Building relationships

At the Venues and Touring Company Relations workshop I ran in Belfast last week, it became clear how much work needs to be done before each side of the marketing equation for tours genuinely see themselves as building a long-term partnership.


In fact, many of the participants last week reported they do have good, longstanding relations with venues, which is a great start. But until the idea of really understanding how your audiences and potential audiences work becomes embedded in your marketing approach, companies retain a narrow view of their roles and miss out on just how valuable an open, co-operative and sharing relationship could be.