaa radio tends to
have an older audience, whereas
NOVA 919 will attract a younger
audience. Do some research. It will
make your pitches more effective
and any publicity more valuable.
Guru Dudu's Silent Disco Walking Tours. Image: Rebekah Ryan
20 21Be the
good kind
of sell-out.
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25% off promotion. You control how many
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