The
8 P’s of the event marketing mix are Product, Place, Partnership,
Promotions, Programming, People, Packing & Distribution, and
Price.
4.1
Product
The
product is the main factor that allows SIPF to be carried out. In
this case, the core product for this event is all the photographs and
the photographers where their works are being showcased during the
festival. No doubt, they are top-notched photographers. Every
photographer has a story to tell behind every photo shot, and they
were all written beside the artworks. It is basically the key factor
that determines how successful the event is as without all the
artists, this event would not have taken place.
SIPH
have adopted this well as they not only provide a platform for
Southeast Asian artists, but also international artists too. With the
renowned artists displaying their works during this festival, it can
attract more people and enthusiast from all around the world.
This
year is the third year SIPF in Singapore and there are sights of
increasing number of visitors over the years. In order to bring this
festival to the next level and to attract more people to attend this
event, SIPF have to make sure that the quality of the artworks
displayed is good and they are relevant to the festival theme.
4.2
Place
Place
refers to the actual location of the event and also the methods of
getting hold of the event ticket. SIPF was held in not one but at six
different locations in Singapore. The six locations are ArtScience
Museum, Singapore Management University Gallery, The Substation,
Photographic Society of Singapore, Selegie Arts Centre, National
Library, The Plaza and lastly Societe Generale Gallery, Alliance
Francaise.
SIPF
was held at six different locations as it was one of the ways they
publicise. Instead of having just one exhibit, it has six which allow
people to notice it when passing by. This enables passer-by to gain
awareness of this event and spread the news around.
As
the exhibition at ArtScience Museum and the festival workshops needs
a ticket to enter, the organisers have three different modes of
payment available for the visitors. They are online, cash payment and
local bank cheque. The distribution of event products and how the
tickets are sold to visitors are important as if it is done poorly,
it will have a negative impact to the visitor’s satisfaction. The
organisers have made sure the sales of tickets are done at the
convenience of the visitors by paying through three different ways.
4.3
Price
SIPF
have sure used price as one of the main attraction point as they are
not charging for the exhibits showcasing except for the one at
ArtScience Museum and all the workshops. With free entry, it sure
does draw many people to their exhibitions. It not only draws
attention to their target market, the photo enthusiast, but also to
members of the public that happens to know about the event.
To
add on, SIPF has also made the admission fees to the exhibition at
ArtScience Museum and workshops affordable. The admission ticket to
the exhibit cost only 6 dollars for adults and 3 dollars for child.
SIPF also offer event package and passes that includes the different
workshops and guided tour. The SIPF package that consists of
different workshops varies from 20 to 60 dollars for adults and 15 to
40 dollars for concession. It depends on what workshop the visitor is
interested in too. Lastly, the SIPF pass allow visitors to access all
the workshops, guided tour, film screening only at a fee of 100
dollars.
4.4
Promotions (Communications)
SIPF
did not maximize its resources in the promotions segment. In fact, it
made little effort in promotions as not everyone knew about this
event. Other than having a brochure in Marina Bay Sands in regards to
the exhibition that is inside the ArtScience Museum, there were
little advertisements for this event. Although the amount of people
going for SIPF is increasing every time, however, it is not the
maximum it can go. By pushing more advertisements about the festival
through posters on the streets, social media websites, television or
even radio stations will greatly boost the awareness of this event.
This is because other than reaching out to the original target
audience, SIPF might be able to reach out to new target audiences
too.
4.5
Programming
SPIF
did not have a variety of activities as it was more of a photography
exhibition where artists showcase their works and also a biography
about them. SPIF do have workshops for the visitor to attend,
however, it is at a specific day and time during the whole course of
the event. If people are not aware about those workshops, it would be
just simply walking around the venue looking at each photograph and
reading about the story behind the photo.
In
order to make it something more than just a photography exhibition,
SIPH has organised guided tours and also conducting school education
programmes to allow the students to know more about photography.
There are still rooms for improvement such as conducting more
activities or even competitions to make the whole event more
interesting. However, SPIF’s programming still contributes to this
event effectively to a certain extend.
4.6
People
People
refer to the actual people that are involved in the event, making the
whole event possible. It includes visitors, organising team and
exhibitionist. SIPF do have a talented organising team behind this
event from the festival director to the photographers. Everyone is
essential to the event as the event would not have carried out
without them.
However,
during my site visit, I realised there are only the photographer’s
biography and the name of the photograph is provided. There were no
staffs or personnel we can approach to. At some venue, they do have
staff there, however, they are only mainly in charge of locking up
the premises at the end of the day. Not much information is given to
me regarding all the artwork. Not even at ArtScience Museum where
visitors spend money to enter. Right after entering the entrance,
there are only walls and artwork hanged on them with spotlights
shining at them.
In
order to enhance the experience, SIPF should look into this area.
This is because this component may be influent and able to contribute
to this event.
4.7
Partnerships
Partnerships
are whereby stakeholders or sponsors help to run the event one way or
another. SIPF has sought new partnership with related companies and
also suitable venues other than the founding sponsor of the event and
organiser. This year, SIPF shifted from Old School to Albert Court
Village Hotel as their office station and also their official hotel.
They have also made use of the reputation and popularity of venues
such as ArtScience Museum and also organisations such as National
Library so that they can organise their workshops.
SIPF
also seek Photographic Society of Singapore, Selegie Arts Centre
(PSSO) for partnership as photographers would usually come here for
workshops and PSSO even has its own members, this way, PSSO is able
to help SIPF publicise to their members.
4.8
Packaging & Distribution
Packaging
and distribution refers to how the whole event is being presented as
a product in a whole. SIPF have different types of packages and
passes offered during the course of event. However, it would be
better if there are official personnel or even the artiest itself to
explain their own work as this enables more interactions with the
visitor. The visitors on the other hand are able to understand more
about the work and look at it with a whole new perspective.
Other
than limited amount of package to choose from, they should allow
visitors to mix and match according to their own preference, so they
will be more interested in what they chose and also with personnel
helping them along, they are able to interact with the personnel
instead of just walking around the venue, looking at all the
exhibits.
