SIPF Event Marketing Mix (Part C)

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.