Additional printed material

Other material you produce could include outdoor canvas billboards if you have a good

location. Or you might decide to produce novel promotional material such as stickers,

tee shirts or printed objects related to your show. 

Novelty flyers are particularly good during festivals such as the Fringe NZ Festival or the

Laugh! Festival because there are a lot of shows with flyers out there competing for

attention. But be aware that these novelty items often don't carry much information and

can be costly. You should ensure your other communication tools are effective in

conveying the necessary information before you branch out into these additional tools.

Distribution

There is little point in producing printed material that sits in the boot of someone's car.

Often, the most well intentioned people do not distribute the flyers or posters as they had

hoped to and then, out of embarrassment, don't bring them back to you to distribute. Get

people with some time on their hands and either pay them or offer tickets in exchange for

their time. Give them a list of streets and shops you would like covered.

Most cities have professional distributors. These companies are particularly effective with

the outdoor stick up of your posters and it's a waste of time to attempt the outdoor

distribution yourself. These companies may also provide a service for the indoor stick up

of posters and placement of flyers but to save money, you can often arrange this yourself.

You may choose a combination: a professional company for outdoor promotion and a

volunteer for indoors.

Other ways of distributing your flyers include through the mail and handing them out 

at other events attended by your target market. These are covered in Direct marketing

(page 42).

4

If you're sending out invitations to an exhibition opening or preview, you should send

the flyers and invitations together. It saves extra postage and has more impact because it

provides the recipient with good background information. 

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Smart arts

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