1st Audience Development Workshop

This first workshop on audience development will bring together Theatron representatives working on marketing, audience research, and communication. It aims to establish an overview of existing activities and best practice and kick-off the joint audience research and marketing activities within Theatron.

Audience Development 1: Establishing a Joint Understanding

Berlin, 17 September 9am – 18 September 2pm
registration deadline: 5/9; recommended arrival 16/9; recommended departure 18/9


The workshop is led by Achim Müller (FU Berlin) and Christian Have (Have Communications/ Aalborg Theatre). For programme & practical information, please see below.


Please provide the necessary information on your audience research and marketing practices directly to Achim Müller

Monday, September 17th (9am-5pm)

Morning Session
Based upon the preparatory interviews performed by the Free University of Berlin the workshop will establish a shared picture of the partners’ experiences, competencies and plans concerning audience research and its implementation into marketing. Cooperations will be suggested by matching specific experiences of some partners with common development needs of other partners.

Afternoon Session
Additional impulses will be provided by cases of best practice. For the presentation of the cases, a masterclass setup led by Christian Have (Have Communications) and Achim Müller (FU Berlin) along with the rest of the class is used to assist the relevant partners in extracting and identifying the most relevant best practice examples for further discussion. This masterclass focusses both the research and the marketing aspect.

Tuesday, September 18th (9am – 2pm)

Morning Session
A structure of research subjects will be proposed, again based on the preparatory interviews performed by the Free University Berlin. It will be distinguished between subject that should be covered at all theatres to allow for comparisons on the one hand and subjects only relevant for some partners.

The workshop will close by agreeing on the next steps in the preparation of joined audience research and marketing activities.

Practical Information

  • LocationZentrum für Audience Development (ZAD) | Freie Universität Berlin | FB Philosophie & Geisteswissenschaften | Habelschwerdter Allee 45 | 14195 Berlin | Map
  • Accommodation: 20 rooms have been blocked for 16-18/9 for the preferential rate of 89,00 EUR (Double 124,00 EUR) in walking distance at the Seminaris Campus Hotel | Takustr. 39 | 14195 Berlin. To take advantage of this rate, please book directly with the hotel by 8 September, quoting reference: “24636-FUBerlin-IKM-Mueller”. Fon: +49 (0) 30 557797-0 | Fax: +49 (0) 30 557797-100 | Mail: berlin@seminaris.de | web: www.seminaris.de/berlin
  • Reimbursements: Participants who registered by 5/9 & received a confirmation letter will be able to claim: 2 hotel nights up to 90 EUR per night or 1 night up to EUR 120 per night | travel costs up to EUR 400 | contribution to meals not provided by the organisers of up to EUR 20 per meal. Only registered and confirmed participants will be eligible for reimbursements.

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