Comparing Marketing Strategy.
Wednesday, June 17, 2009 at 12:23 PM
The 8Ps.Product
Singapore.
Its is the experience of enjoying the performance, including of arts including music, and visual arts, in the theatre either in the esplanade or at the atrium of the participating shopping centre around Singapore.
Perth.
It is the experience of enjoying the arts in the city of Perth and from performance in the theatre to family day.
The product, in this case is similar as they are both arts festivals that has got arts content.
Place.
Singapore.
It is located in Singapore. The Esplanade, Victoria Theatre, LASALLE College of the Arts Flexible Space, Dôme Marina Square, Drama Centre Theatre, National Museum of Singapore , Osage Singapore, Singapore Art Museum, Vivo City, Raffles City, Suntec City, Marina Barrage and Chinatown and Raffles Place MRT Station.
Perth.
It is located in the City of Perth. The Perth Convention Exhibition Centre, His Majesty's Theatre, Octagon Theatre, Playhouse Theatre, Dolphin Theatre (UWA), Subiaco Arts Centre Theatre, Quarry Amphitheatre, Perth Concert Hall, Winthrop Hall (UWA), Pioneer Women’s Memorial (Kings Park), Regal Theatre, John Curtin Gallery, Forrest Place, Perth Institute of Contemporary Arts (PICA), Lawrence Wilson Art Gallery (UWA), Art Gallery of Western Australia and various shopping centres and malls in Perth.
Both festivals are open to the public but Singapore go an extra step to bring the art culture to school and educate them. They two festivals have performance all around the city in the theatres and arts centres.
Partnerships.
Singapore.
Some partners include:
- Medaicorp Channel 5.
- Singapore Tourism Board.
- The University of Western Australia - the founder of Perth International Arts Festival.
Perth.
Funding Partners include:
- Australian Government.
- City of Melville.
- Great Southern Development Commission.
- City of Bayswater.
International Funding Partner:
- Culture Ireland.
- Swiss Arts Council.
- Agency for Culture Awards Government of Japan.
Media Partners:
- ABC Radio.
It can be seen that Singapore's partners are mainly local but Perth has got partners from countries like Ireland, Switzerland and Japan.
Promotion (Communications).
Singapore.
Advertising can be seen all over Singapore. Singapore Arts Festival advertised their event through banners along the road, buses, taxis, online, blog and television advertisement.
Perth.
Advertising through media, online, blog and banners along the road can be seen.
For both Festivals, there is no early bird price. Their advertisement channels that are used are common advertising methods and it is very similar between the two festivals.
Programming.
Singapore.
Programs last for 4 weeks. Some examples of the performances include Dance performances like "Cullberg Ballet" and "Forward Moves". Music performances there are "Distant Worlds: Music from Final Fantasy" and "Joanna MacGregor". For Theatre Performances, "The Cherry Orchard" and "Electra". Lastly, for Visual Arts, there are "Found & Lost" and "Reminiscient"
Perth.
Programs also lasted for 4 weeks which includes Theatre performance, "Nostalgia" and "The New Electri Ballroom". Dance, "Giselle" and "Ballet at the Quarry". Music includes "Black Angels" and "The Little Match Girl Passion". For Visual Arts, there is "Art & Today: Eleanor Heartney" and "Re-Face". Lastly, for the Family event, there are "The Nargun and the Stars" and "James Campell's Comedy 4 Kids"
The series of performances programmed through the 4 weeks are all Arts related and allows customers to select the timing and days that they want to attend the performance. For each performance, there are several time slots for the customers to choose from.
People.
Singapore.
The Esplanade has got a group of well trained staff that will be able to guide the people to the theatre and help the customers if they have got any problems.
Perth.
Ticketing staff are friendly helpful to serve the customers and meet their expectations.
The staff and their service is very important as they make first contact with the customers and the experience of the customers will be determined by the staff. A 'moment of truth' would be encountered by the customer.
Packaging & Distribution.
Singapore.
They worked with Sistic ticketing office to sell the ticket. Bookings can be made online or by phone and collected at the Sistic outlet located around Singapore and overseas.
Perth.
Bookings can also be made online or by phone and collected at BOCS outlets.
The events do not need as much packaging as the performance itself is already the packaging. How well the ticket sales would be would depend on how the event is advertised and how popular are the performers.
Price.
Singapore.
Price of the ticket ranges from SGD16 to SGD100 depending on the venue and type of performance and some performance are free of charge.
For members of the ArtsFest Club, they enjoy a 10% discount on the tickets.
For full-time students, NSFs and senior citizens who are 60 years old and above, they are given 20% discount on the ticket prices.
For group bookings, if 15 tickets or more are purchased, there will be a 15% discount off the tickets.
Schools can enjoy heavily discounted ticket.
For the rest of the public, if 4 tickets or more is purchased, there is a 15% discount and for 2-3 show tickets are purchased, there is a 10% discount.
Perth.
Prices ranged from AUD16 to AUD140, depending on the venue and type of performance and some performance are also free of charge.
For group bookings, if 10 tickets and above are purchased, there will be privilege of (A) Reserve at the Friends price and in (B) Reserve at the Concession price excluding, ticket packs and subject to availability.
It is a good promotional tool for Singapore whereby for club members, schools, NSF and senior citizen, there are discounted ticket prices for them. This would be able to attract more people especially the schools as they would bring the students to watch the performance. However, for Perth, they only have discounted prices for group booking. It would not be suitable for couples of two or family or four. They might not be able to gather as much people.
Labels: Comparing Marketing Strategy.