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.
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