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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 [...]

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 [...]

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 [...]

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, [...]

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, [...]

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 [...]

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. [...]

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 [...]

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’ [...]

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 [...]

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 [...]

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.