
A guide for small theatre production companies and fringe theatres doing their own marketing
I’ve been writing about theatre in London for 15 years* and I’m lucky enough to get sent press releases, invites and pitches of all shapes and sizes, but I wanted to share some tips for the small productions and venues doing their marketing with a low or no budget.
You’ll likely have a list of journalists and bloggers you want to target with promotional material and to invite to review.
Bloggers will receive a lot of press releases and invites. I count myself as small-scale in the reviewing world and still receive 20-30 emails and DMs a week.
Added to this, only a very few online reviewers do it as paid work. Most, like me, have full-time jobs and blog about theatre as a hobby and are therefore time poor.
Keep information clear and concise
This means clear communication with easy-to-find key information in emails is a huge help.
- Where is your play/musical/show?
- When is it?
- How long is it?
- What is it?
WHERE London has so many fringe theatres, so include an address for where your production is in your email so reviewers have the information to hand.
Side note: if you are a theatre, is the address easy to find on your website?
There are an alarming number of small theatre websites with this vital bit of info buried somewhere in a drop-down menu or page. Make it clear and obvious, eg, ‘Find us’ in the main menu.
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