Marketing/touring NO TABS - Arts Council England

Marketing/touring NO TABS - Arts Council England

16 Marketing and touring – A practical guide to marketing an event on tour

Other factors

There are many other factors that influence the planning of a tour:

•funders may require a minimum number of dates in a particular region, or

require a company to perform in more than one region

• special relationships with a region

• technical requirements may prevent product touring to some venues

• the audience development objectives of the venue, company or

a promoter

• timing – the late booking of a tour may force companies to accept any

venues that still have dates available

• companies or funders may aim to make particular artforms available as far

as possible in all regions of the UK

Even if you cannot influence planning at this stage, talk to your colleagues

so that you understand and can explain why they have made particular

decisions. Venues see poor internal communication as a major weakness in

companies and it can be a problem in venues too.

See the online version of this guide at

for sources of information that can help companies decide where to tour

and for guidance on how to market your touring production to venue


Developing effective partnerships 17

Partnerships within your own organisation

Working with education and outreach

Those responsible for education and marketing in your organisation are

likely to have different goals and different perspectives on audience

development. Education workers are more likely to focus on developing the

individual through participation rather than attendance. Marketers are likely

to want to expand and broaden attendance at performances and to

strengthen people’s relationships with the organisation itself. Each area has

its own specialist language, too.

Education and marketing staff each have a unique set of techniques, skills

and knowledge they can apply to audience development. On the whole, the

tools used by the education staff are excellent at providing an in-depth

experience to relatively small numbers of people at a time. The tools used by

the marketing team can communicate effectively with relatively large

numbers of people but are less effective in changing people’s attitudes to

the arts. Working together ensures that the organisation avoids developing

audiences or participants and then abandoning them, as both education

and marketing can coordinate activities to ensure continuity in the

relationship with these new-found friends.

This means that when the two functions work together, they get better

results. Close liaison is vital. There needs to be mutual respect and

understanding of both the shared and individual visions and goals.

Misunderstandings can arise when there is a lack of clarity about whether

the company’s policy is to focus education work primarily on audience

development or on purely educational goals related to individual learning.

In particular, some venue staff find it difficult to understand why education

work is not linked more closely with the company’s performances.

More magazines by this user
Similar magazines