Singapore Biennale 2008 was held in various venues such as City Hall, South Beach Development, Raffles City Shopping centre, Marina Bay that included Central Promontory Site along Marina Boulevard, Esplanade Bridge and the Singapore Flyer. The selection of these venues was of walking distance that was best able to present the magnificent artworks and to engage the visitors in an interesting way. The advantage of utilizing various venues was that it made it more accessible by reaching out to the general public and to prevent overcrowding. The usage of various venues also allowed visitors to travel around the Singapore and take in its sights and scenes, rather than just travel to one destination.
The main exhibition took place in City Hall and South Beach Development where larger collection of the artworks could be found. Firstly, City Hall and South Beach Development are both very accessible as visitors could reach the venues easily by car, bus or train. Secondly, the colonial exterior and interior architecture of the City Hall created an interesting contrast with the showcase of the contemporary artworks. The artworks were all spread out in the different chambers of the old City Hall and the walking flow for visitors was well planned. The air-conditioned rooms sure did create a comfortable atmosphere for the viewers to appreciate the artworks.
The main exhibition took place in City Hall and South Beach Development where larger collection of the artworks could be found. Firstly, City Hall and South Beach Development are both very accessible as visitors could reach the venues easily by car, bus or train. Secondly, the colonial exterior and interior architecture of the City Hall created an interesting contrast with the showcase of the contemporary artworks. The artworks were all spread out in the different chambers of the old City Hall and the walking flow for visitors was well planned. The air-conditioned rooms sure did create a comfortable atmosphere for the viewers to appreciate the artworks.
On the other hand, the run-down appearance of South Beach Development effectively enhanced the atmosphere, thus complementing some of the artworks. Hence, the physical setting for the
event was very appropriate.
Visitors were able to purchase the entry passes at the two main venues, City Hall and South Beach Development. Perhaps the organizer could have other venues selling the tickets such as Singapore Flyer. Therefore, making it more convenient for the public and tourist to purchase the entry pass.
However, there was a slight problem. Some of the art pieces were required to be viewed in the dark with the door closed or curtains drawn, but the visitors were walking in and out of the rooms, creating distractions and irritations to those who were trying to enjoy the exhibitions when they open the door or curtains, allowing the lights to enter the rooms. The experience was not pleasant. Hence, I suggest they could get the volunteers or staff to control the human traffic into certain rooms to prevent overcrowding and excessive distractions that might ruin the atmosphere.Overall, I think that the Place aspect of the marketing mix was very effective due to its accessibility and appropriate setting. This is because the more accessible it is, the more visitors it might bring in. Moreover, appropriateness of the place enhances the visitors’ experience.
2. Marketing Mix: Promotion
The event was advertised through banners along the roads, posters, newspapers articles, art magazines and the various institutions such as Lasalle College of the Arts and Republic Polytechnic. The Singapore Biennale 2008 also had a Facebook account and their very own website which contains all the details. (Link to Facebook and website can be found in appendices)
The Promotion aspect of the marketing mix was quite effective as it managed to attract quite a number of visitors and tourists. However, it could still be further improved through media such as television advertisements and radio. Using myself as an example, I only knew about the event through my friends. Hence, I believed that by using the media more extensively, a bigger pool of people would be attracted to participate in the event.
3. Marketing Mix: Product
The intangible product was the experience the visitors get from going to the event and when viewing of the magnificent art pieces. Most of the art pieces had a hidden meaning to it. For example, some of the art works reflected about environment degradation, perception, simplicity of life etc. Hence, visitors not only experience the entertainment from viewing the art pieces, but also took home some thoughts generated from the art works and feelings of the artist.
Another product would be the scheduled tours, school tours and self-guided tours provided. These tours were conducted in Japanese, Cantonese and other languages. It was essential as the general public might not have much knowledge in arts and hence, finds it difficult to understand the artworks and the story behind them. Hence, these tours would be very useful to help the public gain a better understanding of the artworks, artists, and how the artworks relate to the theme, "Wonder".
Some other products include providing hands-on experience for the visitors. For example, one of the exhibitions allowed visitors to paste hand-written notes on the floor, which was actually the map of Singapore.
This kind of exhibition provides interaction between the visitors and the artwork, hence making it more fun and interesting.4. Marketing Mix: Price
The Singapore Biennale 2008 entry pass cost S$10. Each pass includes entry to City Hall and South Beach Development. Entry to other venues is also complimentary except for the Singapore Flyer. 30% discounts are given to all Passion Card members while 50% discount for senior citizens (60 and above) and students with valid ID.
Upon presentation of the Singapore Biennale 2008 tickets, the individuals could get to enjoy offers from various Food & Beverage outlets such as Seafood Paradise, O’Learys Sports Bar & Grill, Robert’s Coffee and many more. Participants of the Singapore Biennale 2008 may also enjoy many other offers.
There were also merchandises sold at the venue itself, such as t-shirts designed by club 21, specially designed tote bags, mugs and slippers. With these merchandises, organizers could earn more revenue to cover up for lower ticket prices.
Even though certain venues such as the Esplanade Bridge were free admission, visitors would still incur opportunities cost of time for traveling and on the exhibitions. Transport cost would also be incurred.
Overall, the Price aspect of the marketing mix was very effective. The cost of the Entry pass was reasonable and there were price discounts for certain groups of people. The price of S$10 was worth it for the visitors as they were able to enter both venues to view and experience the amazing artworks done by talented artist across the world. Furthermore, there were plenty of discounts given upon showing the entry ticket.
5. Marketing Mix: People
The people involved in the Singapore Biennale 2008 were the volunteers, staffs, organisers and last but not least, the various artists who contributed their artworks. The volunteers and staffs working in the Singapore Biennale were all very hospitable especially the people at the registration counter. They knew the event very well and were able to answer any queries posted
to them.
The Singapore Biennale 2008 also had a Blog and a "contact us" link. (refer to appendices for the links) The Blog was a platform for people from all around the world to share their experiences and opinions about the Singapore Biennale while the "contact us" link was an avenue for people to contact the organisers for any queries. The "contact us" link also provided a channel to allow the organisers to get feedbacks from visitors, therefore knowing what the visitors wanted.
Overall, I felt the people aspect of the marketing mix was effective as all the people involved in the Singapore Biennale were all very friendly and hospitable. Moreover, there were several channels for visitors to share their experience and to interact with the organisers.
6. Marketing Mix: Partnership
There were many partners involved in this event. Some of the sponsors were Urban Redevelopment Authority, Marina Bay, Singapore Tourism Board, Club 21, Suntec Singapore, British Council, Land Transport Authority, Singapore Flyer and many others. There are also other partners such as Passion, Lasalle College, National Library and many more.
These partners do gain through this partnership. For example, Jet Airways was the main partner for the Kids’ Biennale. Hence in the Kids’ Biennale 2008 website, it helped to promote Jet Airways by putting the link to their website. This showed that partners, sponsors and the organiser all have mutual benefits.
Hence, the partnership marketing mix was extremely effective as the Singapore Art Museum managed to get quite a large number of sponsors and partners. Furthermore, having big company names such as Singapore Tourism Board and Governmental agencies shows that the event is well supported. Thus, attracting more visitors and tourist making the event a successful one.7. Marketing Mix: Packaging & Distribution
The National Art Council had packaged the Singapore Biennale 2008 (SB) with the Singapore Flyer (SF). Tourists and visitors may either purchase the SB & SF tickets for $31 or top up $21 on the Biennale Entry Pass at the Singapore Flyer. There was no distribution network as the tickets were sold directly to visitors. The Biennale Entry Passes were valid throughout the whole duration of the whole event. The purpose was to encourage repeat visits to the Singapore Biennale.
Singapore Tourism Board also played a role in distribution. The Singapore Tourism Board gave out flyers to tourist to help promote about the event, allowing potential visitors to be aware of the event.
The Packaging & Distribution aspect of the marketing mix was fairly effective. However, improvements could still be done. The organisers could perhaps tie in with other more popular attractions such as Sentosa.
8. Marketing Mix: Programming
The main programs of the Singapore Biennale 2008 were the Exhibitions, which showcased artworks of 50 renowned international and local artists. Another program was the Vernissage, which was the preview of the exhibition that was held on the 9 & 10 September 2008. During the preview, a series of programmes were lined up for VIP's, invited guests, professionals and the general public.
Next would be the Education & Outreach programs to engage young people and the community. It aimed to build new arts audiences and to increase arts participation among the community. They also had programs such as the Kids' Biennale for primary school children. The program aimed to inspire, instill and engage children through participation in the series of art workshops, competition and activities.
Last but not least the Parallel Events which consist of many other smaller events feeds the mind and excite the soul. Singapore Biennale collaborated with arts institutions to present a calendar of diverse events in conjunction with the main exhibition. Hence, the programs organised ensured that the Singapore Biennale 2008 was not only for the art enthusiast, but also for everyone in the family. It promised a multi-sensory experience for all.
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