RELATIONSHIP MARKETING AS AN AUDIENCE DEVELOPMENT STRATEGY FOR THE THEATRE

Abstract

The importance of the audience to the practice and survival of the theatre is a well-known fact that cannot be over-T emphasised. But the nature of the relationship of the audience

to the theatre, and how this can be further strengthened, has been a contentious issue. This paper, therefore, sets out to look specifically at audience development as a function of the marketing strategies of theatre organisations. It seeks to promote the concept of 'relationship marketing' as a modern strategy for audience development in the growth of theatre.

The theatre has been subjected to a variety of definitions, ranging from the physical building and the event that take places within it. This event is of a special kind, and it is an embodiment of certain factors which all combine to actualize the experience. The basic elements of the theatre are usually categorized into four as follows:

The Idea: Paramount to the theatrical event is the idea or

the raw material. It is the basic element of a theatrical performance. The idea normally consists of segments of activities arranged in meaningful sequence, and each segment represents a step in the unfolding of a story. That is, the idea normally has a beginning, a middle and an end. Also, it consists of certain constituent parts, which include plot, characters, set speeches, actions and highly polished routine when arranged and shaped by the director.