Singapore Arts Fest

2. Comparing Singapore Arts Festival (SAF) and Hong Kong Arts Festival (HKAF)

2.1 Singapore Arts Festival
Different events and festivals have their own ways of marketing strategy. Singapore Arts Festival is no exception as well. Its objective is sought to carve out a distinctive identity that is Asian and cuttingedge, while providing a model for other arts festivals in the region.

SAF is one of the Asia’s leading arts festivals, gathering international and local artists for the celebration of cultural diversity and artistic innovation. This festival presents the best and latest in artistic developments, ranging from classics to the highly experimental around the world.

SAF is a familiar annual event to not only Singaporeans, but internationally as well. It is an incredible achievement that the younger generations have never known a time without it as this festival had been ongoing for at least 30 years. Today, SAF draws about 600,000 to 700,000 people from all over the region.

Firstly, its market segmentation is demographic, which is dividing the market into groups based on demographic variables such as age, gender, income, occupation and race. Next, by using differentiated marketing strategy, the markets are being split into different segments. For every different segment, there is a marketing plan.

The goal is to have higher sales and a stronger position with each market segment. For example, SAF has got many different categories of items to show, like dance, music, theatre, Fest Connect, Visual Arts and Outreach. All of these categories of items have got their own sub-categories as well. For example, Dance has got many different kinds of dances like H3, Sutra, Terima Kost, Anna Karenina, Les Sept Planches De La Ruse, Cullberg Ballet, Forward Moves. All of these items present different cultures and traditions in Singapore. On the other hand, every item attracts different kinds of people as well.

For example, H3 attracts young people who are interested in hip-hop dancing, while sutra attracts people who are interested in Kongfu.
Hence, every category attracts many groups of people to come. As a result, it places a position in the consumers mind that Singapore Arts festivals is not just any other normal festivals, but it is really worth the money and time. It position its whole festivals in terms of excellence, ecosystem support, engagement and creativity.

2.1.2 SWOT Analysis
Strength
 Manpower
 A lot of Sponsorship (Raffles City, PUB, SMRT, Vivo City etc.. ), hence the cost of attracting many consumers is less expensive.
 Supporters (Australian High Commission, Business Traveler, Creative Eateries, EZ-Link etc..)
 Official Partners (Official TV Station, Supporting TV Station and Offical Sparkling Beverage)

Opportunity
 Enhance our creativity through performing arts.
 To create an entertainment and life-style focused environment, where people can both work and play.
 With an increase in the number of performing arts and cultural events, it gives not only locals opportunity to contribute, foreigners can also participate in performances too.

Weakness
 Limited space to hold a gigantic number of people coming in at a time.
 We depend a lot on foreign talents.

Threat
 Other countries like United States or Canada are also having similar festivals, hence we might loss potential visitors if they were to stay too far from Singapore.
 Getting into Singapore Arts Festival is not cheap due to the cost of setting up such an event. Hence, people who are unable to afford for such interests purposes will not participate.

The key issue is to provide something for everybody, which includes international audience. Till today, our government has emphasis on international work and having co-productions with international festivals. This was done so to raise the standard of performance here so increase the chances for local performers to go international.


2.1.3 Marketing Mix – 8P’s
Price
Economic Pricing
Due to the recent economic downturn, tickets price has been reduced by 20%, starting at $16 for some shows.

Promotional Pricing
Pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as discounts or privileges.

By becoming a member, holding on to ArtsFest Club Card, or even ArtsFest ticket, one is able to receive great offers and discounts.
For example, just by presenting your tickets or evidence to the Customer Service at Heeren Shops, one is able to redeem free Heeren Privilege Card.
This might attract many youth to purchase Art Fest tickets or even becoming a Member because Heeren is a place where most youths
are found almost every day.

Place – Distribution Channel
Agent
The impresarios, curators and agents play an important role in reaching out to the audiences. Thus, with the help of agents allows NAC to identify core competencies which can
be leveraged and gaps that need to be
bridged.

Retailers
For example, all schools have
some forms of arts programmers — both as part of their curriculum and as a co-curricular activity.
Youth organizations and community bodies find the popular arts a useful vehicle to reach out to and bond their constituents.

Internet
With the advance technology, people around the world are able to book their tickets online today. Hence, it will bring much convenient to many who live far from Singapore. Thus, we are able to reach out to more people around the world through internet.


Promotion
Sponsorship
Singapore Arts Festivals has got many sponsorship, thus makes promoting their festival easier.

Advertising
By advertising through medias, internet as well as Magazines or newspapers, many people will be more aware of Singapore having such festival.
Trade fairs and exhibition

Through fairs and exhibition, many information and pictures will be displayed. People are also able to see some videos about Singapore Arts Festivals. Thus, it might creative some curiousity and interests in them to want to participate in it.

Product
Having the unique feeling of experiencing arts first-hand and allowing customers to feel that they are not wasting their time nor money while attending Singapore Arts Festivals.
Customer wants to know more about Singapore’s arts, while some need to bring something back with them after the performance, which is most likely to be the new experience.

Packaging
Package discounts applies to consumers who buy tickets to more or 4 shows and are able to enjoy discounts of up to 15%.
There are different categories of privileges such as :
• 4 or more shows - 15% discount
• 2 to 3 shows - 10% discount
All these package offers are available through all sales channel. Programming
Arts Education Programmes (AEPs)

To further enhance student’s access to the Singapore Arts Festival, the committee introduced this program, which is also known as the FEST CONNECT, for the first time.

11 arts education programmes were specially developed in partnership with 5 training partners namely, the Singapore Drama Educators Association, Drama Box, Singapore Lyric Opera, MOVING ARTS and Triqnaqi together with 8 Festival Productions (The
Cherry Orchard, Long Life, Electra, Sutra, Seven Boards of Tricks, H3, Terima Kost and The Magic Flute – Impempe Yomlingo).

People
People who are working for Singapore Arts Festivals are most likely to be those who are skilled and motivated.
Performers must have special talents or potential to be able to perform on stage for this festival. Not everybody has his privilege to be on stage.
Hence, it really shows that the quality of performance that we produce are more likely to be qualified and of standard. Partnership
This year, SAF partner with the National Library Board to offer schools, library users and audiences a better understanding of arts experience through the Festival Charts Series, Mobile Library efforts and a wider presence of the Festival. However, it is only available at selected libraries.


2.1.4 Market Coverage Strategy
Not only that, Singapore Art Festivals also made use of the market coverage strategy. Hence, factors to consider are Company resources in this case, Singapore Arts festivals has creativity and capabilities because it has got many manpower and sponsorship. Its degree of product homogeneity is also differentiated. Though some may come to Singapore Arts Festival for different reasons like supporting their friend who might be performing, just experience or getting to know the arts we have here, they have many choices to choose from as this festival consists of wide varieties of choices.
Lastly is the competitors’ strategy by knowing what they are up to, and hence, adopting a different manner of marketing if needed. A good example of another festival in other country would be Hong Kong Arts Festival.

By comparing, Hong Kong Arts Festival’s mission is “to present an annual international festival of the highest standard for the enrichment of cultural life in Hong Kong. It took place from February 2 to March 8 in 2009. The Festival also serves as a catalyst to arouse wider public interest in the arts and to encourage artistic dialogue and cultural exchange.”