Conclusion

CONCLUSION

The overall quality of the event product is quite high. In conclusion, the Singapore Biennale 2008 had done a great job in using the marketing mix. The product, place, programming and people marketing mix have been well controlled and used to give the visitors a greater experience.

The venue was well selected and the atmosphere enhanced the total experience. The programmes offered by the Biennale are of a variety. Being listed in their websites, the visitors knew what to expect from this event and it created targeted benefits in their mind.

The people marketing mix had to biggest room for improvement. The service standards of the volunteers vary greatly. Also, although there were interactions among visitors, I felt that the interactions were mainly between the students. However, it is good that there were interactions between the visitors and settings.

The promotion, price, packaging and distribution mix were also well used. The effective use of these marketing mix had attracted many visitors to the Biennale.

On top of the joint marketing efforts, the wide media coverage helped the Biennale to be promoted to a large number of public. The price of the tickets on sales promotion made visiting the Biennale even more attractive.

Having partnered a travel agency, packages were sold, making it cheaper and easier for tourists to come to Sinapore for the event. The benefits contributed to the high attendance.