Monday, November 24, 2008
Promotion (Communication)
Promotion mix refers to all the communications between the firm and the target market that increase the tangibility of the product mix, that establish or monitor consumer expectations, or that persuade or induce consumers to purchase a product or spread information on it by word-of-mouth.
There are various promotions that this event has, such as Passion Card and McCafé. The beverage and retail outlets located at the Singapore flyer also have promotions in conjunction with the special package provided by the Singapore flyer.All these promotions will help to create awareness about Biennale to the shoppers and card holders, which in turn help to advertise the event.
In addition, there is a one-for-one promotion12 for admission into the City Hall and South Beach Development venue. One can receive a complimentary ticket when accompanied by a full-paying adult.
Thus, this can increase the chances of people willing to visit the event as the admission seems cheaper. It can also reach out to big groups who want to visit the event, but unwilling to pay a high price. This also have a persuading effect on the visitors to purchase the product.
The posters and banners all over the city also help in creating the image of Biennale. The theme for this year’s Biennale is Wonder, and the design of the posters and banners brings out the image of the event and arouse interests in the potential visitors.
Accreditation[13] is required for the participation of the media, thus restricting the advertising of the event through media due to the procedures needed in order to get the permission. Hence, I suggest that they can have daily sections on the artists everyday, so that it will create awareness of the artists, as well as the event. They can put up advertisements on television and newspaper, with short previews of some free admission venues instead of only informing the people about the event.
Moreover, they did not do much on public relations and ongoing relationship building. They can approach schools for them to bring their students to the event, instead of waiting for schools to approach them, in this way; more people will be exposed to the event.