The Singapore International Photography Festival (SIPF) is a biennial festival which showcases the photographic masterpieces of talented photographers from all over the world. It is the first international photography festival to be held in Southeast Asia and it was started in the year 2008, making its return for the 3rd time this year.
Honestly speaking, I was never a fan of neither art nor photography. This in which made my first impression rather biased against such events. However, when I visited the exhibition at the Artscience Museum at Marina Bay Sands, my entire perception changed. In the beginning, I briefly walked through the gallery without much interest for any of the photographs, just glancing around without even stopping to appreciate them.
Surprisingly, some of the photographs captured my attention which increased my interest for the others around. In all, I spent my entire evening appreciating every single piece, reading the story behind them and reflecting on the thoughts behind all the masterpieces presented there. It was definitely a remarkable and impactful experience.
Marketing Event Mix ( 8 ‘P’s’)
Experiential Components
Experiential Components
Product
The photographic art pieces are no doubt the main product of the event. In addition, there are also other products which include the artist & curator talks, evening presentations, film screenings and guided tours. As such, the SIPF definitely does not suffer from product orientation as they are consistent in providing their customers with what they want; the photographic art pieces. However, I would say that the curators as well as the ushers are also part of the product as they are the service providers. In this aspect, I would like to comment on my experience there. The exhibitions have a quiet and peaceful atmosphere to begin with, but this was all ruined when the ushers at the entrance were quarreling during my visit. Hence, it had a negative impact on the quality of my experience which affects the product as a whole as well. I personally feel that SIPF should not only focus on their physical products but on their service aspect of a product too. Even so, the photographic art pieces were captivating and they left a great impression on everyone.
The photographic art pieces are no doubt the main product of the event. In addition, there are also other products which include the artist & curator talks, evening presentations, film screenings and guided tours. As such, the SIPF definitely does not suffer from product orientation as they are consistent in providing their customers with what they want; the photographic art pieces. However, I would say that the curators as well as the ushers are also part of the product as they are the service providers. In this aspect, I would like to comment on my experience there. The exhibitions have a quiet and peaceful atmosphere to begin with, but this was all ruined when the ushers at the entrance were quarreling during my visit. Hence, it had a negative impact on the quality of my experience which affects the product as a whole as well. I personally feel that SIPF should not only focus on their physical products but on their service aspect of a product too. Even so, the photographic art pieces were captivating and they left a great impression on everyone.
Place
The 3rd SIPF was held at several locations which include ArtScience Museum, The Plaza, Central Library, Singapore Management University Gallery, The Substation, and Societe Generale Gallery, Alliance Francaise. Firstly, the thought of using the Artscience Museum at Marina Bay Sands (MBS) was a smart decision indeed. MBS being a young and vibrant attraction in Singapore has attracted tons of visitors throughout the 2 years since its opening in 2010. Not to mention the other attractions nearby which includes Gardens By The Bay as well as Singapore River. The decision to actually have an exhibition there definitely contributed to the success of SIPF without a doubt.
The atmosphere in general of the exhibitions was quiet and peaceful as mentioned above. However, that played a key role in terms quality of the entire experience. Being a photographic art festival, one can only appreciate the art with such an atmosphere.
As such, SIPF has done a great job in choosing the places for the exhibitions as silence is maintained without much disruption from the surrounding areas. Even though the venues seemed to be in “rowdy” areas, the exhibitions were secluded from them into peaceful areas.
The 3rd SIPF was held at several locations which include ArtScience Museum, The Plaza, Central Library, Singapore Management University Gallery, The Substation, and Societe Generale Gallery, Alliance Francaise. Firstly, the thought of using the Artscience Museum at Marina Bay Sands (MBS) was a smart decision indeed. MBS being a young and vibrant attraction in Singapore has attracted tons of visitors throughout the 2 years since its opening in 2010. Not to mention the other attractions nearby which includes Gardens By The Bay as well as Singapore River. The decision to actually have an exhibition there definitely contributed to the success of SIPF without a doubt.
The atmosphere in general of the exhibitions was quiet and peaceful as mentioned above. However, that played a key role in terms quality of the entire experience. Being a photographic art festival, one can only appreciate the art with such an atmosphere.
As such, SIPF has done a great job in choosing the places for the exhibitions as silence is maintained without much disruption from the surrounding areas. Even though the venues seemed to be in “rowdy” areas, the exhibitions were secluded from them into peaceful areas.
Partnerships
The SIPF has tons of sponsors, partners as well as supporters. All of which have definitely contributed to the success of SIPF. However, there are some of which I would like to highlight on. Namely, City Developments Limited, ArtScience Museum at MBS and the government sectors such as National Library Board of Singapore. Firstly, City Developments Limited is the founding sponsor of SIPF and they have supported this festival for all the 3 years. Besides the issue of consistent sponsorship, they have a truly extensive network as well as background which can greatly aid promoting the event in terms of advertising in which will be covered in another section of the report. Secondly, the ArtScience Museum at Marina Bay Sands, as mentioned above, MBS no doubt helps to promote the event as well due to its high visitor-ship but it is also an exhibition partner. Lastly, the government sectors, let promotion aside, they are able to contribute tremendously. Be it sponsorship, advertising or even manpower, I would say that government sectors are recommended to have as partners for any event. They have authority as well as the support from the public in which can contribute to the success of an event.
As such, SIPF has a great range of partners who are more than able to ensure the success of the event.
The SIPF has tons of sponsors, partners as well as supporters. All of which have definitely contributed to the success of SIPF. However, there are some of which I would like to highlight on. Namely, City Developments Limited, ArtScience Museum at MBS and the government sectors such as National Library Board of Singapore. Firstly, City Developments Limited is the founding sponsor of SIPF and they have supported this festival for all the 3 years. Besides the issue of consistent sponsorship, they have a truly extensive network as well as background which can greatly aid promoting the event in terms of advertising in which will be covered in another section of the report. Secondly, the ArtScience Museum at Marina Bay Sands, as mentioned above, MBS no doubt helps to promote the event as well due to its high visitor-ship but it is also an exhibition partner. Lastly, the government sectors, let promotion aside, they are able to contribute tremendously. Be it sponsorship, advertising or even manpower, I would say that government sectors are recommended to have as partners for any event. They have authority as well as the support from the public in which can contribute to the success of an event.
As such, SIPF has a great range of partners who are more than able to ensure the success of the event.
Promotions
In terms of advertising, I would say that SIPF is lacking in that as it is not even seen on the most common platform of media or in the newspapers. Somehow or rather, people still do know about the event due to its uniqueness but it definitely lacks in terms of advertising. Its partners as mentioned above do help in promoting the event, however, SIPF could have done better on their part. Even so, it entices the visitors as there are no admission fees in almost all the exhibitions. This as a result, has a positive impact on the success of the event as most people seek for free things in general. In addition, there was also a SIPF Pass which allowed the visitors to attend all programs for a price of $100 which is much cheaper as compared to the sum of all the individual programs which costs $157; a form a packaging. MBS has definitely aided in promoting this festival in terms of destination image due to it being a popular attraction. However, the lack of advertising affects the awareness of potential customers which as a result, has a negative impact on the success of the festival.
In terms of advertising, I would say that SIPF is lacking in that as it is not even seen on the most common platform of media or in the newspapers. Somehow or rather, people still do know about the event due to its uniqueness but it definitely lacks in terms of advertising. Its partners as mentioned above do help in promoting the event, however, SIPF could have done better on their part. Even so, it entices the visitors as there are no admission fees in almost all the exhibitions. This as a result, has a positive impact on the success of the event as most people seek for free things in general. In addition, there was also a SIPF Pass which allowed the visitors to attend all programs for a price of $100 which is much cheaper as compared to the sum of all the individual programs which costs $157; a form a packaging. MBS has definitely aided in promoting this festival in terms of destination image due to it being a popular attraction. However, the lack of advertising affects the awareness of potential customers which as a result, has a negative impact on the success of the festival.
Programming
The programs planned such as the exhibitions, talks, presentations, film screenings and guided tours. They have benefits towards their target markets which could be photographers or even art enthusiasts. However, the issue I am concerned about are those not within their focus. One such example would be me. There is not much benefit for those who do not appreciate photographic arts and yet are still present for the festival. As such, there are not many visitors aside from those within their target market.
I feel that the programs should not just be focused on their target market but rather on anyone who visits the exhibitions too. It is not easy to please everyone; however, everyone who attends the festival should at least benefit from it one way or another. This in which I feel has affected the success of the event. The setting/place where the exhibitions were held indeed positively contributed to the quality of the customers’ experience as mentioned above.
People
The interaction as well as the company of the other visitors was lacking at the festival. Indeed having others around to appreciate the photographic arts would have provided me with a positive experience. Generally, such festivals should have a larger audience as they would be able to share their thoughts with one another with regards to the art pieces or just simply enjoying the company of others. However, there weren’t many visitors at the exhibitions which could be due to several reasons such as lack of awareness or lack of enticement. As such, it affected the overall experience of the festival as well as the success of it.
Besides ushers, there was not a single curator or guide at the exhibition to explain the art pieces or even to provide a more welcoming atmosphere for the visitors. There are separate programs just for that which are the author and curator talks as well as the guided tours. However, that does affect the experience of the visitors which would be mentioned into detail in the later parts of the report. In my opinion, I felt that there was a lack of staff.
Packaging & Distributions
In terms of packaging, I would say that the SIPF Pass as well as the complimentary admission to the Open Call at the ArtScience Museum for every “Outside In: A Magnum Photos Showcase” ticket holders are the only forms of packaging done by SIPF. In addition to the lack of promotion, packaging would be another factor which SIPF is lacking in. For example, exhibitions do not include a curator nor a guide which makes it rather inconvenient and disappointing as not only does it affect the atmosphere, it limits the visitors to their own perceptions.
The distribution for SIPF was rather limited as well as customers could only get their tickets dicrectly from the ticketing counter at the exhibitions. There were neither other ways nor intermediaries to obtain the tickets from. Inconvenience would only lead to customers not wanting to visit the festival and as such, it affects the success of the event.
The programs planned such as the exhibitions, talks, presentations, film screenings and guided tours. They have benefits towards their target markets which could be photographers or even art enthusiasts. However, the issue I am concerned about are those not within their focus. One such example would be me. There is not much benefit for those who do not appreciate photographic arts and yet are still present for the festival. As such, there are not many visitors aside from those within their target market.
I feel that the programs should not just be focused on their target market but rather on anyone who visits the exhibitions too. It is not easy to please everyone; however, everyone who attends the festival should at least benefit from it one way or another. This in which I feel has affected the success of the event. The setting/place where the exhibitions were held indeed positively contributed to the quality of the customers’ experience as mentioned above.
People
The interaction as well as the company of the other visitors was lacking at the festival. Indeed having others around to appreciate the photographic arts would have provided me with a positive experience. Generally, such festivals should have a larger audience as they would be able to share their thoughts with one another with regards to the art pieces or just simply enjoying the company of others. However, there weren’t many visitors at the exhibitions which could be due to several reasons such as lack of awareness or lack of enticement. As such, it affected the overall experience of the festival as well as the success of it.
Besides ushers, there was not a single curator or guide at the exhibition to explain the art pieces or even to provide a more welcoming atmosphere for the visitors. There are separate programs just for that which are the author and curator talks as well as the guided tours. However, that does affect the experience of the visitors which would be mentioned into detail in the later parts of the report. In my opinion, I felt that there was a lack of staff.
Packaging & Distributions
In terms of packaging, I would say that the SIPF Pass as well as the complimentary admission to the Open Call at the ArtScience Museum for every “Outside In: A Magnum Photos Showcase” ticket holders are the only forms of packaging done by SIPF. In addition to the lack of promotion, packaging would be another factor which SIPF is lacking in. For example, exhibitions do not include a curator nor a guide which makes it rather inconvenient and disappointing as not only does it affect the atmosphere, it limits the visitors to their own perceptions.
The distribution for SIPF was rather limited as well as customers could only get their tickets dicrectly from the ticketing counter at the exhibitions. There were neither other ways nor intermediaries to obtain the tickets from. Inconvenience would only lead to customers not wanting to visit the festival and as such, it affects the success of the event.
Price
Admission fee to most of the exhibitions are free whereas for the other programs, it ranges from $10 to $15; which is quite a reasonable price. Moreover, the merchandise displayed such as catalogues, t-shirts and tote bags are also around that range. Without a doubt, the first question everyone would wonder is how they are able to sustain their operations or to even host the festival.
This is where my understanding of the 8 ‘P’s’ in marketing events becomes more in depth. SIPF is a non- profit festival whereby all revenue earned is contributed to the operation costs. As such, the next question would be where the extra funds come from to sustain the costs of the festival. The sponsors as well as the partners would be the answer. There are actually more sponsors this year as compared to SIPF 2010. This leaves me to wonder why those sponsors would actually want to sponsor such a festival.
According to my research, SIPF actually has a student education program this year which teaches the art of photography to them as well as providing them with memorable experience; something in which will benefit them. This is definitely one of the reasons why a government sector such as National Library Board of Singapore would sponsor them. As for the other partners, there are definitely benefits for them as well such as promoting their company as a charitable organization who gives back to society, in this case for the cause of the students learning.
To address the issue of lacking of staff working for SIPF, a handful of them are actually volunteers who are devoted and driven by the passion for photography. However, that does not mean that SIPF accepted anyone as the staff actually interviewed and carefully selected the volunteers from the numerous applicants. This actually goes to show that SIPF are concerned with their service staff as well as they are part of the entire product. The quality of the customers’ experience depends heavily on them too. The issue of the lack of promotion, no doubt SIPF lacks promotion but it is only because it will be an extra liability cost. As such, being a non-profitable festival, it is a wise choice to save up on promotional costs. On the other hand, the sponsors are playing a part in promoting this festival which means that SIPF is benefiting from them not just financially but in terms of spreading awareness as well.
In conclusion, if Singapore International Photography Festival was a profit-driven festival, it would have been a huge failure as supported by my points above. However, it being a non-profitable festival, SIPF is definitely successful as this is the 3rd festival hosted. The points I shared above may seem contradicting but they are from both the business perspective as well as a personal perspective.
The only changes in the festival would be the place they are held at and the amount of partners they have. In addition, the programs have changed slightly, with the previous focus on Cannon Cameras in the year 2010, it is now on Magnum.
Admission fee to most of the exhibitions are free whereas for the other programs, it ranges from $10 to $15; which is quite a reasonable price. Moreover, the merchandise displayed such as catalogues, t-shirts and tote bags are also around that range. Without a doubt, the first question everyone would wonder is how they are able to sustain their operations or to even host the festival.
This is where my understanding of the 8 ‘P’s’ in marketing events becomes more in depth. SIPF is a non- profit festival whereby all revenue earned is contributed to the operation costs. As such, the next question would be where the extra funds come from to sustain the costs of the festival. The sponsors as well as the partners would be the answer. There are actually more sponsors this year as compared to SIPF 2010. This leaves me to wonder why those sponsors would actually want to sponsor such a festival.
According to my research, SIPF actually has a student education program this year which teaches the art of photography to them as well as providing them with memorable experience; something in which will benefit them. This is definitely one of the reasons why a government sector such as National Library Board of Singapore would sponsor them. As for the other partners, there are definitely benefits for them as well such as promoting their company as a charitable organization who gives back to society, in this case for the cause of the students learning.
To address the issue of lacking of staff working for SIPF, a handful of them are actually volunteers who are devoted and driven by the passion for photography. However, that does not mean that SIPF accepted anyone as the staff actually interviewed and carefully selected the volunteers from the numerous applicants. This actually goes to show that SIPF are concerned with their service staff as well as they are part of the entire product. The quality of the customers’ experience depends heavily on them too. The issue of the lack of promotion, no doubt SIPF lacks promotion but it is only because it will be an extra liability cost. As such, being a non-profitable festival, it is a wise choice to save up on promotional costs. On the other hand, the sponsors are playing a part in promoting this festival which means that SIPF is benefiting from them not just financially but in terms of spreading awareness as well.
In conclusion, if Singapore International Photography Festival was a profit-driven festival, it would have been a huge failure as supported by my points above. However, it being a non-profitable festival, SIPF is definitely successful as this is the 3rd festival hosted. The points I shared above may seem contradicting but they are from both the business perspective as well as a personal perspective.
The only changes in the festival would be the place they are held at and the amount of partners they have. In addition, the programs have changed slightly, with the previous focus on Cannon Cameras in the year 2010, it is now on Magnum.
Benefits
Raffles
Hotel
As a representative of Raffles Hotel, I will collaborate with the Singapore International Photography for the following reasons. Firstly, Raffles Hotel is a national monument of Singapore as it has been around for more than a century and has much historic value behind it. We have or very own museum within the hotel as well as a Leica Store at our arcade. In the year 2004, we showcased the Longines Raffles Collection timepieces and in the year 2008, we had our 13th annual wine, food and arts experience. Our Leica Store offers not only Leica Cameras but it provides an experience for our customers to enjoy our history on the walls. In addition we also have an in store gallery which is dedicated to promoting photography. As such, SIPF is definitely a festival which we would want to collaborate with as it helps our goal in promoting photography as an art. The other events mentioned above are additional supporting evidence to show that Raffles Hotel embraces history, heritage as well as arts. Thus, it is one of the reasons for Raffles Hotel to collaborate with them.
Secondly, it is not the first time working with SIPF as in the year 2010, Raffles Hotel had hosted them previously. Hence, it would actually improve and attract more visitors to Raffles Hotel as there is an additional feature/program which could improve the entire experience of the guests as it is a form a packaging. Moreover, the admission for SIPF is free, which means a value for money for the guests as well as potential customers.
Lastly, it would also promote our hotel as we would have naming rights.
As a representative of Raffles Hotel, I will collaborate with the Singapore International Photography for the following reasons. Firstly, Raffles Hotel is a national monument of Singapore as it has been around for more than a century and has much historic value behind it. We have or very own museum within the hotel as well as a Leica Store at our arcade. In the year 2004, we showcased the Longines Raffles Collection timepieces and in the year 2008, we had our 13th annual wine, food and arts experience. Our Leica Store offers not only Leica Cameras but it provides an experience for our customers to enjoy our history on the walls. In addition we also have an in store gallery which is dedicated to promoting photography. As such, SIPF is definitely a festival which we would want to collaborate with as it helps our goal in promoting photography as an art. The other events mentioned above are additional supporting evidence to show that Raffles Hotel embraces history, heritage as well as arts. Thus, it is one of the reasons for Raffles Hotel to collaborate with them.
Secondly, it is not the first time working with SIPF as in the year 2010, Raffles Hotel had hosted them previously. Hence, it would actually improve and attract more visitors to Raffles Hotel as there is an additional feature/program which could improve the entire experience of the guests as it is a form a packaging. Moreover, the admission for SIPF is free, which means a value for money for the guests as well as potential customers.
Lastly, it would also promote our hotel as we would have naming rights.
Singapore
International Photography Festival
In terms of promotion, Raffles Hotel being a well-known established hotel with several awards and accolades to its name, SIPF would definitely have a great aid in advertising with it collaborating with them. Not to mention the place which it is held at, it would definitely attract more visitors as Raffles Hotel provides customer with an astounding atmosphere. SIPF could also have Raffles Hotel staff stationed at the gallery which benefits both parties as for SIPF, they would have a hospitable and qualified volunteer tending to their gallery whereas for Raffles Hotel, it would promote the image of their company with regards to the hospitality of the staff which links to the aspect of public relations as well as the “cast”. (Marketing Event Mix- People) The concierge at Raffles Hotel could also act as an intermediary of selling tickets for SIPF or promoting it as well. Last but not least, Raffles Hotel is a luxury hotel, which means that the guests are probably quite wealthy in general. Thus, it could also help SIPF generate profit by selling their merchandise to the guests at Raffles Hotel. Furthermore, they could also have a premium rate for the merchandise or tickets. This would be good for SIPF in the business perspective.
In conjunction with SIPF, I would also suggest collaborating with Singapore International Film Festival (SIFF) as well as World Gourmet Summit (WGS) as SIFF is rather similar to Singapore International Photography Festival while WGS closely ties with Raffles Hotel’s annual wine, food and arts experience.
References
Leica Store
Gallery
Raffles Hotel’s History
The Singapore International PhotographyFestival Corporate Profile
Student Education
Sponsors And Partners Volunteer For A Cause
In terms of promotion, Raffles Hotel being a well-known established hotel with several awards and accolades to its name, SIPF would definitely have a great aid in advertising with it collaborating with them. Not to mention the place which it is held at, it would definitely attract more visitors as Raffles Hotel provides customer with an astounding atmosphere. SIPF could also have Raffles Hotel staff stationed at the gallery which benefits both parties as for SIPF, they would have a hospitable and qualified volunteer tending to their gallery whereas for Raffles Hotel, it would promote the image of their company with regards to the hospitality of the staff which links to the aspect of public relations as well as the “cast”. (Marketing Event Mix- People) The concierge at Raffles Hotel could also act as an intermediary of selling tickets for SIPF or promoting it as well. Last but not least, Raffles Hotel is a luxury hotel, which means that the guests are probably quite wealthy in general. Thus, it could also help SIPF generate profit by selling their merchandise to the guests at Raffles Hotel. Furthermore, they could also have a premium rate for the merchandise or tickets. This would be good for SIPF in the business perspective.
In conjunction with SIPF, I would also suggest collaborating with Singapore International Film Festival (SIFF) as well as World Gourmet Summit (WGS) as SIFF is rather similar to Singapore International Photography Festival while WGS closely ties with Raffles Hotel’s annual wine, food and arts experience.
References
Leica Store
Gallery
Raffles Hotel’s History
The Singapore International PhotographyFestival Corporate Profile
Student Education
Sponsors And Partners Volunteer For A Cause
Photos
