Creating effective partnerships can impact on so many levels of a business. This article considers how touring companies and venues can work more effectively together to make a real impact on audience development. The authors outline ways in which cultural marketers can build stronger partnerships, and strategically use available data to create relevant, targeted promotional communication.
The report shows that good working relationships and trust work far better than legal documents. The successful examples in that report are those who talk to each other. It is often the case that venues are more able to use the data they collect, so touring companies do need to develop a relationship with venues to make the most of data sharing.
Being honest about the relationships between venues and/ or companies could be characterised as ‘Sometimes we’re good, but when we’re bad, we’re horrid…’