Developing an effective marketing pack

'Our pack aims to create as little work as possible for the venues. We are intensely aware that to most venues we are just another small dance company doing a one-off, one-nighter - a drop in their programming ocean! Time and energy is always in short supply so the idea is to provide relevant information in an immediately useable format.

Often those in charge of marketing have not previously seen the work or even heard of the company. We put a cover sheet at the front of each pack listing the contents and give basic information on readable (readable) A4 sheets so relevant information can be easily extracted and put a cover sheet at the front of each pack listing the contents.

We include basic background on the company, biographies of performers and choreographer/artistic director, lists of achievements, unique selling points for the work and a choice of readymade press quotes/sound bites.

Venues find a separate sheet of information for the box office useful. We also include examples of press releases and direct mail letters.

We are lucky in that by its artistic nature, the company is technologically forward looking. We therefore have access to (and are comfortable with using) up to date forms of communication. We email our marketing packs and have images on CD. These forms are much easier to use as emails can be adapted and altered by the venue without having to redo the whole text. Images are of high quality and venues have more freedom of choice as to which they use and how they use them.'

Anne-Marie Logan, Company Manager, Jasmin Vardimon Dance Company