Monday, November 24, 2008
Appendix
Information on the Singapore Biennale 2008 stated on this blog was taken from the official website of the Singapore Biennale 2008, the short guide and information brochure obtained through an on site field research. References from other websites are hyperlinked at the bottom of each post.
Tourism and economic values of the Singapore Biennale 2008
The Singapore Biennale 2008 is spurred on by the success of its predecessor, the Singapore Biennale 2006 which attracted more than 883000 people and generated more than 1000 press articles putting Singapore on the international art scene quickly through the publicity. The successor of the event is also bound to bring back people who were impressed by the first Singapore Biennale.
According to Getz (2005), economic and tourism roles of events can be explained with 5 factors; place marketing, tourist attraction, image maker, catalyst and animator.
Place Marketing is about creating a positive image of the destination, improving quality of life and attracting investors and residents. Although SB2008 is irrelevant in the case of the last 2 points because it is not that major of an event to make such a difference, it however, does create a positive image of Singapore as an international platform for the arts. This can be seen through the SB2006 which was very successful and received widespread publicity through its success and instantly placed Singapore on the international arts stage.
A Tourist Attraction event attracts tourists, spread demand and increases visitor spending and length of stay. The Singapore Biennale 2008 strives to attract art regulars from all around the world by showcasing visual art mainly from Asia and collaborates with similar exhibitions to form the Art Compass 2008 which is targeted at art regulars which wish to travel around Asia Pacific to view the exhibitions involved. Tourists who come to Singapore for the SB2008 will not only visit the exhibition but will also utilise facilities such as accommodation, food and beverage, transport etc. and this translates into tourism revenue for Singapore.
Image maker constitutes the event forming an image of the attraction, resort or destination. In this case, SB2008 tries to portray the City Hall as an artsy place, building on its rich colonial history. Furthermore, as part of the transformation of Singapore’s civic district into a bustling arts and cultural hub, City Hall will be converted into a world class national art gallery by 2013. It fortifies the image of City Hall into a place for Arts which is intended for it as it will be converted into a world class national art gallery.
The event should also act as a Catalyst. In this case, the SB2008 acts as an opportunity for artists to showcase their artworks and this, in some way or another stimulates business. It also supports other attractions by the partnership with the Singapore Flyer which was open in March this year. In order to benefit tourism and the economy in the country, the event must not only earn profits and achieve its objectives but also should generate activity for other attractions.
An Animator encourages first and repeat visits at facilities, resorts and attractions. As mentioned earlier, SB2008 partnered with Singapore Flyer to come up with a package which allows visitors to purchase Singapore Flyer tickets at a lower price. The lower price motivates people to ride on the Singapore Flyer and their first visits may spell subsequent visits in the future.
http://www.singaporebiennale.org/venues-cityhall.html
According to Getz (2005), economic and tourism roles of events can be explained with 5 factors; place marketing, tourist attraction, image maker, catalyst and animator.
Place Marketing is about creating a positive image of the destination, improving quality of life and attracting investors and residents. Although SB2008 is irrelevant in the case of the last 2 points because it is not that major of an event to make such a difference, it however, does create a positive image of Singapore as an international platform for the arts. This can be seen through the SB2006 which was very successful and received widespread publicity through its success and instantly placed Singapore on the international arts stage.
A Tourist Attraction event attracts tourists, spread demand and increases visitor spending and length of stay. The Singapore Biennale 2008 strives to attract art regulars from all around the world by showcasing visual art mainly from Asia and collaborates with similar exhibitions to form the Art Compass 2008 which is targeted at art regulars which wish to travel around Asia Pacific to view the exhibitions involved. Tourists who come to Singapore for the SB2008 will not only visit the exhibition but will also utilise facilities such as accommodation, food and beverage, transport etc. and this translates into tourism revenue for Singapore.
Image maker constitutes the event forming an image of the attraction, resort or destination. In this case, SB2008 tries to portray the City Hall as an artsy place, building on its rich colonial history. Furthermore, as part of the transformation of Singapore’s civic district into a bustling arts and cultural hub, City Hall will be converted into a world class national art gallery by 2013. It fortifies the image of City Hall into a place for Arts which is intended for it as it will be converted into a world class national art gallery.
The event should also act as a Catalyst. In this case, the SB2008 acts as an opportunity for artists to showcase their artworks and this, in some way or another stimulates business. It also supports other attractions by the partnership with the Singapore Flyer which was open in March this year. In order to benefit tourism and the economy in the country, the event must not only earn profits and achieve its objectives but also should generate activity for other attractions.
An Animator encourages first and repeat visits at facilities, resorts and attractions. As mentioned earlier, SB2008 partnered with Singapore Flyer to come up with a package which allows visitors to purchase Singapore Flyer tickets at a lower price. The lower price motivates people to ride on the Singapore Flyer and their first visits may spell subsequent visits in the future.
http://www.singaporebiennale.org/venues-cityhall.html
Saturday, November 22, 2008
Conclusion
I think the event has been largely successful in its use of the marketing mix. For product, it has filtered out information in order to suit different markets in order to cater to their needs. It has chosen a great place with not only historical value which makes it 'artsy' enough to hold an exhibition like the Biennale, but also possesses a simple, convenient layout which is user friendly for the visitors. In terms of programming, I believe more could have been done to increase the interactivity of the exhibits instead of simply viewing them. Nevertheless, it has also has it good points which includes involving youths through the Biennale Race 2008. People wise, although effort has been put in to ensure that the volunteers are ready for the event, many of them are rather indifferent to the needs of guests. Of of the partners which the Singapore Biennale 2008 has partnered, personally I believe the Art Compass 2008 was the best strategy undertaken. It is a collaboration among Biennales around Asia-pacific, art lovers can even book tours with Tradewinds so that they may visit all the Biennales in succession. Communications (promotion) was one aspect which I feel was not developed enough. Perhaps it had been undermined due to budget constraints but I feel that locals were not informed enough about the Singapore Biennale 2008. For Packing and Distribution, packing was not much seen except for package of the Singapore flyer ticket and Biennale ticket. As for distribution, it was very limited as the only place where you could get the tickets was from the booths at the exhibition sites itself. Lastly, they priced their tickets rather moderately to allow people from all income groups to come. Also another plus point is using concession prices for students and the elderly encouraging them to visit the Biennale.
Overall, the Singapore Biennale 2008 has been successful to a large extent that it provides valued experience for its visitors by charging only a small price for access to a large number of exhibits. According to a recent article by Channel News Asia on the 19th November 2008, the Singapore Biennale 2008 has successfully exceeded its visitor target of half a million.
Article from Channel News Asia (last accessed 23 November 2008): http://www.channelnewsasia.com/cna/cgi-bin/search/search_7days.pl?status=&search=biennale&id=390857
Overall, the Singapore Biennale 2008 has been successful to a large extent that it provides valued experience for its visitors by charging only a small price for access to a large number of exhibits. According to a recent article by Channel News Asia on the 19th November 2008, the Singapore Biennale 2008 has successfully exceeded its visitor target of half a million.
Article from Channel News Asia (last accessed 23 November 2008): http://www.channelnewsasia.com/cna/cgi-bin/search/search_7days.pl?status=&search=biennale&id=390857
Tuesday, November 18, 2008
2.8 Price
A ticket to the Singapore Biennale costs 10 dollars. Besides being grant entry into the exhibition area, the ticket holder is also given a short guide booklet which would normally cost 6 dollars if bought separately. The 10 dollars includes entry into the 2 main indoor venues at City Hall and South Beach development. By setting at such a low price, the organisers of the event are probably aiming to attract people from all income groups so that price would not be a consideration if they do have an intention to visit the exhibition. After, ticket price is not the only price to pay, visitors also forgo their personal time, travel costs, lost opportunities etc. It could said to a certain extent that the event is using price penetration strategy attract more people (gain market share?). Students and the elderly in general have less motivation to go to art exhibitions. According to the law of demand, lower price results in a higher demand. Thus, special concessionary prices at 50% are offered to these 2 groups to attract them to come.
2.7 Packing and Distribution
Packaging is bundling single products and services together and selling them at a lower price than if purchased singly so that they create a perception of value. This way, customers will buy the package in order to enjoy the added value it offers. An example in the Singapore Biennale 2008 is the Singapore Flyer-Singapore Biennale collaboration. One only has present the S$10 Biennale Pass at the Singapore Flyer and top up S$21 to receive an adult ticket to the Flyer. With 31 dollars, one can enjoy the Singapore Flyer as well as visit the Biennale. A Singapore Flyer ticket otherwise if purchased alone would normally cost S$29.50.
Distribution is the way of which the tickets are sold to consumers. Tickets to the Singapore Biennale 2008 can only be purchased at ticketing booths at the 2 indoor venues. The organisers are not maximising the number of distribution channels where the tickets can sold to the public by only selling them at the venue itself.
I feel that the number of distribution channels for the tickets should be increased. The channels should be especially extended to schools since one of the main objectives of the event is to introduce Singaporeans to the appreciation of appreciation of visual art. What better way to encourage sustainable development in this area than to educate our young Singaporeans. The tickets can also be distributed at high traffic areas in towns by setting up booths to 'push' them to 'city-dwellers'.
Distribution is the way of which the tickets are sold to consumers. Tickets to the Singapore Biennale 2008 can only be purchased at ticketing booths at the 2 indoor venues. The organisers are not maximising the number of distribution channels where the tickets can sold to the public by only selling them at the venue itself.
I feel that the number of distribution channels for the tickets should be increased. The channels should be especially extended to schools since one of the main objectives of the event is to introduce Singaporeans to the appreciation of appreciation of visual art. What better way to encourage sustainable development in this area than to educate our young Singaporeans. The tickets can also be distributed at high traffic areas in towns by setting up booths to 'push' them to 'city-dwellers'.
2.6 Communications (Promotion)
When talking about communications (promotion) in the marketing mix, another mix of variable will come to mind, which is communications mix which include communications tools such as advertising, public relations and sales promotions. There is also a commercial of the Singapore Biennale 2008, the video can be watched here: http://www.youtube.com/watch?v=Vcp12rPBExw. The commercial seemed only have been played on the Video Billboard at Suntec City. The event's public relations efforts include the media press conference. The Singapore Biennale 2008 had used the sales promotions very well. It took advantage of partnerships to create value for customers like the McCafe promotion mentioned previously under Partnership of the marketing mix where one can get a 20% discount off the Biennale ticket with purchase of the 'wonder set' at McCafe.
This medium of marketing could have been improved, especially advertising and making the event known to Singaporeans. I was not aware of the event until I went online to specifically search for events to attend for this field trip report. In my view, Singapore Biennale 2008 is definitely an event worth going to. However, it is a pity there was a lack of publicity to make the event known. I recommend advertising through the radio and TV since they are the mediums which can reach the most audiences.
This medium of marketing could have been improved, especially advertising and making the event known to Singaporeans. I was not aware of the event until I went online to specifically search for events to attend for this field trip report. In my view, Singapore Biennale 2008 is definitely an event worth going to. However, it is a pity there was a lack of publicity to make the event known. I recommend advertising through the radio and TV since they are the mediums which can reach the most audiences.
2.5 Partnerships
To achieve marketing objectives, sometimes individual effort is not enough. Therefore, events tend to approach other organisations with the same objectives to do joint marketing so that the effect is greater and benefits both organisations.
An obvious example in the Singapore Biennale 2008 is the partnership with Singapore Flyer for use for its venue to place exhibits. In turn, the Singapore Biennale helps to promote Singapore Flyer to its visitors which will talked about more under pricing of the marketing mix. Other similiar partnerships include the People's Association and McCafe promotion as seen below. In this case, McCafe 'borrows' the Singapore Biennale 2008 theme of 'wonder' to promote their 'wonder cake set' and 'wonder sandwich set'. The Singapore Biennale in turn gets publicity from those who frequent McCafe. They are also more motivated to visit the Singapore Biennale because of the additional discount they receive from patronising McCafe. Both organisations did a joint marketing so that they may benefit from the partnership which is promotion of the new set meal for McCafe and to increase arrivals for the Singapore Biennale 2008.
Another important partnership is the Art Compass 2008 which includes marketing along with other art exhibitions in Sydney in Australia, Gwangju and Shanghai in China and Yokohama in Japan. The official media partner of Art Compass 2008 being Art Asia Pacific Magazine. This not only promotes the SB2008 in Singapore but also around Asia Pacific. They also collaborated with Tradewinds making them the offical travel partner for SB2008. Tradewinds benefits from the partnership by selling tours to the public to the various Biennales happening in the period of time.
An obvious example in the Singapore Biennale 2008 is the partnership with Singapore Flyer for use for its venue to place exhibits. In turn, the Singapore Biennale helps to promote Singapore Flyer to its visitors which will talked about more under pricing of the marketing mix. Other similiar partnerships include the People's Association and McCafe promotion as seen below. In this case, McCafe 'borrows' the Singapore Biennale 2008 theme of 'wonder' to promote their 'wonder cake set' and 'wonder sandwich set'. The Singapore Biennale in turn gets publicity from those who frequent McCafe. They are also more motivated to visit the Singapore Biennale because of the additional discount they receive from patronising McCafe. Both organisations did a joint marketing so that they may benefit from the partnership which is promotion of the new set meal for McCafe and to increase arrivals for the Singapore Biennale 2008.
Another important partnership is the Art Compass 2008 which includes marketing along with other art exhibitions in Sydney in Australia, Gwangju and Shanghai in China and Yokohama in Japan. The official media partner of Art Compass 2008 being Art Asia Pacific Magazine. This not only promotes the SB2008 in Singapore but also around Asia Pacific. They also collaborated with Tradewinds making them the offical travel partner for SB2008. Tradewinds benefits from the partnership by selling tours to the public to the various Biennales happening in the period of time.
2.4 People
Singapore Biennale 2008 sells an experience instead of tangible products. Therefore, the 'people' component of the marketing mix is significant in providing the intended experience. 'People' in the event include volunteers at the exhibition site as well as of course the participants for without them there would not be an exhibition.
The experience at the event largely constitutes of interactions between the customer and the frontline staff. The organisers understand this fact and in order to enhance the visitor's stay at the event, they set up a volunteer's programme with the mission of enhancing the experience of the Singapore Biennale through gracious service and knowledgeable guidance. Applicants of the volunteer programme have to go through an interview, after which they have to attend mandatory training sessions to familiarise them with specific duties and procedures relating to the individual’s role. However, I noticed inconsistency in the quality of service offered by the volunteers. While some are extremely enthusiastic in the promoting the event's cause, others are indifferent to the guests.
Although efforts have been made to train the volunteers prior to the event, however, it does not seem to be enough. I believe it could be due to the fact that they do not get any practical benefits from working at the event. I recommend that volunteers be given an allowance or other incentives for taking their time to take part which may prove to be a stronger motivator for them to provide better service to guests. Also, the event organisers may want to approach Hospitality students so that they may be assured of good standards of service.
Volunteer's Website: http://sb2008.volunteer.com.sg/
The experience at the event largely constitutes of interactions between the customer and the frontline staff. The organisers understand this fact and in order to enhance the visitor's stay at the event, they set up a volunteer's programme with the mission of enhancing the experience of the Singapore Biennale through gracious service and knowledgeable guidance. Applicants of the volunteer programme have to go through an interview, after which they have to attend mandatory training sessions to familiarise them with specific duties and procedures relating to the individual’s role. However, I noticed inconsistency in the quality of service offered by the volunteers. While some are extremely enthusiastic in the promoting the event's cause, others are indifferent to the guests.
Although efforts have been made to train the volunteers prior to the event, however, it does not seem to be enough. I believe it could be due to the fact that they do not get any practical benefits from working at the event. I recommend that volunteers be given an allowance or other incentives for taking their time to take part which may prove to be a stronger motivator for them to provide better service to guests. Also, the event organisers may want to approach Hospitality students so that they may be assured of good standards of service.
Volunteer's Website: http://sb2008.volunteer.com.sg/
2.3 Programming
Some of the programmes associated with the Singapore Biennale 2008 include the exhibition, the Vernissage, encounters with the artists, Kids' Biennale, Education and Outreach for youths and parallel events.
The word Vernissage refers to an invitation-only or private preview of an art exhibition before it opens for public viewing. It's used as a marketing tool to promote an exhibition, to introduce the artist(s) and their work to important figures in the art establishment, art collectors, and sometimes celebrity guests. Plus journalists in the hope to get some media coverage. Key events of the Vernissage include a press conference for international and local media, art professionals and government institutions, a Gala dinner and an opening party. Through the press conference, the event receives free publicity through the media when representatives publish information on it in their respective publications. The opening party includes a preview tour of the exhibition by event Artistic director and curators for representatives from the media. Favourable experience by these representatives will spell good reviews which is beneficial to the event.
The event also has education and outreach programmes to reach out to youths in secondary schools, Junior Colleges and Polytechnics to get them interested in the arts. An example of such a programme is the Biennale Race 2008. It is a competition whereby teams are required to move around either by foot or by public transport to checkpoints at the exhibition sites completing tasks related to the artworks. This not only allows them to have fun while learning how to appreciate visual arts, the top 3 winners even get to walk home with electronic gadgets like mobile phones and mp3 players. Besides this, tours of the exhibition are also organised for school excursion trips on request. By doing this, students learn to view and appreciate the arts which is inline with the objective of the Singapore Biennale 2008.
The Kids' Biennale is also one of the highlights of the event. It includes other components such as the 'on-the-spot' art competition and a puzzle called the 'The hunt for the white rabbits'. The programme also collaborates with Little Art Bug, an art school in Singapore, to design a curriculum to introduce P1-6 students to a set of art skills & concepts, the best works by the kids will be showcased at the Kids' Biennale. This is a very good program to get the children involved in the arts in an interesting and interactive manner. Also, showcasing the children's works instil in them a sense of confidence and encourages interest in art.
I recommend that more interactive programs be organised for the event; programmes which would involve the participant rather than simply just viewing the exhibits. An programme which could be organised is a lucky draw but however, in order to qualify, the participant must complete a puzzle which can only be solved by visiting various artworks in the exhibition. This makes the whole exhibition more interesting and motivates the participants to look deeper into the meanings of the artworks.
Definition from: http://painting.about.com/od/artglossaryv/g/defvernissage.htm
The word Vernissage refers to an invitation-only or private preview of an art exhibition before it opens for public viewing. It's used as a marketing tool to promote an exhibition, to introduce the artist(s) and their work to important figures in the art establishment, art collectors, and sometimes celebrity guests. Plus journalists in the hope to get some media coverage. Key events of the Vernissage include a press conference for international and local media, art professionals and government institutions, a Gala dinner and an opening party. Through the press conference, the event receives free publicity through the media when representatives publish information on it in their respective publications. The opening party includes a preview tour of the exhibition by event Artistic director and curators for representatives from the media. Favourable experience by these representatives will spell good reviews which is beneficial to the event.
The event also has education and outreach programmes to reach out to youths in secondary schools, Junior Colleges and Polytechnics to get them interested in the arts. An example of such a programme is the Biennale Race 2008. It is a competition whereby teams are required to move around either by foot or by public transport to checkpoints at the exhibition sites completing tasks related to the artworks. This not only allows them to have fun while learning how to appreciate visual arts, the top 3 winners even get to walk home with electronic gadgets like mobile phones and mp3 players. Besides this, tours of the exhibition are also organised for school excursion trips on request. By doing this, students learn to view and appreciate the arts which is inline with the objective of the Singapore Biennale 2008.
The Kids' Biennale is also one of the highlights of the event. It includes other components such as the 'on-the-spot' art competition and a puzzle called the 'The hunt for the white rabbits'. The programme also collaborates with Little Art Bug, an art school in Singapore, to design a curriculum to introduce P1-6 students to a set of art skills & concepts, the best works by the kids will be showcased at the Kids' Biennale. This is a very good program to get the children involved in the arts in an interesting and interactive manner. Also, showcasing the children's works instil in them a sense of confidence and encourages interest in art.
I recommend that more interactive programs be organised for the event; programmes which would involve the participant rather than simply just viewing the exhibits. An programme which could be organised is a lucky draw but however, in order to qualify, the participant must complete a puzzle which can only be solved by visiting various artworks in the exhibition. This makes the whole exhibition more interesting and motivates the participants to look deeper into the meanings of the artworks.
Definition from: http://painting.about.com/od/artglossaryv/g/defvernissage.htm
2.2 Place
In the case of the Singapore Biennale 2008, place of the marketing mix would refer to the locations of which the event is held. The venues of the exhibitions are namely, City Hall, South Beach Development, Raffles City Shopping Centre and Marina Bay which includes the Central Promontory Area, Singapore Flyer and the Esplanade Bridge.
I find the location of City Hall being held as an exhibition area extremely intriguing because of its rich history and heritage. For me who has never been into the City Hall before, it is definitely a great experience. The classic colonial interior design of the City Hall seems to clique very nicely with the arts. The event being located here allows people, especially tourists, to kill two birds with one stone; giving them the opportunity to not only visit the exhibition but also view the place in which many important events in Singapore history took place. People who want to visit the City Hall may jump at this opportunity, viewing the art exhibits at the same time. The floorplan of the building is also very suitable for an art exhibition. The building had a rectangular cavity in the centre. Starting from any point on the exhibition floor, one can go room to room, in a clockwise motion, he/she can be sure that no exhibits would be missed out.
Also, the exhibition sites of the event are positioned close to each other within walking distance so that the event go-er may easily travel from one exhibition site to another with ease. The event also features a connecting outdoor exhibition site at Marina Bay which is unlike conventional art exhibitions which are held indoors. This outdoor exhibition site can be entered free of charge which allows the public to view the artworks as they wish. This serves as additional publicity; people who like the art pieces showcased may consider visiting the other two indoors exhibition sites at City Hall and South Beach.
Although, the locations of the exhibition sites are within walking distance, they still do take a toll on the visitor, I recommend shuttles be arranged at intervals for the event go-ers so that they can visit the other venues more easily, alternatively, the locations of the sites may be made even nearer to each other. Although maps are provided in the guide book, tourists might still get lost because they are unfamiliar with the roads in Singapore.
I find the location of City Hall being held as an exhibition area extremely intriguing because of its rich history and heritage. For me who has never been into the City Hall before, it is definitely a great experience. The classic colonial interior design of the City Hall seems to clique very nicely with the arts. The event being located here allows people, especially tourists, to kill two birds with one stone; giving them the opportunity to not only visit the exhibition but also view the place in which many important events in Singapore history took place. People who want to visit the City Hall may jump at this opportunity, viewing the art exhibits at the same time. The floorplan of the building is also very suitable for an art exhibition. The building had a rectangular cavity in the centre. Starting from any point on the exhibition floor, one can go room to room, in a clockwise motion, he/she can be sure that no exhibits would be missed out.
Also, the exhibition sites of the event are positioned close to each other within walking distance so that the event go-er may easily travel from one exhibition site to another with ease. The event also features a connecting outdoor exhibition site at Marina Bay which is unlike conventional art exhibitions which are held indoors. This outdoor exhibition site can be entered free of charge which allows the public to view the artworks as they wish. This serves as additional publicity; people who like the art pieces showcased may consider visiting the other two indoors exhibition sites at City Hall and South Beach.
Although, the locations of the exhibition sites are within walking distance, they still do take a toll on the visitor, I recommend shuttles be arranged at intervals for the event go-ers so that they can visit the other venues more easily, alternatively, the locations of the sites may be made even nearer to each other. Although maps are provided in the guide book, tourists might still get lost because they are unfamiliar with the roads in Singapore.
2.1 Product
The product of the marketing mix in the case of the Singapore Biennale 2008 would undoubtedly be the event itself and the experience it provides which the organisers have painstakingly try to market in order to attract art regulars like artists, curators and arts businesses as well as promote contemporary visual arts to Singaporeans. Despite this, the main audience of art exhibitions are none other than appreciators of art. A question which one needs to ask for this aspect of the marketing mix is 'has Singapore Biennale 2008 successfully matched the needs and wants of the target audience (art appreciators) to the product itself?'
The event is marketed using the theme of 'WONDER'.
'SB2008, through its theme WONDER, proposes to investigate the articulation and creation of marvels, riddles and illusions in our world today. Its conceptual scope issues a challenge to the contemporary world, a world that no longer questions choices, nor allows for things and events to awe us. Through contemporary art, Wonder calls on us to question and be curious; to reach beyond the surface, surpassing the apparent and to allow ourselves be surprised, awed, tantalised and challenged. All of which is an aperture to the World.'
The event is marketed using the theme of 'WONDER'.
'SB2008, through its theme WONDER, proposes to investigate the articulation and creation of marvels, riddles and illusions in our world today. Its conceptual scope issues a challenge to the contemporary world, a world that no longer questions choices, nor allows for things and events to awe us. Through contemporary art, Wonder calls on us to question and be curious; to reach beyond the surface, surpassing the apparent and to allow ourselves be surprised, awed, tantalised and challenged. All of which is an aperture to the World.'
(adapted from SB2008 Media Kit; Theme)
The adaption above states the overall experience which the organisers of the event wish to create for its audience. To find out whether the event has really provided the benefit which the art patrons sought through its theme, we need reviews of the event by these people which is not readily available. However, personally my experience at the exhibition left me in awe and amazed at many of the artworks exhibited. I even plan to visit subsequent editions of the Singapore Biennale if there are any in the future.
The event stayed true to itself as a 'visual arts exhibition' showcasing a wide range of exhibits in its category which include films, portraits, photographs, models, lights or combination of them and many more. By having a large variety, this is able to satisfy the many different types of visual art appreciators without compromising. Also, a brief description of the exhibit is placed near it to help visitors understand the intention of the artist. For those who would like to find out more, all visitors are given a guidebook in which contains more detailed information of both the exhibit and the artist. The organiser understands that not every visitor to the exhibition is a hardcore art guru and therefore does not provide 'unnecessary' information in these descriptions but leaves it to the choice of the individual whether he/she wants to read them from the guidebook provided.
The core product is the experience which the patrons gain from the visiting the event. In my case, I bought the feelings of awe and amazement by visiting the event. The actual products are the artworks displayed at the exhibition and the sites itself whereas augmented products are supporting factors which may not be the main reasons why the event go-er chose to go to the SB2008. An example of an augmented product is the guide tour which is provided free of charge to visitors.
The event stayed true to itself as a 'visual arts exhibition' showcasing a wide range of exhibits in its category which include films, portraits, photographs, models, lights or combination of them and many more. By having a large variety, this is able to satisfy the many different types of visual art appreciators without compromising. Also, a brief description of the exhibit is placed near it to help visitors understand the intention of the artist. For those who would like to find out more, all visitors are given a guidebook in which contains more detailed information of both the exhibit and the artist. The organiser understands that not every visitor to the exhibition is a hardcore art guru and therefore does not provide 'unnecessary' information in these descriptions but leaves it to the choice of the individual whether he/she wants to read them from the guidebook provided.
The core product is the experience which the patrons gain from the visiting the event. In my case, I bought the feelings of awe and amazement by visiting the event. The actual products are the artworks displayed at the exhibition and the sites itself whereas augmented products are supporting factors which may not be the main reasons why the event go-er chose to go to the SB2008. An example of an augmented product is the guide tour which is provided free of charge to visitors.
2. Marketing Mix
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The marketing mix was developed to achieve the objective of marketing which is mentioned above; to create value for customers, clients, partners and society at large. It consists of variables which may be manipulated to suit the type of product to be marketed. The most basic form of the marketing mix itself consists of only 4 variables. In this case of the Singapore Biennale, we will use Morrison's (1995) marketing mix of 8 variables; also known as the 8ps. The 8ps are namely, 'Product', 'Place', 'Programming', 'People', 'Partnerships', 'Communications (Promotion)', 'Packaging and Distribution' and lastly 'Pricing'.
Definition from: http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
Definition from: http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
1. Introduction
Information gathering through a field research as well as the internet had been undertaken for the purpose of investigating the degree of effectiveness which the organisers had employed the marketing mix in order to promote the Singapore Biennale 2008. This report will highlight and explain how each component of the marketing mix had been put into place by the event organisers and whether they have served their purpose efficently and effectively as well as suggestions to the areas which have been deemed ineffective.
The 2008 Singapore Biennale is the second event held in its edition by The Singapore National Council; the first in which was very successful and attracted more than 883,000 people to its premises and sparked off more than 1000 press articles placing Singapore on the international arts map. It features contemporary visual art from all around the world carefully selected by Art Director Fumio Nanjo and a team of curators. Fumio Nanjo also spearheaded the Singapore Biennale 2006.
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