2 Minute Read – Basic Arts Marketing

The past five years I worked in marketing at the Edinburgh Fringe, a nightmare of flyers, posters, advertisements, press, and ad space. There are books on how to advertise at this one festival. You’re competing with 90,000 other companies for a limited amount of audience so you have to clever.

The single best takeawy from that was:

ARTS MARKETING SHOULD BE AS CREATIVE AS THE ARTISTIC PRODUCT

The shows that were able to generate immediate buzz had a branding gimmick that was as clever as the performance. One of the Japanese national companies handed a flyer that folded infinitely onto itself. A Scottish improv troupe branded coconuts with their show times. My favorite was a magician whose show info was only revealed after you set the paper on fire.

Many of these were expensive (such as the Midsummer Night’s Dream production that wood-burned their info onto tree bits) some were frugal (a comedian who carved his show time into his boot, dipped it in paint, and created a path that lead to his venue), but all were clever.

WHEN YOU NEED TO ADVERTISE THE NOVELTY OF YOUR ART, MAKE SURE THE FIRST AUDIENCE CONTACT POINT IS SOMETHING THEY’VE NEVER SEEN BEFORE.

-goat