"Friends" schemes in arts marketing: developing relationships in British provincial theatres

Hdl Handle:
http://hdl.handle.net/10149/58389
Title:
"Friends" schemes in arts marketing: developing relationships in British provincial theatres
Authors:
Bussell, H. (Helen); Forbes, D. (Deborah)
Affiliation:
University of Teesside. Teesside Business School.
Citation:
Bussell, H. and Forbes, D. (2006) '"Friends" schemes in arts marketing: developing relationships in British provincial theatres', International Journal of Arts Management, 8 (2), pp.38-49.
Publisher:
International Journal of Arts Management
Journal:
International Journal of Arts Management
Issue Date:
Oct-2006
URI:
http://hdl.handle.net/10149/58389
Abstract:
As provincial theatres in the United Kingdom face increased competition for arts funding, they are increasingly seeking alternative sources of revenue to supplement grants as well as developing marketing strategies to attract resources. Friends groups are an important source of funding, audiences, sponsorship, volunteer workers and support as well as unpaid advocates for the theatre. This study builds upon previous research on Friends organizations linked to theatres in the North of England to determine best practices in the organization and management of Friends schemes and to determine the factors that make for a successful Friends group. The authors differentiate between a loyalty scheme and a Friends scheme and conclude that a successful Friends scheme should include a measure of autonomy. Flourishing groups are those that are adaptive, welcome innovation and embrace relationship marketing by identifying their publics and developing meaningful and lasting relationships with them.
Type:
Article
Keywords:
arts marketing; customer relationships; membership schemes; loyalty; theatres; funding
ISSN:
1480-8986
Rights:
No publisher policy information on http://www.sherpa.ac.uk/romeo/ [Accessed 21/01/2010]
Citation Count:
0 [Web of Science and Scopus, 21/01/2010]

Full metadata record

DC FieldValue Language
dc.contributor.authorBussell, H. (Helen)-
dc.contributor.authorForbes, D. (Deborah)-
dc.date.accessioned2009-04-01T10:50:48Z-
dc.date.available2009-04-01T10:50:48Z-
dc.date.issued2006-10-
dc.identifier.citationInternational Journal of Arts Management; 8 (2): 38-49-
dc.identifier.issn1480-8986-
dc.identifier.urihttp://hdl.handle.net/10149/58389-
dc.description.abstractAs provincial theatres in the United Kingdom face increased competition for arts funding, they are increasingly seeking alternative sources of revenue to supplement grants as well as developing marketing strategies to attract resources. Friends groups are an important source of funding, audiences, sponsorship, volunteer workers and support as well as unpaid advocates for the theatre. This study builds upon previous research on Friends organizations linked to theatres in the North of England to determine best practices in the organization and management of Friends schemes and to determine the factors that make for a successful Friends group. The authors differentiate between a loyalty scheme and a Friends scheme and conclude that a successful Friends scheme should include a measure of autonomy. Flourishing groups are those that are adaptive, welcome innovation and embrace relationship marketing by identifying their publics and developing meaningful and lasting relationships with them.-
dc.publisherInternational Journal of Arts Management-
dc.rightsNo publisher policy information on http://www.sherpa.ac.uk/romeo/ [Accessed 21/01/2010]-
dc.subjectarts marketing-
dc.subjectcustomer relationships-
dc.subjectmembership schemes-
dc.subjectloyalty-
dc.subjecttheatres-
dc.subjectfunding-
dc.title"Friends" schemes in arts marketing: developing relationships in British provincial theatres-
dc.typeArticle-
dc.contributor.departmentUniversity of Teesside. Teesside Business School.-
dc.identifier.journalInternational Journal of Arts Management-
ref.assessmentRAE 2008-
ref.citationcount0 [Web of Science and Scopus, 21/01/2010]-
or.citation.harvardBussell, H. and Forbes, D. (2006) '"Friends" schemes in arts marketing: developing relationships in British provincial theatres', International Journal of Arts Management, 8 (2), pp.38-49.-
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