Adding in to the previous post of the marketing strategy:
I have one example where we can link up the few tools.
In this example, we are able to link promotion, packaging, distribution, partnership together.
For the Singapore Arts festival this year, the Art festival has worked together with the tote and Singapore turf club introducing packages to students where there is discount up to 60%. The distributor here is the schools, when schools brings the students for these art performances, the tote and Singapore turf club subsidized up to 60% for their ticket. The partnership between the Singapore Arts festival and tote club has increase the number of students attending the Arts fest to 20% of the total audience this year.
Due to the economic recession this year, the Singapore Arts Festival has decrease the price of the ticket by 20%, which has attracts more families whom has stay in Singapore for this school holidays to attend. The response of this reduce in the price of the ticket was good, families also thought that the Arts festival this year was able to cater to more people.
All these marketing strategies that Singapore Arts festival has executed have pushed this year’s attendance rate to 92.5%, the highest in the 20 years. The attendance of the Singapore Arts festival has proved that thee Singapore Arts festival have came out with the successful strategies.
[references: Lian he zao bao, now pg 1]
Monday, June 22, 2009
Sunday, June 21, 2009
After the visit to the Singapore Arts festival opening, I have came out with the comparison, best practices, stakeholders, main purpose and the tourism benefits of the festival.
Marketing strategy
Above is the comparison table between the Melbourne international Arts festival and Singapore Arts festival based on the product, place, partnership, promotion, programming, people, packaging, distribution and price.
[please click on the image to get a larger view of the table]
As we can see from the success of both the Arts festival, the two cities, Singapore and Melbourne were successful in its marketing strategy.
Being an arts festival, both of the cities had a variety of arts events such as dance, music and theatre. It is able to attract those who are interest in these arts and providing them with a variety of choice.
The two cities, Melbourne and Singapore are two different places where the experiences that they want to give to their visitors are different. For example, the Singapore Arts festivals want to give an art festival that the whole family is able to join in and have fun whereas the Melbourne international art festival provides experience for the finest arts.
An event would not be possible with the different partners we worked with. The two Arts festival has both cooperated with many different organizations and companies including government organizations. By working together with these organizations, it makes the festival more attractive as they will be able to come out with more promotions and packaging which helps in the marketing strategy for promotion and packaging.
In terms of the promotion and packaging tools of the two events, I personally think that Singapore Arts festival is more successful. Besides the basic discounted tickets for certain groups, it has also partnered up with hotels and shopping mall introducing packages, making the festival more attractive. From the information that I have obtained from the webpage of the Melbourne international Arts festival, they provide only limited amount packages and discount, which make Singapore Arts fest stands out more in terms of the promotion and packaging strategies.
Next, looking at the distribution channel, Melbourne has more types of distribution channel as compared to Singapore who only has three. In addition to the distribution channel that Singapore has, Melbourne also offers fax and mail, providing more choice to the public.
As both of the events are of the arts, they have some of the things in common such as the people, price and programming, thus the marketing strategies for these are rather similar. For example, in arts event, the people participating are usually the artists or performers and the audience or visitors.
Overall, the two cities, Singapore and Melbourne have done a good job in their marketing strategy. The two cities might have done a good job, but one might be better that another in some of the strategies. For example, Melbourne might have done a better job in their distribution channel as compared to Singapore whereas Singapore might be better in their promotional and packaging strategies by offering more discounts.
Best practices of the festivals
Continuing from what I have compared above, I have listed down the best practice for the strategies of the two festivals.
Firstly, it’s the various distribution channels and intermediaries that Melbourne international festival provides for the sales of ticket. Besides the basic booking system that Singapore Art festivals offers, such as over the counter sale, online bookings, and phone bookings, Melbourne Arts fest has also included mail and fax bookings. The various ways of booking ticket has made it convenient for those interested to get their tickets where they are able to book tickets online or any way which is easier for them, shaping a better experience.
Secondly, the promotions and packaging that the Singapore Arts festival offers has made the festival more attractive to the public. Working together with partners like Marina Mandarin hotel and Heeren shopping mall they offers special discount exclusively for the ticket holders of Singapore art festival. These special privileges that the Singapore art fest gives to the customers, has increase the attractiveness of the festival to both locals and tourists by providing more benefits to ticket holders.
Next, the programmings of both the festivals have added value to the experience of the visitors. The details of the festivals such as the pricing and venue of the performances are provided online. The public can easily access to their website for these detail, the contacts for each of the festival can also be found on the web site bringing more convenient to the public.
Fourthly, the festivals have partnership with many public and private organizations. Working together with these organizations allows these festivals to introduce packages or make changes to the price making it more attractive to the public.
Lastly, it’s the pricing of the various Arts showcased during the Singapore Art festival. On both the brochures and web site, the pricings of each performance or exhibition are stated clearly. This makes those interested well-informed allowing them to make choice easier by just browsing through websites and brochures without having the need to make a personal trip to the ticketing counters.
Stakeholders
The stakeholders are categorized into different categories, the host organization, host community, sponsor, media, co-workers and participants and spectators.
I have identify and listed down the stakeholders of these festival in the table below.
[please click on the image to get a larger view of the table]
Main purpose of Singapore Arts festival
The main purpose of the Singapore Arts festival is to develop the artistic and cultural life in Singapore, encouraging arts appreciation in Singaporean. In this festival, free outdoor art programmes are held all over Singapore, allowing Singaporean to enjoy arts anywhere and even at their doorstep as performances are also held at certain heartland areas.
Singaporeans might not have many chance to be in touch with arts due to the thinking that “ arts appreciating is for the higher classes”, with a festival like this, it give Singaporeans an opportunity to be involve and experience arts. The festival brings in artists from different countries for the different arts performances. Besides the central area of Singapore, these performances are also held at housing areas where it reaches out to more Singaporeans whom might not be aware of this festival going on. One example of such performances held in the heartland is “The Agency” where it was held in one of the hawker centre in Ang Mo Kio.
In my opinion, I think the purpose of developing artistic and cultural in Singapore, encouraging arts appreciation is fulfilled in this festival. It has provide many Singaporeans an opportunity to participate in arts, holding programmes around the island where they will have a chance to attend, thus, everyone is able to appreciate arts no matter the social status.
Adding in to the first purpose of the event, Singapore Arts festivals also discovers many other potential artists in and outside Singapore by providing them with a platform for their talents during the festival. During the period of the festival, artist can make use of venues like the outdoor of the esplanade for their performance where they will also have a chance to know other artists.
Tourism benefits
When a festival is held at a certain place, it attracts tourist to the area. Attracting the tourist is one of the aims of the festival, where it can bring along all the other benefits such as the economic benefits which I have further elaborated below.
One of the tourism benefits that Singapore obtained from the Arts festival is definitely the economic benefits.
Firstly, when tourists visit Singapore for the festival, they will have the inevitable expenses such as on food and lodging, which increases our revenue. Besides being here for the festival, activities like shopping might be undertaken during their stay here, which will further increase our revenue.
Secondly, the festival creates employments in Singapore. For example, when temporary tents are needed for the performance, contractors are hired to build these tents. Staffs are also needed for the different purpose for the festival such as ushering, which has created jobs.
With the festival going on, tourists might extend their stay here in Singapore in order to catch the performance which they are interested in, where they can visit other attractions in Singapore in the meanwhile. This is another benefit Singapore obtained from this festival when these tourists spent on the attractions.
Next, it’s the political benefits, with such a festival; it tends to attract people from over the world to visit Singapore. This allows people from other cities to know that Singapore as an Art centre where they can also experience fine arts by leading artist from all over the world, increasing our international prestige.
A reputation of Singapore as an art centre can also be build through this festival.
With a festival this big being held in Singapore, it also shows that Singapore has a stable political.
Marketing strategy
Above is the comparison table between the Melbourne international Arts festival and Singapore Arts festival based on the product, place, partnership, promotion, programming, people, packaging, distribution and price.
[please click on the image to get a larger view of the table]
As we can see from the success of both the Arts festival, the two cities, Singapore and Melbourne were successful in its marketing strategy.
Being an arts festival, both of the cities had a variety of arts events such as dance, music and theatre. It is able to attract those who are interest in these arts and providing them with a variety of choice.
The two cities, Melbourne and Singapore are two different places where the experiences that they want to give to their visitors are different. For example, the Singapore Arts festivals want to give an art festival that the whole family is able to join in and have fun whereas the Melbourne international art festival provides experience for the finest arts.
An event would not be possible with the different partners we worked with. The two Arts festival has both cooperated with many different organizations and companies including government organizations. By working together with these organizations, it makes the festival more attractive as they will be able to come out with more promotions and packaging which helps in the marketing strategy for promotion and packaging.
In terms of the promotion and packaging tools of the two events, I personally think that Singapore Arts festival is more successful. Besides the basic discounted tickets for certain groups, it has also partnered up with hotels and shopping mall introducing packages, making the festival more attractive. From the information that I have obtained from the webpage of the Melbourne international Arts festival, they provide only limited amount packages and discount, which make Singapore Arts fest stands out more in terms of the promotion and packaging strategies.
Next, looking at the distribution channel, Melbourne has more types of distribution channel as compared to Singapore who only has three. In addition to the distribution channel that Singapore has, Melbourne also offers fax and mail, providing more choice to the public.
As both of the events are of the arts, they have some of the things in common such as the people, price and programming, thus the marketing strategies for these are rather similar. For example, in arts event, the people participating are usually the artists or performers and the audience or visitors.
Overall, the two cities, Singapore and Melbourne have done a good job in their marketing strategy. The two cities might have done a good job, but one might be better that another in some of the strategies. For example, Melbourne might have done a better job in their distribution channel as compared to Singapore whereas Singapore might be better in their promotional and packaging strategies by offering more discounts.
Best practices of the festivals
Continuing from what I have compared above, I have listed down the best practice for the strategies of the two festivals.
Firstly, it’s the various distribution channels and intermediaries that Melbourne international festival provides for the sales of ticket. Besides the basic booking system that Singapore Art festivals offers, such as over the counter sale, online bookings, and phone bookings, Melbourne Arts fest has also included mail and fax bookings. The various ways of booking ticket has made it convenient for those interested to get their tickets where they are able to book tickets online or any way which is easier for them, shaping a better experience.
Secondly, the promotions and packaging that the Singapore Arts festival offers has made the festival more attractive to the public. Working together with partners like Marina Mandarin hotel and Heeren shopping mall they offers special discount exclusively for the ticket holders of Singapore art festival. These special privileges that the Singapore art fest gives to the customers, has increase the attractiveness of the festival to both locals and tourists by providing more benefits to ticket holders.
Next, the programmings of both the festivals have added value to the experience of the visitors. The details of the festivals such as the pricing and venue of the performances are provided online. The public can easily access to their website for these detail, the contacts for each of the festival can also be found on the web site bringing more convenient to the public.
Fourthly, the festivals have partnership with many public and private organizations. Working together with these organizations allows these festivals to introduce packages or make changes to the price making it more attractive to the public.
Lastly, it’s the pricing of the various Arts showcased during the Singapore Art festival. On both the brochures and web site, the pricings of each performance or exhibition are stated clearly. This makes those interested well-informed allowing them to make choice easier by just browsing through websites and brochures without having the need to make a personal trip to the ticketing counters.
Stakeholders
The stakeholders are categorized into different categories, the host organization, host community, sponsor, media, co-workers and participants and spectators.
I have identify and listed down the stakeholders of these festival in the table below.
[please click on the image to get a larger view of the table]
Main purpose of Singapore Arts festival
The main purpose of the Singapore Arts festival is to develop the artistic and cultural life in Singapore, encouraging arts appreciation in Singaporean. In this festival, free outdoor art programmes are held all over Singapore, allowing Singaporean to enjoy arts anywhere and even at their doorstep as performances are also held at certain heartland areas.
Singaporeans might not have many chance to be in touch with arts due to the thinking that “ arts appreciating is for the higher classes”, with a festival like this, it give Singaporeans an opportunity to be involve and experience arts. The festival brings in artists from different countries for the different arts performances. Besides the central area of Singapore, these performances are also held at housing areas where it reaches out to more Singaporeans whom might not be aware of this festival going on. One example of such performances held in the heartland is “The Agency” where it was held in one of the hawker centre in Ang Mo Kio.
In my opinion, I think the purpose of developing artistic and cultural in Singapore, encouraging arts appreciation is fulfilled in this festival. It has provide many Singaporeans an opportunity to participate in arts, holding programmes around the island where they will have a chance to attend, thus, everyone is able to appreciate arts no matter the social status.
Adding in to the first purpose of the event, Singapore Arts festivals also discovers many other potential artists in and outside Singapore by providing them with a platform for their talents during the festival. During the period of the festival, artist can make use of venues like the outdoor of the esplanade for their performance where they will also have a chance to know other artists.
Tourism benefits
When a festival is held at a certain place, it attracts tourist to the area. Attracting the tourist is one of the aims of the festival, where it can bring along all the other benefits such as the economic benefits which I have further elaborated below.
One of the tourism benefits that Singapore obtained from the Arts festival is definitely the economic benefits.
Firstly, when tourists visit Singapore for the festival, they will have the inevitable expenses such as on food and lodging, which increases our revenue. Besides being here for the festival, activities like shopping might be undertaken during their stay here, which will further increase our revenue.
Secondly, the festival creates employments in Singapore. For example, when temporary tents are needed for the performance, contractors are hired to build these tents. Staffs are also needed for the different purpose for the festival such as ushering, which has created jobs.
With the festival going on, tourists might extend their stay here in Singapore in order to catch the performance which they are interested in, where they can visit other attractions in Singapore in the meanwhile. This is another benefit Singapore obtained from this festival when these tourists spent on the attractions.
Next, it’s the political benefits, with such a festival; it tends to attract people from over the world to visit Singapore. This allows people from other cities to know that Singapore as an Art centre where they can also experience fine arts by leading artist from all over the world, increasing our international prestige.
A reputation of Singapore as an art centre can also be build through this festival.
With a festival this big being held in Singapore, it also shows that Singapore has a stable political.
In all, there are many tourism benefits that Singapore has received from the Singapore Arts festival, one of which is the economic benefits where revenue is increased when tourist come into Singapore and spend on goods that they consume when attending the festival.
Sunday, June 7, 2009
we attended the arts festival opening at the marina barrage on the 15th May evening, and enjoyed ourselves there.
At the enterance of the marina barrage,
is the banner of the opening.
one of the performance.
performers on board of the huge praying mantis.
fireworks that marks the opening of Singapore Arts Festival.
at the "water play ground", after the opening.
during the performance.
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