All hail to marketing events!!!

In marketing events, it is split into two categories, experiential and facilitating components. The former mostly includes what the customer will experience while the latter is helping the event to attract these potential customers.

Under experiential, we start with the product which in this case is the various shows by performers in the Singapore arts Festival. By having various kinds of performances to attract different target audience, they are able to cater to a wider group rather than just various audience segments.

Next we look at place, atmosphere, the setting and even features of the location is important as though one may be interested in the play, but if the location is out of the way, they may have second thoughts and opt for a closer destination hosting a play that may not be so interesting.

We also have programming in terms of the objectives of the event itself like Singapore Arts festival seeks to bring out the publics’ imagination and also encourages crossovers between performers and audience be it a interaction or just a performance. Like what the former has done is to provide free performances to the doorsteps of locals at nearly the whole of Singapore like hip-hop dance show at Ang Mo Kio and art structures at Marina Barrage, the examples show the standard of quality that we get in terms of how far the organizing committee is willing to go in order to promote art.

Lastly we have the people, they include practically everybody from the committee to back stage staff to audience to volunteers and of course the performers. Showing off art is a very labour intensive as humans are able to understand the other by the emotions or even actions that the performers show that keeps us captivated and hungry for more, but mostly it stimulates our thinking and inspires us to stick to our dreams and not to give up.

Under facilitating, packaging and distribution is in terms of distribution network which requires various types of intermediaries in which good relationship must be maintained in order for a smooth operation especially when selling tickets.

Next we have price like in terms of ticket prices, package prices. Mostly there will be a range of prices based to cater to different people and it mostly affects the interest of the potential customers. As price can be in terms of even free things like time or forgone opportunities just to watch the show.

Next is partnerships like Singapore arts festival works with various food outlets and hotels to attract customers like if they buy a ticket to a play, they are able to get a discount on the food that they order at the various food outlet that is cooperating with them.

Lastly we look at promotions that mostly include good public relation skills and attractive advertising. For example, posters can be seen on buses and bus stops promoting the events and there is a constant write up on the various plays in the newspapers with critics even rating them, thus gathering more peoples’ interest.

A little technical, but should be easy to understand!