Marketing Mix

In the marketing mix, there are 8Ps. Product, Place, Programming, People, Partnerships, Promotion, Packaging & Distribution and lastly, Price. The first four Ps are of the experiential components and they are the important factors when it comes to enhancing of the visitors experience. The last four Ps are the facilitating components.

PRODUCT

The product is the event itself. The visual arts as well as public art that were showcased during Singapore Biennale 2008 are hence, also part of the product. The quality of the event was high. The art pieces created by artists from all over the world were inspiring and the event had definitely left me in awe.

There were 505,200 visitors over the eight weeks of showcase. With the success of this year’s Biennale, the quality of the product need not be questioned.

There was a variety of artworks being presented. There were paintings, sculptures, videos and many more. The venue and way of display is out of the norm. Courtrooms are one of its exhibition area. It was definitely much more interesting than the usual art exhibition we see.

There were also special programmes such as tours conducted by the artistic director, Fumio Nanjo and Joselina Cruz, an independent curator, as well as talks by the different artists.

The 2-in-1 special package which includes admission tickets to the Singapore Flyer and the Biennale are part of the event product as well. The concept of viewing art in Singapore's most iconic attraction is very fresh and hence, contributed to the success of the event as well.

As you can see, the product marketing mix overlaps with the many other marketing mix. Not only the tickets, the people, packages, programmes and many others are part of the event product as well. To see the how effective the product mix had been used, we will have to first evaluate the other marketing mix.

PLACE

Place is the location and setting of an event. ‘Ambience, or atmosphere, and how it is created through design and programming’ are crucial to the success of this marketing mix. The distribution of event products is also under this component.

Singapore Biennale 2008 recognizes the fact that ‘key to the exhibition is also in the selection of the venues within walking distance that are best able to present the artworks and engage visitors in a meaningful way’.

City Hall, South Beach Development, Raffles City Shopping Centre, Marina Bay, Central Promontory Site, Esplanade Bridge and Singapore Flyer had been chosen as the event venues. The venues were ‘carefully chosen to complement the theme of the artworks, each venue heightens the element of wonder in the artists’ works’.

On top of that, the exhibits are showcased conveniently near the SingTel Singapore Grand Prix's circuit, allowing visitors to get ‘the best of both worlds’.

City Hall and the South Bridge Developments are places with historical values. These buildings that have been standing for many decades allowed us to connect with the art pieces with lesser efforts.

At the City Hall, the rooms used were left in their original conditions. Courtrooms, judge’s chambers and the other sites were left untouched. It was different from the past art exhibitions that I have been too. Admiring art pieces in such different environment enhanced my viewing experience.

The atmosphere and ambience created were excellent. Lightings, size of the rooms and noise level were well designed. For example, the art exhibit, Xteriors by Desiree Dolron was displayed in a dark, quiet and spacious room. The art pieces have a “suggestion of narrative and serenity”. They were “created with a strong sense of art history” and were supposed to have “a deeply spiritual ambience”. The historic building enabled me to connect with the history factor of the portraits more easily. It is definitely much more effective than a modern art gallery. The darkness and serenity of the room created a mysterious feel to the place, helping the art exhibit meet it’s objective, communicating to us the idea of the art piece.


The South Beach Development, had a very different feel from that of City Hall. The place was more run-down and had a stronger feel of history as well as discomfort. I felt that it was a venue extremely suitable for the art exhibits they were showcasing here.

In the South Beach Development, you can find art exhibits like Duba, a video of a woman making “strange guttural sounds, shouts, burps and cries”, The End of History, a video on the Bosnian war, Stop For God’s Sake, another video on “the message of tolerance among…Judaism, Christianity and Islam” in Palestine.

The environment of the venue created an atmosphere in-line with the artworks. Most of the art works gave a more negative feel; unhappiness and uneasiness, just like the building. The effective usage of space allowed greater experience.

‘The facilitating component of ‘Place’ is the distribution of event products. The tickets to Singapore Biennale 2008 can be purchased at the ticketing booths of City Hall and South Beach Development. Visitors can buy the tickets and go straight to the exhibition. It was easy and there were no problems in the distribution of event products.

Singapore Biennale 2008 is packaged with other Biennales such as Shanghai Biennale and Gwangju Biennale. Travel packages to these Biennales are sold. This is one of the methods of distribution and I will further elaborate it under “Packaging and Distribution”.

Overall, I felt that there was an excellent use of the place marketing mix. The choice of venue, features of these sites and ambience created was great.

PROGRAMMING

‘Programming within an event is also a marketing decision, especially by way of creating targeted benefits.’

From Singapore Biennale 2008 website, you can find information about the Kids’ Biennale, Encounters, Exhibition, Education and Outreach, Parallel Events as well as Vernissage. These information and programmes are part of the programming marketing mix.

Under exhibition, we know that it will be ‘(featuring) 50 renowned international and local artists, who hail from various artistic disciplinary backgrounds’. It is stated in the website that their selection of the venues is based on the criteria of being ‘best able to present, engage and inform the experience of the artworks’. This gives us an impression that the exhibition will be one to be looked forward to. Visitors will hence have in mind what to expect.

Before the exhibit is being showcased, an opening party, press conference as well as gala dinner is being held. With the participation in the opening party and the different reports written, many will be able to have an idea what they will benefit from this event; the wonderful experience.

To have an idea what are the different tours, talks and forums available, visitors can visit the Biennale’s website under “Encounters”. Here, information on the different programmes are available. Talks held by the different artists and tours guided by curators are open to the public. The interaction and knowledge that the visitors are able to gain may be some of the benefits that the public sees.

Part of Singapore Biennale 2008 is the Kid’s Biennale. One of the components of this event are the Kids’ Day Out sessions. There will be art and craft workshops, face painting and balloon sculpting. Popcorn, candyfloss and ice cream will be given out as well. Each Kids’ Day Out has a special event. Some of the events are On-the-Spot Art Competition and Windmills of Wonder Day.

Upon reading about these activities, interest will be stirred among the parents and their children. The experience and fun the visitors are able to get are some also some of the benefits that they see if they go for the Biennale.

Biennale Race 2008, Wanderlust, Peer-led Guiding, Wide Open Wonder (W.O.W.) Trail and Unconference are some of the programmes created for secondary schools, junior colleges and tertiary students. These programmes increase participation levels and also quality of the event. It is not just a walk and see event. Visitors get to participate in some activities and games. Interactions among the students; the visitors will be further discussed in the next section of my report- People.

One of the key element in programming is the ability to marry the event programmes with the site. For the Biennale Race, ‘teams will need to complete tasks and challenges that are related in some manner to the exhibitions or artworks where the checkpoints are located’. Students will hence need to travel to the different venues of the exhibition, understanding not only the artworks but also the sites that are related to the exhibits.

The programming mix is used effectively as well. There was a number of activities that the visitors can participate in. The variety of events increased the experience of the visitors. Also, they were all listed down so that the people will know what to expect from this event. This created the targeted benefits in the minds of the audience and hence, are attracted to the event.

Although this marketing mix was used well, I thought that there were room for improvements. Most of the programmes are for children and students. There should be more programmes to cater to the other age groups.

PEOPLE

The volunteers play a vital role in making an event successful. They are part of the event product and hence there is a need to build team spirit and ‘customer orientation’ among the volunteers. This is called internal marketing.

Volunteers have to go through selection and personal interview before going for the various training sessions. People with a passion for arts or are genuinely interested in the Biennale are chosen as volunteers. The chosen volunteers had to participate in the orientation programme planned by the committee. This will help to build up the team spirit.

When I was at the Biennale, the volunteers were very friendly and helpful. After getting my tickets, a volunteer took initiative and gave my friends and I an introduction on the site. He also suggested that we walk backwards to view the art exhibit on the left for better viewing experience.

When asked about directions, a volunteer at the City Hall showed clear knowledge of the site and was able to give directions to some of the more famous artworks. I felt that the quality of service was quite good.

‘The interactions between customers, the setting, and the volunteers constitute a large part of the event experience.’ It is called ‘interactive marketing’.

There was quite a high level of interaction between the student visitors. Programmes like Biennale Race 2008 and Unconference facilitated the interaction. For Unconference, a speed-dating format is used, giving participants 4 minutes to discuss one-on-one about a specific topic on art. Being able to discuss topics with people of similar interest will give the visitors a better experience.

At the Kids’ Biennale, materials are provided for visitors to draw what they like. There were also spaces provided for all to hang their drawings. This, and the Biennale Race are example of interaction between the visitors and the setting.

Another example of interaction between visitors and the setting is this exhibit where the floor is made up of the whole Singapore map. I saw many visitors getting their hands on the floor, looking for their homes. Visitors were also allowed to paste little notes on the floor.


Found in the Biennale’s website is the Singapore Biennale 2008 blog. Here, visitors are able to express their views about art and Biennale itself. It gave the fellow art lovers a platform to discuss about the exhibits and the artists.

Generally speaking, though effective, the use of people marketing mix could have been even better.

Not all volunteers were enthusiastic about their work. At the South Beach Development, I saw volunteers talking among themselves and reading books. There was little or no interactions between the visitors and volunteers.

I feel that the volunteers should be chosen more carefully and that the committee should communicate to their volunteers more clearly about their roles. There were many volunteers standing around. They could have been encouraged to observe if any visitors needs help and take initiative in helping them out.

PARTNERSHIPS

As a major event, Singapore Biennale 2008 needs to form some partnerships to achieve their marketing goals. Hence, they had worked with many sponsors.


Some of their main sponsors are Urban Redevelopment Authorities (URA), Jet Airways, Marina Bay, El-Ad group, City Developments Limited, and Dubai world.

The El-Ad group, City Developments Limited and Dubai world are jointly developing the South Beach. As the South Beach Development is one of the main venues for the event, Singapore Biennale 2008 partnered with these organizations. These 3 groups will in turn benefit from the advertising of the 4 eco-buildings that will be completed in 2012 through the exhibition short guide which are given to all during the event.

As Singapore Biennale is a major event, awareness of the US$2 billion project will be increased. I have not heard about the development of the eco-quarter. It is only through this event that I am aware of it. Links to each of the companies are also available in the Singapore Biennale 2008 website.

Partnership with Marina Bay and URA also benefited the event. As everyone know, Marina Bay is currently under major development. It is a venue where people are looking forward in seeing the completion. As both Singapore Biennale 2008 and Marina Bay attract the attention of media, their partnership will help boost each other’s name and capture even more public attention and visitors.

The preferred sponsors are Club 21, Singapore Tourism Board (STB), Ikea and Bloomberg. Their sponsors are AXA, Tiger, Mori Art Museum and etc.

Club 21 has sponsored the volunteers of the event with T-shirts. Through the partnership, Club 21 is able to promote their name as well as their limited-edition shirts “Art of the T”. Artists had been invited in designing this collection. Singapore Biennale 2008 is in-line with the theme of their new T-shirts and hence helps in promoting the shirts when everyone is in this Biennale fever.

In both Singapore Biennale 2008 and Club 21’s website, we can see the benefits of their partnership. The Art of the T collection can be found in the exhibition short guide and while the promotion of Biennale in Club 21’s website.

www.club21global.com/eos/Biennale_ArtofT.pdf


Ikea has sponsored the event with furniture. Gary Carsley, an Australian artist created art pieces out of these furniture. Also, furniture found in Kid’s Biennale were all sponsored by Ikea. Visitors might be interested in the furniture upon seeing it during Biennale and purchase it from Ikea.

On top of the sponsored furniture, Singapore Biennale 2008 was able to benefit in terms of marketing its event through Ikea’s website. Ikea is a well-known company throughout Singapore. With the help of Ikea for the publicity of the event, it will definitely reach a greater public.

http://www.ikea.com.sg/happening/sg_biennale08.asp

As the major event created not only for the locals but also tourists, working with the Singapore Tourism Board (STB) is essential. Through the STB, the event will be promoted to many people over the borders.

As the F1 race takes place during Singapore Biennale 2008, they are being promoted together. The F1 race is on from 26-28 September 2008. Being located near each other, local and overseas visitors can go to both of the events. Tourists who came especially for the F1 race will also visit the Biennale to enhance their experience in Singapore. The joint marketing of the Singapore Biennale 2008 and F1 Race was used effectively.

Singapore Land Authority, Land Transport Authority and Preservation of Monuments Board are their government supporters. As public places are used in this event, partnerships with government agencies are required.

The agreement of partnership between the government agencies and the event may be because of the ability of the event to change the perception of other countries on Singapore. This crowd-drawing large-scale event will make Singapore appear much more fun and interesting.

Singapore Biennale 2008 had also worked with Tradewinds Tours & Travel. The company packaged and promoted Singapore Biennale 2008 with the other Biennales from other countries by Tradewinds. Some of the visitors to a particular Biennale may be so impressed that he or she wants to visit the other Biennales as well. With the help from the websites of other Biennale and Tradewinds Tours & Travel, the marketing of the event is even more successful.

The Singapore Flyer is also one of the partners of Singapore Biennale 2008. Singapore Flyer is one of the main attraction found in Singapore. With their partnership, they can target a greater group. Those that go on the Singapore Flyer might like the exhibits shown at the site and hence, visit the whole Biennale. And the tourists that went for Biennale might also take the chance to go on the largest observation wheels- The Singapore Flyer. This joint-marketing shows the usage of partnership as well as promotion marketing mix.

C Arts is the preferred magazine of this event. It is a bi-monthly art magazine with worldwide distribution. With the partnership of C Arts, Singapore Biennale 2008 will be able to attract art lovers from over the world to visit this exhibition.

Overall, the Biennale has made a good use of the partnership marketing mix. Collaborating with many others, the Biennale has gained greater publicity.

PROMOTION

Promotion of Communication mix includes advertising, public relations and sales promotions.

Public relations are done without paying the media. On 9 September 2008, a press conference was held for international and local media. Singapore Biennale is a major event and hence, the different media would want to report on it.

Various articles on the Biennale can be found in The Straits Times as well as the Chinese magazine, I weekly. As a partner of C Arts, the event is also published on the magazine to promote the event to art lovers of different countries.

Through the many online event website, the Singapore Biennale was able to reach out to the many different audiences. Some of the websites are Universes in Universe, Visit Singapore website by the Singapore Tourism Board, Embassy of France in Singapore, Lifestyle Asia, Timeout Singapore as well as the websites of the various partners mentioned above.


Found outside the different venues of Biennale are huge posters that helped in promoting the event. It was able to capture attention.

The Singapore Biennale also made use of the sales promotion. Senior citizens and students are able to purchase the tickets to the event at half price while Passion card holders are able to get them at 30% discount off.

There is also the one-for-one promotion where one will be able to visit the Biennale for free when going with a member of the family. Also, exclusive offers will be offered in some of the beverage and retail outlets located at the Singapore Flyer upon presenting the Singapore Biennale 2008 ticket.

These sales promotions help to stimulate action. People will be more attracted and willing to buy the tickets. It helps in changing the attitudes of visitors.

Due to partnership with the Singapore Flyer, packages were offered. Packages with a Singapore Flyer ticket, entry to Singapore Biennale and the guidebook is sold at $31 for adults, $25.65 for children and $28.65 for senior citizens.

Promotion of Biennale is mainly through public relations. I feel that in order to reach an even greater audience, it should advertise through television. Though it is not everyone of my age that reads newspaper, almost all of us watch the television.

Most of my friends have not heard of this event despite the wide media coverage. Even though a sum of money is needed to buy advertising time on the television, I think it is considerable.

PACKAGING & DISTRIBUTION

‘A package is any combination of elements offered for sale at a single price.’ The Singapore Biennale tickets were packaged with the Singapore Flyer tickets. The two entry tickets were being packaged and sold at a price lower than if visitors were to buy them separately. Tradewinds Travel offered packages to the Biennale. Accommodation, return air ticket, airport transfers and breakfast were included in this package. It helped the tourists save time in planning the trip as well as booking the various tickets and rooms.

The packaging of the entry tickets to Biennale with other elements makes the event experience more attractive by maximizing convenience and lowering costs for the visitors.

Events can package themselves with other events, attractions or services. Mentioned in the earlier part of the report, Singapore Biennale 2008 is being packaged with the F1 Race. This is an example of packaging themselves with other events. On the other hand, packaging the Biennale with Singapore Flyer is an example of packaging an event with an attraction.

The packaging of Biennale with other events and attractions makes it more attractive for visitors, especially for long-haul travelers. This makes the trips of the tourists more worthwhile, enhancing their trips.

Corporate function packages were being offered as well. The exhibition spaces of the 3 main venues, City Hall, South Beach Development and Central Promontory Site are being opened for companies to hold business events for their clients. The venue is being packaged with catering for basic F&B refreshments. They also offer separate entertainment packages.

This interesting concept of holding a business event surrounded by art may attract more visitors for the event. Upon experiencing part of the Biennale when the guests go for the business event, they might want to come back again to view the entire Biennale.

The distribution network is important when it comes to the sale of tickets. For Singapore Biennale 2008, tickets were sold at the venue of the exhibition. Although the event has worked with Tradewinds Travel, the travel agency does not help to sell the tickets. It merely helped in promoting the event, packaging the event with the other tourism products.

PRICE

Tickets of Biennale are sold at a price of $10. However, as mention in the promotion marketing mix, there are sales promotions given. Students and senior citizens can purchase the tickets at a lower rate. With this and the package price to both Singapore Flyer and the Biennale, different prices are being offered for the admission to the event.

Limited collectables and T-shirts are being sold at the Biennale. The shirts are by Club 21 and Biennale has little control over the price of the shirts. The shirts cost about $59 each. As $59 is affordable for a brand like Club 21, it did not affect the name of Biennale. Prices of merchandise that are not of event organizers’ control can cause damage to the name of an event if they are not well priced.