Introduction

The objective of this report is to identify the various components in the marketing mix concepts being applied in by the event organizer, and then assess the effectiveness of each and every component how it had contributed to the promotion of this event. The methodology of research would be on site visitation and reading articles related to the managing of the events.

The chosen event is Singapore Biennale 2008-Wonder. This is a contemporary art event held in Singapore biannually. This is the second time Singapore had held this event after her first involvement in Year 2006. Singapore Biennale 2008 Operating Committee team had chosen the theme, “Wonder”. Wonder is being defined as a feeling of awe and admiration excited by something extraordinary. The team aimed, using Wonder as a medium, to bring forth new and greater and in-depth understanding of arts as to promote arts in Singapore.

The exhibition will be going on for two months from 11 September to 16 November 2008. There are a total of 6 exhibition sites namely, City Hall, South Beach Development, Esplanade Bridge, Singapore Flyer, and etc. Art pieces exhibition site operate from 11am – 8pm daily from Tuesday to Sunday, close on Mondays. The single entry admission ticket is charged at S$10, which can be bought at City Hall and South Beach Development.

Evaluation of the Effective Use of Marketing Mix

The various components of marketing mix used in hospitality industry can be classified into two categories, there are experiential and facilities.

Experiential

1.) Product

The products involved in this event can be intangible products like services provided by the reception staff and tangible products like the exhibition sites, admission tickets and even the art pieces itself.

Tangible products which can be sold to visitors are very limited as visitors came for “sight-seeing” and experience. Having said that, although the variety is limited, we can still see some items being displayed for purchased as several site like Limited Edition Tote Bag, T-shirts and Books by various authors. The organising committee had used the ‘limited edition’ products to their advantage as art lovers who came for the event would love to feel a sense of involvement by purchasing these limited edition items. On top of that, the admission ticket and guides were well designed that it became collectibles and souvenirs to some of the visitors.

The committee had been quite successful in selling their products, limited edition T-Shirts and bags, to attract visitors. Although they could have been more successful if they could come up with a greater variety of products such as autography of various famous artists on the guides for arts fanatics and etc. However, we must put in our mind that profitability is not an aim for this event.

Intangible products are hospitable services and information provided by the staff. Overall, there isn’t much human touch/ personalised service in this event. Basically, the staffs are there to facilitate their visitation, provide additional information and a channel for answering enquiries by the visitors. For example, visitors would be able to find out information about various exhibition sites and operating hours.

Overall, the staff could have been more hospitable by putting on a greater smile. Instead of waiting for the visitors to smile at them, they should take the initiative and put on a smile anytime anywhere. Well verse and trained personal guides could be provided for visitors who do not wish to read the guides or using audio guides. This would enhance their visits as it became a personalised service and it contains an element of human touch.

2.) Place

Location

There are a total of 6 exhibition sites. With 2 sites (City Hall and South Beach Development) require a single entry ticket for admission, while the rest of the 6 sites (Singapore Flyer, Raffles Shopping Centre, Esplanade Bridge, Central Promontory) do not. The environment and ambience of some of the chosen exhibition sites were somewhat nostalgic. It gives visitors an ability to immerse themselves in the realm of arts and wonder, the theme of this event. This is definitely a plus to its location choice

Accessibility

All these sites were located in the central area of Singapore and are easily accessible from and reasonably close to each others. Although, each exhibition sites were reasonably close to each other, the committee could have organise shuttle bus to bring visitors from each exhibitions to another. This would help the visitors to save their time and in this way, they would be more satisfied.

Overall, the chosen exhibiting venues were great. All the venues were more or less have got an artistic environment and ambience and did not fail to give an artistic feeling to the visitors.

3.) People

Singapore Biennale has hired over 600 volunteers and interns to run this event. These volunteers and interns were trained and then put to help to run this event. They basically stationed at the reception and each art pieces. Receptions staffs were knowledgeable about the event and were able to answer to visitors’ enquiries.

Overall, the staffs were doing fine. One of the flaws was that they could have been more hospitable by putting on a greater smile to visitors and instead of waiting for visitors to smile at them; they should take the initiative to smile at the visitors.

Visitors who visit the event affect the event as well. Visitors who came for this event were basically professional artist, recreational artists and people who appreciate arts. As these visitors came for the event, they would be able to feel a sense of similarity as they were all arts lovers. And this would make the event more successful as it became a gathering of people of the same interest.

Overall, this event was quite comfortable and smooth, as every visitors were very considerate.

Facilities

1.) Partnerships

Partnership is a valuable tool when it comes to marketing. As a company only have a limited pool of clientele, however, when partnerships were formed, there’s a combination of the pool of clientele from both companies. With this, there’s a greater ability to outreach to the crowd and thus, promoting and marketing the event.

As we can see from the Singapore Biennale Website, there were quite a number of sponsors and partners, travel agents, educational partners, catering sponsors, retail shops, community partner and etc. One of the few partners which are very valuable to the event was the Singapore Flyer. Singapore Flyer is the world's largest observation wheel. With the joint partnership with Singapore Biennale, both parties would gain an advantage of attracting crowds, increasing awareness and profits increment. Another few great partners were arts educational institutions like LaSelle, Republic Polytechnic and the magazine Carts.

Overall, Singapore Biennale had gotten themselves a range of good partners.

2.) Communications

Advertising

The organising had put in reasonable amount of effort into advertising their product, the event. There were advertisements on the newspaper, magazines (especially tourism and arts related magazines) and on the internet. There are a few videos and photo gallery on YouTube, flickr, Universes-in-Universe and there was a Blog set up for discussion. This event has been extensively well advertised to other country. However, efforts in promoting the event to fellow countrymen were minimal, especially the younger generation. As the aim of this event is to promote arts in Singapore, committee could and should have promote it to educational institutions at all levels and not just restrained to art related institutions.

Sales Promotions

There were a great number of promotions done together with the partners. Example: One for One Ticket Promotion for families who visit the event

Another promotion would be at the Singapore Flyer, where one could get S$10 discount to take a ride on the Singapore Flyer by presenting their Singapore Biennale ticket. Many restaurants at Singapore Flyer had collaborated with Singapore Biennale to give discounts to diners as well.

Overall, the promotions were done very extensively and this would definitely a boost to the sales of Singapore Biennale as well as its partners.

3.) Price

The price of the one-time admission ticket was set at S$10 for adult. Children below 3, Students and senior citizens aged 60 years and above would be able to get a 50% discount and purchase the ticket at S$5. The price of the tickets was reasonable and in fact, was cheap.

There were limited yet sufficient merchandise to be sold at the event. There were Books, Limited-edition Bags and T-Shirts. They were sold at prices ranging from S$10-S$20, which is an affordable price to the visitors.

Discuss the tourism roles and economic value of the festival / event

From the figure shown from the STB website, there is an increase in tourism arrival and tourists’ receipts in from the months of September to November 2008. This event definitely contributed in the rise in tourism arrival in this period, as this event had attracted over half a million visitors to the event. There were many foreigners could be seen at the event as well.

Surely this event has a certain amount of economical value to the country. Although it does not really have a figure to show its contribution, several actions done by the related parties gave us the idea of the advantage of investing in this event. For example the Singapore Government had ‘invested’ S$5.5m into the running of this event. Although it was a decrease from S$8m two years ago in Singapore Biennale 2006, it was justified as the reduction of the budget was due to the absent of IMF this year. Government’s willingness to invest in this event had shown that the event has a justifiable ‘values’ to the country, economical value definitely is included.

On top of all these values, tourist arrival would be the most significant economical values that this even had brought. This event had a record of 512,000 visitors. Among this number, there are foreigners from other countries who travel to Singapore to participate in this event. When they visit this event, they need basic necessity such food and lodging. The increase in tourist arrival will at the same time increase tourism receipts. And thus, we could see that the economical value brought by this event is tremendous.

Thus, even comparing to other economy sectors, we could firmly assure that this event definitely had its proportions of economical value which will contribute to the country’s economy.

Conclusion

In conclusion, we can see that the marketing mixes were used to a great extent. For example, the promotions and partners they have got was a job well done. They have incorporate features of the partners into each other’s products and thus gaining an advantage to boost their sales, advertising and awareness.

There were a few marketing mixes which were not used extensively, for example the advertising promotions. They organise could have done a greater scale of advertisement to primary schools and secondary schools.

Overall, the marketing mixes were being used quite effectively. Although there were some flaws in the marketing mixes, nothing is perfect. Thus, we can conclude that the organiser had done a great job.

Appendices

Singapore Abuzz Sep/Oct 2008 Vol 46 Number 68

http://www.nac.gov.sg/eve/eve03.asp