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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
example
Where you got your information from (web link)
Repertory
companies
Repertory theatre
is where a
company produce
a show to
supplement the
theatre whilst a
new show is
being rehearsed.
This means that
there is always
something on as
one play is always
ready to be
performed. This is
often done by
having two plays
that are alternated
consistently. An
example of this
can be found in
many Westend
theatres as they
change shows
like at the Globe
theatre.
https://www.britannica.com/art/repertory-theatre
Touring
companies
This is where a
theatre company
tour their
production to
various locations,
often
internationally for
shows that are in
high demand. So,
one night they
could perform in
Basingstoke then
https://en.wikipedia.org/wiki/Touring_theatre
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the next week in
Aberdeen.
Touring
companies are
often on the road
for a long time. A
local example of
this style of
theatre is
BumbleFly theatre
company or Tall
Tree theatre
company.
TiE companies TiE stands for
Theatre in
education, this
means that the
production uses
theatre to portray
a message or
lesson to the
audience. Brian
Way who founded
the theatre centre
in 1965 was an
early practitioner
and used this
heavily within his
work. An example
of this is the
annual local work
experience
project led by
Forest Forge
Theatre Company
“Elevate”
https://www.bbc.com/bitesize/guides/zsbjn39/revision/1
Receiving houses This is where a
theatre does not
produce their own
shows and only
receives shows
from other theatre
companies. Both
the theatre
company visiting,
and the theatre
share the profits
from the box
office based on a
pre-determined
contract. A benefit
of this is that the
theatre has a
show to allow
http://dramapc.blogspot.com/2011/11/receiving-
producing-house.html
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people to view,
whilst also being
able to focus their
budget on
maintaining the
theatre and not on
producing a show.
An example of a
receiving theatre
is the Apollo and
Gielgud theatre.
Film companies They are privately
owned companies
that provide the
resources and
space to create
films, this is often
handled by the
production
company, an
example of this
would be Sony
pictures or Marvel
pictures
https://en.wikipedia.org/wiki/Film_studio
Publicly funded
organisations
These are
organisations
funded for by the
public through
means such as
taxes, fees and
through financial
transfers through
other government
levels. An
example of this is
local arts theatre.
http://www.privacysense.net/terms/public-sector/
Non-profit
organisations
These are
organisations and
charities that work
to further public
service
objectives. They
are often exempt
from tax, an
example of this is
the national
lottery which help
to fund theatre
projects.
http://www.businessdictionary.com/definition/non-
profit-organization-NPO.html
Organisations and
companies with
charitable status
eg National Trust,
places of worship
They work to give
back to local
community
projects, this can
sometimes help
https://www.lotterygoodcauses.org.uk/awards/charity
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them to avoid tax.
Again, an
example of this is
the national
lottery which
supports
thousands of
projects which
support
communities.
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
This is where
people spread
news of a good or
service through
their
recommendation,
either written or
vocal.
http://www.businessdictionary.com/definition/word-of-
mouth-marketing.html
Call to action
(CTA)
marketing
This is a term used
to try and persuade
customers to buy
or use a certain
product with
slogans such as
“Buy it now!” or
“Register today!”.
https://www.marketingterms.com/dictionary/call_to_action/
Viral
marketing
Viral marketing is
the use of the
internet to spread a
company’s
message or goods
advert to multiple
pages and
platforms. This
style of advertising
is very successful
as the nature of
todays society is
heavily dependant
on technology and
will incorporate the
Word Of Mouth
advertising into it.
https://economictimes.indiatimes.com/definition/viral-
marketing
Close range
marketing
(CRM)
This is the use of
Bluetooth and Wi-
Fi to entice
customers to
become frequent
https://jgdb.com/business/marketing/marketing-
strategy/what-is-close-range-marketing
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buyers, with offers
such as discount
codes when they
are near their store
or location. This
can also include
the call to action
marketing using
emails.
Mass
marketing
This style of
marketing does not
select segments of
the market or
certain target
audience, however
targets everyone.
This is often seen
in deodorant/ soap
adverts as
everyone uses it. It
also often uses
mass media as this
is the most
effective way to
target the general
public as your
audience.
https://www.marketing91.com/mass-marketing/
Event
marketing
Event marketing is
the link between
virtual and physical
marketing, as it
uses face to face
marketing with the
company and the
customer at events
such as concerts
and fairs, or even
flash mobs in
public. These are
then later often
reinforced using
online advertising.
It often works as
the customer feels
involved.
http://www.marketing-schools.org/types-of-
marketing/event-marketing.html
Drip
marketing
This is the constant
stream of
advertising over
time to a customer.
This is often done
using social media,
email and post. It’s
the repetition of the
advertising that
https://www.investopedia.com/terms/d/drip-marketing.asp
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aids in its success
as a customer
becomes aware of
the brand and
slowly learns more
about it. It’s also
low cost and easily
automated using
mailing lists.
Cross media
marketing
This is marketing
through a variety of
mediums a such as
print based, digital
and video. It’s the
repetition that
makes an audience
member of the
adverts more likely
to interact with your
company as it
becomes more
recognisable to
them.
https://study.com/academy/lesson/cross-media-
marketing-examples-definition.html
Database
marketing
Database
marketing is where
companies keep
information on their
customers allowing
them to more
specifically target
them for certain
advertising
campaigns, this is
effective as they
can target the
correct target
audience quicker
and easier.
https://searchcrm.techtarget.com/definition/database-
marketing
Primary
Research
This is research
conducted by
yourself, going
straight to the
target audience
customer and
asking questions.
Often using
surveys,
questionnaires,
interviews and
visits to
competitor’s
locations. Most of
these can be
accomplished
https://www.thehartford.com/business-playbook/in-
depth/business-primary-second-research
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online or by
telephone, this will
help to reduce
costs.
Secondary
Research
This is research
that has already
been compiled by
other people. This
is often attained
from government
surveys and other
trade associations.
It is most often
used by smaller
businesses, as
most of this data is
available free of
charge online.
https://www.thehartford.com/business-playbook/in-
depth/business-primary-second-research
USP This is finding the
unique selling point
of your product so
that you can draw
customer’s
attention. Labelling
your product as
something different
that they need to
have or
experience. This
USP is essential to
know in order to
sell your product to
the correct precise
target audience.
https://www.entrepreneur.com/encyclopedia/unique-
selling-proposition-usp
