PROMOTE YOUR SHOW LIKE A PRO!

With GICF26 just around the corner 🙌, we thought we’d put together a little email series covering all the basics (plus a few top tips!) on how to promote your show.

If you fancy a bit of guidance, or just want to make sure you’ve got everything covered – read on, and stay tuned for more over the next few days…

To get started: Show Assets

We know – your show’s already on sale. Still, it’s worth taking another look at your online listing.

First impressions count. If you’re newer or not yet well-known in Glasgow, a strong image can be the difference between someone stopping to read or scrolling straight past. On the flip side, artwork that’s messy, vague, or overcomplicated can put people off before they’ve even got to the details.

There’s no exact formula, but using a high-quality image that’s simple, clear, and eye-catching is usually a safe bet.

The same goes for your show description. Make sure the copy clearly explains what the show is about and what kind of experience the audience can expect – especially for people who don’t know your work yet.

What type of show is it? (Stand-up / character / sketch, etc)
What style of comedy? (Observational / one-liner / alternative, etc)
Are there any themes or unique hooks?
Is there a narrative story running throughout?
You may also want to include links to YouTube clips or social platforms, or include press quotes. And please 🙏 check for typos!

Now that you have the listing sorted, save the link. Keep it handy on your phone for social posts, and make sure it’s linked in your social bio. On that note…

Right. Social media. Deep breath.

You do not need to be on every platform known to humankind. It’s far better to post across one or two if it means you’re posting regularly. Keep it manageable and vary your content. Here are some suggestions that can work well:

Short performance clips
Quick, creative promo videos
Countdown and reminder posts
Poster image (just not only your poster image)
Remember, people need reminded more than once. In fact, loads and loads of times. Algorithms are weird. Don’t assume that folk will get sick of you – it’s more likely they’ll miss it altogether.

✨ Golden Rules ✨

Tag your venue and GICF for wider reach.
Include the ticket link wherever you can.
Post regularly and in a variety of ways.

Make it easy. If people have to hunt for info, they won’t bother.

Handy Tips:

Facebook: Consider creating an event so you can invite people directly.
Instagram: Pin your show post and add a ticket link to your bio. Share posts to your story (you can add a link here too).
TikTok: Pin a short clip with show details in the caption. Don’t forget to add the ticket link to your bio. (Did we mention the ticket link?!)

This one’s about Free Listings and Press Coverage

Low effort, but potentially high reward!

First off, you want to make sure your show is listed everywhere it can be. You’re already on the GICF website – but where else can you advertise your event for free?

Your GICF venue’s website
What’s On Glasgow
DataThistle
If it’s free to list, there’s no reason not to!

Getting press coverage means being proactive and finding an angle that makes your show stand out.

Think about any interesting stories about you or your show – something that you’d actually want to read about. If you’re not local, do you have a unique connection to Glasgow?

Focus on publications whose readers are likely to engage with your show. Look for outlets that publish similar stories or cover events like yours.

Always include a high-quality promo photo, a ticket link, and your contact details. Reach out early, and if necessary, send one polite follow-up. If you don’t get a response, don’t take it personally – editors are busy.

Some Scottish newspapers and websites you might consider contacting in the run-up to the festival: Glasgow Live, Glasgow Times, Glasgow World, The Herald, The Scotsman, The Daily Record, The Skinny

Let’s take a look at Posters & Paid Advertising Options…

Posters may be old-school, but they still do the job – especially for local crowds and people already out and about looking for something to do.

Making your own poster has never been easier with beginner-friendly platforms like Canva, where you can gain basic access with a free account.

A good poster should tell punters everything they need to know at a glance:

Act name and show title
Venue, date and time
Ticket info or QR code (make this bold and obvious)
If they need to squint or read a paragraph, it’s too busy. Keep the text big, the contrast strong, and the design clean. You can also include official logos from our GICF Brand Kit.

Many local and online printers offer small-batch printing. We use Footprint Copy – they’re part of social enterprise and registered charity Community Central Hall, and their profits support community services.

Put posters up in bars and cafés, on community noticeboards, and in venues you’re performing at. Always ask first – most places will be sound about it if you’re polite.

For larger quantity printing and distribution, local company Direct Distribution is kindly providing GICF acts with special rates. For full info on this, see our Promo Guide.

One of the best ways to sell your show? Knock it out of the park in front of another crowd.

If you can get open spots or guest spots during the festival, you’re getting in front of an audience that already wants comedy, and may be keen to see more of you.

Research is key to finding and securing spots. There’s a GICF Performers Facebook group where you can network with other GICF acts and shows. You may also find it useful to join the Scottish Comedy Forum – this group has various resources on Scottish open spot opportunities (but always be sure to abide by community rules!).

A few things to keep in mind:

When messaging promoters, be polite and to the point. Outline your experience level, send a recent clip and don’t hound – even if you don’t get a reply.
On the night, arrive on time. Do your best, tight set. Don’t overrun.
If the promoter’s happy with it, end with one clear plug: your show name, date, and venue.
If you’ve got flyers, ask before leaving them out – most folk are fine with it if you’re respectful. Support other comics. Share their stuff, recommend shows you like. It comes back around.
The Summary

You don’t need to do everything perfectly. You just need to do a bit of a few things:

✅ Check your image and copy are as strong as they can be.
✅ Regular social posts with a clear ticket link.
✅ Get posters up in sensible places.
✅ Free show listings and a bit of press outreach.
✅ A couple of spots to help push the show.

Common mistakes are leaving it too late, being too vague, or feeling awkward about promoting your own work.

You’ve already done the hard part – you made a show! Promoting it is just letting people know it exists. That’s not cringe, it’s necessary!

Still needing a bit of help? GET IN TOUCH WITH US

Email the team on: info@glasgowcomedyfestival.com