The experience of the event itself is the product. A good experience will mean that the product marketing was successful. The Singapore Biennale has made use of its art pieces to be tangibles that enhance emotions and experiences which is their method to have effective product marketing. This was certainly something positive. I felt that the pieces were unique and intriguing. Nevertheless, the pieces displayed are still works of contemporary art which could be challenging to understand for the others. Hence, it is important to ensure that all the visitors had their time well spent in viewing and knowing the significance of the art. Singapore Biennale does have guided tours which operate during the weekends only. Tours on weekdays are mainly self guided tours using audio aids. Indeed, there is a lack of personalized service which is the key element to create the perfect experience, the effective product marketing. Although the number of visitors for Singapore Biennale may stand strong within the targets, consumer experience may differ. In a long run, it is risky and not effective.
The Singapore Biennale could seek improvement by having more guided tours. This meant that personalized guided tours should be available during the weekdays as well. An increase in them would mean more quality service where the visitors are able to interact with their guide. At the same time, they get to be enriched with knowledge of the art and return home feeling more satisfied than merely just hearing audio aids. At the end of the tour a small gift could be presented to them as a memento. Experience is enhanced, guest enjoys more benefits and product marketing is certainly improved, as compared to the previous one.
the buildings lay by our forefathers; to visit is a rare opportunity given
2.6 Programming
Back in the 19th century when impressionist style paintings were exhibited in Paris, the art pieces and the artistes were largely ridiculed. It was only through continuous public exhibitions did Impressionism became a critical part of the art history. Similar to the contemporary art of today, it is subjected to different opinions. Due to its broad approach, people view them both negatively and positively. In my opinion, the Singapore Biennale is attempting to repeat the history of the Impressionism era. Themed “WONDER” The Biennale is creating programs that aim to broaden the subject of contemporary art into the country and region.
For instance, the Singapore Biennale has scheduled programs like Kids Biennale for kids between 7 to 12 years old. They participate in drawing competitions, engaging in Day Out activities to draw and hunt for white rabbits. On top of that, a special corner in City Hall is catered out especially for the kids. In there, consist of art pieces drawn by kids to even a room for kids to play in. For the teenagers in Secondary and Tertiary Level, there are programs like the Biennale Race where teams participate in an amazing race related to the Biennale. Attractive prizes like hand phones are used to entice the teens to participate and in the course of the race, the participants must come prepared with knowledge of the Biennale. This meant that groups must take the initiative to do their own research before the race. This is one of the few programs listed as there are certainly many others including performances and functions. With so many to choose from, through various channels like social interaction, contemporary art is easily introduced to the public. Hence, program marketing of the event was certainly effective. I guess it only takes a few more Biennales before contemporary art can reach its peak.
2.7 People
Without people, the event cannot exist. A successful event is one where a good relationship is forged between the customers and the events staff. The Singapore Biennale has minimal staff. Majority of them are just volunteers. The guided tours are limited as well, only available during the weekends. Should visitors wish to go through the tour on the weekdays, their only source of reliance is audio aids. Although appreciating the art is supposedly preferred in a quiet environment, understanding them is another issue. Confused visitors may wish to have guides around to guide them. If they missed their slot, it will be opportunity wasted. On top of that, the Singapore Biennale stationed their staff at some of the respective art venues. Nevertheless, some of them were pretty hostile as their priority is to prevent visitors from touching the art pieces. They were not making any effort to explain the reason. I was personally asked to move back from an art piece. Though the staff was polite, I personally felt that they lacked the extra mile service. I would have preferred an explanation then a simple back off and I believe other visitors would prefer that as well. Indeed, there is a lack of service touch to enhance the event. Thus, the Singapore Biennale people marketing are ineffective.
The Singapore Biennale could seek improvement by engaging in more human relations activities. Guided tours could be made available during the weekdays. The staff stationed at the respective venues could learn to be more initiative. This meant engaging with the visitors, automatically coming up to explain about the art works. They should not just sit in one corner, showing hostile attitudes. They should treat each interaction with sincerity and vigor. In addition, they must be knowledgeable of the various works to answer queries posted. This would certainly boost the guest experiences, improving the Singapore Biennale’s people marketing.
"The art piece that was hung on the wall where we were asked to step back"
Such complexity, an explanation is certainly preferred
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