Monday, November 24, 2008

P8. Promotion

The new age of promotion is revolutionized in such a way where they no longer promote to the event markets; rather, they form a relationship with them. This has greatly increased the number of potential delivery channels available for broadcasting their intended messages and with this, they form brand relationship. It is a strategy of making a choice of specific media and messages to form a dialogue with the market.


Singapore Biennale 2008 has carefully chosen the promotion partners to work with to bring out the best of both worlds. For example, their first promotion is with PAssion Card holders, senior citizen and student discounts. Majority of PAssion Card holders are senior citizens and housewives who stay at home most of the time. These people have a lot of time to spare, and NAC has sees them as a potential market to influence. At the same time, I think they are targeting this group of people because when the senior citizens visit Biennale and goes home to spread the good news, it will then cause a ripple effect. The next generation will hear from their parents, and with the student promotion, the parents will hear from their children. Very wise planning was made here. Simple and decisive, yet powerful as a decision.


Next promotion is tied with Singapore Flyer. Singapore Flyer flight tickets also entitle people entry to City Hall and South Bridge Development Centre, but it does not include the guide book. As mentioned earlier on in Price segment, this event is aiming for a non-profit way of doing things, so they allow people to come for free but can not include the guide book as it is a cost to the company. Cooperating with Singapore Flyer allows foreign tourists to come to the Biennale free of charge, especially when they do not know about the Biennale and found out that “Oh, we can go to this place. Let’s go check it out.” This will effectively spread the good news yet again.


Vice versa, visitors to Biennale would find out about PAssion Card and Singapore Flyer and those who have yet to try will then be interested to find out what it is about. This will benefit both parties and create a positive relationship.

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