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