hi all, i went to a workshop today about how to sell you show at the Brighton fringe and also the Edinburgh Festival. this was a great experience for me and i learnt a lot from it. these are my notes i took and there is a link at the bottom which i urge all of you to have a read.
How to do
your Media release effectively? spend a lot of time getting it
right, basically giving the publisher enough information about the show. One
page document about facts, not rubbish content that doesn't enhance what your
production is about, interesting to read, and catchy to the public eye. Listing
information about your show is key to getting the publishers and journalist to
come to your play. I.e location, time, date, who is in it etc. You should start
promoting your show early, a few months before the fringe, for example February
time, this allows you to be first in line and right in the front of the magazines
and newspaper articles, don't leave it late otherwise you will find it hard. E
mails are a great platform to sell your show to key people.
Target your
press release: don’t just go for any one because most journalists are
looking for specific shows for example dance company producing a show asks a journalist
to come and watch and review them only to find out he writes about comedy piece.
The Picture
of your production: Pictures got to stand out and easy for magazines to
use. This quote by one on the panel caught my attention “Two thing a picture
either it evokes the originality of the piece, or the concept of the piece.”
Don’t send them to journalists they will ask for it if they need it. However always
have a memory stick for insurance in case they can’t find it on the fringe
website. Trailer of your show isn't a good idea for the simple fact they don’t
have time to watch it but if you have one make sure it’s a good one. Twitter is
a good platform
Key things
that journalist’s avoid? bad word of mouth, bad reviews, any kind of marketing
gimmick, video which fell fake and doesn’t illustrate what you want to show to
an audience.
Word of mouth is quite a key factor in selling
your show. I highlighted this because it was the main talking point of the
workshop. A combination of good reviews
helps push sales up but not much. Leafleting is crucial because it is you
selling your own show and it gives straight forward dialogue to your audience. Bizarrely
taxi drivers could help promote your show if you give a free ticket??? This might
sound outrageous but they did have a point. Taxi drivers talk a lot to the
customers They talk to customers all day
long and basically they can sell the show. A weird idea but it might work.
Target the
audience that will come to your show! “You
have to exchange effective dialogue, because you need to target the audience.” The reason I highlighted Target audience is because
of the plays content. For example you wouldn’t sell your play which has full
nudity to minors they simply wouldn’t come you would aim to people more less 18
- 30. So big thing is to know what audience is right to see your show. Leaflet
design needs to be creative and stand
out from the others, if you can do yourself then do it, if not get a
designer.
What to do
after the fringe? These were questions me and others in the audience asked in the
Q&A
Getting an
award for your achievements! Getting an award can boost your shows status, as it
brings a prestige aspect to you and your performers and to the show. If you
were planning to tour it national it will certainly help Builds up an audience,
Don't upset the journalists
What quotes
are useful for the program and poster? A quote is a game at your own
risk, a quote that you put on has to be relevant to your show, no later than previous
years quotes any longer and journalist can be a put off. Never show quotes that
show the history of shows that is not related to the current show you’re
presenting. E.g. the Theatre company success, yes the company credentials are
nice to see but it doesn’t help support what you are trying to sell.
What publicist
brings to the show? They know and have experience, plus would give you
advice, has a lot of contacts, direct contact is helpful and promoting early
on. F you can't afford one there must be someone in your company which has to
take the role, and is sole responsible for your shows.
Why Edinburgh
is better than London; cheaper, more contactscand reviewers go to Edinburgh,
producers’ from all over the world come to see shows. What your show is about?
Local issues in Brighton would be worth going to Edinburgh. It’s the place to
get attention and can break through as an actor and as a company.
What advice
would you give to a student production? First of all, don't say or put
anything on a description or on a leaflet that relates to student work, its a production and should be treated
as a production, it doesn't help you sell and can down grade it. Best advice is to label it as enthusiastic, fun, a piece of new writing with new aspiring actors...etc, positive things would
be a better replacement than something which has student production on it. Do not
put it on your posters or leaflets as it sometime discredits you as a company
and the show.
I learnt a
huge amount from this experience and was worth the time. Here is a link that is
extremely helpful on how to sell your show, I urge both parties to look at it
as it has helpful tips and pointers to help us.
this is great Yiannis thanks for posting
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