Marketing Strategies Comparison
Tuesday, June 23, 2009 at 9:15 AM
Event Selected: Singapore Arts Festival.
City/Festival Chosen for Comparison: Hong Kong Arts Festival.
I choose Hong Kong Arts Festival as a comparison to the Singapore Arts Festival because it was held earlier this year, it was held on a closer date to the Singapore Arts Festival. Thus it is easier to compare especially when both countries are experiencing recession during that period of time.
The event component is divided into 2 components. They are the Experiential and Facilitating Component.
Experiential Component - Product
The product will be the programs at the art festivals. Both countries have programs like theatre, music and dance. There are also special programs like opera in Hong Kong and Visual Arts, on the other hand, in Singapore.
While participating in a recent outdoor performance at the Singapore Arts Festival, I observed that there were volunteers giving out brochures to guests to keep them updated about various performances and highlights of the Arts Festival. Hong Kong, in comparison, had an online festival magazine for guests. The online festival magazine comes in two languages, English and Chinese, for guests to choose according to their preference.
Experiential Component - Place
The 37th Hong Kong Art Festival utilized 31 different venues for their event and most of the artistic performances are held in Hong Kong Cultural Centre, Hong Kong City Hall and Kwai Tsing Theatre as these venues are easily accessible from any part of Hong Kong. This enables residents and visitors to reach the places performances are held at conveniently.
Singapore, on the other hand, have most indoor art performances are held at The Victoria Theatre and The Esplanade as there are the few theatres that are able to carry a huge capacity of people. Also, The Victoria Theatre and The Esplanade are located just a few minutes’ walk from the MRT station, enabling easy access for visitors. Outdoor programs are held in open areas like The Merlion Park and Heartland areas like Tampines and Yishun, enabling local residents to enjoy them as well.
I participated in an outdoor event, The Diamond, at the Merlion Park. Not only the dance was breath taking but the park was surrounded by many landmarks of Singapore such as, The Merlion, The Singapore Flyer, Fullerton Hotel and also The Esplanade. As the stage was set at a outdoor venue, it enables visitors to have a whole new arts experience as they get to enjoy both the performances and the wonderful night scenery of our garden city.
Visitors and Singaporeans are able to purchase tickets for the Singapore Arts festival via Internet Booking (www.sistic.com.sg), Phone Booking or at any Sistic Authorized Agents located in most shopping centers in Singapore. There are also some overseas agents at the neighboring countries around Singapore which allows tourists coming to visit Singapore to purchase the tickets conveniently. Last but not least, visitors can purchase the tickets at the performance venue, except for sold-out performances.
For people who wish to attend the festival in Hong Kong, they can purchase the tickets via Internet Booking (www.hkticketing.com or www.urbtix.com), Postal Booking and Fax Booking. They can also book the tickets through Counter Booking at Urbtix outlets or HK Ticketing outlets at places like Hong Kong Academy of Performing Arts or Fringe Club.
Experiential Component - Programming
Both Singapore and Hong Kong Arts Festival have their performances organized into groups like music, dance and theatre so that it is easier for guests to choose from, as they just need to look at the program that they might be more interested in. Not only that, both countries also have a few free performances located at different venues for guest to choose from.
Hong Kong Arts Festival websites have a special section called the ‘family’ which caters shows like “Alice in the Wonderland” ballet version which is suitable for audience of any age.
In Singapore, there are festival workshops like Cullberg Ballet Dance Workshop for Singaporeans and even tourist to learn ballet. There are also programs that cater to primary and tertiary student like interactive workshops and also talks that are integrated into the National Arts Council’s Arts Education programs. Last but not least, there are a few art exhibitions, featuring international and local artist for guest to admire the works for free.
Experiential Component - People
Both Singapore and Hong Kong Arts Festival have a few similar groups of people who are involved in the event. They are the organizers, partners, sponsors, performers, production crew, companies involved, intermediaries, and last but not least the participators who are directly involved in the Arts Festival. Other people who are indirectly involved are the volunteers and also the people who are in-charge for the sales of tickets for the different performances.
During the 33 day event in Hong Kong, around 1,756 artist and production crew are involved in the event and more than hundred thousand tickets are sold for both local and international programs. On the other hand, in Singapore, there are festival bloggers who will update the art fest blog every day during the 31 day event.
Facilitating Component - Partnership
There are more partners and sponsor involved in Singapore Arts Festival than Hong Kong Arts Festivals.
The Major Partners that are involved in Singapore Arts Festival are Mediacorp Channel 5 and OKTO Channel as they are able to promote the festival through commercial to create more awareness for the people in the country and also Coca-cola as Supporting Beverage Partner to provide drink for the people involved. Also there are also the Premier Partners like Shaw Foundation, Singapore Pools and Singapore Tourism board, as they are able to promote the festival on their official website so that they are able to attract more tourists to the country for the event. There are also a few sponsors and supporters involved in the event.
Whereas for Hong Kong Arts Festival, the sponsor involved are Hong Kong Jockey Club and The Leisure and Cultural Club. Last but not least, Hong Kong Tourism Board, which is similar to Singapore, to promote the events to the tourist.
Facilitating Component - Promotions
Sales Promotion
Both Singapore and Hong Kong Arts Festival came up with different sales promotion to attract more people to purchase tickets for the show.
In Hong Kong Arts Festival, they have special promotion for Hong Kong Arts Festival MasterCard holders. For example, MasterCard holders will enjoy special privileges like The MasterCard Welcome Gifts and 0.52% cash rebate for all retail purchase made with Hong Kong Arts Festival MasterCard.
Another Promotion they have will be the ‘Buy Now and Pay Later’. As the Hong Kong Art Festival was held during the Recession period, Hong Kong Arts Festival MasterCard holders may enjoy a six or ten months interest-free installment period to pay for their festival ticket. This will allow guest to enjoy the performance during the recession period.
As for Singapore, ArtFest member will enjoy 10% discount for single ticket purchase and for people who purchase them in packages will be entitled 15% discount for every four ticket purchased or 10% discount for every two to three show’s ticket purchased. Last but not least, full-time students, NSFs, senior citizens and UOB Card holders are also entitled 20% discount (limited to one discount per valid identification pass per show).
Advertisement
The common advertisement that is shared by the two countries are television commercials and also posters that can be found on the streets or public transports like train stations and bus stops. The difference is Singapore had a Singapore Arts Festival blog that allows public to read and know more about the event. Some bloggers (which is the festival management) also shared some of their personal feelings. Not only that, they also made sure they update the blog almost every day during the event to keep the public updated. Not only that, they also blog about some programs like ‘Family Fun Fest’ which provides free performances where families can enjoy. Other than that, the public can also add comments about the post or even enquires and the blogger will reply them.
Facilitating Component - Packaging And Distribution
Both Hong Kong and Singapore Arts Festival held their performance at the tourism landmarks or places near the landmarks so that tourists or visitors are able to visit the place as well as enjoy performances.
Different types of intermediaries are also involved in the event. For example, the Hong Kong Arts Festival, the intermediaries will be the Urbtix and HK Ticketing outlets as they are in-charge of selling the tickets to the people. Other than ticketing outlet, there is also the tourism board that will pass and give tourist information about the event and attract them to participate in the event. Same goes to Singapore Art Festival. Sistic will act as intermediaries to sell tickets to the people and the tourism board will help to promote the event itself.
Facilitating Component - Price
In Hong Kong, Festival Friends are entitled to special privileges like discount in stores like Hi-Fi Review Ltd., Parson Ltd, etc. They can also receive Festival publication free of charge, preview information and book the best seats for Hong Kong Arts Festival 2010.
Some great offers and discount are available to both Art Fest Member and Art Fest ticket holder by our partners. Example, there are special hotels rates offered by Marina Mandarin Singapore so tourist will be able to save cost on their stay here and also enjoy the festival here at the same time. There are also discount in Food and Beverage and also shopping, example, The Heeren shopping centre.
Best Practice - Hong Kong
1. Online Magazine
Hong Kong Arts Festival came up with E-Magazine which I feel is a good marketing tool as most household have Internet access at home. Not only they can read them online at home, it is also environmental friendly. It also some with two language, English and Traditional Chinese so that they can read in a language they prefer as well as reaching out to both English and Chinese educated target audiences. This is something Singapore can come up with especially when people nowadays are getting more environmentally friendly. Also, not all Singaporeans are English educated. By having a variety of language for the E-Magazine, people of the older generation can choose a language they are more comfortable with and choose a suitable program for themselves.
2. Clustering Of Programs
The Hong Kong’s Art Festival website had a family section where they cluster all the programs that are suitable for family to watch together. I feel that it is a good way for people who wish to go for the event in a family as they just need to go straight to the “Family” Section to see what is suitable for all ages other than clicking on the programs synopsis one by one to see which are the programs that are more appropriate to watch together.
Best Practice - Singapore
1. Venues
As Singapore is a very small country, it is important for us to utilize all the venues available for the programs. Many programs are held in place like The Esplanade and The Merlion Park as they are the landmarks of Singapore and there are also many other beautiful buildings surrounding that place and create more artistic atmosphere. Also, not only places with famous landmarks are used. Some events are held at the heartland areas, example Yishun, so that residence can participate in the events too.
2. Amount of Sponsors
Singapore’s Arts Festival engaged more partners and sponsors as compared to Hong Kong’s. I feel that it is important to have more sponsors as there will be more funds for other promotion and also by working with television station like Mediacorp Channel 5 and OKTO Channel, it will create more awareness on the event. With little amount of sponsors we may not have enough funds or budget to do advertisement or event promotion to inform the public about this event.
3. Sales Promotions
I feel that Singapore has better sales promotion than Hong Kong as they have special promotions for student and senior citizens unlike Honk Kong which only special promotions and privileges for Hong Kong Arts Festival MasterCard holders only. They should try their best to attract more people to participate in event like this. Other than that, Singapore also has promotion for the purchase of package tickets of four. This will attract family to purchase the tickets especially when these events are held during the recession period and most people are cutting down on expenses. With discount like these, it may attract more people to participate.
4. Blogs
A blog is a new way of advertising the event to the public. A blog is also a website where the public can read all about the festival when they wish to know more about the festival and the free or even popular programs that are lined up for the public.
StakeHolders Of The Event
1. Host Organization
Host Organization of the Singapore Arts Festival will be the National Arts as they are the one who come up with the festival and also in-charge of the event and the programming and the types of programs that are suitable for this festival.
2. Host Community
The host community of this event will be Singapore itself as all the programs are performed here in Singapore. In other major arts festivals, the host community will be the different states where the programs are held.
3. Sponsors
The major sponsors involved in the Singapore Arts Festival are Coca-Cola, which provides drinks for the people involved in the festival as they are the official beverage partners. Singapore Tourism Board, as they help to publicize this event to the tourist. A few shopping centers like Raffles City and Vivo city sponsor the venues for art festival events. SMRT also have Arts Festival poster advertised on the boards. Not only that, Ez-link also sponsored limited edition Arts Festival Ez-link Card exclusively for Arts Festival ticket holders.
4. Media
For media, they will be Singapore Press Holding as they help to advertise this event in the newspaper and also Mediacorp’s Channel 5 and OKTO Channel as advertisement can be seen on this two channel as they are the official TV station for Singapore Arts Festival. Last but not least JCDecaux will help us pass message around Singapore as they are found at most bus-stop and train station this will help create awareness for people in Singapore.
5. Co-Workers
Co-workers are the people, who manage the event; example like the Festival director, Production Crew that makes sure everything is in place so that the whole performance is successful also, DJs and volunteers like the ushers.
6. Participants and Spectators
The Spectators will be people like us who attended the event, while participants will be the performers who are involved in the event. Both of them played an important role as, if there are no participants or spectators, the Art Festival won’t be a success no matter how well the event was planned.
Main Purpose Of This Festival
The main purpose of this festival is to allow Singaporeans get more involved in the arts. This is the only time most Singaporeans will be exposed to the arts due to the advertisement and promotion and create more interest in visiting places like The Esplanade for shows. Some people may not visit The Esplanade during normal days as they may feel that that is a place for people of the higher social class to enjoy. With promotion and special packages during this period and also a few art shows that are free-of charge, any Singaporeans can enjoy this festival.
Other than that, by having an Art Festival in Singapore will expose this small little to other artist and people around the world. If this festival is a success, more and more world known artist will choose Singapore as a destination for their world tour or other performances. Last but not least, Arts Festival will bring in more tourism receipts as they will buy tickets to enjoy the show while enjoying their holidays here.
Tourism Benefit Received By The Host City Of The Event
1. Political ImpactsThe common tourism benefit that will be received during this kind of event will be the job opportunities that will be provided to Singaporeans. They will need extra manpower at places like The Esplanade as most programs are held there, people like ushers, customer service and even securities is needed.
Like I mentioned in the purpose, it will help create more awareness to people around the world so that World-Known Artist will choose to perform here in Singapore and thus attracting more tourist over for visit.
2. Tourism and Economic Impacts
Festival like this will bring in more tourism receipts as tourist may purchase tickets to watch the performance or some guest will extend their stay here when they came during the period near the festival.
Other than tourism receipts, it will also bring more business opportunities into Singapore. Example, some companies may find Singapore a place where they are able to develop the arts industries here.
3. Social and Cultural Impacts
Other than being more expose to modern arts during the Singapore Arts Festival, traditional arts can also been seen. Example, The Esplanade has some opera show that will attract the older generation to participate in this kind of event. Without event like this, Opera maybe neglected as they are not seen around. This event will help to pass down these traditional arts to the younger generation or even interest them to learn more about it.
As Singapore is a multi-racial country, this is a period where people will be exposed to any arts and culture. This will help create awareness of the different racial culture like the dances, the art, etc. This is also a time where student from the arts school can make use of their idea and talent as they may perform free show in their school to help inspire other people on the arts.
In some case, communities may also be involved. This will be a time where the people of different culture will come together as they have the common goals and interest, and that is Arts.
4. Physical and Environmental Impacts
During the Arts Festival period, places like Orchard Road, The Esplanade, etc, will be filled with arts decoration like arts sculptures, and even dustbins or recycle bins painted in bright colorful colors can be found on the street to help enhance the festival and bring out the arts atmosphere.
As Singapore is a famous garden city, during this kind of major event the government will hire more cleaners to clean the streets every short interval to keep the country clean. By doing so, it will not only benefit the Singaporeans, it will also leave a more positive image for tourist and artist who came over for holiday enjoyment and performances.
Photos
Monday, June 22, 2009 at 11:30 PM
ARTS FESTIVAL 29.05.2008
The Photos Taken During The Event
The beautiful scenery surrounding the performance.
My friends and I and the Art Festival.
Reference
http://www.singaporeartsfest.com/#/allhttp://www.hk.artsfestival.org/en/
http://www.hk.artsfestival.org/en/press/2009/834/
http://books.google.com/books?id=pEuXHdu5-KEC&pg=PA64&dq=festival+and+special+event+management+john+wiley
#PPA36,M1
http://books.google.com/books?id=SD-aqnFC14IC&pg=PA117&lpg=PA117&dq=8+p+in+marketing+event&source
=bl&ots=7fLK6zC7GG&sig=ViseDLsspei3kk6GQQjTIxjd__
o&hl=en&ei=auAvSp3TNcuGkQXxjJD_Dg&sa=X&oi=book_result&ct=result&
resnum=10 #PPA117,M1
http://www.hab.gov.hk/file_manager/en/documents/policy_responsibilities/
arts_culture_recreation_and_sport/asb/asb45_CPA_5_e.pdf
http://www.discoverhongkong.com/eng/events/arts-culture-hk-arts-festival.html