STANDOUT

MARKETING TOOLS

We let the world know it’s

Adelaide Fringe time & direct

audiences to buy your tickets!

Printed Collateral:Fringe Guide

Fringe by Day Guide (Matinee Guide)Schools Booking

Guide Access Guide

Street Art Explosion

Advertising:Outdoor,

Print, Digital, TV, Radio &

signage

adelaidefringe.com.au★ 2.8 million website sessions in

2019 (12% increase on 2018)★ 96% of audience members

browse the website to find info & book tickets

★ 11 million page views in 2019★ It is the most visited website

in March throughout all of SA

HOW TO STAND OUT!

★ What is your point of difference?★ Know your audience ★ Tell your story ★ Journey is key★ Don’t assume it hasn’t been done before

HOW TO BRAND YOURSEL

Free resources for choosing fonts & creating colour

schemes:

Coolcolors.coWordmark.it

★ Define your mission statement

★ What is your events purpose

★ Define your brand’s voice★ Define your brand’s image:

★ Colours & fonts

★ Imagery

★ Wording

★ Brand awareness

NATURE OF TICKET PURCHASES ★ How to work around it?★ Lifecycle of people – when people are buying, e.g. pre-Christmas★ Consider what is happening in your audiences lives★ What is going to motivate someone to buy a ticket?★ Relevant events

Annual Review

HOW TO FIND/KNOW YOUR AUDIENCE★ You cannot be all things to all people.★ When you created your show who did you see in the audience★ Who does your venue cater to?★ What categories does your show fall under? ★ Where are these people during the day?★ Know your stats

Annual Review

BUILDING COMMUNITIES★ Know your audience ★ Build networks/relationships★ Who is your target audience?★ Venture outside the main hubs★ Expand your horizons!

YOUR GREATEST

ASSET

FRINGE MEMBERSHIPA year round arts and

events focused Membership program.

● 6000+ Fringe Members ● 43% under 35s ● Over 28% purchase

tickets to 9+ Fringe Events

FRINGE MEMBERSHIP OPPORTUNITIES ★ Offer a member priced ticket ★ Consider advertising via the

membership program★ Offer a member deal★ Host a Member event at your

venue.

77,000+Fringe tickets purchased by Members in

2019 That’s an

average of 12 tickets

purchased per member

Engaging through SOCIAL MEDIA

InstagramGreat for eye-

catching pictures!

Don’t forget IG stories

FacebookGood for

video content

TwitterPrimarily text based, great

for social change topics

Remember:It’s better to

do one social channel well

than four poorly

★ People’s attention spans are getting shorter.

★ The most engaging content is concise & straight to the point.

SOCIAL MEDIA BEST PRACTICES★ If someone doesn’t connect

with your post straight away, they will keep scrolling.

★ Optimise the channels layout.

GETTING AWAY FROM FLYERS★ Flyering doesn’t work in Adelaide

the same way it does in Edinburgh.★ Think about digital!★ Work within your budget.

Utilise the free resources available

to you:- Facebook Blueprint

- Google Skillshop- YouTube

LOW COST MARKETING CAMPAIGNS★ Digital is your friend ★ What’s your story?★ Who are you talking to?

★ The marketing rule of 7: Potential customers need to see your marketing 7 times before taking action.

★ Think about how your audience responds to different advertising options (Print vs Social vs Web)

★ Adelaide Fringe offers print and digital options that speak directly to ticket buyers.

ADVERTISING OPTIONS

EARLY / EASY WINS★ Earlier the better★ Start selling your show now★ Get out there before Christmas★ Spread out touch points over a long

period of time★ Don’t go for the hard sell★ Engage with audiences through a

personal touch, go for the story

Think of touch points as a customer journey...

Social Media

Email

Poster

ReviewPurchase

TICKETING

ticketing@adelaidefringe.com.auArtist Ticketing Hotline: +61 8 8100 2012

★ Promo codes - use them wisely★ Utilise HalfTIX★ Bundle your tickets

PROPER PAPERING★ Consider a targeted approach.★ Define your audience.★ Target people who will spread the word.★ No ticket is for free - don’t give out a

ticket to someone who would buy a ticket to your show.

★ Don’t forget about Media outlets. We can help: mediaticketing@adelaidefringe.com.au

PUBLICITYFirst Step: Media Kit

★ Have it ready early and have a range of high-quality imagesavailable

Top Tips:

★ Every pitch should be personal

★ Know why your story is interesting & newsworthy

★ Be flexible

Q&A TIME! WELCOME TO OUR PANEL

ANNA THOMAS

Venue Manager - Treasury 1860

VANESSA IMMINK

Producer

GEORGE SULLY

Director - Fest Magazine

STANDOUT