Marketing mix (8Ps)
Marketing events is the process of adopting the marketing mix through creating value for customers and other stakeholders in order to attain organizational goals. The organization must employ a marketing orientation that stresses the building of mutually beneficial relationships and the maintenance of competitive advantage.
Product, place, programming, people, partnership, promotion, packaging & distribution and price forms the 8 components of the marketing mix. These components can be classified into “experiential” and “facilitative”. The distinguishing feature between these two is the fact that some marketing elements directly affect the customer’s experience at the event.
Experiential Components:
Product
It is critical that the event product must be what the potential customers need, want, and will pay for. The core product that the exhibition offer is the Korean art works produced by 13 various artists as shown below.
PENCIL 2, By Hong Kyoung Tack
Happy World, By Ik-Joong Kang
Other art works
Other art works
Place
The physical location where the art exhibition is being held is the Singapore Art Museum. Over 40 art works occupy Gallery 1.10 to 3.10 of the Museum.
Along the corriddors of the Museum
Programming
Programming within the event is an important marketing decision, especially by the way of creating targeted benefits. These programmes will help attract more visitors to the event as well as further enhancing their experience.
Apart from the art exhibition itself, there are 5 other types of programmes that visitors to the Museum can participate in. They are as follows:
Arttalk on “Contemporary Korean Art Development
Curatour
Workshop Series that spreads over 11 weeks in which each week focuses on different topic.
Imagine: Korean Art & Aesthetics for Kids - a programme specially designed for kids
Korean Fiesta - visitors can learn a few more things about Korean culture such as their food and traditional music and also pick up a few Korean phrases.
Detailed information of the programmes is provided in the brochure below.
People
The people who are involved in making the exhibition a success are the staffs and volunteers of the Museum, the 13 artists whose art works are being displayed at the galleries and the contractors who helped to design the setting of the galleries.
The interactions between visitors, the setting and the staff/volunteers constitute a large part of the event experience.
Facilitating Components:
Partnership
Partnership with sponsors and other organizations is crucial in terms of funding or other ways of support. Their marketing presence can be very beneficial when designing promotional activities.
The art exhibition is supported by the Korean Embassy, Art Council Korea, SMRT Media, Singapore Art gallery guide and Samsung and sponsored by Singapore Art Museum & Lim Yoen Ki, an Exhibition Consultant.
The Singapore Art gallery guide advertises the Art Exhibition on its website as part of its joint marketing initiatives to promote the exhibition to the public. On the other hand, the Singapore Art Museum provide their galleries as the venue for the art exhibition.
Promotion (Communition)
Promotion refers to the range of communication tools which includes advertising, public relation, and sales promotions used to communicate the event.
There were not much promotion done to promote awareness of the art exhibition. From the research that I have done, the public are informed of the exhibition through internet websites such as:
- Korea Festival 2008
- Singapore Art Museum
- Uniquely Singapore
- Singapore Art gallery guide
Apart from that, no other forms of communication tools are used to advertise the event.
Packaging & Distribution
The tickets for the exhibition are only available for purchase at the ticketing counter, located at the entrance lobby of the Museum. No other types of distribution network or intermediaries are being employed in selling the event tickets.
Apart from the issuance of the tickets upon purchase, a pink sticker, brochure, the Museum floor directory and a booklet containing information on the 13 artists were given visitors. Below are the pictures of the times.
The ticket
Pink Sticker
Museum Floor Directory
Booklet
Contents of the booklet
Price
The ticket price of the art exhibition follows the usual admission fee to the Museum. As stated in the Museum’s website, there are different sets of pricing such as for those visitors coming in groups of 20 and those coming with their other family members. They also have free admission to the Museum for certain age group, days and time. Below are the different admission charges to the Museum.
BLACK & GRAY SIMPLICITY
