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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
Poster
ReviewPurchase
TICKETING
[email protected] 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: [email protected]
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