10 practical points to consider before the event at your location
* Is the venue ready?
Did you book the venue and get a confirmation of your booking? Has the venue been inspected and approved for use? What about cleaning and any technical equipment which may be necessary?
* Have you hired your own technical staff?
Do you need help to carry things for the construction and deconstruction to be able to receive the performance? Make reservations according to the wishes of the ensemble on tour.
* Marketing materials
Remember to acquire posters and other marketing materials well in time from the producer.
* Contact with tour leader / technical coordinator
Contact the tour leader in charge to ensure that everything will go smoothly and make sure that you know all the important times. Inform about and discuss any special arrangements you have in mind in connection with the performance.
* Receiving the ensemble
Receive the visiting ensemble upon arrival and, if necessary, show them where to go. Inform them about the evening’s audience, any special visiting groups and anything else that is good to know.
* Adequate food for technical staff during the day and during intermission
A performance day may be long and consists of many laborious elements. Make sure that there is something appropriate to eat, including snacks and sandwiches, available during the entire day. Coffee and snacks for the intermission should also be available backstage or in the dressing rooms.
* Any side arrangements in foyer or café
Prepare and be sure to put some extra effort into the foyer and café to make the audience feel welcome before the performance and during intermission. A generous welcoming of the audience is always an extra bonus and enhances the quality of the evening. If you have groups or sponsors with special requests, these also need to be prepared.
* Receive and welcome the audience
In the foyer, there are almost always questions that need to be answered, about anything. It is important to be there to make it easier for the visitors.
* Thank the ensemble and other tour staff
After the performance, it is important to tie everything together with the ensemble. Has everything worked? What are their experiences? There are always important experiences to remember before the next event.
* Prepare your report on the performance
It will make things easier for you if you have prepared the work you need to do after the performance. Are there specific accounting demands? And so on. What does the producer need? What do your sponsors want to know?
10 tips for marketing your event
These ten points may serve as an important aid when you want to draw people to your event. Since needs may vary according to the size of the event, the space or audience, you can vary and prioritize these efforts.
* Establish a marketing plan with a clear time axis
For bigger events, it is important to have a plan where different marketing activities can be scheduled. Send-outs, meetings with representatives, posters, advertising, sponsor visits and so on. With a clear time schedule, you have the opportunity to make decisions about priorities (what you can and should do) and how much time to spend on them.
* Send-outs to representatives, members and any specific target groups
It is important to communicate early with your most faithful contacts or clients. Remember that send-outs and information can be shared both via regular mail, e-mail and social media like Facebook. With early information, perhaps you will even reach people who can be of help to you. Specific target groups may vary according to the contents of the programme.
* Send-outs to schools and similar municipal institutions
The large institutions in your municipality (schools, municipal administration, hospitals etc) are important potential audiences and support groups. They need to receive information well in time and perhaps in several different ways: by visits, strategic send-outs, mass send-outs etc. Don’t forget to include links to filmed teasers from the show or to the production’s website.
* Is it possible for audience groups to go on study visits or learn more in other ways?
To many audience groups, the possibility of a deepened connection or increased knowledge is an extra and sought-after bonus which radically increases the interest in visiting a performance. Check your opportunities to offer something in that vein with a producer / tour planner.
* Press conference
You should call a press conference about a week before the event. Preferably adjacent to the best ”newspaper reading day”. Advertising in the press is expensive, but written articles don’t cost anything. Check with producer / tour planner what material is already finished and available to the press, such as photographs, earlier reviews and so on.
* Keep an eye on the ticket sales. Even on the day of the performance.
It is important to know what the ticket sales are like in order to know whether you need to make extra marketing efforts or take any other measures.
* Invite critics and / or other important people
Invite important people of your municipality to the event. The best marketing is when people talk about their experiences. This may be very important to your next event.
* Keep an eye on posters and send-outs
It may be necessary to put up posters and send out material several times. Check that there are posters in strategic places and important workplaces and, if necessary, add material. The same thing goes if you need to send out any extra materials. Put up posters in the foyer and hand out information about upcoming shows. In the foyer, you have an excellent opportunity to connect with people in a positive way when they have chosen to come to your specific event. This is why information about upcoming events is extra important and works extra well there.
* Get ambassadors
See if you can involve young people or others who are interested in your event. Perhaps there are teenagers interested in dance, for instance, who can spread information in their networks when you arrange a dance performance. This may help you reach more people and direct your marketing towards a target group without having to work too much by yourself.
* Create a great complete experience for the audience
There is much to gain if you are able to give the audience a sense of being well taken care of and that they are experiencing quality in several different ways. The side arrangements, such as an introduction or after-talk, in the café or the foyer, have tremendous impact on the event as a whole and the sense that the evening is a success. If you have any questions or feel that you need help and support when it comes to marketing, don’t hesitate to contact the producer / tour planner!