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| Author: | Bussell, H. Forbes, D. |
| Title: | Friends schemes in arts marketing: Developing relationships in British provincial theatres |
| Journal: | International Journal of Arts Management
2006 : WINTER, VOL. 8:2, p. 38-49 |
| Index terms: | arts customer relations loyalty |
| Language: | eng |
| Abstract: | This article discusses provincial UK theatres that are seeking alternative sources of revenue to supplement grants as well as developing marketing strategies to attract resources. Friends groups are a significant source of funding, audiences, sponsorship, volunteer workers and support as well as unpaid advocates for the theatres. It is shown that prosperous groups are those that are adaptive, welcome innovation and embrace relationship marketing by identifying their publics and developing meaningful and lasting relationships with them. |
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