Touring to village halls and community venues
'Our approach to marketing and press when the company is touring to rural locations, village halls or community centres is not rocket science - just a simple set of key factors that generally prove to be successful for us.
We provide a similar quality of print, advance information and support as we do for any tour. Leaflets and posters are always overprinted with local details and supplied well in advance. Information packs are supplied to key sales contacts (box offices etc) as it is important to provide as much detail about the production as possible eg running times are essential.
A representative from the marketing and press team visits the venue/promoter as soon after the event is confirmed as practical. At the meeting, we establish what activity the venue/promoter will undertake themselves and we offer to assist with any gaps (extra distribution, contacting the local journalists, placing press/radio adverts, etc). Remember to establish who's paying for what at an early stage and agree a budget!
Later in the campaign, it may be necessary to check that everything you have committed to doing - and everything that the venue/promoter has promised to do - has been done. It is not uncommon for a venue to be promoting so many events that yours may get overlooked, or at least not given the attention you expected. Don't be afraid to check on what's happening. We have been known to send out staff with posters, leaflets and a winning smile, a week before we arrive in town to spread the word.
A good tip is to try and find the 'key influence' in the area. Inevitably there will be a community leader who knows everyone and could be persuaded to act as your ambassador - you might not find this person on your first visit, but they'll probably make themselves known on performance night!
If any of your cast (or crew) members have local connections, exploit them in the local press - local journalists love a local angle - so milk it all you can.
Keep in contact with the venue/promoter throughout the campaign and keep your message simple.'