Marketing Your Fringe Festival Performance
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Transcript of Marketing Your Fringe Festival Performance
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Marketing Your Fringe
PerformanceWTF Panel/Workshop: 6/25/16
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Overview• Marketing Your Performance
• Developing Your Marketing Plan
• Branding & Design
• Creating a Package
• Channels to Consider
• Press and Media Outreach
• Make Social Media Work For You
• Empowering Your Creative Team
• Supporting #ScrantonFringe
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Why Marketing Your Performance Matters
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Just because you make it, doesn’t mean they’ll come.
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Why Marketing Your Performance Matters• Festivals like Scranton Fringe are designed to give artists a platform
• People by nature do not like to go outside their comfort zones
• The unfamiliar can be intimidating
• Marketing gives you a persuasion tool to move people to action
• Marketing helps your audience make a choice
• Marketing supports audience engagement
• Marketing strengthens your platform
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Developing Your Marketing Plan
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Every Fringe Performance Needs a Marketing PlanStart with a deep dive on your performance:What is your performance about?
What are you hoping to achieve with your performance?
What are your assets?
Why Scranton Fringe?
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Developing Your Plan1. Construct a “snapshot” of
show’s current status.
2. Identify your audience.
3. Set marketing goals and objectives.
4. Make a list of marketing deliverables.
5. Decide how to evaluate.
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First Impressions: Branding & Design
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Branding & Design• Visuals make an impact.
• Invest in a professional-looking and cohesive brand.
• Consistency is key.
• Seek out resources to support you.
• Use branding and design to deliver your show’s elevator pitch.
• Don’t copy - but steal like an artist.
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Creating a Package
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Creating a Marketing PackageUse your list of marketing deliverables as a guide.
Create visuals, scripts, stories, or messaging to correspond with your goals.
Develop an easy to review media kit or package to distribute. • Logo
• Press Release (including overview of the show, venue information, cast & crew, etc.)
• Graphics or promotional photos/preview video
• Press clippings/testimonials/media mentions
• Links to any social assets
Think the 3 C’s: clear, concise, and compelling.
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Channels to Consider
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You don’t have to try every available channel. Identify the ones that make the most sense.
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Marketing Channels to Consider• Traditional Media (newspaper, TV, radio, etc.)
• New Media (podcasts, YouTube, etc.)
• Social Media (Facebook, Twitter, Instagram, etc.)
• Promotional Collateral (buttons, t-shirts, etc.)
• Grassroots/Popup (flash mobs, street performances, etc.)
Choose the channels that best suit the audience you’re approaching or that best capture your performance.
The more creative, the better - but keep it ACCESSIBLE.
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Press & Media Outreach
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Press & Media Outreach• Submit or distribute your media package in advance.
• List your event on free media or community calendars.
• Make sure your kit is linked to digitally or is attached in a Word or PDF format.
• Identify contacts within the media to approach prior.
• Find an angle. (e.g. local appeal, topical, timeliness, etc.)
• When pitching your performance for coverage, be gracious, personal, and thankful.
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Make Social Media Work For You
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Making Social Media Work For You• Think of a memorable hashtag.• Highlight your performers. • Schedule content in advance. • Be social! • Make your social media information
accessible. • Use social ads to boost reach.• Show, don’t just tell. • Tell a story.
Source: MOZ.com
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Empowering Your Creative Team
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Empowering Your Creative Team• Make marketing material creation fun!
• Be clear about your marketing objectives.
• Communicate along the way.
• Ask for their help.
• Highlight and support them - show the world their talents!
• Distribute key messages, hashtags, or talking points in advance.
• Appoint media representatives in your cast/crew.
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Supporting Scranton Fringe
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We would not be here without Scranton Fringe.
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Supporting Scranton Fringe• Never forget that you’re part of something greater.
• Give shout outs and mentions of Scranton Fringe in your marketing materials, social media posts, and media appearances.
• Use the #scrantonfringe hashtag.
• Use the Scranton Fringe logo on all of your materials.
• Share Scranton Fringe news and updates.
• Support other Scranton Fringe artists and performances.
• Encourage your audiences to donate, support, and spread the word.
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Thank You!Any Questions?
Mandy PenningtonDirector of Internet Marketing, Net Driven
Co-Founder, NEPA BlogCon
Instructor, Marywood University
Scranton Fringe Marketing Committee
www.mandyboyle.com