ConclusionIn conclusion, Biennale 2008 had made good use of the marketing mix. I personally think that the product, placement, programming and pricing mix are most effectively used to contribute to the success of the event.
The product mix covers a wide range of arts exhibition targeting at different market segments such as cultural lovers, youths, kids and tourists. This also applies to the programming mix as well. The locations were also strategically located which is one of the contributing factors to the event’s overwhelming response. Lastly, an admission fee of $10 is really an affordable price for the public to pay. The half price promotion tickets could even attract people who have no interest in arts at all.
Partnership mix was effective to a certain extent as most of their partners helped to promote Biennale internationally. In addition, partnerships with credit card companies might be able to boost more sales.
However, Biennale 2008 should improve on their promotions, distribution and people mix. The role of advertising is to create awareness but it was not used effectively. Although the Biennale is featured in arts magazine, this will not reach out to the rest of the public. The only method of purchasing tickets and only mode of payment by cash has its limitations. If Biennale 2008 were to provide e-ticketing, the response might be better. Lastly, they really do have to provide proper training to their staffs on being hospitable. Their “play-play” attitude really irks me off.
Last but not least, Biennale 2008 also acts as a tourist attraction, animators, image maker and catalyst. It is able to attract more tourists and increase their length of stay in Singapore. It is also able to encourage first and repeat visits by their programming and marketing mix. Also, it serves as a catalyst for City Hall to be revamped and the construction of Downtown Line indirectly.
How successful an event would be really depends on the effective usage of the marketing mix. Successful events would then be able to have an impact on the tourism industry as well as Singapore’s economy.
Refer to Appendix J for group pictures.
