Monday, November 24, 2008
Place
Place mix refers to the location and setting of the event. It also refers to all the channels available between the firm and the target market that increase the probability of getting the customer to the product.The main venues[8] for the Biennale will be at the Singapore’s central area, which is between City Hall and Raffles City. The different venues where the exhibitions are showcased were within walking distance.
As the location is very accessible, many of the people can get there easily without travelling for too long. Moreover, the central area has a high human traffic, and the people who did not specially travel there to see the exhibits can also view the exhibits when they walk past the venues. Hence, they can expect more people to view the exhibits rather than only people who specially come for it. With higher human traffic, they can reach out to a bigger market.
I feel that the venues were well-selected, especially the City Hall building. There are many rooms which showcase different exhibits in different rooms. It gives the visitors a mysterious feel as we cannot expect what the next room will be like. In addition, other free admission venues such as Raffles City Shopping Mall showcased a few exhibits where shoppers can see them while shopping.
The location of the event can be made more accessible by providing customer service or maps at the train stations to assist the visitors to go to the various venues.
They sell their admission tickets[9] at the ticketing booth at City Hall and South Beach Development exhibition halls. However, the distribution network is too small as visitors can only buy the tickets at the booths, which may be having long queues. Also, there are no online distribution channels to allow foreign visitors to purchase their ticket in advance to save them the hassle of going to the booths to purchase.Therefore, I feel that the distribution channels can be wider, such as buying tickets online or even available at the MRT stations so as to create awareness of this event. They can also include their partners by selling tickets at the partners’ companies at a special rate to attract more people to participate in the event.