Monday, November 24, 2008
Programming
Programming mix is a marketing decision made by way of creating targeted benefits. There are talks[4] and tours[3] conducted during the event which is programs which can help the visitors understand more about the exhibits.The talks held before and during the start of the event help in marketing of the event through media and the public as they are open to everyone. These talks are part of the programs for the events, but not the highlights. They are mainly talks by artists and press-conferences. It can help everyone to have a better understanding of the exhibits after the artists’ talks.
In addition, tours are held during weekends as part of the programs to enhance the experience during the event. All these programs are targeted to bring benefits to the visitors so as to guide them throughout their experience in the Biennale.
They also held a Kids’ Biennale[14] at the same time to reach out to bigger markets such as students. They have a 3 day program, Kids’ Day Out, conducted during the event, which includes art competition and windmill making, which involves the younger generation. They also have a dedicated section with themed rooms at the City Hall, showcasing the exhibits done by students.
All these are part of their efforts in promoting the education aspect of this event. I strongly feel that it is well done and it has achieved the objective of educating the younger generation and also marketing the event.Thus, I think they have done well in programming the event as the Biennale is a long event and they tried to create programs for the visitors to keep them engaged. They made the experience more tangible by providing tours and talks, which can help to form images in the visitors’ minds first, before viewing at the exhibits aimlessly.
However, the main focus became the younger generation, and there were few programs for the adults, except the tours and talks. They can also involve the adults in more programs such as the race or the art competitions, instead of only the youths participating.