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1. Introduction

The objective of the online portfolio is to identify how the various components of the event marketing mix had been adopted in Singapore Biennale 2008 (SB2008) and evaluate the effectiveness of the various components used to contribute towards the success of SB2008. In addition, the roles of SB2008 played to contribute to Singapore’s tourism economy are also highlighted in this portfolio.

1.1. Methodology of research includes

• Personal observations during Field trip
• Personal interview with staff
• Interactions with SB2008’s visitors
• Secondary resources ( Books and Internet)

1.2. Profile of Singapore Biennale 2008

Singapore Biennale 2008, an international contemporary mega visual arts exhibition, is organized by the National Arts Council Singapore, which was showcased from 11 September to 16 November 2008. The art exhibition was held at six locations- City Hall, South Beach Development, Esplanade Bridge, Central Promontory Site, Singapore Flyer and Raffles City Shopping Centre.

SB2008 returns two years after the successful launch of the first edition of Biennale in 2006. The objective of Singapore Biennale is to draw wide global attention from both local and international art communities, arts businesses as well as diverse art audiences to interact, collaborate and be engaged in the world of contemporary art. It is also committed to building new arts audiences and broadening participation through art education and outreach programme for schools.

Since SB2008 is an international event, Biennale is also launched in various countries and cities such as Australia (Sydney), South Korea (Gwangju), China (Shanghai) and Japan (Tokyo).

Product Mix

The combination of products and services, whether for free or for sale, that are aimed at the needs of the target market.

It consists of three main elements- Core, tangible and augmented.

1. Core Product

Core product is the combination of service and benefits that the customer experiences. SB2008 is a showcase of the multitude of artworks and installations produced by fifty renowned international and local artists.

Therefore, the core product offered to participants is the art knowledge of appreciative understanding of contemporary arts through the visit to SB2008.

2. Tangible Product

Tangible product comprises of tangible features of a product, for example, it includes venue and seating, pricing, essential services and access, food and beverages.

2.1. Audio Guide Player

Source: http:// portableplayers.blogspot.com

Apart from the common utilizing tangible products that an art exhibition could offer, such as exhibits, benches, short guides, signage, tickets, maps and brochures, SB2008 also provides audio guide players so as to aid participants in their self-learning journey when they walk into the exhibition.

Audio guide player service is available in the three venues, which are mainly- Singapore Flyer, City Hall and South Beach Development. This provides them a better understanding of the displayed artworks.

2.2. Two-way Shuttle Service

Due to the fact that SB2008’s exhibitions are launched in various locations in Singapore, two-way shuttle service is available to provide transport to the participants, so as to bring them back and forth following the route that comprises of four stops, which are City Hall MRT – Coleman Street, Suntec City, Millenia Walk, and Singapore Flyer.

3. Augmented Product

Augmented Product comprises of additional features that differentiate an event from its competitors. It enhances the whole experience.

3.1. Audio Guide Service

As mentioned, SB2008 offers audio guide features, which brings in the objective to aid participants to gain a better understanding of the various artworks during their self-guided tours. This is considered as differentiated service and this element differentiates itself from other competitive art exhibitions such as ARTSingapore 2008 and other exhibitions held and organized by Singapore Arts Museum, as these competitors do not provide such service.

3.2. Guided Tours for dialect groups

Source: http://www.parks.sfgov.org/site/elections_page.asp?id=60436

After interviewing one of the staff in SB2008, I was told that guided tours were organized not just in English, Mandarin and Japanese, there were also guided tours in dialects such as Hokkien, Cantonese and Teochew. The objective of organizing such tours is to allow old folks, who do not understand both English and Mandarin, to have the opportunity to appreciate art, and thus, SB2008 aims not to deprive anyone in getting to know more about art, regardless of what language group they are in. This is in conjunction with their objective of raising a higher level of awareness of appreciating art in the community.

3.3. Singapore Flyer as Venue Partner

SB2008 brings in a different style of exhibition in terms of the venue. Singapore Flyer, a venue partner of SB2008, allows participants to take on a flight and enjoy the scenery while listening to the audio art piece that is inspired by Singapore Flyer and specially created for it. It brings in a whole new art experience for visitors which significantly differentiates itself from other art exhibitions.

3.4. Brand Recognition

Source: http://www.wcupa.edu/staffrec/images/trophy1.jpg

Singapore Biennale was first launched once in 2006 and brought success in terms of significant positive feedback received from international media and art critics and cumulative media value for print came up to be approximately $19,300,000.

Thus, brand recognition was already gained when SB2006 was launched. There is a high level of awareness generated among the locals in Singapore and people from overseas. SB2008 returns with a well-recognized brand, underpinned by large media coverage, therefore, a high level of enthusiastic participation is expected.

Unlike SB2008, other local art exhibitions in Singapore, such as the exhibitions held in Singapore Arts Museum, do not have the advantage of getting such global attention. They would get to gain publicity through local newsletters and journals but seldom hit the headlines of mainstream news. Thus, SB2008’s brand recognition is considered as an augmented product as it differentiates itself from other local art exhibitions in Singapore.

Evaluation

Product Mix is effectively used to its advantage.

Especially when zooming into partnership with Singapore Flyer as an augmented product, being able to collaborate with Singapore Flyer is a big advantage, as Singapore Flyer helps drawing more visitors in due to the fact that it is a new attraction. Everyone would want to try out appreciating artpiece while on flight, this whole new experience varies greatly with traditional way of appreciating art in museum.

Pricing Mix

Pricing mix is the combination of prices that consumers are offered to purchase a product or service.

SB2008’s Admission Fees – Single Entry Pass: S$10

Promotional Prices and Concessions:

Click to enlarge

1. Prices for Segments with Low Purchasing Power

SB2008 recognized certain targeted age groups who do not have much purchasing power, thus, incorporated concession system which offers discounted prices to these age groups.

2. Prices for the Price-Sensitive Segment

As SB2008 is open to public, SB2008 also aims to target the price-sensitive segment. Thus, it came up with alternatives like complementary tickets that do not include short guide as participants are able to download an audio guide file from SB2008’s official website and play it in their MP3s as a self-guided tour in the exhibition. In addition, there are other alternatives such as ticket promotions to attract this target segment.

3. Where the payment is made

Tickets are sold at the ticketing booths situated in City Hall and South Beach Development. Complimentary tickets (One-For-One tickets) could be collected at Central Promontory Site- Containart Pavilion.

Evaluation

Pricing mix is, no doubt, a very effective mix as the prices are thoughtfully set so as to, as possible, attract all types of segments in the community.

Place Mix

It refers to both the site where the event takes place and the place at which consumers can purchase tickets to the event.

1. Venues

SB2008 is allocated and divided into five venues, which are mainly, City Hall, South Beach Shopping Centre, Raffles City Shopping Centre, and lastly, Marina Bay – three sites- Central Promontory Site, Esplanade Bridge and Singapore Flyer.

South Beach Development

City Hall

2. Where are the tickets sold?

Tickets are sold at the ticketing booths situated in City Hall and South Beach Development. There were no online ticket-booking services.

3. Comparison

A comparison has been made between two venues, City Hall and South Beach Development.

3.1. City Hall

SB2008 has chosen this historical site, the biggest venue among all, as one of the main venues for the exhibition. This building has amenities such as toilets and air-conditioners.

3.2. South Beach development building

A historical site that is located along beach road, however, without air-conditioners and toilets.

Observation

During my field trip over at South Beach Development building, it was in the afternoon about 1P.M. I have observed that the weather was hot and I was perspiring, in addition, I did observe that people were using pamphlets or short guides to ‘fan’ themselves as they stroll along in the building.

City Hall and South Beach Development have totally different ambience and environment, and according to SB2008’s organizer, it was meant to be this way so as to show that the ambience and environment in both venues are poles apart, providing distinct colours to the experience and engagement of the artworks.

Evaluation

Place Mix is deemed as ineffective to a certain extent due to the atmosphere in South Beach Development building that has clashed with the element of having suitable atmosphere to provide customer satisfaction.

Security Issue – Poor Control of Cash

Since the place where the tickets are sold is part of Place mix, there were no online booking services, thus, participants do not have ways to purchase tickets in advance, and they would have to get the tickets from ticketing booths at the venue itself.

Since visitors have to pay at the ticketing booth itself, there might be some form of security problems as there might be too much cash on hand at the ticketing booths, which led to poor control of cash as there was not any secured official cash registers at the booths.

Please Click to have a precise look at the ticketing booths. (South Beach Development)

Recommendation

Paper Fans (as a substitute)

The physical setting is crucial for customer satisfaction; Since the atmosphere over at South Beach Development could not be changed as the concept must match with the atmosphere (as mentioned above), thus, I would like to recommend that SB2008 to come up with alternatives such as providing of paper fans, to substitute air conditioner. SB2008 could seek sponsorships from associations, to provide paper fans for visitors, for example, Ikea. It should be the utmost priority to let visitors feel comfortable when they step into the art exhibitions during a hot, mid afternoon.

Online Ticketing Service

In addition, I would recommend that there should be online ticket-selling services at SB2008’s official website so that there would not be too much cash on hand expected on that day itself as visitors could have paid for the tickets in advance. This would then help to void out financial security disadvantages.

Promotion (Communication) Mix

Source: http://www.britishcouncil.org/arts-news-314×315.jpg

It comprises of all communications between the firm and target market that increase the tangibility of the product or service mix, that establish or monitor consumer’s expectations, or that persuade or induce consumers to purchase a product.

Personal interviews with visitors

When I visited City Hall, I came across a few locals and tourists, and asked them about the means of getting to know SB2008, Some said it was on the news; some stay in the neighboring hotels such as Conrad Hotel and walk by to check out, while some came due to the fact that they are Biennale fans.

It was broadcasted on the newspapers- The Straits Times.

Efforts have been made to reach out to the youths, by publicizing in social networking websites, such as Facebook.

Evaluation

However, I think that SB2008 is not so ‘hot’ among the youths still yet. I made some on-site observations and concluded that it is hard to find youths among the visitors. They were typically families and middle-aged working adults.

Recommendation

Source: www.sodahead.com

Youths are not really aware of SB2008’s happenings. I suggest that Singapore Biennale could advertise and publicize on schools’ newsletters, journals as well as youth magazines (E.g. Seventeen) so as to reach out to this specific target group.

They could also advertise on radio stations such as 98.7FM, which youths usually listen to. For example, organizing fun contests and ‘win 2 free tickets to Singapore Biennale”.

People Mix

The people who work in an organization and how their attitudes, work ethic, and disposition affect the service delivery.

Source: www.gemmelldmd.com/about.html

1. Observation

There were not much of interactions between the staff and visitors apart from the registration area. When I spoke to a staff and questioned her on a particular art piece, she politely told me to refer to my short guide.

It is true that short guides and audio guides are available for visitors and it clearly shows that SB2008 is highly encouraging visitors to engage themselves in a self-learning journey. However, this mix would be considered weak if the staff does not have sufficient basic product knowledge to cater to the visitors who have neither short guide nor audio guide with them.

It is also understood that SB2008 has tried to reinforce the importance of product knowledge through organizing volunteer orientation and guide-training workshops for volunteers as well as acclaiming that volunteers enhance the experience in SB2008 through gracious service and knowledgeable guidance.

Evaluation

It was not clearly shown, based on my experience at SB2008. As SB2008 is an international event, tourists from all over the world would visit SB2008. Thus, some form of hospitality should be shown and provided by the staff. This would leave a good global image for SB2008.

However, all in all, staff was polite and courteous, thus, I have decided not to assume and conclude things in a very subjective manner based on only one-time experience.

Recommendation

Source: www.bioinformaticszen.com/…/

Thus, I would suggest that SB2008 organizers or staff supervisors should ensure that staff has already read up on some brief information regarding the various artworks of which they are in-charge of so that they could directly explain briefly to visitors, instead of bring unable to answer them.

Partnership Mix

SB2008 involves in several partnership with various corporations and associations.

Many include main sponsors – Marina Bay Singapore, Urban redevelopment Authority and Jet Airways, preferred sponsors such as Singapore Tourism Board. Other partners such as venue partners – Raffles City and Singapore Flyer, community partner  – People’s Association and Government Supporters – Singapore Land Authority.

1. Example – Sponsorship partners

Sponsors are companies that provide funds or services, in return for publicity, branding and marketing.

1.1. Jet Airways

Kids’ Biennale, an art educational outreach programme for schools, partners Jet Airways in terms of sponsorship. Thus, Jet Airways provided free tickets worth of $4000 as the prizes for Public Lucky Draw and Windmill-Making Contest , in return for a strategic integrated marketing and branding campaign for itself.

1.2. Club 21

Source: http://www.singaporebiennale.org/blog/?p=730

Club 21, another main sponsor of SB2008, collaborates with SB2008 by and launches a small art exhibition, in conjunction with SB2008’s theme. The art exhibition was launched in the Central Promontory Site, showcasing contemporary T-Shirt design, in addition, selling specially designed ” Official Biennale T-shirts” to the public.

In this way, SB2008 benefits by having Club 21 as an exhibitor, and Club 21 could get to advertise their brand for free by designing the official Biennale tee shirt with their company logo on it.

Evaluation

Source: jetemployment.com/jet-airways-fas/

As SB2008 aims to build new art audience and broadens art participation, Partnership Mix is deemed to be effective when it comes to making the packages more attractive, for example, by using Jet Airway tickets as the top prizes for competitions. It is an effective way of stimulating a higher level of participation.

Why effective to stimulate a higher level of participation?

Jet airways is a recognized brand for India’s finest international airlines and since it is the main sponsor for Kids’ Biennale, it shows people quality and credibility. Jet airways could also take this opportunity to gain recognition as well as integrating brand positioning. Thus, this form of partnership shows an ideal win-win situation.

Packaging Mix  (Distribution Mix is covered at the end of this post.)

SB2008 has packaged itself with an attraction and various services such as travel agents, airlines, food and beverage, and retail outlets.

1. Packaged event with attraction – Singapore Flyer (Official Venue Partner)

Source: http://photos.igougo.com/images/p364423-Singapore-Singapore_Flyer.jpg

As mentioned, SB2008 has packaged the art exhibition together with one of the newest attractions in Singapore- Singapore Flyer. One of the listed venues- Singapore Flyer, is SB2008’s venue partner.

Singapore Flyer offers promotional packages that cater specially to SB2008 participants. They could top up a sum of money upon presenting the Biennale pass. Besides, Singapore Flyer itself has come up with several packages for flight passengers; such as promotional packages whereby one Singapore Flyer flight ticket is attached to one SB2008 ticket.

2. Packaged event with Airline and Travel Agent

Source: http://202.150.213.122:8180/booking/

Official Travel Agent – Tradewinds Tours and Travel
Airline – Singapore Airlines (SIA)

Since SB2008 is an international event, it has tapped on intermediaries such as airlines and travel agents, as the tourist sector is one of their target segments. There is an Asia’s Grand tour – Art Compass 2008 that allows visitors to travel to other participating Biennale countries. Travel bookings are made easier through SB2008’s official travel agent, Tradewinds Tours and Travel - to plan itineraries, coordinating flights (SIA only) and accommodation for interested SB2008 participants.

3. Packaged event with Food, Beverage and Retail outlets

Source: www.singaporebiennale.org/tickets.html

Upon presenting SB2008 ticket, SB2008 ticket holders would get to enjoy discounts when they patronize some of the listed outlets, such as,

• Mc Café,
  Seafood Paradise
  Red Dot
  O’Learys Sports Bar & Grill
  Singapore Asian Collection
  Robert’s Coffee and Gelatissimo

Distribution Mix

Distribution mix refers to all channels available between the firm and the target market that increase the probability of getting the customer to the product.

Mc Café

Source: http://trashcanage.blogspot.com/2008/09/oochie-coochie-friday.html

Through this promotion, a certain level of awareness would be generated among the Mc Cafe patrons as it is stated that they can get to enjoy 20% off Biennale tickets with a purchase of sandwich set sold at Mc Café. This would allow Mc Café patrons to enjoy a discounted price of SB2008’s admission fees.

In this way, SB2008 is able to capture a wider range of audience, which comprises of Mc Café patrons, through such distribution method.

Evaluation

Packaging and Distribution Mix has been deemed effective as it incorporates many ancillary services, which of course, creates a high level of recognition and awareness on both sides.  It has clearly shown that SB2008 cultivates good relationship with packaging partners and intermediaries, which is to an advantage.

In addition, as SB2008 is an international event, accomodation and flights are coordinated by SB2008’s partners, which provided targeted benefits for the tourists.

Programming Mix

Programming within the event is a marketing design especially by way of creating targeted benefits.

1. Kids’ Biennale

Source: www.singaporebiennale.org/kidsbiennale.html

As SB2008 aims to broaden arts participation, kids are definitely one of their target segments. Thus, Kids’ Biennale, organized for the benefits of the kids, offers activities that range from learning art techniques in classrooms to Kids’ Day Out sessions including face painting, balloon sculpting and art competitions. Popcorns and candyfloss were given out to the kids as well.

It is deemed to be a successful event as more than 36 schools and 8000 students have participated in it.

Windmill-Making Activity

Source: www.creative-science.org.uk/paperwindmills.html

Kids’ Biennale is also inviting children (aged 6 to 12) to make windmills, to help raise funds for a children’s charity. The windmills collected were culminated in a community art installation at South Beach Development.

As such, these children, aged 6 to 12, are entitled to free admission to SB2008.

2. The Encounters Series

SB2008 also aims to establish a public platform as part of its integrated community-building program, so as to create awareness and generating interest in the community. The Encounters are ‘get-together’ sessions that will provide the opportunities for audience to have face-to-face interactions with the art communities and SB2008 curatorial team.

Special Activities for Different Target Segments

There are special activities, such as lectures, dialogues, public forums, focus group sessions and media events that cater to specific target groups such as practitioners, media, artists, educators, and students. It is a form of programming to create benefits for various market segments.

Evaluation

Programming Mix is deemed as effective as SB2008 has anticipated the concerns of specific target interest groups, thus, activities and programmes are specially organized for them. However, SB2008 has not neglected the rest of the public, by organizing general activities such as Artist Talks, for the general public. With the additional programme, Kids’ Biennale, SB2008 has shown sufficient efforts in generating interest among the community as a whole.

Key Points of Judgement

It is highlighted that Place and Promotion Mix have more rooms for improvements.

The marketing mix used has been effective to a certain extent, based on the overall judgement of the 8Ps.

Singapore Biennale aims to attract and attain global attention, thus, marketing is an essential tool to raise awareness of the exhibition itself. It is vital to consistently monitor market’s trends and target market’s needs and wants. Much marketing efforts can be seen, especially 2008’s edition (as compared to 2006). It is strongly believed that upcoming Singapore Biennale in the year of 2010 will attain targeted amount of attention internationally worldwide, with that, I am already looking forward to participating in it again.

Till then, we shall meet in 2010!

Place Marketing

It creates positive images, improves quality of life and attracts residents and investors

SB2008 has put in efforts in promoting Singapore itself as an ideal travel destination by having Singapore Flyer as one of the venue partners. SB2008’s participants will have the chance to go on a flight at the flyer while listen to an audio art piece inspired by Singapore Flyer.
It creates a positive image for Singapore as Singapore Flyer is the world’s largest Giant Observation Wheel and is set to be one of Asia’s biggest tourist attraction.When visitors go on a flight, they will be able to see Marina Bay’s skyline with a glimpse of neighbouring Malaysia and Indonesia.

SB2008 visitors are able to form a good impression of Singapore as they get to see the advanced infrastructure and technology when they enjoy the paranoma view in the Flyer.

Tourist Attraction

It attracts quality tourists, spread demand, increase visitor spending and length of stay.

One good example was shown during Formula 1 period between 26th to 28th September, which happened to overlap SB2008 exhibition period. SB2008 organizer claimed that there is an intention of attracting high net worth visitors to the exhibition and that SB2008 should attract more people to be involved in contemporary art as participants and visitors, so that interest in art will grow.

With the influx of visitors to Singapore during F1 period, SB2008 takes the opportunity to attract the tourists who are here mainly due to F1. SB2008 takes up the role of providing additional activities for tourists who were there, so that they are able to patronize the art exhibition – mainly the exhibition, worth of S$6 million, over at containart pavilion.

Image Maker

It is for attractions, resorts and destinations. It creates and enhances themes, combats negative imagery.

With tourists coming to Singapore for SB2008, they get to see the new urban infrastructure present and that Singapore is moving into an advanced technology hub.

In the past, people usually labeled Singapore as “Kampong” or part of Malaysia, Today, with great infrastructure, biggest ferris wheel in Asia, future developments of integrated resort, people would develop a different and better image of Singapore.

Catalyst

It stimulates infrastructure, assist urban renewal, stimulates business and trade and support other attractions.

No doubt, when tourists visit SB2008, they could not possibly miss out other attractions such as Sentosa, Orchard Road and Night Safari. Possibly they would lodge in hotels, splurge on food and beverages and shoppng. This would stimulates and increase the speed of growth of the hospitality industry.

Animator

It encourages first and repeat visits at facilities , resorts, attractions.

SB2008 returns with the intention of attracting more art exhibition patrons by creating a wide array of activites such as Kids’ Day out, seminars, forums, artists’ talks, and others that help the community generates interest in art. Thus, both tourists and locals would be attracted to such programmes.

• J Allen, W O’Toole, R Harris, I McDonnell, Wiley Australia Tourism Series, Festival & Special Event Management (4th Ed.)
  
• Stowe Shoemaker, Margaret Shaw, Pearson Prentice Hall, Marketing Essentials in Hospitality and Tourism

All information, data and sources derived from secondary data are hyperlinked.