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”.