There's no one-size-fits-all for this, but here are some general approaches as recommended by past performers plus some specific opportunities. There's a lot to take in - but it's worth it.
"If I'd read the publicity document more carefully earlier I'd have had a much better idea of what to do!"
"The key for us was talking it up with anyone who'd listen and and just putting ourselves out there. Completely out of the comfort zone for both of us."
"I also got into costume etc 30 mins before the show and went on walkabout outside the venue."
"I contacted a North Devon book club and a singles' group on Twitter. The singles' group didn't reply, but the book club seemed really enthusiastic, chatted a bit and RTed it to their members."
"Social media was our biggest promotional tool - we posted photos on Instagram, which cross-posted to Facebook and Twitter. In them we mentioned the fringe and pointed people to our website, which had a link to our show page."
"The taster sessions were brilliant. Good way to gain and show support, mingling was good for fringe camaraderie! "
"I know from previous years that sending posters and flyers ahead of time is the best thing I can do because it gives you the most pre festival visibility."
"We flyered venues and the Gazebo and also local coffee shops and hairdressers - they were very welcoming and engaged. We only brought 250 with us - I would suggest a 1000 for the full festival.
"We should have used flyers. When there are so many people on the streets actively looking for shows to attend and so many shows for them to choose from, flyers would have been invaluable."
"Most effective were Taster sessions and generally engaging with fellow performers. We did Thursday and Friday Taster sessions, saw other people's shows as much as possible, tweeted about them, chatted on the street, after shows, when leafleting, in the bar, etc"
"Word of mouth is crucial. The vast majority of all my publicity efforts go into getting an audience for the first show, because if it goes well and audience members are talking about your show, most of the work is being done for you."