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Building and nurturing relationships is an essential part of an audience development strategy. One can learn a lot by being in a mentoring relationship, learn more about oneself and about the way you relate yourself to your audiences.

Mentoring, as a process of both formal and informal transmission not only of knowledge but also of values, represents a learning method relevant to work, career and professional development in many sectors.

Mentoring is a one to one relationship built upon trust and mutual respect.

This toolkit was developed by Adrian De La Court and Sian Prime, in collaboration with Melting Pro.

The kit was developed as a reference guide to help the mentors enrolled in the CONNECT Programme to manage the one to one relationship with the mentee. However, it is useful both for individuals or organisations that are either new to mentoring as methodology, either for experienced mentors, since there is a rich tool section to use as prompts during mentoring meetings.

You are going to find:

An explanation of mentoring within CONNECT, the structure of the mentoring programme and the tools.

Many of these tools have been developed with Nesta (www.nesta.org.uk), or at Goldsmiths.


Jul 24, 2019

The development of customer loyalty in the performing arts differs from the development of customer loyalty in other sectors. The goal of this study is to understand, describe and explain customer loyalty to performing arts venues.

This resource was published in 2013 by Pieter de Rooij.


Jul 18, 2019

MARKETING MIX FOR THE PERFORMING ARTS is a presentation by Lanfranco Li Cauli (Marketing and fund raising director of Teatro alla Scala, Milan). Teatro alla Scala is constantly engaged in loyalizing and developing its audience. In these slides we could see the strategies of fund raising, communication and audience development of this theater.

This presentation was published in november of 2017.


Jul 10, 2019

Several studies have focused on the marketing mix of goods, but it shouldn’t be neglected that services, through its characteristics, cause major problems for marketers, when adopting appropriate marketing strategies. This problem is prevalent in the field of cultural services, where marketers face the lack of funds to implement appropriate marketing strategies, either an internal system that restricts the possibilities for action, or simply a lack of experience and marketing information applied within cultural services. The purpose of this study is to compress information regarding the characteristics of cultural services and the specific marketing actions used in the field of performing arts, providing thus several directions in knowing and understanding it. Many cultural institutions are still adopting traditional marketing strategies but this approach is not sufficient. New approaches and strategies are required in order to ensure their survival on the cultural market. This paper offers for the reader a literature review of arts marketing and the main issues approached in specialized literature regarding marketing in performing arts. Several ideas based on this survey are formulated in order to improve the marketing strategies adopted by cultural institutions.

This article was published in 2015 for Claudia Maria CACOVEAN (PhD Student Babeş-Bolyai University, Cluj-Napoca, Romania).


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