We tried so hard but got so far
Monday, November 24, 2008
A warm welcome to everyone
To whom it may concern, the references will be stated at the end of each section.
Pictures and other items used to clarify at the bottom.
My work has brought me this far.
Everybody is a genius, but if you measure the worth of a fish by its ability to climb trees, it will be left feeling stupid all its life.
So the moral of the story is to use your brain, use your brain.
Especially when its to do with the events marketing mix.
Just food for thought, check out the coolest profile (yours truly) ever if you have the time=)
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My own Festival and Field trip report
1. Introduction
Objective:
My report will have 3 objectives
First and foremost, I would be identifying how the various components of the event marketing mix have been adopted in the festival, Pesta Raya that I visited on the 2nd of Nov 2008.
From here, an evaluation on my part of the effectiveness of the components mentioned above will be made. The evaluation would give a definite gauge of the level of contribution towards the success of this festival.
Last but not least, I will be considering the role of this festival in relation to Singapore and its value to her tourism economy.
Methodology of research:
I would base my research in a few ways.
1. Firstly will be my personal experience via observing the performances.
2. Brochures and flyers given out and other collaterals on site during the event that I will be attending.
3. Lastly, the Internet for reference and contrasting with information that I have.
Background of the festival:
Esplanade - Theatres on the Bay celebrates the beauty of Malay arts and culture this October with its myriad of programmes in the seventh Pesta Raya – Malay Festival of Arts. Pesta Raya 2008 is a festival celebrating Malay music, theatre and dance. Starting from 24 Oct to 2 November, this vibrant and stimulating 10-day festival will feature a diverse range of programmes that showcases the culturally rich Malay arts through musical, dance and theatre performances to cater to a wide range of audiences from the young to the young at heart.
Being a 10-day event, there would be numerous different performances. As Pesta Raya moves into its seventh year, the event hopes to attract a diverse audience while showcasing home-grown artists and talents from the region. To add to that, for the first time there would be a children’s production 100% Cilik where Audiences will be delighted by talented young artists, aged six to twelve years old. Local band Fatskunks and Indonesian pop-rock band Ungu are also newer dance groups this year. Through the newer performances, the expectation for the younger audiences to come enjoy the richness of Malay arts and culture increases this year as they celebrate the festive season.
Consisting of diverse cultures from the different ethnic groups of Sumatra’s nine provinces, the performances that are shown will focus particularly on expressions from the Aceh and Batak cultures. The theme, exploring Sumatra thus is explained via the information mentioned above.
http://www.timeoutsingapore.com/music/gigs/pesta-raya-2008-ung
http://www.esplanade.com/whats_on/esplanade_presents/festivals/pesta_raya/index.jsp
2. Identifying and Evaluation the components of the events marketing mix
2.1 Product
The product of the event is the set of intangible leisure experiences and tangible goods designed to satisfy the needs of the event market. When contrasted to Pesta Raya, the product could cover the cultural experiences, dances, music and the entertainment received while at the event.
During the span of the event’s 10-day period, different groups will be allocated a time-slot to perform. This allows different sets of target markets to be catered to on different days instead of having everything at one go. This would allow for greater flexibility of the time slots assigned to the groups. In addition, the audience visiting will have a smoother passage of flow when visiting since the performances are not scheduled all on the same day and the crowds will be minimised. Definitely a plus as transportation would be made easier with lesser people attending as the performances are spread.
In the performance I watched, Manortor, an opportunity would be bestowed upon the audience to interact with the dancers on-stage by following some of the moves that were shown. Moreover, music will resound via the unique Batak blowing and percussion instruments. In this context, the music that accompanies the dance and the dance itself are both products. Both are important factors in making the product successful. The uniqueness of the way the performers dress up and warms the atmosphere with their style also injects a feel of Sumatran culture which is a product.
The cultural experience that one would be exposed to is more subtle compared to the other elements of the product where it could be more intangible in this context. For example the performers’ unique movements, actions, clothing and not to forget the way they compose themselves. All these can make one feel like you’re a part of the performance. Especially when they let the audience interact and take photos with them making it an experience you’ll never forget. If you are culturally attracted, all the more would this product be appealing to you.
Timing of the performances was more or less perfect enough where the timings range from 5pm to ending at 10.30pm. This allows transportation back after the show as the public transport is up and running. Unfortunately there is a performance that ends at 2am which could cause inconveniences to people trying to get home. If a choice was given a different time slot should be allocated so as to not make it an issue.
2.2 Programmes
This is a critical aspect of the marketing plan where it shows how the event is spread out during its given duration. Knowing the event’s life cycle phase could also contribute give some sort of path for the event planner to take. And in the case for Pesta Raya, I would safely say that the event is in the growth stage as it is 7 years running and almost no competitors. Doubling my point would be that the festival has had good attendances and the sustainability of the event is rather stable.
Event planners will have without a doubt a tough time making decisions in most events. First, the need for a distinguishing core concept in the program is required. Pesta Raya in this sense is presenting Sumatra and its diversity through the Batak and Aceh cultures. The audience turning up for the event should roughly know what they’re in for as it is very clear what the performance will be about. For first timers, brochures and flyers given out during the event give very detailed explanations of what to expect.
The next part that needs to be taken in account would be the link between the environment and the event program. Deciding where to allocate the place suitable for the performances would need to be carefully thought of as some performances need certain settings to bring out the best in them. Pesta Raya did this by considering the program content and the allocation of time slots and places for different performance groups to carry out their acts. The performances had different venues where the higher profile ones that needed payment were held in larger areas like the concert hall or in studios where lighting, space and atmosphere was carefully thought of so as to cater to the likeness for each performance. While free of charge performances that probably needed interaction from the audience were held in more open places along the waterfront so as to involve people.
A program criterion which includes the compatibility of performers to a event’s market is another key in making programming successful. Finding out whether the quality of the performers, their experience in performing and whether its suitability in the event is feasible has to be considered. Pesta Raya this year has a new children production in the form of 100% Cilik other performances have lasted for quite a while maybe adding variations. Do keep in mind that this is the 7th year in running for this event thus some groups have really hit the mark.
And with the proper spreading out of different performances throughout the 10 day span, it would be easier in the form of accessibility (transportation), convenience and comfort. All in all a successful event will always have the “wow” factor that would differentiate it from others and judging from the turnout and participation from the audience I personally feel it was a success. But going on only 1 day, a judgment can only be made through statistics after the event.
2.3 Price
Price is the value needed to be sacrificed by an individual in exchange for an opportunity to experience an event. Being a mass market event, the pricing for Pesta Raya has to keep its price at a level of affordability for its customer. In addition it shows how well the turnout for the event would be when calculating sales. Thus it needs to have serious consideration to the kind of pricing that is given. In this event, there would be numerous performances and out of these, some are free of charge while others require some form of payment.
This is shown through one of the performances I attended, the Manortor, which was free admission. Other performances had prices attached to them like the 100% Cilik which costs $22 Concessions for student, $14 Concessions for NSF(National Service Men) and $19 for senior citizens. And Ungu Goes to Esplanade costs $55 for Concessions Students, $35 for NSF and $45 for senior citizens.
Judging from the range of prices, it seems that it is quite reasonable. 100% Cilik, being its first time, has a lower price and at the same time encourages the NSF and senior citizens to watch it since the price is even lower than student prices. While others like Ungu are well known in Indonesia for their musical talents thus the price and comparing the prices against other bands that perform, the value for money is there and should be acceptable. However, only when the sales starts pouring in will any price be justified by the amount raked in.
For those that are free of charge the performances would most likely be allocated places like along the Waterfront where Manartor was held while the paid performances were held in the concert hall or studios. A clear difference in terms of the level of expectation for what the audience pays where the ones held in the concert hall are expected to have a different atmosphere and richness in sound.
2.4 Place
Place refers to the venue where the event takes place and the place where tickets can be purchased at. Esplanade is the prime location for Pesta Raya. To affirm that, the past 7 times Pesta Raya was held, Esplanade was the prime choice for selection. Esplanade has quite a few areas to accommodate the performances so each dance group would have an allocated place to perform. This is to balance out and organise the places that each group is designated. Due to the 10 day event, the performances are spread out evenly so as to ensure that clashing of timings at similar places would not happen.
For the higher profile performances that need to be paid, the concert hall would host them as it would give a grander scenario compared to maybe along the streets where atmosphere is reduced to absolutely zero. So when deciding the physical setting it is crucial in the satisfaction of the event consumer.
I would name a few examples,
“A Love Story between Jazz & Gamelan” by Kua Etnika at Recital Studio 7.30pm on the 24th & 25th of Oct (Fri & Sat)
100% Cilik by Sriwana Singapore at Theatre Studio 4 & 8pm on the 27th of Oct (Mon)
Ungu Goes to Esplanade Indonesia at Concert Hall 8pm on the 31st of Oct (Fri)
Ever since technology improved, the internet has provided speed; up-to-date technology and consumer ease that are have shortened the gap in getting that valued ticket. Esplanade box office, a ticketing agency has done its part in making sure it’s ticket sales are up and running. But one must not forget the valuable effort that SISTIC has contributed in the selling of tickets. Even though an intermediary would cost more to the event organiser by its service, it makes things easier by leaving the much desired workload to them. And being the main seller of the tickets to Pesta Raya, it’ll be simpler just to go to them instead of heading all the way to Esplanade when going online to order them is more convenient.
The internet has expanded the ways of distribution of the tickets and is definitely a plus when you are not looking forward to long queues and the hassle of travelling. Details could not be said more clear of the event in the internet where it is published thus giving potential buyers a pre-requisite to what to expect from the event. This enables a free and easy choice of whether to buy or not.
2.5 Packaging and distribution
This component shows how elements like ticket sales, food & beverage, entertainment and merchandise is bundled up together. Doing this would benefit by attracting more audiences and positioning the event in a better way. Intermediaries and used in terms of the distribution of the tickets for Pesta Raya such as SISTIC and uniquely Singapore through its website links to ticketing sites.
Pesta Raya has a done this in a slight way through having a package deal where NTUC / NTUC Plus Card will receive 15% off your ticket purchase that is limited to only two tickets per member per transaction (subject to ticket availability) It is not to mention only available at Esplanade Box Office and all SISTIC authorised agents. For proof of being a cardholder presentation of NTUC / NTUC Plus Card is required when purchasing tickets.
2.6 Promotion (Communications)
Promoting an event will require a need to form a relationship with the market. This is done by meeting the expectations of the market which shows the publicity and the success in fulfilling the needs and wants of the customer concerning the event. In addition the communication between the customer and the event should be very clear so as to avoid any misunderstandings.
In partnership, media stations like MediacorpTv12, Suria, Ria 89.7Fm, Warna 94.2Fm and Sensasi Magazine” are ways that Pesta Raya reaches out to the market. Constant broadcasting of the event throughout the duration will constantly remind audiences of the timings and the days to keep free for the performances. One point that was noticed was the media coverage was based on the more Indonesian and Malay side. This is shown by the various Medias like Suria and Sensasi Magazine. Since Pesta Raya has been running for the past 7 years so on a personal note, it could broaden its network by maybe promoting the event on Channel 5, 8 (English and Chinese base channels) and radio stations like 98.7FM (English). By doing this, Pesta Raya’s motive of creating awareness could be affirmed through attracting a wider range of people. Like the Chinese, English and other race orientated people. At the same time, Pesta Raya could attract those who are culturally attracted among these people.
While at the event, brochures and flyers were given out at the site (the brochure is at the bottom) to further elaborate on what was the sequence of events to follow. Being on site, any passer-by who may happen to take one of these could find themselves at one of the free performances. For example, myself and friends who visited. At another glance, the Pesta Raya shirts that the staffs were wearing are not to mention a part of the promotion mix. Very much like a walking advertisement.
Next is communications where I feel the event organiser has done quite well in. In the websites that Pesta Raya was featured on, a sms service was used as a form of communication to the potential customer. One could dial a certain number displayed on the website and receive useful information of the performance of selection thus giving a good idea of what the event is about. The internet itself is also a source of information and promotion could be more widely injected into this segment. Pesta Raya could use technology to enable an easier flow of information via the internet and probably can start their own blog so as to update the target market on its upcoming activities.
2.7 Partnership
A successful event will most definitely have solid partnerships and strong links with loyal supporters. And with a firm partnership, resources to plan, manage and evaluate the strategy the event will undertake will be simpler.
For Pesta Raya, partnerships were made with distinctive purposes. Esplanade box office, a ticketing agency and SISTIC has made sure that the sale of tickets would be taken care by them thus lessening the work load of the organisers. Under media, MediacorpTv12, Suria, Ria 89.7Fm, Warna 94.2Fm and Sensasi Magazine have taken care of the broadcasting and televising of the event. And while the performances are live, the radio and some television channels will have some of the same live performances broadcasted. Through this will the potential audience and customers will be attracted. This is a definite plus in the sense of partnership especially with good and reliable media promoting the event. Moreover, Pesta Raya has combined forces with Uniquely Singapore’s website to publicise and promote its event to Singapore and visitors entering Singapore.
If the partnership formed is firm and plans are followed according to destined course, Pesta Raya would meet its expectations and probability of making the event a success will increase.
2.8 People
It certainly takes two hands to clap and if the person providing is doing a bad job, the person receiving will definitely have a bad experience. Interaction and putting on that smile will contribute a lot to the audience attending. The audience, performers, crew and even the ushers are involved.
During Pesta Raya, I attended Manartor, a free performance which not only performed but played an important role in connecting with the audience. Sure, performers are supposed to perform but what was the extra incentive was getting the audience to be part of the performance. Not only does the audience get to see and hear but participate as well. This could very well make it an experience that one would never forget and a chance of a repeat visit could be likely.
During the ending of the performance, the main dancer invited some children who were willing to join them in the tribal dance. They taught them a few basic dance steps before all together dancing the last performance. The main star (Ref to pictures “the chosen one”) certainly had a ball of a time and his family would have enjoyed it as much as well.
But on a negative side, I happened to notice some ushers going to one corner being very busy with his hand phone. When a guest tried to communicate with him, probably asking for directions, he just promptly pointed in one direction and went back to what he was doing. Yes an usher might be insignificantly small in terms of his or her contribution to the event but everyone plays a part in making the event successful. With all eyes on you and impressions playing quite a big role, doing your job properly, professionally and with a smile will bring about a better experience.
3. Economic & Tourism Roles of the event
From this part of the report, Pesta Raya will be reflected on carefully. Light will be shed to how much an impact it would be economically and what role it plays in the tourism of Singapore.
The 5 factors that contribute are, Place Marketing, Tourist Attraction, Image Maker, Catalyst and Animator.
3.1 Place Marketing
Pesta Raya potrays a positive image of Singapore’s tourism as it reaffirms the country is a multi-racial society. For the Malay’s, it is a festive season for them(Hari Raya Puasa) and if everyone thought that the urban life of the city had swallowed up the culture, they were wrong. It once again creates an image to tourists and Singaporeans that our foundations are built by the different cultures.
Culturally attracted tourists would love to see performances like that as it is held once a year and authentic performances are becoming relatively scarce with globalisation at full throttle.
3.2 Tourist Attraction
This event is the tourist attraction where tourists visit to experience the Malay cultures. The people visiting could be friends, relatives and supporters as well.
Pesat Raya being a 10 day event will help slightly with the economy. Tourists staying for the event will have quite a long length to stay. In addition, visitor spending could increase in this area due to amount people are attending the event. Before the event, there are Food & beverage areas that audiences could visit before the performance starts thus once again increase in spending.
Visitors who turn out for the event could stay in hotels due to the long stay owing to the 10 day span of the event.
3.3 Image Maker
For image maker, what Presta Raya must have is to create and enhance the themes that they are showcasing. Before doing this, it has to take away negative imagery. Presta Raya could have already done this by taking away sayings that Singapore is Chinese populated and everyone is “kiasu”. Bringing a different viewpoint through the cultural performances, Singapore could be viewed more as a place where the cultures meet and no discrimination of any sort is seen or heard. Thus letting people see that Singapore is once again establishing herself as a multi-cultural community.
3.4 Catalyst
The performances of the Pesta Raya revolve around the Esplanade which is located at Marina Bay. The stimulation of infrastructure settles in here as a scene of the skyline is exposed to the naked eye from where one is standing. Shopping centres, high-class hotels like the Raffles hotel and Marina Mandarin are places tourists and locals often visit for the food & beverage and of course merchandise.
Other attractions like the Singapore Flyer are also supported. Imagine a tourist finishes watching a performance before most probably going to the tallest Ferris wheel in the world.
Dining could be around that area and by doing this, Pesta Raya will be “supporting” other attractions around the area by having the same audience patronise their restaurants and attractions.
3.5 Animator
Pesta Raya is a 7 year running event. Without fail, performances will inject a cultural feel throughout the concert halls, studios and waterfronts. If it is an animator, the very 1st time would trigger something in the customer that would make him come for a 2nd and subsequent times. Being at the event myself, I enjoyed the performance and even though it was only 1 out of the many, I am sure I would have been thrilled to see more.
Brochures and banners are placed all around to give you a clear description of what the event is about. This will leave a good impression to those who visited this even for the 1st time. The fact that it has already been sustained for the past 7 years tells and I feel others would also believe Pesta Raya has done enough to gain success.
4. Conclusion
All in all, Pesta Raya has lived up to its reputation. Being in its 7th year in running is no joke. Proper planning is needed and the event organiser has most probably taken a lot of things into consideration. Improvements can be made through late show timings, transportation and ushers’ attitudes. When looked over, efforts should be made to see how future Pesta Raya’s would not have the same problems.
Success is relative to performance and only time will tell through the sales whether Pesta Raya really paid off. But for now, by the audiences, the turnout and the smile on everyone else’s faces I will without a shadow of a doubt say that Pesta Raya is quite a success.
Lastly, with proper integration of the event marketing mix, any event would guarantee success in the long run. How the event was planned or was it even planned is the question I ask. A simple question to ask, but somehow leaves a world of complexity behind it.
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Promotions
Ladies and Gentlemen, Welcome to Pesta Raya!
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This is the front of the brochure!
This is the back of the brochure!
Its Pesta Raya!!!
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The chosen one
He decided to take things into his own hands and thus.....
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Audiences in Awe
Just look at all of them stare.
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The start of something new
Blogging is my passion. I love Events!I think we can go far in what we're doing=)
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This is the back of the brochure!.jpg)
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