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.'

(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.