Producing a show is one of the best ways to get stage time before you’re “passed” at a club or booking consistent road work. When you produce your own show you need to be able to manage four equally important parts: the venue, the comics, people showing up to watch the show (this post) and then running the actual show. This post focuses on the audience and getting them to come to the show.
So you’ve booked a venue and have funny comedians performing on your show? Now you have to worry about the hardest part: getting an audience. Comedy isn’t any fun without people in the seats. While part of how you promote your show depends on the venue it’s at, most of it depends on you and your willingness to market the show (even if it’s a free show).
Here are some common methods to let people know your show exists and that they should come to it:
Flyers
Design a square and vertical flyer that states the date, time, location and description of the show. Photos of the comics also help. As does white space. Canva is your friend.
Timing: Design the fliers as soon as your comics are booked. Post fliers around town 3-5 days before the show. Consider having someone pass out fliers near the venue for an hour before the show to get last-minute “impulse” customers.
Posters At The Venue
This is the best way to get people who already know and like the venue to consider returning for your show. Put up flyers/posters in the bathroom stalls, on tables or in the window. If you can splurge, get a big A-Frame with a 24×36″ poster that can be placed outside the venue. (Make sure to get the venues approval before putting anything up!)
Instagram and Facebook Ads
Meta is a multi-billion dollar company because targeted ads work. After you make a nice flyer, put some money into advertising the show in a small radius for interests that match.
Timing: You generally get early birds buying tickets about 3 weeks out. Then some people buy week of, and half of ticket buyers decide within 48 hours of show time. So spend half your budget the last 96 hours before the show, and half your budget for the 2-3 weeks before that.
Local Event Websites
If you’re in a smaller town (aka not NYC or LA), chances are good that there are multiple websites dedicated to covering events in your area. Most of them accept submissions because they need the content. Patch is one such website. Do a little Googling and you’ll find other.
Timing: As soon as you have a flyer.
If someone has attended a previous show of yours, collect their email address and add them to your mailing list. Then send an email to your list promoting your show. Make sure you don’t do this too often, lest your emails get marked as spam.
Timing: No more than one email per week, and limit to 3 emails per month.
Phone Calls
The good old human touch is most effective and most time consuming. Call your friends and anyone else who was dumb enough to give you their phone number and let them know about the show. That will drastically increase the chances that they show up or never answer your calls again.
Timing: Call people a week or two before the show and just mention the show in conversation. Then call the day before the show to remind them. This is a huge time investment, but if you have the patience, this can be very worthwhile (or at the very least, provide for new material when people start giving you crazy excuses for why they can’t make it).
Have Comics Bring People
You can tell some of the comics that they need to bring x number of people in order to perform. But keep in mind that more established comedians do not do “bringer shows” so this will be more effective with newer comics, which might bring down the quality of the show. (But having no audience also brings down the quality of the show.)
For the professional comedians, just tag them in your social media posts and hope that they repost it.
Timing: Tell the comics when you book them about their bringer requirement so that they have time to invite people and to decide if they still want to do your show. Then the night of the show, keep track of how many people each comic has brought.
Constant Pimping
Whenever you talk to someone, mention your show at some point during the conversation. Hopefully you have some social tact and this isn’t the first or last thing that you discuss with them.
Timing: Always, that’s why it’s called “constant pimping.