{"id":2184,"date":"2023-04-25T10:00:10","date_gmt":"2023-04-25T10:00:10","guid":{"rendered":"https:\/\/www.spotlight.com\/?p=2184"},"modified":"2026-03-05T15:54:32","modified_gmt":"2026-03-05T15:54:32","slug":"edinburgh-fringe-promoting-and-marketing-your-show","status":"publish","type":"post","link":"https:\/\/www.spotlight.com\/news-and-advice\/the-essentials\/edinburgh-fringe-promoting-and-marketing-your-show\/","title":{"rendered":"Promoting Your Show at the Edinburgh Fringe"},"content":{"rendered":"<h2>Tips for marketing and promoting your Edinburgh Festival Fringe show.<\/h2>\n<p>After all the hard work of\u00a0<a href=\"https:\/\/www.spotlight.com\/news-and-advice\/the-essentials\/funding-for-edinburgh-fringe\/\" target=\"_blank\" rel=\"noopener\">funding<\/a>, budgeting, and\u00a0<a href=\"https:\/\/www.spotlight.com\/news-and-advice\/the-industry\/ultimate-guide-performing-at-the-edinburgh-fringe\/\" target=\"_blank\" rel=\"noopener\">bringing your show to the Edinburgh Fringe<\/a>,\u00a0you\u2019re finally ready for an audience. You have tickets to sell, seats to fill, and interviews to give, but none of this comes without marketing and promoting your show.<\/p>\n<p>It\u2019s important to keep in mind that promotion isn\u2019t just about photography, reviews and press releases. It\u2019s also about:<\/p>\n<ul>\n<li aria-level=\"1\">Social media<\/li>\n<li aria-level=\"1\">Flyering<\/li>\n<li aria-level=\"1\">Face-to-face talks<\/li>\n<li aria-level=\"1\">Understanding your goals<\/li>\n<\/ul>\n<p>As the\u00a0<a href=\"https:\/\/www.edfringe.com\/\" target=\"_blank\" rel=\"noopener\">Edinburgh Festival Fringe Society<\/a>\u00a0\u2013\u00a0who organises the festival \u2013 says,\u00a0\u201cSometimes you are just so excited to get bums on seats that you jump five steps ahead.\u201d<\/p>\n<p>We spoke to Alan Gordon of the\u00a0Edinburgh Fringe Society, and the\u00a0<a href=\"https:\/\/trust.pleasance.co.uk\/about_us\" target=\"_blank\" rel=\"noopener\">Pleasance Theatre Trust\u2019s<\/a>\u00a0Jonny Patton, about their advice for marketing and promoting your show at the\u00a0Edinburgh Fringe.<\/p>\n<div class=\"responsiveEmbed\">\n<div class=\"embededYoutube\"><iframe id=\"971500306\" title=\"How To Promote Your Show at the Edinburgh Fringe\" src=\"https:\/\/www.youtube.com\/embed\/GrzRtdQPBRY?rel=0&amp;enablejsapi=1&amp;origin=https%3A%2F%2Fspotlight.com\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-gtm-yt-inspected-2257647_115=\"true\" data-gtm-yt-inspected-7=\"true\" data-gtm-yt-inspected-12=\"true\" data-gtm-yt-inspected-17=\"true\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<h3>Understand your goals for your Fringe experience<\/h3>\n<p>What do you want to get from the\u00a0Fringe?<\/p>\n<p>What\u2019s unique about your show?<\/p>\n<p>What did you love about it when you started creating it? Who\u2019s it for?<\/p>\n<p>If you\u2019re struggling to answer these questions, then you\u2019re not yet ready to be chasing press releases and organising photo shoots, so take some time to work out the answers to these questions.<\/p>\n<h3>How can performers promote their show?<\/h3>\n<p>With so many shows at the\u00a0Fringe, it can be difficult to stand out and grab an audience. However, guidance is available for those who need it, along with certain tasks that, once done, should make marketing your show a lot easier for you and your company.<\/p>\n<h4>Perfect the elevator pitch<\/h4>\n<p>If someone came up to you and said,\u00a0\u201cCan you tell me about your show?\u201d\u00a0do you know what you\u2019d say? This is a good question to keep in mind, and one you are likely to be asked, so make sure you have an answer. Alan Gordon, who had to endure this question when bringing his own show to the\u00a0Fringe, advises,\u00a0\u201cGet that elevator pitch, that 30 seconds, \u2018This is the show, this is why it\u2019s unique, this is why you should see it.\u2019 You should learn that as if it\u2019s part of your script.\u201d<\/p>\n<p>Having an answer isn\u2019t just great for the sake of people asking, it also helps you figure out the core of why you\u2019re going to the\u00a0Fringe\u00a0\u2013 and all the decisions that need to be made. You\u2019ll know your goals and what you\u2019re trying to achieve. For example, if you know your audience is younger, you\u2019ll realise you don\u2019t need to splash out and advertise in certain newspapers and instead, you could invest in a social media campaign.<\/p>\n<h4>Spend your energy wisely<\/h4>\n<p>You don\u2019t just need to budget your money. You also need to budget your time and energy, which means ensuring you\u2019re spending it on the right things. The Edinburgh Fringe Society runs an event called\u00a0<a href=\"https:\/\/www.edfringe.com\/take-part\/marketing-your-show\/promotion-pr-media\" target=\"_blank\" rel=\"noopener\">Meet the Media<\/a>\u00a0on the first Saturday of the Fringe, which gives shows a chance to \u2018speed date\u2019 the media and pitch themselves. Once again, it\u2019s useful to have that elevator pitch prepared to make the most of this.<\/p>\n<h4>Use the media advice service<\/h4>\n<p>If you have a registered show, you can take advantage of the\u00a0<a href=\"https:\/\/www.edfringe.com\/take-part\/marketing-your-show\/promotion-pr-media\" target=\"_blank\" rel=\"noopener\">Edinburgh Fringe Society\u2019s media advice service<\/a>. Through this service, you can speak to a member of the team and get help with promoting your show, including writing press releases and everything that goes into that. Thanks to their media contact list, they can also put you in touch with journalists who are interested in reviewing work at the\u00a0Fringe, so you can reach out to get those coveted reviews.<\/p>\n<h4>Make use of PR<\/h4>\n<p>Engaging PR is becoming a necessity in order to gain access to the network of journalists at the\u00a0Fringe. If you\u2019re putting on a show at the\u00a0Pleasance\u00a0and have PR associated with your show, the\u00a0Pleasance Theatre Trust\u2019s\u00a0press office will work with them to ensure that the right people are booked into the right performances, especially when it comes to awards judges later on in the festival. However, if you have someone on your team with this kind of knowledge already, it\u2019s recommended you let them handle it.<\/p>\n<p>Find out more about\u00a0<a href=\"https:\/\/www.spotlight.com\/news-and-advice\/pr-for-your-show-chloe-nelkin\/\" target=\"_blank\" rel=\"noopener\">what PR can do for your show<\/a>.<\/p>\n<h3><strong>Work with the Arts Industry Office<\/strong><\/h3>\n<p>Any member of the industry attending the\u00a0Fringe\u00a0can work with the\u00a0Fringe\u2019s\u00a0<a href=\"https:\/\/www.edfringe.com\/take-part\/arts-industry\" target=\"_blank\" rel=\"noopener\">Arts Industry Office<\/a>\u00a0to get an accreditation and request tickets. The\u00a0Arts Industry Office\u00a0will then make sure you have industry guests in your audience alongside reviewers, so you can secure a tour or get an agent off the back of your\u00a0Fringe\u00a0performance.<\/p>\n<p>A special thanks to Alan and Jonny from all of us at\u00a0Spotlight\u00a0for their advice on promoting a show at the\u00a0Fringe!<\/p>\n<h3><strong>More Edinburgh Festival Fringe advice:<\/strong><\/h3>\n<ul>\n<li aria-level=\"1\"><a href=\"https:\/\/www.spotlight.com\/news-and-advice\/making-work\/tips-for-taking-a-show-to-edinburgh-fringe\/\" target=\"_blank\" rel=\"noopener\">Tips for taking a show to the\u00a0Edinburgh Fringe<\/a><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.spotlight.com\/news-and-advice\/the-essentials\/costing-and-budgeting-for-edinburgh-fringe\/\" target=\"_blank\" rel=\"noopener\">Costs and budgeting tips for performing the\u00a0Edinburgh Fringe<\/a><\/li>\n<li aria-level=\"1\"><a href=\"https:\/\/www.spotlight.com\/news-and-advice\/the-industry\/ultimate-guide-performing-at-the-edinburgh-fringe\/\" target=\"_blank\" rel=\"noopener\">The ultimate guide for putting on a show at the Edinburgh Fringe<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Tips for marketing and promoting your Edinburgh Festival Fringe show. After all the hard work of\u00a0funding, budgeting, and\u00a0bringing your show to the Edinburgh Fringe,\u00a0you\u2019re finally ready for an audience. You have tickets to sell, seats to fill, and interviews to give, but none of this comes without marketing and promoting your show. It\u2019s important to [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":3158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[40],"tags":[118,119,110,67,52],"class_list":["post-2184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-essentials","tag-edinburgh-fringe","tag-festivals","tag-marketing","tag-scotland","tag-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Promoting Your Show at the Edinburgh Fringe | Spotlight<\/title>\n<meta name=\"description\" content=\"Learn how to promote your Edinburgh Fringe show. 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