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.
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