Monday, November 24, 2008
Partnerships
Partnership mix refer to joint marketing initiatives with other partners as single events on their own, cannot achieve their marketing goals.
Most of the partners and sponsors of this event are big companies, such as Jet Airways, and government agencies, such as URA[10] and STB[11]. As this is a big scale event, the support from the government is very important. The Biennale was successful due the gover nm ent support and the strong sponsors and partners behind it.
The Singapore Flyer is one of the partners of the Biennale. They came up with a Singapore flyer package[12] which consists of the admission passes to all the venues and rides on the flyer at a special rate. I think that the package enabled many visitors who came only for the ride on flyer to also experience Biennale at the same time, vice versa. Moreover, Biennale ticket holders are also entitled to discounts at the retail shops near the flyer. This increased the visitors spending at flyer, as well as generating human traffic to the Biennale.
I feel that there is still room for improvement for the marketing of partnership mix as this event has few partners to help them advertise about it. They can partner with more shopping malls in the vicinity of the event to generate higher traffic. For example, they can partner with Suntec City by providing cheaper admission fees or limited edition collectables when they shop in Suntec City. This can boost sales in the shopping mall and generate traffic for the event.