{"id":74301,"date":"2023-07-19T09:10:16","date_gmt":"2023-07-19T08:10:16","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=74301"},"modified":"2023-07-20T10:51:30","modified_gmt":"2023-07-20T09:51:30","slug":"promowanie-wystepu-na-edinburgh-fringe","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/business-marketing\/promoting-a-show-at-the-edinburgh-fringe\/","title":{"rendered":"Promowanie wyst\u0119pu na festiwalu Edinburgh Fringe"},"content":{"rendered":"
<\/div>

Gdy \u015bwiat\u0142o reflektor\u00f3w kieruje si\u0119 w stron\u0119 szkockiej stolicy, Edinburgh Festival Fringe<\/a> jest gotowy, aby ponownie zaj\u0105\u0107 centralne miejsce. Trwaj\u0105cy miesi\u0105c maraton \u015bmiechu i kreatywno\u015bci, Fringe s\u0142ynie z tego, \u017ce jest najwi\u0119kszym festiwalem artystycznym na \u015bwiecie, zapewniaj\u0105cym platform\u0119 dla wykonawc\u00f3w wszelkiego rodzaju. Jednak po\u015br\u00f3d ery cyfrowej, jedna tradycja jest niezachwiana - korzystanie z ulotek i plakat\u00f3w do promowania pokaz\u00f3w i wyst\u0119p\u00f3w.<\/span><\/p>\n

Podczas Fringe krajobraz Edynburga zmienia si\u0119 w kolorowe p\u0142\u00f3tno, ozdobione szeregiem urzekaj\u0105cych ulotek i plakat\u00f3w. Wykonawcy, zar\u00f3wno do\u015bwiadczeni weterani, jak i nowicjusze, wychodz\u0105 na ulice uzbrojeni w stosy \u015bwie\u017co wydrukowanych ulotek i poczucie oczekiwania, kt\u00f3re jest zara\u017aliwe. Ta tradycja to nie tylko taktyka marketingowa, to symbol ducha festiwalu - kreatywnego, dynamicznego i osobistego.<\/span><\/p>\n

Sameer Katz dzieli si\u0119 swoimi do\u015bwiadczeniami z Edynburga<\/strong><\/h2>\n

\"\"<\/a><\/p>\n

Niedawno spotkali\u015bmy si\u0119 z Sameerem Katzem, do\u015bwiadczonym stand-uperem pochodz\u0105cym z Orange County w Kalifornii, kt\u00f3ry powr\u00f3ci na Fringe po raz si\u00f3dmy. Znany ze swojego ostrego jak brzytwa dowcipu i unikalnych perspektyw, Katz wnosi \u015bwie\u017c\u0105 ofert\u0119 \"Love Is A Lie\" na tegoroczny Fringe.<\/span><\/p>\n

Mieli\u015bmy przyjemno\u015b\u0107 porozmawia\u0107 z Sameerem o jego do\u015bwiadczeniach zwi\u0105zanych z promocj\u0105 jego wyst\u0119p\u00f3w w Edynburgu. Oto jak potoczy\u0142a si\u0119 nasza rozmowa:<\/span><\/p>\n

Czy mo\u017cesz opisa\u0107 proces tworzenia unikalnego i chwytliwego tytu\u0142u show oraz atrakcyjnego opisu show?<\/b><\/h3>\n

\"Ka\u017cdego stycznia, na d\u0142ugo przed tym, zanim w og\u00f3le pomy\u015bl\u0119 o Fringe, dostaj\u0119 e-mail z informacj\u0105, \u017ce nadszed\u0142 czas, aby zg\u0142osi\u0107 sw\u00f3j wyst\u0119p na Fringe. Wi\u0119c ka\u017cdego stycznia wariuj\u0119. \"Co ja zrobi\u0119 w tym roku?!\". Po wielu dniach ustalam tytu\u0142, kt\u00f3ry jest na tyle niejasny, \u017ce mog\u0119 go zmieni\u0107 w cokolwiek. W tym roku jest to \"Mi\u0142o\u015b\u0107 to k\u0142amstwo\". Cho\u0107 mo\u017ce to zabrzmie\u0107, jakby m\u00f3j program by\u0142 o tym, jak bardzo jestem znu\u017cony mi\u0142o\u015bci\u0105 we wszystkich jej formach, m\u00f3g\u0142by by\u0107 r\u00f3wnie\u017c o tym, jak za\u0142o\u017cyciel The Beach Boys, Mike Love, by\u0142 patologicznym k\u0142amc\u0105. (Nie mam poj\u0119cia, czy by\u0142 k\u0142amc\u0105. Prosz\u0119, nie pozywaj mnie, panie Love). <\/span><\/p>\n

Opisy pokaz\u00f3w s\u0105 trudne. \u0141atwo jest przyt\u0142oczy\u0107 widz\u00f3w przegl\u0105daj\u0105cych program Fringe lub aplikacj\u0119 Fringe, wi\u0119c naprawd\u0119 trzeba si\u0119 wyr\u00f3\u017cni\u0107. Cytowanie recenzji naprawd\u0119 pomaga przebi\u0107 si\u0119 przez szum, ale potrzebujesz te\u017c zabawnego i zwi\u0119z\u0142ego sposobu na opisanie swojego wyst\u0119pu. Kiedy wiem, o czym jest m\u00f3j wyst\u0119p, wymy\u015blam kr\u00f3tkie za\u0142o\u017cenie, kt\u00f3re jest wype\u0142nione \u017cartami. Staram si\u0119 znale\u017a\u0107 r\u00f3wnowag\u0119 mi\u0119dzy tym, co zrozumia\u0142e, a tym, co wyj\u0105tkowe\".<\/span><\/p>\n

Jak skuteczne by\u0142o wykorzystanie materia\u0142\u00f3w drukowanych (takich jak ulotki lub plakaty) w przyci\u0105ganiu odbiorc\u00f3w? Czy mo\u017cesz podzieli\u0107 si\u0119 konkretnymi strategiami wykorzystanymi do dystrybucji tych materia\u0142\u00f3w drukowanych?<\/b><\/h3>\n

\"\"<\/a><\/p>\n

\"Ulotki i plakaty s\u0105 jednocze\u015bnie niezb\u0119dne i bezcelowe. Ludzie widz\u0105 plakat lub ulotk\u0119 i my\u015bl\u0105: \"To wygl\u0105da dobrze\" i przychodz\u0105 na koncert. Wi\u0119kszo\u015b\u0107 ludzi ignoruje mnie, gdy roznosz\u0119 ulotki; spo\u015br\u00f3d tych, kt\u00f3rzy je bior\u0105, wi\u0119kszo\u015b\u0107 po prostu je wyrzuca. A jednak wi\u0119kszo\u015b\u0107 ludzi na moich pokazach jest tam dlatego, \u017ce ich ulotkowa\u0142em. To nie ma sensu, ale tak to dzia\u0142a. <\/span><\/p>\n

Rozwieszam plakaty, z pomoc\u0105 wolontariuszy Free Festival, w ca\u0142ym mie\u015bcie i w lokalach na kilka dni przed Fringe. Nast\u0119pnie codziennie roznosz\u0119 ulotki, ile tylko mog\u0119. To najtrudniejsza cz\u0119\u015b\u0107 festiwalu: godziny sp\u0119dzone na sprzedawaniu moich towar\u00f3w w wi\u0119kszo\u015bci niezainteresowanemu t\u0142umowi.<\/span><\/p>\n

Kluczowe jest pami\u0119tanie, \u017ce to nie jest sprawa osobista; na Fringe dzieje si\u0119 wiele i nie ka\u017cdy chce zobaczy\u0107 m\u00f3j wyst\u0119p. Najwi\u0119kszy sukces odnios\u0142em w roznoszeniu ulotek na godzin\u0119 przed moim wyst\u0119pem, a tak\u017ce w roznoszeniu ulotek po podobnych wyst\u0119pach. Wa\u017cne jest, aby wiedzie\u0107, kim jest twoja publiczno\u015b\u0107 i kierowa\u0107 do niej reklamy\".<\/span><\/p>\n

Jak\u0105 rol\u0119 odgrywaj\u0105 przyci\u0105gaj\u0105ce wzrok wizualizacje i grafiki w promowaniu programu?<\/b><\/h3>\n

\"Musisz mie\u0107 dobrze wygl\u0105daj\u0105cego Postera i Flyera. To wszystko prawda, gracze typu \"take-a-chance\" musz\u0105 odej\u015b\u0107. Jednego roku m\u00f3j plakat przedstawia\u0142 mnie na drzewie. Wiele os\u00f3b przysz\u0142o tylko na podstawie tego zdj\u0119cia. Plakaty z gwiazdkami z recenzji r\u00f3wnie\u017c si\u0119 wyr\u00f3\u017cniaj\u0105. Ludzie chc\u0105 wiedzie\u0107, \u017ce ich czas b\u0119dzie dobrze spo\u017cytkowany, a gwiazdki i laury to zapewniaj\u0105. <\/span><\/p>\n

Pomaga w tym r\u00f3wnie\u017c op\u0142acenie do\u015bwiadczonego grafika; profesjonalne plakaty wskazuj\u0105, \u017ce odnosisz sukcesy, a je\u015bli odnosisz sukcesy, musisz by\u0107 zabawny \".<\/span><\/p>\n

Czy mo\u017cesz podzieli\u0107 si\u0119 histori\u0105, w kt\u00f3rej nieoczekiwana strategia promocyjna zadzia\u0142a\u0142a na Twoj\u0105 korzy\u015b\u0107?<\/b><\/h3>\n

\"Flyering<\/a><\/b>\"Jako Kalifornijczyk, szkockie lato jest dla mnie bardzo zimne, wi\u0119c cz\u0119sto latam w kurtce soft-shell. Mam na sobie wi\u0119cej warstw ni\u017c Edmund Hillary podczas wspinaczki na Everest. Zalet\u0105 mojego eskimoskiego stroju jest to, \u017ce mam wiele kieszeni, w kt\u00f3rych mog\u0119 schowa\u0107 moje ulotki. Zazwyczaj trzymam tylko jedn\u0105 na raz. <\/span><\/p>\n

Pewien facet zabra\u0142 mi kiedy\u015b Flyera, my\u015bl\u0105c, \u017ce to akt mi\u0142osierdzia. By\u0142 szlachetnym rycerzem uwalniaj\u0105cym mnie od tyranii Flyera, podczas gdy tak naprawd\u0119 mia\u0142em w kieszeniach dziesi\u0105tki innych. Od tamtej pory regularnie wykorzystuj\u0119 ludzkie wsp\u00f3\u0142czucie i pozwalam im my\u015ble\u0107, \u017ce ko\u0144cz\u0105 moj\u0105 niedol\u0119, tylko po to, by odwr\u00f3ci\u0107 si\u0119 i wyci\u0105gn\u0105\u0107 kolejn\u0105\".
\n<\/span><\/p>\n

W jaki spos\u00f3b wykorzysta\u0142e\u015b media spo\u0142eczno\u015bciowe i platformy internetowe (takie jak podcasty, YouTube, blogi), aby zwi\u0119kszy\u0107 widoczno\u015b\u0107 swojego programu?<\/b><\/h3>\n

\"Internet jest irytuj\u0105co wa\u017cny. Ludzie planuj\u0105 sw\u00f3j Fringe wok\u00f3\u0142 wyst\u0119p\u00f3w wykonawc\u00f3w, kt\u00f3rych widzieli w mediach spo\u0142eczno\u015bciowych lub s\u0142yszeli w podcastach. Jestem na Twitterze, Instagramie i YouTube, ale w g\u0142\u0119bi duszy nie jestem stworzony do tej nowoczesnej ery. W\u0142a\u015bnie dlatego pisz\u0119 post na blogu. Zabierz mnie z powrotem do czas\u00f3w tumblr i dial-up. Pisz\u0119 nawet powie\u015b\u0107! Zgadza si\u0119, to co\u015b, co jest jak naprawd\u0119, naprawd\u0119 d\u0142ugie wideo TikTok, ale na papierze. Prosz\u0119 r\u00f3wnie\u017c o \u015bledzenie mnie na wszystkim\".<\/span><\/p>\n

Jakiej rady udzieli\u0142by\u015b komikowi, kt\u00f3ry planuje promowa\u0107 sw\u00f3j wyst\u0119p na Edinburgh Fringe po raz pierwszy?<\/b><\/h3>\n

\"T\u0142umy<\/a><\/p>\n

\"B\u0105d\u017a s\u0142awny. Je\u015bli nie jeste\u015b s\u0142awny, b\u0105d\u017a bogaty i zap\u0142a\u0107 za PR, aby ludzie my\u015bleli, \u017ce jeste\u015b s\u0142awny. Poza tym, najlepsz\u0105 rzecz\u0105, jak\u0105 mo\u017cesz zrobi\u0107, jest rozpowszechnienie swojego nazwiska w Internecie. Konkretnie, rozreklamuj si\u0119 w mediach spo\u0142eczno\u015bciowych, przeprowadzaj wywiady z firmami medialnymi i wysy\u0142aj informacje prasowe do recenzent\u00f3w. <\/span><\/p>\n

Je\u015bli chodzi o codzienn\u0105 prac\u0119 i rozdawanie ulotek, anga\u017cowanie ludzi jest o wiele bardziej skuteczne ni\u017c rutynowe rozdawanie ulotek. Lepiej jest rozdawa\u0107 mniej ulotek ludziom, z kt\u00f3rymi si\u0119 kontaktujesz, ni\u017c po prostu rozdawa\u0107 je ludziom, kt\u00f3rzy nie s\u0105 nimi zainteresowani\".<\/span><\/p>\n

Poza marginesem...<\/strong><\/h2>\n

Gdy zbli\u017camy si\u0119 do spektaklu Fringe, tradycja ulotek i plakat\u00f3w pozostaje kolorowym \u015bwiadectwem \u017cywego ducha festiwalu. Te namacalne pami\u0105tki nadal anga\u017cuj\u0105, przyci\u0105gaj\u0105 i inspiruj\u0105 publiczno\u015b\u0107. I cho\u0107 festiwal jest wyj\u0105tkowy, wp\u0142yw dobrze wykonanych materia\u0142\u00f3w drukowanych jest uniwersalny. Niezale\u017cnie od tego, czy promujesz wyst\u0119p komediowy, czy swoje najnowsze przedsi\u0119wzi\u0119cie biznesowe, si\u0142a starannie zaprojektowanych materia\u0142\u00f3w drukowanych jest uniwersalna. Ulotka <\/a>lub Plakat <\/a>jest niezaprzeczalna. <\/b><\/p>\n

Je\u015bli jeste\u015b w Edynburgu w tym sezonie, nie przegap \"Love Is A Lie\" Sameera Katza<\/a>, wyst\u0119puj\u0105c w Doon The Stair Comedy Club w 32 Below, <\/b>32b W Nicolson Street.<\/b><\/p>","protected":false},"excerpt":{"rendered":"

As the spotlight swings towards the Scottish capital, the Edinburgh Festival Fringe is ready to take centre stage once more. A month-long marathon of laughter and creativity, the Fringe is famed for being the largest arts festival in the world, providing a platform for performers of all stripes. Yet, amidst the digital age, one tradition […]<\/p>\n","protected":false},"author":134,"featured_media":74302,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-74301","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"\nPromoting A Show At The Edinburgh Fringe - Solopress UK<\/title>\n<meta name=\"description\" content=\"We spoke to Californian stand-up and 7-time Edinburgh Fringe veteran Sameer Katz, about the role Flyers and Posters play in promoting a show.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/pl\/marketing-biznesowy\/promowanie-wystepu-na-edinburgh-fringe\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Promoting A Show At The Edinburgh Fringe - 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