Slideshow
Slideshow of photos
Tuesday, November 25, 2008
References
References
1. Singapore Biennale 2008
http://www.singaporebiennale.org/index.html
Last visited at 24nd September 2008
2. Singapore Biennale 2008 Blog
http://www.singaporebiennale.org/blog/
Last visited at 24nd September 2008
3. Singapore Biennale 2008
http://www.universes-in-universe.de/car/singapore/eng/2008/index.htm
Last visited at 24nd September 2008
4. The Singapore Promise – Singapore Biennale 2008 opens
http://www.home-in-singapore.sg/sgp/cms.www/content.aspx?sid=590
Last visited at 24nd September 2008
5. Singapore Biennale 2008 (SB2008) @ Newspedia
http://newspedia.nl.sg/Archive.aspx?Title=Singapore+Biennale+2008+(SB2008)
Last visited at 24nd September 2008
6. Press Room – SB2008
http://www.singaporebiennale.org/pressroom.html
Last visited at 24nd September 2008
7. Marina Bay
http://www.marina-bay.sg/index.html
Last visited at 24nd September 2008
8. Getforme Singapore ARTS: RENAISSANCE CITY REPORT
http://www.getformesingapore.com/Arts_RenaissanceCityReport.htm
Last visited at 24nd September 2008
1. Singapore Biennale 2008
http://www.singaporebiennale.org/index.html
Last visited at 24nd September 2008
2. Singapore Biennale 2008 Blog
http://www.singaporebiennale.org/blog/
Last visited at 24nd September 2008
3. Singapore Biennale 2008
http://www.universes-in-universe.de/car/singapore/eng/2008/index.htm
Last visited at 24nd September 2008
4. The Singapore Promise – Singapore Biennale 2008 opens
http://www.home-in-singapore.sg/sgp/cms.www/content.aspx?sid=590
Last visited at 24nd September 2008
5. Singapore Biennale 2008 (SB2008) @ Newspedia
http://newspedia.nl.sg/Archive.aspx?Title=Singapore+Biennale+2008+(SB2008)
Last visited at 24nd September 2008
6. Press Room – SB2008
http://www.singaporebiennale.org/pressroom.html
Last visited at 24nd September 2008
7. Marina Bay
http://www.marina-bay.sg/index.html
Last visited at 24nd September 2008
8. Getforme Singapore ARTS: RENAISSANCE CITY REPORT
http://www.getformesingapore.com/Arts_RenaissanceCityReport.htm
Last visited at 24nd September 2008
4. Conclusion
4. Conclusion
Overall, the Singapore Biennale 2008 has utilized effective marketing mix for the event, and it has contributed to the success of the event.
However, there are areas of the marketing mix that I believe that the event organiser could improve on. Firstly, they should have improved their augmented product, where their collectibles for sale could be promoted on the exhibition ticket counter itself, instead of only promoting it on the website.
Next, for the Promotion marketing mix, the Biennale team should have improved on their television commercial advertisements. These advertisements play a huge part in allowing the locals to actually be informed of the event. The advertisement made was not informative and seemed to be a much budgeted video advertisement.
Thirdly, the event staff should have been better trained in service skills, as first impression is very important. If tourists or locals are treated not as well as they perceived to be, they may be deterred to come for repeat visits for future events.
Lastly, for the Packaging and distribution factor, Singapore Biennale could have done a better job with the distribution of the tickets if they increased the distribution networks for its selling of tickets.
In conclusion, Singapore Biennale 2008 has been quite effective in using the marketing mix and had brought about to the success of the event. If improvements could be made on their marketing mix, it will serve as a better tourism role and increase the economic value of the event. With that done, I believe that the next Singapore Biennale would be a great event that many will look forward to.
THE END : ) GROUP PHOTO
Overall, the Singapore Biennale 2008 has utilized effective marketing mix for the event, and it has contributed to the success of the event.
However, there are areas of the marketing mix that I believe that the event organiser could improve on. Firstly, they should have improved their augmented product, where their collectibles for sale could be promoted on the exhibition ticket counter itself, instead of only promoting it on the website.
Next, for the Promotion marketing mix, the Biennale team should have improved on their television commercial advertisements. These advertisements play a huge part in allowing the locals to actually be informed of the event. The advertisement made was not informative and seemed to be a much budgeted video advertisement.
Thirdly, the event staff should have been better trained in service skills, as first impression is very important. If tourists or locals are treated not as well as they perceived to be, they may be deterred to come for repeat visits for future events.
Lastly, for the Packaging and distribution factor, Singapore Biennale could have done a better job with the distribution of the tickets if they increased the distribution networks for its selling of tickets.
In conclusion, Singapore Biennale 2008 has been quite effective in using the marketing mix and had brought about to the success of the event. If improvements could be made on their marketing mix, it will serve as a better tourism role and increase the economic value of the event. With that done, I believe that the next Singapore Biennale would be a great event that many will look forward to.
THE END : ) GROUP PHOTO
3. Tourism Roles and Economic Value of Singapore Biennale 2008
3. Tourism Roles and Economic Value of Singapore Biennale 2008
3.1 Tourist Attraction
Singapore Biennale 2008, being an international contemporary mega visual arts exhibition, will definitely attract tourists from around the world who are appreciated of contemporary art. This is the second edition of Singapore’s biennale of contemporary arts after its successful inaugural edition in 2006. Tourists who have heard of the Biennale in 2006 but have not had the chance to visit it now can visit Singapore Biennale 2008. This event will definitely attract new tourists or repeat tourists to the event itself.
Singapore Biennale 2008 starts from 11 September and ends at 16 November 2008. September is the month where tourist arrivals to Singapore are very low, therefore having the event during the month of September could help Singapore increase tourist arrival numbers and also at the same time increase tourist receipts.
Contemporary art is a high culture where most individuals that appreciate the art have higher level of education and skills. This may mean that tourists visiting Singapore and Singapore Biennale 2008 have higher spending power, and this shows a positive economic sign when they come in to Singapore for the event, where they may be spending high amounts in accommodation, food and beverage. The arts sector is definitely a profitable sector that Singapore has tapped into, and the Singapore Biennale 2008 will definitely bring Singapore to a totally new level.
3.2 Animator
Singapore Biennale which is going to be held every two years will definitely bring about repeat visits from overseas visitors. It could also generate first visits from other visitors after hearing from the previous Biennales. The event which is held at Marina Bay will also attract visitors as it has other amazing attractions and facilities, like the Marina Bay Sands, Singapore Flyer and others. The event will indirectly help increase revenue of such attractions, due to the spillover effect
3.3 Image Maker
Singapore is known to be a country with low levels of art appreciation. By having a Singapore Biennale event, it would help overcome the perceived image and push Singapore forward to being a Global City of Arts. The theme of this year’s Biennale event is “Wonder”, it will make the visitors “feel curious” or have a “desire to know” more about Singapore through the event.
Having increased interest in Singapore, tourist from around the world, brought about by Singapore Biennale, will definitely visit Singapore and have a taste of the arts in Singapore.
3.4 Place Marketing
Singapore Biennale 2008 will contribute to creating a positive image of Singapore as it is held in the Marina Bay, the Garden City by the Bay. It would create a city island image of Singapore, as Marina Bay has wonderful performing arts centres such as the Esplanade.
The event is held in the historical building of City Hall and also South Beach Development. This event will aid in marketing Singapore to its citizens again, allowing them to participate in the event and relive history moments.
Marina Bay and the specific buildings used for the event will therefore be marketed; locals and tourists may just come to the area not having any Singapore Biennale in mind, but to visit Marina Bay and its attractions. This will bring about revenue for the Marina Bay and create a memorable image of the area.
3.5 Catalysts
The Singapore Biennale 2008 will act as a catalyst to support the other attractions in the vicinity of Marina Bay. Tourists or locals who went for the event may ponder “Since we’re here, why don’t we visit the other attractions of Marina Bay, like the Singapore Flyer.” This will bring about a spillover effect where it will benefit nearby accommodations, restaurants attractions and others. For example, the tourists may visit the Esplanade for another art performance or exhibition, which will help stimulate business.
3.1 Tourist Attraction
Singapore Biennale 2008, being an international contemporary mega visual arts exhibition, will definitely attract tourists from around the world who are appreciated of contemporary art. This is the second edition of Singapore’s biennale of contemporary arts after its successful inaugural edition in 2006. Tourists who have heard of the Biennale in 2006 but have not had the chance to visit it now can visit Singapore Biennale 2008. This event will definitely attract new tourists or repeat tourists to the event itself.
Singapore Biennale 2008 starts from 11 September and ends at 16 November 2008. September is the month where tourist arrivals to Singapore are very low, therefore having the event during the month of September could help Singapore increase tourist arrival numbers and also at the same time increase tourist receipts.
Contemporary art is a high culture where most individuals that appreciate the art have higher level of education and skills. This may mean that tourists visiting Singapore and Singapore Biennale 2008 have higher spending power, and this shows a positive economic sign when they come in to Singapore for the event, where they may be spending high amounts in accommodation, food and beverage. The arts sector is definitely a profitable sector that Singapore has tapped into, and the Singapore Biennale 2008 will definitely bring Singapore to a totally new level.
3.2 Animator
Singapore Biennale which is going to be held every two years will definitely bring about repeat visits from overseas visitors. It could also generate first visits from other visitors after hearing from the previous Biennales. The event which is held at Marina Bay will also attract visitors as it has other amazing attractions and facilities, like the Marina Bay Sands, Singapore Flyer and others. The event will indirectly help increase revenue of such attractions, due to the spillover effect
3.3 Image Maker
Singapore is known to be a country with low levels of art appreciation. By having a Singapore Biennale event, it would help overcome the perceived image and push Singapore forward to being a Global City of Arts. The theme of this year’s Biennale event is “Wonder”, it will make the visitors “feel curious” or have a “desire to know” more about Singapore through the event.
Having increased interest in Singapore, tourist from around the world, brought about by Singapore Biennale, will definitely visit Singapore and have a taste of the arts in Singapore.
3.4 Place Marketing
Singapore Biennale 2008 will contribute to creating a positive image of Singapore as it is held in the Marina Bay, the Garden City by the Bay. It would create a city island image of Singapore, as Marina Bay has wonderful performing arts centres such as the Esplanade.
The event is held in the historical building of City Hall and also South Beach Development. This event will aid in marketing Singapore to its citizens again, allowing them to participate in the event and relive history moments.
Marina Bay and the specific buildings used for the event will therefore be marketed; locals and tourists may just come to the area not having any Singapore Biennale in mind, but to visit Marina Bay and its attractions. This will bring about revenue for the Marina Bay and create a memorable image of the area.
3.5 Catalysts
The Singapore Biennale 2008 will act as a catalyst to support the other attractions in the vicinity of Marina Bay. Tourists or locals who went for the event may ponder “Since we’re here, why don’t we visit the other attractions of Marina Bay, like the Singapore Flyer.” This will bring about a spillover effect where it will benefit nearby accommodations, restaurants attractions and others. For example, the tourists may visit the Esplanade for another art performance or exhibition, which will help stimulate business.
2.8 Partnerships
2.8 Partnerships
Singapore Biennale 2008 is an event aiming towards promoting arts in Singapore; therefore it is not managed on a commercial basis. The tickets are sold at an affordable price for the public but it could not cover the cost of the huge event. This is where partnerships and sponsorships come into place.
The main sponsors for Singapore Biennale 2008 are NOL, Urban Redevelopment authority, Marina Bay Singapore, City Developments Limited, Elad Group, Jet Airways and Dubai World. These sponsors give an amount of money to the event and they expect their brandings or names to be published at items such as guidebooks, websites and on advertisements. The actual benefit of getting the name publicized is usually more than what the sponsored amount is.
Some sponsors support this event as it will benefit them in other ways too. For example, Marina Bay Singapore supports this event as it is held in Marina Bay itself, and it will generate influx into the area.
As for the partners, they are the ones who work with Singapore Biennale 2008 together to provide benefits for each other. For example, the venue partner for Singapore Biennale 2008, Raffles City Shopping Centre, allowed Biennale to display their exhibition in the premises of the shopping centre. This helps Biennale in the way of showing their exhibits to more people, while at the same time, it benefits Raffles City Shopping Centre too, as it will generate more visitors to their shopping centre.
Opinion
I feel that the range of Partnerships and Sponsorship for Singapore Biennale 2008 is very huge and this will benefit Singapore Biennale 2008, its partners and sponsors.
Singapore Biennale 2008 is an event aiming towards promoting arts in Singapore; therefore it is not managed on a commercial basis. The tickets are sold at an affordable price for the public but it could not cover the cost of the huge event. This is where partnerships and sponsorships come into place.
The main sponsors for Singapore Biennale 2008 are NOL, Urban Redevelopment authority, Marina Bay Singapore, City Developments Limited, Elad Group, Jet Airways and Dubai World. These sponsors give an amount of money to the event and they expect their brandings or names to be published at items such as guidebooks, websites and on advertisements. The actual benefit of getting the name publicized is usually more than what the sponsored amount is.
Some sponsors support this event as it will benefit them in other ways too. For example, Marina Bay Singapore supports this event as it is held in Marina Bay itself, and it will generate influx into the area.
As for the partners, they are the ones who work with Singapore Biennale 2008 together to provide benefits for each other. For example, the venue partner for Singapore Biennale 2008, Raffles City Shopping Centre, allowed Biennale to display their exhibition in the premises of the shopping centre. This helps Biennale in the way of showing their exhibits to more people, while at the same time, it benefits Raffles City Shopping Centre too, as it will generate more visitors to their shopping centre.
Opinion
I feel that the range of Partnerships and Sponsorship for Singapore Biennale 2008 is very huge and this will benefit Singapore Biennale 2008, its partners and sponsors.
2.7 Packaging &Distribution
2.7 Packaging & Distribution
The most obvious packaging plan that Singapore Biennale has formed is the “Singapore Flyer & Singapore Biennale Promotion”. This promotion allows visitors from either Singapore Biennale 2008 or Singapore Flyer to have a one-time entry to the main Biennale sites and a ride on the Singapore Flyer to listen to an audio artwork “Sky Duet” which is part of the Biennale. This package allows visitors from either attraction to visit the other, at a discounted price.
Singapore Biennale + Singapore Flyer Package
Another package is for the Singapore Biennale, which is the packaging of their ticketed exhibition venues. The ticket bought from Singapore Biennale 2008 is a package of 2 indoor exhibition venues, which are the City Hall and South Beach Development. This package increases the perceived value of the ticket, as the visitors will be paying one ticket price for visits to two indoor exhibition venues.
The way that the tickets for Singapore Biennale 2008 are distributed is a common and reliable way, which is by getting the tickets at either the two indoor exhibition venues or at Singapore Flyer. This eases the complexity of getting the ticket and is also the fastest way of obtaining the ticket followed by entering the exhibition venue.
Recommendations
The Singapore Biennale 2008 could extend its distribution network to online sources too. For example, they could sell their tickets on their official website through credit card payment, and the visitors would simply need to go to the exhibition venues to collect their tickets.
The most obvious packaging plan that Singapore Biennale has formed is the “Singapore Flyer & Singapore Biennale Promotion”. This promotion allows visitors from either Singapore Biennale 2008 or Singapore Flyer to have a one-time entry to the main Biennale sites and a ride on the Singapore Flyer to listen to an audio artwork “Sky Duet” which is part of the Biennale. This package allows visitors from either attraction to visit the other, at a discounted price.
Singapore Biennale + Singapore Flyer Package
Another package is for the Singapore Biennale, which is the packaging of their ticketed exhibition venues. The ticket bought from Singapore Biennale 2008 is a package of 2 indoor exhibition venues, which are the City Hall and South Beach Development. This package increases the perceived value of the ticket, as the visitors will be paying one ticket price for visits to two indoor exhibition venues.
The way that the tickets for Singapore Biennale 2008 are distributed is a common and reliable way, which is by getting the tickets at either the two indoor exhibition venues or at Singapore Flyer. This eases the complexity of getting the ticket and is also the fastest way of obtaining the ticket followed by entering the exhibition venue.
Recommendations
The Singapore Biennale 2008 could extend its distribution network to online sources too. For example, they could sell their tickets on their official website through credit card payment, and the visitors would simply need to go to the exhibition venues to collect their tickets.
2.6 People
2.6 People
The marketing mix of People is the interactions between the hosts, staff/volunteers, visitors and the setting. This constitutes a large part of the event experience. The service delivery shows the form of hospitality received by visitors which shapes their experience, and it could be positive or even negative.
The foremost people for this marketing mix are the organizers. For Singapore Biennale 2008, the organiser is the National Arts Council, and the aim of this council is to develop Singapore into a distinctive global city for the arts.
The staffs at the Singapore Biennale are the people that we get to interact with when we are at the exhibition. They consist of the actual staff, volunteers and interns. However, my experience with the staff at Singapore Biennale 2008 was not a positive one. For example, when we were nearing this huge wall art piece and wanted to take a look at it, a stationed staff immediately said “Please do not touch the exhibit” in a serious tone, even though we were just looking at the art piece. A similar type of “rude” reminder was shown again at this following exhibit when we are standing too close to it.
There are like 3 similar incidents pertaining to “Please do not touch the exhibit” coment.
Overall, unless we post questions to the staff at the Biennale, they would just stand there and be a reminder to not to touch the exhibits. The interaction between the staff and the visitors are not as good as expected, and they could improve on their service skills.
Recommendations
The organiser could have sent their staff to service trainings, and there are no excuses even though some of them may be volunteers or interns. This has made the staff and visitor relationship a little tense, and visitors may not be able to enjoy the experience at Singapore Biennale 2008.
The marketing mix of People is the interactions between the hosts, staff/volunteers, visitors and the setting. This constitutes a large part of the event experience. The service delivery shows the form of hospitality received by visitors which shapes their experience, and it could be positive or even negative.
The foremost people for this marketing mix are the organizers. For Singapore Biennale 2008, the organiser is the National Arts Council, and the aim of this council is to develop Singapore into a distinctive global city for the arts.
The staffs at the Singapore Biennale are the people that we get to interact with when we are at the exhibition. They consist of the actual staff, volunteers and interns. However, my experience with the staff at Singapore Biennale 2008 was not a positive one. For example, when we were nearing this huge wall art piece and wanted to take a look at it, a stationed staff immediately said “Please do not touch the exhibit” in a serious tone, even though we were just looking at the art piece. A similar type of “rude” reminder was shown again at this following exhibit when we are standing too close to it.
There are like 3 similar incidents pertaining to “Please do not touch the exhibit” coment.
Overall, unless we post questions to the staff at the Biennale, they would just stand there and be a reminder to not to touch the exhibits. The interaction between the staff and the visitors are not as good as expected, and they could improve on their service skills.
Recommendations
The organiser could have sent their staff to service trainings, and there are no excuses even though some of them may be volunteers or interns. This has made the staff and visitor relationship a little tense, and visitors may not be able to enjoy the experience at Singapore Biennale 2008.
2.5 Programming
2.5 Programming
A proper programming plan within the event is a marketing decision, aiming at the ways of creating targeted benefits for its market segment. The main attractive factor for visiting events is the programmes, and they are most likely a very important factor determining the success of the event.
Singapore Biennale has many programmes set up during its two month exhibition timeframe. It starts off with a Vernissage which is a preview event for the Singapore Biennale 2008. The Vernissage has a series of programmes lined up with VIP’s, invited guests, professionals and also the general public. Some example of the programmes lined up for the Vernissage is a “Launch Party” by invitation only, “Wonder Club”, “Artists Talks”, Hans Op de Beeck Book Launch and Talk”, “Artistic Director’s Tour” and “Curator’s Tour”.
There are also programmes targeted towards community building. A series of public platforms called “Encounters” is formed and they are “get-together” sessions in Singapore or at international arts events for the meeting between the interested public, the arts communities and also the Singapore Biennale curatorial team. These programmes not only benefit the public, it also serves as a feedback mechanism for the Singapore Biennale 2008 as it is being organized. This develops a sense of belongingness towards the Biennale event for the local community.
Following the Adult’s Biennale, Singapore Biennale has worked together with Little Art Bug Workshop to come up with a Kids’ Biennale, to introduce Primary school students to this year’s theme of “Wonder”. This comprises of programmes held both in the school and at Singapore Biennale 2008. It will help the children relate what they have learnt to the best of international contemporary art.
The Kid’s Biennale will showcase the best works from these children and special projects from the participating primary schools. This is also a platform for young Singaporean children to showcase their talent, and it will help Singapore promote the arts culture.
The Singapore Biennale aims to educate the youths and young adults too, therefore, there are programmes built for them. Such programmes for the youths and young adults are a Biennale Race 2008 and school tours to the event itself. This allows them to learn and appreciate contemporary arts through fun and educational ways.
At the Singapore Biennale indoor exhibition venues, there are guided tours held mostly during the weekend. These tours will let visitors gain a better understanding of the artworks, artists and how these artworks can relate to the theme of Wonder.
Even if the visitors are unable to be on a guided tour, they can download the Singapore Biennale 2008 Audio Guide, which comes in the form of mp3s and can be put into their MP3 players. MP3 players with pre-loaded audio tours are also available free-of-charge at the counters at certain venues of the event.
Opinions
The wide range of programmes for Singapore Biennale 2008 is very well done, and it can definitely attract visitors of diverse ages.
A proper programming plan within the event is a marketing decision, aiming at the ways of creating targeted benefits for its market segment. The main attractive factor for visiting events is the programmes, and they are most likely a very important factor determining the success of the event.
Singapore Biennale has many programmes set up during its two month exhibition timeframe. It starts off with a Vernissage which is a preview event for the Singapore Biennale 2008. The Vernissage has a series of programmes lined up with VIP’s, invited guests, professionals and also the general public. Some example of the programmes lined up for the Vernissage is a “Launch Party” by invitation only, “Wonder Club”, “Artists Talks”, Hans Op de Beeck Book Launch and Talk”, “Artistic Director’s Tour” and “Curator’s Tour”.
There are also programmes targeted towards community building. A series of public platforms called “Encounters” is formed and they are “get-together” sessions in Singapore or at international arts events for the meeting between the interested public, the arts communities and also the Singapore Biennale curatorial team. These programmes not only benefit the public, it also serves as a feedback mechanism for the Singapore Biennale 2008 as it is being organized. This develops a sense of belongingness towards the Biennale event for the local community.
Following the Adult’s Biennale, Singapore Biennale has worked together with Little Art Bug Workshop to come up with a Kids’ Biennale, to introduce Primary school students to this year’s theme of “Wonder”. This comprises of programmes held both in the school and at Singapore Biennale 2008. It will help the children relate what they have learnt to the best of international contemporary art.
The Kid’s Biennale will showcase the best works from these children and special projects from the participating primary schools. This is also a platform for young Singaporean children to showcase their talent, and it will help Singapore promote the arts culture.
The Singapore Biennale aims to educate the youths and young adults too, therefore, there are programmes built for them. Such programmes for the youths and young adults are a Biennale Race 2008 and school tours to the event itself. This allows them to learn and appreciate contemporary arts through fun and educational ways.
At the Singapore Biennale indoor exhibition venues, there are guided tours held mostly during the weekend. These tours will let visitors gain a better understanding of the artworks, artists and how these artworks can relate to the theme of Wonder.
Even if the visitors are unable to be on a guided tour, they can download the Singapore Biennale 2008 Audio Guide, which comes in the form of mp3s and can be put into their MP3 players. MP3 players with pre-loaded audio tours are also available free-of-charge at the counters at certain venues of the event.
Opinions
The wide range of programmes for Singapore Biennale 2008 is very well done, and it can definitely attract visitors of diverse ages.
Monday, November 24, 2008
2.4 Promotion
2.4 Promotions
Promotion for events refers to the full communication mix which includes press releases, sales promotions and advertising. This communication mix requires ongoing management and not based on just one-off efforts, or the promotion value will die down.
For the Singapore Biennale, an above the line promotion is used, which means that the promotions can be controlled by money. This is done so by printing advertisements on magazines or newspapers such as the straits times, or even advertisements over the radio or as a commercial advertisement. The below the line promotion is also used, as there are more than 1000 press articles written about the Singapore Biennale 2008.
Firstly, there were press releases done for the Singapore Biennale 2008, and they could be found in this webpage of the official Singapore Biennale 2008 website.
Singapore Biennale Press Room
The press releases provided detailed information on the exhibition, theme and list of artists presenting their works in the Singapore Biennale. Programmes information was also included, and there were official opening speeches done by the minister, Chairman of National Arts Council and also the Artistic Director Fumio Nanjo. Other than the press releases, there were also newspaper articles and online articles talking about the Singapore Biennale. The amount of press releases and articles are overwhelming, and they will definitely contribute a whole lot to the promotion effectiveness, and reach out to more people.
Despite the huge efforts put into press releases, the television commercial advertisement was not effective in promoting Singapore Biennale 2008.
After watching the video, I can see that there is minimal effort in making the television commercial, and the main point and details of Singapore Biennale is not brought out. This may leave the viewers confused and deter them from getting more information on the event.
Lastly, there are various sales promotions for the Singapore Biennale 2008. For ticket price promotions, there is a 30% discounts for all passion card holders.
This promotion allows The Singapore Biennale 2008 to tap on the market that has a passion card, and it allows them to spread the event to more people.
The other main sales promotion for Singapore Biennale 2008 is tied in with Singapore Flyer. For example, visitors who bought the Biennale ticket can get to sit on the Singapore Flyer at a discounted price. For the other way round, visitors with the Singapore Flyer ticket can access the Biennale exhibition for free, however, a guide book would not be provided. This promotion links both the Singapore Flyer and Singapore Biennale 2008 together, and there will definitely be spill-offs to the both. It is a very effective tie-in promotion, as visitors to either places will definitely get to know about the other place.
Recommendations
The Singapore Biennale 2008 could improve on its Television Commercial advertisements, as it is the easiest way to reach out to the public. A more informative and attractive video for the commercial should be made, and they should get the advertisement to be broad casted more often. This is as many of my family members and friends have claimed that they have not seen the advertisement before.
Promotion for events refers to the full communication mix which includes press releases, sales promotions and advertising. This communication mix requires ongoing management and not based on just one-off efforts, or the promotion value will die down.
For the Singapore Biennale, an above the line promotion is used, which means that the promotions can be controlled by money. This is done so by printing advertisements on magazines or newspapers such as the straits times, or even advertisements over the radio or as a commercial advertisement. The below the line promotion is also used, as there are more than 1000 press articles written about the Singapore Biennale 2008.
Firstly, there were press releases done for the Singapore Biennale 2008, and they could be found in this webpage of the official Singapore Biennale 2008 website.
Singapore Biennale Press Room
The press releases provided detailed information on the exhibition, theme and list of artists presenting their works in the Singapore Biennale. Programmes information was also included, and there were official opening speeches done by the minister, Chairman of National Arts Council and also the Artistic Director Fumio Nanjo. Other than the press releases, there were also newspaper articles and online articles talking about the Singapore Biennale. The amount of press releases and articles are overwhelming, and they will definitely contribute a whole lot to the promotion effectiveness, and reach out to more people.
Despite the huge efforts put into press releases, the television commercial advertisement was not effective in promoting Singapore Biennale 2008.
After watching the video, I can see that there is minimal effort in making the television commercial, and the main point and details of Singapore Biennale is not brought out. This may leave the viewers confused and deter them from getting more information on the event.
Lastly, there are various sales promotions for the Singapore Biennale 2008. For ticket price promotions, there is a 30% discounts for all passion card holders.
This promotion allows The Singapore Biennale 2008 to tap on the market that has a passion card, and it allows them to spread the event to more people.
The other main sales promotion for Singapore Biennale 2008 is tied in with Singapore Flyer. For example, visitors who bought the Biennale ticket can get to sit on the Singapore Flyer at a discounted price. For the other way round, visitors with the Singapore Flyer ticket can access the Biennale exhibition for free, however, a guide book would not be provided. This promotion links both the Singapore Flyer and Singapore Biennale 2008 together, and there will definitely be spill-offs to the both. It is a very effective tie-in promotion, as visitors to either places will definitely get to know about the other place.
Recommendations
The Singapore Biennale 2008 could improve on its Television Commercial advertisements, as it is the easiest way to reach out to the public. A more informative and attractive video for the commercial should be made, and they should get the advertisement to be broad casted more often. This is as many of my family members and friends have claimed that they have not seen the advertisement before.
2.3 Price
2.3 Price
Pricing is a very important aspect of the marketing mix, it can affect the demand of the people towards the event, and it can determine whether the event will be successful or not. In this case, I believe that Singapore Biennale is not created on a commercial basis, but however on a political basis. It is a way of the National Arts Council of Singapore to promote Singapore as a country that supports fine art, and also influencing its people to take part in the art revolution, and at the same time educate them to understand and enjoy contemporary art.
The single entry pass ticket to Singapore Biennale 2008 is charged at $10 for adults, $7 for all passion card holders and $5 for Senior Citizens above 60 years old and students with valid ID. In my opinion, the prices for the ticket would only allow them to break even between their cost and profit, considering the number of exhibition venues, buildings, staffing and others.
With just a single ticket, the visitor is entitled to visit the indoor exhibitions in City Hall, South Beach Development and also take the Singapore Flyer in “Singapore Biennale style” at a discounted price. The ticket comes with a complimentary guidebook too, which they are selling at $6 each. The Biennale is also accountable for the outdoor exhibitions which are free-for-all to view. With all these costs in mind, the visitors are getting so much more than the ticket price they paid.
Opinions
I believe that the price set for the tickets for Singapore Biennale 2008 is very beneficial if it is towards the political basis of promoting Singapore instead of the economic basis. The price for the ticket will most probably affect the locals as tourists to Singapore would not mind paying more for such events as it is a one-time opportunity, whereas Singaporeans have more opportunities of visiting the Singapore Biennale 2008.
This low ticket price will definitely attract interested Singaporeans as it is affordable and it is worth the money. Lastly, due to huge sponsorships for this event, charging at such a price for tickets is wise as it will not deter visitors from coming.
Pricing is a very important aspect of the marketing mix, it can affect the demand of the people towards the event, and it can determine whether the event will be successful or not. In this case, I believe that Singapore Biennale is not created on a commercial basis, but however on a political basis. It is a way of the National Arts Council of Singapore to promote Singapore as a country that supports fine art, and also influencing its people to take part in the art revolution, and at the same time educate them to understand and enjoy contemporary art.
The single entry pass ticket to Singapore Biennale 2008 is charged at $10 for adults, $7 for all passion card holders and $5 for Senior Citizens above 60 years old and students with valid ID. In my opinion, the prices for the ticket would only allow them to break even between their cost and profit, considering the number of exhibition venues, buildings, staffing and others.
With just a single ticket, the visitor is entitled to visit the indoor exhibitions in City Hall, South Beach Development and also take the Singapore Flyer in “Singapore Biennale style” at a discounted price. The ticket comes with a complimentary guidebook too, which they are selling at $6 each. The Biennale is also accountable for the outdoor exhibitions which are free-for-all to view. With all these costs in mind, the visitors are getting so much more than the ticket price they paid.
Opinions
I believe that the price set for the tickets for Singapore Biennale 2008 is very beneficial if it is towards the political basis of promoting Singapore instead of the economic basis. The price for the ticket will most probably affect the locals as tourists to Singapore would not mind paying more for such events as it is a one-time opportunity, whereas Singaporeans have more opportunities of visiting the Singapore Biennale 2008.
This low ticket price will definitely attract interested Singaporeans as it is affordable and it is worth the money. Lastly, due to huge sponsorships for this event, charging at such a price for tickets is wise as it will not deter visitors from coming.
2.2 Place
2.2 Place
The exhibition venues for Singapore Biennale 2008 are well spread out across Marina Bay and are all reachable from each location within walking distance. These venues, through the features of the venue and the atmosphere are best able to present the artworks and engage visitors in a meaningful way. The use of both outdoor and indoor exhibition venues provides distinct experiences and different ways of viewing the exhibits.
Firstly, the use of both City Hall and South Beach Development as the main indoor exhibition venues brings about a deep meaning for Singaporeans and also a unique experience for the tourists to Singapore Biennale 2008.
The City Hall is a national monument of Singapore, and it was designed and built by the architects of the municipal government. It stands as a symbolic status for post-independence Singapore, as it was the location for the surrender of the Japanese in 1945 during World War 2 and the place where the legal documents are signed for the formation of Malaysia and Singapore gaining independence as a state by itself.
Therefore, choosing this location as an exhibition venue is wonderful, it allows Singaporean to relive the moments in history and at the same time allowing tourists to know more about Singapore History. It is definitely a great spot for hosting Singapore Biennale 2008.
The South Beach Development is synonymous with the history of the Singapore Volunteers Corps (SVC) and was where the first NS enlistment was held in 1967. Being scheduled to reopen in the year 2012, it is advantageous using the location as an exhibition venue, as it would be an unused venue anyway, and a great spot to revisit before it is rebuilt.
Opinions
Marina Bay aims to be a vibrant, 24/7 Garden City by the Bay. Surrounded by sparkling water and lush gardens, Marina Bay will offer exciting opportunities for people to come together to explore, exchange and entertain. It is a wise choice for the organiser to choose Marina Bay as its main venue, as it is a place being promoted as a huge attraction in Singapore. It is a win-win situation for both the developers of Marina Bay and Singapore Biennale 2008, as the international contemporary mega visual arts exhibition event is held in a vibrant Garden City by the Bay.
The exhibition venues for Singapore Biennale 2008 are well spread out across Marina Bay and are all reachable from each location within walking distance. These venues, through the features of the venue and the atmosphere are best able to present the artworks and engage visitors in a meaningful way. The use of both outdoor and indoor exhibition venues provides distinct experiences and different ways of viewing the exhibits.
Firstly, the use of both City Hall and South Beach Development as the main indoor exhibition venues brings about a deep meaning for Singaporeans and also a unique experience for the tourists to Singapore Biennale 2008.
The City Hall is a national monument of Singapore, and it was designed and built by the architects of the municipal government. It stands as a symbolic status for post-independence Singapore, as it was the location for the surrender of the Japanese in 1945 during World War 2 and the place where the legal documents are signed for the formation of Malaysia and Singapore gaining independence as a state by itself.
Therefore, choosing this location as an exhibition venue is wonderful, it allows Singaporean to relive the moments in history and at the same time allowing tourists to know more about Singapore History. It is definitely a great spot for hosting Singapore Biennale 2008.
The South Beach Development is synonymous with the history of the Singapore Volunteers Corps (SVC) and was where the first NS enlistment was held in 1967. Being scheduled to reopen in the year 2012, it is advantageous using the location as an exhibition venue, as it would be an unused venue anyway, and a great spot to revisit before it is rebuilt.
Opinions
Marina Bay aims to be a vibrant, 24/7 Garden City by the Bay. Surrounded by sparkling water and lush gardens, Marina Bay will offer exciting opportunities for people to come together to explore, exchange and entertain. It is a wise choice for the organiser to choose Marina Bay as its main venue, as it is a place being promoted as a huge attraction in Singapore. It is a win-win situation for both the developers of Marina Bay and Singapore Biennale 2008, as the international contemporary mega visual arts exhibition event is held in a vibrant Garden City by the Bay.
2.1 Product
2.1 Product
2.1.1 Core Product
The core product of Singapore Biennale 2008 would be the experience that visitors will enjoy from the international contemporary mega visual arts exhibition, through 50 renowned international and local artists, who hail from various artistic disciplinary backgrounds. Visitors will be able to feast their senses on the multitude of art works and installations around key venues in Singapore. The exhibits generate surprise, and engage visitors to think about what awes them or what doesn’t, and why, considering the world we live in today.
Another core product of Singapore Biennale is the layout of the exhibition venues, which brings about a “Marina Bay” experiential factor. The selection of the venues within walking distance is best able to present, engage and bring out the experience of the artworks. For example, the two indoor locations (City Hall and South Beach Development) for the exhibitions provide a unique experience, as the ambience and environment of both locations are on different sides of a pole, providing distinct colours to the experience of the artworks.
2.1.2 Tangible Products
Tangible products refer to the products that the visitors can enjoy through their five senses. In this case, the design and architecture of the historic City Hall would be the first tangible product visitors can to see even before stepping into the building. This allows visitors to have a perception of what they will expect to experience when they go into the exhibition areas.
The ticket and the Singapore Biennale 2008 Guidebook are the tangible products that visitors get when they pay for the ticket. Upon entering the exhibition areas, the tangible products are the exhibits, which allow visitors to enjoy through their five senses.
Overall, in the City Hall Building itself, there are signboards, plaques, brochures, special newspapers, a customer service counter, staffs, and all these tangible products would further elaborate and provide in-depth information to visitors.
2.1.3 Augmented Product
The augmented product refers to products that enhance the experiences of the visitors when they are in the building. The main supporting product for Singapore Biennale 2008 would be the Singapore Flyer, which provides visitors with breathtaking, panoramic views of the Marina Bay, our island city and beyond. This enhances the total experience for the visitors to Singapore Biennale 2008. With the Singapore Biennale tickets, visitors can enjoy the Singapore Flyer Ride at a discounted price
Another augmented product would be the special programme for this year’s Biennale, the “Kids Biennale”. The Kids Biennale is an art education & outreach programme for schools with these aims in mind; Inspire, Instill and Engage the kids through participation.
The service environment is another augmented product of the exhibition. This is shown through the cleanliness of the museum and the different atmosphere in the exhibition rooms.
Recommendation
The organiser of the event could improve on their augmented product, specifically their collectibles for sale, such as the limited edition bags, t-shirts and the informative guidebook. They could promote these items more, as I did not know the items are for sale when I went to the exhibition. The information could only be found on their websites, they could have asked their volunteers or staff to up sell, to promote these collectibles.
2.1.1 Core Product
The core product of Singapore Biennale 2008 would be the experience that visitors will enjoy from the international contemporary mega visual arts exhibition, through 50 renowned international and local artists, who hail from various artistic disciplinary backgrounds. Visitors will be able to feast their senses on the multitude of art works and installations around key venues in Singapore. The exhibits generate surprise, and engage visitors to think about what awes them or what doesn’t, and why, considering the world we live in today.
Another core product of Singapore Biennale is the layout of the exhibition venues, which brings about a “Marina Bay” experiential factor. The selection of the venues within walking distance is best able to present, engage and bring out the experience of the artworks. For example, the two indoor locations (City Hall and South Beach Development) for the exhibitions provide a unique experience, as the ambience and environment of both locations are on different sides of a pole, providing distinct colours to the experience of the artworks.
2.1.2 Tangible Products
Tangible products refer to the products that the visitors can enjoy through their five senses. In this case, the design and architecture of the historic City Hall would be the first tangible product visitors can to see even before stepping into the building. This allows visitors to have a perception of what they will expect to experience when they go into the exhibition areas.
The ticket and the Singapore Biennale 2008 Guidebook are the tangible products that visitors get when they pay for the ticket. Upon entering the exhibition areas, the tangible products are the exhibits, which allow visitors to enjoy through their five senses.
Overall, in the City Hall Building itself, there are signboards, plaques, brochures, special newspapers, a customer service counter, staffs, and all these tangible products would further elaborate and provide in-depth information to visitors.
2.1.3 Augmented Product
The augmented product refers to products that enhance the experiences of the visitors when they are in the building. The main supporting product for Singapore Biennale 2008 would be the Singapore Flyer, which provides visitors with breathtaking, panoramic views of the Marina Bay, our island city and beyond. This enhances the total experience for the visitors to Singapore Biennale 2008. With the Singapore Biennale tickets, visitors can enjoy the Singapore Flyer Ride at a discounted price
Another augmented product would be the special programme for this year’s Biennale, the “Kids Biennale”. The Kids Biennale is an art education & outreach programme for schools with these aims in mind; Inspire, Instill and Engage the kids through participation.
The service environment is another augmented product of the exhibition. This is shown through the cleanliness of the museum and the different atmosphere in the exhibition rooms.
Recommendation
The organiser of the event could improve on their augmented product, specifically their collectibles for sale, such as the limited edition bags, t-shirts and the informative guidebook. They could promote these items more, as I did not know the items are for sale when I went to the exhibition. The information could only be found on their websites, they could have asked their volunteers or staff to up sell, to promote these collectibles.
Sunday, November 23, 2008
1. Introduction to Singapore Biennale 2008
1. Introduction
1.1 Objective of the report
The objective of this report is to identify and describe each component of the marketing mix used by the event, which is the “Singapore Biennale 2008”, and evaluate how well Singapore Biennale 2008 has has utilized the marketing mix to its advantage. Recommendations on how the event could improve on the use of the particular marketing mix component will also be given. The tourism roles and economic value of the event will be discussed, and an overall judgment on how effective the marketing mix that contributed to the success of the event will be stated.
1.2 Methodology of Research
The methodology for this research project is done through a field study to the actual event, the observation of the event management and also through the photo-taking of the event. Additional information on the event is found out through the event brochures, newspaper reports on the event, websites that are linked to Singapore Biennale 2008 and by the interviewing of the event staff.
1.3 Profile and Background of the Singapore Biennale 2008
What is Biennale? This is the first question I thought of when I chose this event for my field trip assignment. The answer is that Biennale is Italian for "every other year" and can be used to describe any event that happens every 2 years; however, this term is more commonly used for recurring art exhibitions.
Singapore Biennale 2008 is the second edition of Singapore’s largest international Biennale of contemporary art after its successful edition in 2006. There are more than 883,000 people who visited the Singapore Biennale 2006 and have generated more than 1000 press articles. This has placed Singapore on the international arts map. The objective of the event is to inject the Singaporean masses’ daily lives with a shot of the visual arts.
The Singapore Biennale 2008 starts from 11th September to 16th November 2008. This event will showcase 137 artworks by 66 artists from more than 35 countries and regions. The main indoor venues of the exhibitions will be held at City Hall and South Beach Development, with accompanying exhibition venues at One Raffles Quay, Collyer Quay, Central Promontory Site, Esplanade Bridge, Singapore Flyer and lastly Raffles City Shopping Centre.
This theme for this year’s Singapore Biennale is “Wonder”. As stated by the Artistic Director of Singapore Biennale 2008, Fumio Nanjo, Wonder proposes to investigate the articulation and creation of marvels, riddles and illusions in our world today. The artworks in the exhibition will allow the visitors to question, be curious and to think out of the box. At the same time, it will allow the visitors to be surprised and challenged by what they can experience through contemporary arts as an aperture to the world.
1.1 Objective of the report
The objective of this report is to identify and describe each component of the marketing mix used by the event, which is the “Singapore Biennale 2008”, and evaluate how well Singapore Biennale 2008 has has utilized the marketing mix to its advantage. Recommendations on how the event could improve on the use of the particular marketing mix component will also be given. The tourism roles and economic value of the event will be discussed, and an overall judgment on how effective the marketing mix that contributed to the success of the event will be stated.
1.2 Methodology of Research
The methodology for this research project is done through a field study to the actual event, the observation of the event management and also through the photo-taking of the event. Additional information on the event is found out through the event brochures, newspaper reports on the event, websites that are linked to Singapore Biennale 2008 and by the interviewing of the event staff.
1.3 Profile and Background of the Singapore Biennale 2008
What is Biennale? This is the first question I thought of when I chose this event for my field trip assignment. The answer is that Biennale is Italian for "every other year" and can be used to describe any event that happens every 2 years; however, this term is more commonly used for recurring art exhibitions.
Singapore Biennale 2008 is the second edition of Singapore’s largest international Biennale of contemporary art after its successful edition in 2006. There are more than 883,000 people who visited the Singapore Biennale 2006 and have generated more than 1000 press articles. This has placed Singapore on the international arts map. The objective of the event is to inject the Singaporean masses’ daily lives with a shot of the visual arts.
The Singapore Biennale 2008 starts from 11th September to 16th November 2008. This event will showcase 137 artworks by 66 artists from more than 35 countries and regions. The main indoor venues of the exhibitions will be held at City Hall and South Beach Development, with accompanying exhibition venues at One Raffles Quay, Collyer Quay, Central Promontory Site, Esplanade Bridge, Singapore Flyer and lastly Raffles City Shopping Centre.
This theme for this year’s Singapore Biennale is “Wonder”. As stated by the Artistic Director of Singapore Biennale 2008, Fumio Nanjo, Wonder proposes to investigate the articulation and creation of marvels, riddles and illusions in our world today. The artworks in the exhibition will allow the visitors to question, be curious and to think out of the box. At the same time, it will allow the visitors to be surprised and challenged by what they can experience through contemporary arts as an aperture to the world.
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