1. Name:
Unit 106: Marketing for the performing arts
Terminology Sheet
LO1: Know marketing techniques usedby 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 This is a company where
they put on a specific
type of show, or a series
of rotating shows from a
repertoire. An example of
this is the Globe Theatre
which only performs
Shakespeare Plays.
These shows are not
normally particularly
technical, as they need to
be put on quickly. On
some occasions the
Globe puts on 3 different
shows in a day.
https://w
ww.shakespearesglobe.c
om/
And own knowledge.
Touring companies Touring companies tour
around the
country/world to
receiving houses,
typically with one show,
and perform for a short
run. These typically last
from a week to a month;
the larger the show is the
longer it will run. For
example, the Les Mis tour
runs for about a month in
each theatre it plays at.
https://www.mayflower.o
rg.uk/
(Length of runs)
And own knowledge.
TiE companies TiE (Theatre in Education)
companies tour around
schools putting on
educational shows. Some
also tour larger venues,
Own Knowledge.
2. Name:
and have multiple
schools see one show. A
local company is Forest
Forge which tours a TiE
performance to 5 local
schools every summer.
Receiving houses Receiving houses are
theatres which touring
companies play in. They
vary in size. The only
occasion where they
might produce a show is
for a special event, like a
Christmas Panto.
https://www.mayflower.o
rg.uk/
And own knowledge.
Film companies Film companies produce
films that run recorded in
cinemas. One of the
largest is Disney.
Own knowledge.
Publicly funded
organisations
These two are often the
same. These are funded
by government money or
reinvest all of their profits.
Most arts funding in
England is provided by
Arts Council England. For
example the organisation
funds the National
Theatre, giving them
almost £17 million in the
2019/20 season. Local
organisations include Big
Little Theatre companies.
https://www.artscouncil.o
rg.uk/national-portfolio-
2018-22/more-data-2018-
22
Non-profit organisations
Organisations and
companies with
charitable status eg
National Trust, places of
worship
The Minack Theatre is a
registered charity. It is a
theatre on the cliffs in
Cornwall which has been
putting on shows for over
80 years.
https://www.minack.com
/a-living-theatre/
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
Word of mouth
marketing is generally
only achieved by having
a good or highly
anticipated product. Then
audience members could
Own knowledge.
3. Name:
tell their friends or family,
or post on social media
about it.
Call to action (CTA)
marketing
Call to action marketing
is a type of marketing
which gives an
instruction, for example
`Get Tickets Now`
Own knowledge.
Viral marketing Viral Marketing uses
social media to gain
traction and snowball,
allowing social media
attention to promote the
campaign.
Own knowledge.
Close range marketing
(CRM)
Close range marketing
uses technology to
promote to a customer
when they are in a
relevant location. For
example if they are
walking past a theatre,
their phone could buzz
and give them a discount
to book tickets for that
night’s performance.
https://www.verticalrail.c
om/kb/close-range-
marketing/
Mass marketing Mass marketing is a
marketing technique that
makes the scope of a
campaign as broad as
possible, to avoid having
to do multiple campaigns
for multiple audiences for
a product. These types of
advertisements are
normally used in
expensive, prominent
placements such as
primetime TV.
Own knowledge.
Event marketing Event marketing uses
promotional events to
market a product. For
example the yearly `West
End Live` event in
Trafalgar Square
markets all the shows
going on in the West End
at that point in time.
https://eventory.cc/blog
/event-marketing-
misunderstanding/
Own Knowledge.
Drip marketing Drip marketing is
normally used in the
context of email giving
https://automizy.com/bl
og/drip-email-campaign-
examples/
4. Name:
small regular updates to
a campaign, for example
after signing up to a
Mailing list.
Cross media marketing Cross media marketing is
a campaign which uses
multiple media mediums
to convey a message. For
example the same
slogan, logo, music and
design could be used for
a campaign across TV,
Radio, Internet and
Billboard advertising; for
example the constant
McDonalds campaigns.
Own Knowledge.
Database marketing Database marketing uses
information a company
has on a potential buyer
to provide personalised
advertising campaigns.
These started out as
using the company
database to send emails,
but has become a lot
more prevalent in
targeted social media
adverts, where a business
can choose to target only
their ideal market. For
example Facebook and
Twitter provide tools to
do this.
Own Knowledge.
Primary Research Primary research is
conducting your own, or
in house research about
a product (in marketing).
This can be used to
shape packaging,
flavours or other design
choices. This can also be
used to judge the
effectiveness of a
marketing campaign.
Own Knowledge.
Secondary Research Secondary Research uses
primary research to draw
relevant conclusions.
Own Knowledge.
USP A USP is what sets one
product apart from a
similar one. For example
Own Knowledge.
