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Fringe Theater and Your Marketing
Article originally published by Allison Roundpeg.
Indianapolis is an incredibly lucky city. We’re home to the Indy Fringe Festival, a ten day celebration of theater in all its myriad forms: comedy, drama, mime, dance, music, storytelling. You name it, somebody was doing it at the Fringe.
I’ve spent the past week practically living in the Mass Ave theater district, taking in as many shows as humanly possible. Besides taking in some exceptional theater, I’ve also been watching how the performers are marketing themselves.
Make no mistake, this is an incredibly cutthroat industry. In order to break even on the cost of performing at the festival, every act needs to have at least nine paying customers at each of their six shows. Sound easy? Not when you’re competing with six other performers in the same slot, more enticing acts in other time slots and alternate entertainment options like the beer tent or staying home. I sat in more than one performance with less than nine paying customers.
As a small business owner, you have overhead to meet, too. You have to keep your employees paid and the lights on. What marketing lessons can you take away from avant-garde theater?
There are lessons all around us, if only we’re willing to look. Theater is one fantastic way of expanding our minds, jumps tarting our creativity and even picking up a couple new marketing tips.