Lessons from the Edinburgh Fringe: Marketing for Everyone

Every August, the vibrant streets of Edinburgh transform into a cultural melting pot. The Edinburgh Fringe Festival, boasting over 2,000 performances across 200 venues, draws in thousands of eager participants. Sounds a lot like trying to launch a product or service at an agricultural show, right?  While not every Festival performer aims for stardom, the Fringe provides valuable marketing lessons applicable to any rural business.

Make it super easy for journalists: Whether you're launching a play or a plough, the opening of your press release should be short and snappy, setting out your USP, with more detailed info further down.  Your contact details and social media handles clearly displayed along with links to any videos, podcasts or Dropbox images.  Help journalists to help you!

Partner for Impact: Bigger venues like The Assembly or Underbelly boast established PR teams that enhance their shows' visibility. Collaborating with marketing professionals familiar with your industry can significantly improve your reach and connect you with the right audience.

Beyond Profit: The Fringe isn't just about monetary gains. It fosters networking, hones skills, and exposes your brand to a wider audience. Take the time to identify relevant events that foster valuable connections and propel your brand forward.

Craft Compelling Copy: Your message must grab attention in a sea of listings. Highlight your unique offering and define a clear call to action, telling potential attendees exactly what you want them to do (e.g. purchase tickets, learn more, etc.).  Consider using QR codes on your printed material.

Develop a Cohesive Brand: Whether you're a ballerina or a blacksmith, a strong brand identity is crucial. Fostering consistent branding across all platforms – online and offline – is paramount.  Scene & Herd can build you a brand which will make your heart sing!

Encourage Reviews: Encourage customers to leave reviews, and showcase them strategically in your marketing materials. This fosters trust and social proof, encouraging potential customers.

Leverage Existing Social Media: Building a following takes time. Instead of creating a new account for each project, optimise your existing profiles by updating the bio and using relevant hashtags to drive traffic. Include your social media handles and relevant hashtags in promotional materials.

Stay Organised: The official Fringe program boasts almost every show, except those that missed the registration deadline!  Pay close attention to deadlines when registering for events, applying for awards, or interacting with media outlets.

Embrace Unexpected Opportunities: When comedian Georgie Grier faced a single attendee, she embraced humour, tweeting about it. The resulting publicity far outweighed any traditional marketing efforts. This experience highlights the importance of turning unexpected situations into marketing opportunities. Be creative and think outside the box to capture attention, even in the face of setbacks.

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There was one person in my audience today when I performed my one woman play, ‘Sunsets’ at #edfringe. It’s fine, isn’t it? It’s fine…? 🥹 pic.twitter.com/D0lfAsMMz0

— Georgie Grier (@georgie_grier) August 3, 2023

By incorporating these lessons gleaned from the Edinburgh Fringe Festival, you can cultivate a strategic and sustainable marketing approach, ensuring your organisation is seen and heard!

Anna
p.s. I'd love to hear your festival recommendations