The 8 P's

The Singapore Biennale was one major successful event, with credits to the appropriate marketing strategies in use.

The 8 respective marketing mixes comprises of the following P’s:

• Product
• Place
• Programming
• People
• Partnerships
• Promotion
• Packaging
• Price

Hence I would first touch on both "Product" and “Place”. As stated under the definition of "Product", it refers to the service provided. However in the case of the Singapore Biennale, more products or rather, art exhibits were showcased rather than the offer of services. But not to worry, because basic services such as guided tours, school programmes, lectures and symposiums will still be included in the encounters. That aside, the exhibits do cover a wide scope in the field of art too; from beautiful portraits to sophisticated layouts to the picturesque in the videos and the heart-wrenching playbacks and more. Interesting as it sounds, intrigued as you may get, there is actually more to anticipate as we move from one venue of the Biennale to another.

Examples of art exhibitions



Maggots, 2004
Sculptural Installation
(City Hall)




Xteriors I, II, IV, VIII, 2001-2007
(City Hall)




(City Hall)




(South Beach Development)


66 artists’ work has been exhibited at three different main venues- City Hall, Marina Bay and South Beach Development. The various exhibits are placed in the curator’s ideal themed location in mind, enhancing and bringing out the different meanings attached to the artworks. The idea of a themed location defines Singapore as a complete whole, from way back to the 1920s till the future years ahead of us. South Beach Development could be said to represent the past of Singapore; City Hall the present in transition, and Marina Bay the future. Hence this can actually help deepen the public’s interest and engagement in arts.




City Hall




South Beach Development




Marina Bay

What’s more, Marina Bay has got a Containart Pavilion constructed on its land- the pentagonal-shaped Central Promontory site. This structure of the stacked sea fleet containers is the creation of the Japanese architect Shigeru Ban. It is therefore; undoubtedly the symbol of this year’s Biennale and it succeeds in creating a strong visual presence for the Biennale.

Containart Pavilion
Architectural installation, built with 150 shipping containers and recyclable paper tubes
(Marina Bay, Central Promotary Site)





In my opinion, the Singapore Biennale has done well in the aspect of presenting a variation of exhibits to the public. A comparison made between the first Biennale and the current would see the efforts of a change in the theme for a new form of experience (2006 Biennale’s theme was Belief, while 2008 Biennale is Wonder), as well as the consideration of minimizing the number of venues in convenience of the public. In addition, the key services such as guided tours were not cast aside too, which spells excellence.


Moving on next, “Programming” refers to the elements and quality of style. As mentioned before, a variety of exhibits have been showcased and with each piece of art, a new scene depicts and a new story unfolds. The following are some photos taken to prove the variation in styles accompanied with the high quality standard of the artworks.




Blackfield, 2008
Installation View, Painted Aluminium, Synthetic Sand "Blackfield"
(City Hall)




(City Hall)




Swing, 2007
Sculpture
White Neon Tubes, Motor
(South Beach Development)




Address (Project: Another Country); 2007-2008
Installation
Domestic Objects cast on balikbayan (homecoming) box, sampaguita scent
(South Beach Development)


The above photos represent the individual style, aptitude and attitude of each artist, their flamboyant thoughts and abstract ideas whilst in the midst of completing their art piece. Every artwork seems to be calling out to the viewer, leaving its prey all captivated and bewildered- where one’s soul is slowly drawn to the untold secrets of the art.

High and low, complicated and uncomplicated, direct and indirect etc are all the elements that are present in this biennale. Check out the photos below.




(City Hall)




Distorted Reality (Earth to Earth), 2007
Video Installation
(South Beach Development)




Felice Varini Project: "Drill Hall", Singapore Binnale 2008,
S.S.V.F.H.Q. 1931 Builing, 2008
Installation
(South Beach Development)


Some may find the 3rd photo just like any ordinary wall painted with orange streaks across its face. But to the rest, it may seem like a rising sun on its horizon etc. Art is a subjective issue, a sceptical sight. It is difficult to determine the style of one- tangible or intangible, you decide.

In my point of view, the Singapore Biennale has done relatively well in the programming aspect too, where artists from all over the world showcase their one of a kind art piece in this exhibition, attributing to the cool differences in styles amongst all.

Despite the remarkable programming of the Singapore Biennale, there is definitely still room for improvement. This event could be made more impressive if opportunities for hands-on experience are offered, meaning to say, creating your personalized art piece. On display would be the perfected artwork creation, which will act as the medium where interested parties would seek their inspirations from what lies before them. All necessary materials will be provided and keen individuals can spend their entire time in the exhibition, allowing their creativity to flow. As a result, the public may respond more enthusiastically in contrast to a mundane art exhibition that they have in mind.


Enough said for the 3rd P for now I am going to talk about the 4th P- “People”. In this case, it refers to the director, the curators, the artists and the public. At the first thought of it, one may think that the most important role in the Singapore Biennale would be the role of an organiser. True as it is, the director, Fumio Nanjo, does carry heavier responsibilities and duties than any of his team curators, ensuring that the entire event runs smoothly while fulfilling the promise of a more enriched and interesting Biennale this year. However, it will do injustice to the other roles should we over-focus on the prime role too. The two respective curators, Joselina Cruz and Matthew Ngui have put together all efforts in curating the Singapore Biennale, making it a blast.



Left-to-Right: Fumio Nanjo, Joselina Cruz, Matthew Ngui


An inspiring quote by the curatorial team says, “Through contemporary art, Wonder calls on us to question and be curious; to reach beyond the surface, surpassing the apparent and to allow ourselves to be surprised, awed, tantalized and challenged, all of which is an aperture to the world.”

Next here comes the major player, the ones whom the event cannot do without unless they plan to fail. Yes with no doubt, they are the artists. The talented and inspirational ones who beautify the visual world with strokes of bold and bright colours that enhances the essence of life filled with art. Their works reflect a different perspective, a different part and a different way of life. It allows us to read further into the intangibles, broadening our view on things.

Last but not least, the public eventually comes into the picture. A supporting role it plays, for without the audience, there would be no need for the performers, which in this case applies to the co-relation between an artist and a viewer.

The Singapore Biennale has thus, fully fulfilled the various roles needed in an event. However, more could be achieved if this event had been more publicized, not only in Singapore but also in other countries, preferably internationally. By doing so, avid art lovers in other parts of the world would be drawn to the Singapore Biennale and thus, expanding our scope of viewers. Therefore in my opinion, Singapore should adopt this strategy and put it in good use rather than depending on foreigners who have coincidentally stumbled across this major event due to a timely trip to our country.


Adding on to the above would be the next upcoming P, the 5th P- “Partnerships”, which simply means the stakeholders who have helped in the production of an event.

The Singapore Biennale has quite a few partners, namely the venue partners, official exhibition partner, official freight partner, official community partner, media partners as well as education & outreach partners.

Its respective partners are as followed:

• Venue Partners: Raffles City, Singapore Flyer
• Official Exhibition Partner: Pico
• Official Community Partner: Passion
• Media Partners: Universes in Universe, Contemporary Visual Arts CentreEducation &
• Outreach Partners: NLB, The Arts House, Lasalle, Republic Poly, little ant bug workshop, and The Substation

With the various partnerships, organising such a grand event was thus made much easier. Support was gained from all sides, and together with the many sponsors, Wonder was created. The chosen venues were ideal, being in the middle area of town where most people would find it of no hassle to make a trip down. What’s more, the organisers were brilliant in incorporating Singapore flyer, our very own new attraction into the Singapore Biennale too. In this way, not only would the viewers on the flyer get to see for themselves the panoramic view of Singapore, but also get to learn more about the Biennale as they tune in to their thirty-minute audio.




Singapore Flyer


One very meaningful part of the audio is that upon reaching the highest point of elevation, an announcement will be made through the capsule’s loudspeakers, saying, “You are now on top of the world”. Now that is a statement which inadvertently reveals where the Singapore state wants to be as well- on top of the world, a global city, a hub for anything and anyone. This short yet enriching phrase made me ponder much.

However, things could be better improved on, for example, by liaising with more education partners. More different forms of artwork can then be showcased to the outside world, making the art exhibition a much more interesting one. But one commendable thing would be the Kids’ Biennale. Little talents discovered through what has thought to be mere scribbling and doodles. Inspire, Instill and Engage through participation is the aim in mind.









Next coming up would be the 6th and 8th Ps’- “Promotion”- marketing communications and also “Price”.

The Singapore Biennale have done relatively well in terms of marketing its event, via the news on television, newspaper, magazines and the net. As a result, the achieved response was excellent, with much credit to the inaugural edition in 2006 too. Besides so, students would also receive a 50% discount of the entrance ticket along with the presentation of one’s student pass, charging at a very affordable price of $5.

What’s more, the chosen venues were more than ideal (refer to the previous elaboration on the 2nd P-Place), thus acting as a form of promotion too. Curious passers-by who have not yet known about this event would thus be intrigued, craving to know about the Biennale. Singapore Flyer customers who embarked the flyer would happen to know about this event too, attributing to the audio player given before embarkation.

Not only so, there are also school tours available, reaching out to the schooling students where the Biennale would enrich and enhance their knowledge in the field of art, especially for arts students.

However, more could be done to promote the Singapore Biennale such as putting brochures and flyers at information counters in different shopping malls, making it easier for both locals and visitors to obtain relevant information as well as to give it more publicity. Additionally, discounts can also be given to members of companies which are also sponsors of the Biennale as a form of promotion. Exclusive family packages can be created as part of an effort to promote the Singapore Flyer too. Not to mention, discounts for large group bookings would also be very much appropriate as this would encourage a greater inflow of visitors.

Advertisements are also useful in helping the Biennale gain more recognition. One good example would be to put Singapore Biennale 2008 vertical banners along the streets of Orchard Road.

But not to worry for it was reported that the Biennale is enjoying good media coverage, both locally and in the international middle. Many overseas journalists who were earlier in town for the Formula 1 Grand Prix had also visited and reported on the Biennale in their media overseas. Hence all in all, the promotion done for the event is still vast, with much credits to the media, and of course, the organisers.


Last but not least, here comes the 7th (not the last P on the list though)-“Packaging”- the way an item is presented as well as the distribution of tickets. The design of the ticket is cool and chic, using the material alike with an old cardboard to give the ticket a rough and coarse texture, making it unique amongst the ubiquitous paper tickets. What’s more, a guidebook, a brochure and a news article on the Biennale were given together with the issue of the ticket too, making it very much informative and convenient for visitors.

An example of the ticket and more would be as follow:




The packaging component of the Biennale is one of a kind such that it uses the old-school tickets rather than UV chops despite the advanced technology and era that we are living in. Perhaps their purpose behind it is to reserve the authenticity of what an exhibition should have, thus beginning with the most basic of all- packaging. Besides, a simple ticket itself can actually serve as a greater token for reminiscing which would definitely bring about more visitors when the 2010 Biennale is launched.

However, the organisers should probably consider the idea of giving door gifts to serve as a momentum for visitors, reminding them of the wonders that each biennale has brought to them. The momentum can be a keychain or bookmark, anything in relevance to daily usage. The design of it can be the symbol of 2008’s Biennale- the stacked sea fleet of containers. Now this would definitely be a bang, adding on to the marvel that the Biennale has brought to us.