Evaluation of how well the event has used the marketing mix to its advantage
In my opinion, the event did not use the components of the marketing mix to its full advantage.
Promotion (Communication)
The public does not have a reference point for the event other than that created by the promotion. By looking at the promotion efforts of the event, I feel that more emphasis should be put in advertising and promoting awareness of the exhibition.
This is mostly because the market of the people who have an interest in art and culture are rather quite small. This is true as on the day that I went to the exhibition, the number of visitors there were countable.
Therefore, there is a need to have a well-targeted advertising and promotion plan to encourage the public to attend the event.
Some of the ways to promote the event effectively are through the radio channels (eg. 98.7fm), television, press advertising (eg. newspaper, Time Out magazine) and outdoor advertising (bus stop advertisement). These advertising methods are more reassuring as we know that the public will definitely come across reading or seeing our advertisements.
Another way is to target students through having school visits to the Museum to educate them on Korean contemporary art development.
Packaging & Distribution
Comparing this art exhibition to another festival related event which is the K-Pop concert, I feel that the distribution network used to sell the event tickets could be improved.
Some of the ways to sell/distribute the tickets are through promotional road shows, schools and running contest. This will help to further encourage the public to attend the exhibition and create publicity for the event.
However, I do feel that the product and programming component of the marketing mix are being used to its advantage.
Product
Apart from being able to view the art works, the detailed information provided in the booklets and the brochures will help visitors to better understand the Korean art culture, the art works of the 13 various artists and the programmes they offer.
Programming
The programmes that the event offers are created in a way that there is something for everyone. Apart from enhancing visitor’s experience when the visit the exhibition, the 5 programmes also caters to different target audiences of different age group.
The programmes are also scheduled to have different timeslots from each other. This is so that visitors will not of the difficulties of choosing over 2 programmes if they are held on the same time/day.
BLACK & GRAY SIMPLICITY
