Article:
Creating a LARP Group: Recruiting New Players

Recruiting is probably the most overwhelming thing for people starting their own LARP group. New players are the lifeblood of any game. If you're charging money for your game, effective recruitment can mean the difference between ending an event in the black instead of losing money.

A lot of the tricks used for this can really be used for any game.  These are just ones that tend to work well for LARP, since it is generally considered socially awkward by those unfamiliar with LARPing.

1. Advertise to your Target Audience
There's a wide variety of LARP games out there, and each of them might seem interesting to different groups of people. A high fantasy, low combat system might benefit more for targeting theatrical groups and libraries, where a combat heavy game might have better luck at gyms and sports clubs.  

Don't just use the same poster everywhere.  Each group should have their own advertisement that focuses on the things that speak to that group.  When advertising to college students, focus on the social aspects and offer cost reductions.  When addressing theatrical students, talk about being part of a story and providing the chance for impromptu acting.  When selling the game to sporty people, use action photos from combat to give them an idea of how fun the game can be.  

2. Avoid Bias in Public Advertising
There is a stigma associated with LARPing, at least in the United States.  As soon as people hear the word LARP, they immediately assume that it is a dorky or nerdy activity, despite the fact that they may not even know what LARP is.  If you're putting up advertising in public, avoid the words that paint a bias against your game. Instead of using "LARP," "Roleplaying," and "Fantasy," use terms like "Club," "Experience," and "Story."

This is not intended as a deception to the customer.  You simply want your advertising to peak their interest to find out more about the game.  Feel free to use more common terms on the next level of communication, like your website.  People will be able to make a value judgement on your game vs the stigma.  You want people saying  "I was actually kind of interested before I knew it was a LARP.  Maybe LARPs get a bad rap?"