Effective direct mail

'We've been monitoring the number of people who respond to our direct mail letters. I've become aware that, in Dundee, sending out friendly and to-the-point mail letters with flyers no earlier than two weeks before a show seems to give a better return of bums on seats. Sending mail outs too early just gives people time to forget. Dance audiences are not advance bookers because they don't expect it to sell out so there is no sense of urgency. The venues SDT tours to will have already sent out their season brochures with information about our show in them for the minority who do book dance well in advance. Poster distribution around the area also backs up the advance side of things.

Adding a fantastic review (which thankfully Scottish Dance Theatre has plenty of) also works well - if it's in the paper then it must be good!

However, when we are on tour, I can only tell venues that sending out mailings so far in advance can be ineffective. They often prefer to schedule mailings early because they have may other shows to promote that way they can keep up with everything. I organise the mail outs and marketing for our Dundee Rep shows as we are based there and so am able to concentrate on things more (in between chasing round touring venues).'

Drew Tosh, Press and Marketing Manager, Scottish Dance Theatre