This document provides terminology for different types of performing arts businesses and marketing techniques. It defines repertory companies as theatrical companies that perform plays from their repertoire for short periods, moving between plays. Touring companies are groups of performers that provide entertainment in locations other than their main venue. Receiving houses are theaters that host touring theater companies but do not produce their own shows. Word of mouth marketing relies on satisfied customers promoting a business to others. A call to action encourages people to perform a desired action like buying tickets. Viral marketing encourages sharing information about goods and services via the internet.

1. Name: Darcy Warwick
Unit 106: Marketing for the performing arts
Terminology Sheet
LO1: Know marketing techniques used by performing arts businesses
LO1 requires you to know different marketing techniques and how they are used by different types
of performing arts companies when promoting a show/theatre/company/event etc.
Using reliable sites (not just Wikipedia) find out definitions for the below key words we will use
during this unit. Try not to copy and paste, write things out in your own words and remember to
cite your sources.
Different Performing Arts Businesses
Type of
business
Definition of what this is with an
real world example
Where you got your information from (web
link)
Repertory
companies
A Theatrical company which
performs plays from its repertoire
for regular, short periods of time,
moving on from one play. An
example of this would be the
Shakespeare’s Globe as they
perform all of Shakespeare’s
plays all in one venue.
https://www.google.com/search?q
=Repertory+companies+
definition&ie=&oe=
Touring
companies
A collective of theatrical, musical
or other performers who
constitute an additional unit of an
established company of
performers, and who usually
provide entertainment at
locations other than the main
venue where the established
company performs. An example
of this would be Delfont
Mackintosh (touring Les Mis)
https://www.yourdictionary.com/touring-
company
TiE
companies
Theatre in education, produce
performances which are
educational for audiences, an
example of this would be forest
forge
Gathered from existing knowledge
Receiving
houses
Are general theatre which does
not produce its own repertoire
but instead receives touring
theatre companies, usually for a
brief period such as three nights
or a full week. An example of this
is the Mayflower.
https://www.accessibletheatre.org.uk/senior-
managers/what-is-involved-in-putting-on-an-
assisted-performance/receiving-houses/
Film
companies
A company which creates,
develops films, adverts and other
audio visuals. An example of this
is an organisation like Disney or
20th century
Gathered from existing knowledge

2. Name: Darcy Warwick
Publicly
funded
organisations
Non-profit
organisations
Is an organisation dedicated to
furthering a particular social
cause or advocating for a shared
point of view.
https://www.investopedia.com/terms/n/not-
for-profit.asp
Organisations
and
companies
with charitable
status eg
National Trust,
places of
worship
What is a CIO? Charitable
Incorporated Organisations or CIOs
are a relatively new legal structure
available for charities or charitable
groups that wish to be
incorporated. It can be picked
instead of registering ad a charity
and then as a company as well.
https://communitysouthwark.
org/sites/default/files/images
/Charitable%20Incorporated
%20Organisations%20-%20
CIOs.pdf
Marketing Types and Methods
Types and
methods
Definition of what this is with an
example
Where you got your information from (web
link)
Word of
mouth
marketing
An unpaid form of promotion in
which satisfied customers tell other
people how much they like a
business, product or service.
https://www.entrepreneur.com/encyclopedia/
word-of-mouth-advertising
Call to
action (CTA)
marketing
The part of a marketing message
that attempts to persuade a person
to perform a desired action. An
example of this is “Come see this
year’s production” or “Buy tickets to
come and see les mis”
https://www.marketingterms.com/dictionary/c
all_to_action/
Viral
marketing
A method of marketing whereby
consumers are encouraged to share
information about a company's
goods or services via the Internet.
Gathered from existing knowledge
Close range
marketing
(CRM)
Close Range Marketing is an
emerging technology that allows
businesses to both promote goods
and services and involve their
customers in interacting with the
business.
Gathered from existing knowledge
Mass
marketing
Market, product (or Production)
produced on a large scale
http://www.businessdictionary.com/definition/
mass-marketing.html
Event
marketing
The activity of designing or
developing a themed activity,
occasion, display or exhibit (such
as a production for the theatre) to
promote a product or organisation
(which in this case is the les mis
production acting as the product
and the school acting as the
organisation producing that
product)
http://www.businessdictionary.com/definition/
event-marketing.html

3. Name: Darcy Warwick
Drip
marketing
Drip marketing is the organised
plan which the producers send a
steady stream of marketing to
their audience/clients (messages,
including emails, social media
posts, postcards, phone calls,
brochures and printed
newsletters).
https://www.marketing-schools.org/types-of-
marketing/drip-marketing.html
Cross
media
marketing
Cross media marketing is taking
your product and implementing it
in a variety of different
medias/mediums.
https://study.com/academy/lesson/cross-
media-marketing-examples-definition.html
Database
marketing
Database marketing is a form of
direct marketing that uses databases
of customers to generate targeted
lists for direct marketing
communications
https://www.marketing-schools.org/types-of-
marketing/database-marketing.html
Primary
Research
Is research which is conducted by
you/yourself to source information
(such as target market, potential
customers and so on)
Gathered from existing knowledge
Secondary
Research
Is research which is taken from
already existing information on a
variety of platforms (such as
media sources, websites, etc)
Gathered from existing knowledge
USP Unique selling proposition is
the factor or consideration
presented by a seller as the reason
that one product or service is
different from and better than that
of the competition
https://www.entrepreneur.com/encyclopedia/
unique-selling-proposition-usp