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The objective of this report is to see how effective the marketing of a particular event through evaluating on the various components of the event marketing mix that had been adopted and how it had been used to contribute towards the success of the event. Furthermore, the aim is also to relate the role of this event to Singapore and its value to the tourism economy.
The event that I have chosen is Disney LIVE! Three Classic Fairy Tales. Mickey, Minnie, Donald and Goofy find a magical storybook hidden in Mickey’s attic that introduces them to the classic stories of how Snow White searches for her one true love, Cinderella getting ready for her magical night at the ball and Belle from Beauty and the Beast as she finds happiness in the most unusual place. The production is the first to make its debut in Asia before its US and Europe opening.
1.Product:
The product is the set of intangible leisure experiences and tangible goods designed to satisfy the needs of the event market. The leisure experience gained from Disney LIVE! is the theatre show being performed on how Mickey, minnie, Donald and Goofy find a magical storybook hidden in Mickey's attic that introduces them to the classic stories of Snow White, Cinderella and Beauty and the Beast.
To enhance the performance, the performers wore the respective cartoon character costumes. There were props that are specially made for the event. Props like staircase, doors and magical wands were made. All these were tangible goods designed to satisfy the needs of the event market.
There is a product extensions in Disney LIVE! which is the Disney On Ice which will be featuring in 2009. They had poster at the side informing people that Disney Ice is coming soon and encouraging customers to sign up for their priority program in order to win their new show tickets. It is a very good move in marketing for the event because it uses the opportunity to "free" promote and attract people at the same time.
The use of internet ticketing agencies (Sistic), Food& Beverage and merchandise vendors have helped to enhanced the event delivery process.
However, there should have supplementary service innovations as this event will attract many who are families that comes with children. Some extra services such as on-site parking for strollers and stackers for children to sit on should be provided as there will be many strollers and the child might not get the full view of the performance from his/her seat due to height constraints.
2. Place:
Place is the location where the event is held and how its tickets are distributed.
The event is a single venue located at the Singapore Indoor Stadium.
The accessibility to the place is very limited. There are only a few buses that charter to that area. The other means of transport would be taxis and driving cars. For people who needs to take public transport, it will be a hassle for them because other than the reason that there is only a few bus, the place is not situated near to the main road. One might get lost easily.
To help making the event a better one, they should have shuttle bus.
The physical setting of the place was good. The stage was well decorated with props that have been purposely made for Disney LIVE!, there were banners and the merchandise's cart decorations were decorated according to the show.
The whole hall was not fully utilised. As you can see from the picture above, the setting of the hall is such that it can be seated at all four sides. However, Disney only open up half of the hall for audiences.
Disney LIVE! uses a ticketing agencies which is Sistic. Although the event have to pay Sistic a fee for helping them to sell tickets, but it saved them from a lot of troubles. Sistic provides a wide range of delivering method which consists of collection from various counters, collection from event venue, by mail, by registered mail, by courier, colection by certain authorized Mastercard pickup agents. In this way, if the buyer uses credit card, it helps to facilitates security and ease of collection. Moreover, Sistic will helps in collating the newest up to date availability of seats.
3. Pricing:
In pricing marking mix, the event has uses it effectively.
There is an admission fee ranging from $29.50 to $59.50. The purpose for the different prices is because at different prices that you buy, you get a different point of view. The most expensive one was the nearest to the stage where you can have the full clear view. The revenue earned must be able to at least cover the costs of salaries of staffs/performers, rental fees and advertisement fees.
Psychological pricing is being used over here. They charge $29.50 instead of $30, $49.50 instead of $50 etc. It was a very good move as human nature they would think that it is cheap because for example if they are buying the $29.50 ticket, they would assume that at least it is cheaper than $30.
The payment is to be made on the point of transaction. The modes of payment given were relatively a wide range. It can be paid through credit card via internet and counter, cash and sistic vouchers.
4. Partnerships:
The partnership that Disney LIVE! have are Sistic, Uniquely Singapore Tourism board, Kids Central a private company that they employed to be the ushers.
Sistics helps to manage the ticking for the event. On top of that, Sistic help to promote the event by printing information about the event on their brochures.
Uniquely Singapore Tourism Board and Kids Central helps to promote the event by advertising it.
Some improvements that can be made would be partnership with the schools so that the schools or the drama CCA would buy tickets in bulk and bring the students to the event since they just finished their exam and would be having post exam activities.
5. Promotions:
There are brochures indicating about the events, home websites( www.disneylive.com) and supporting partnership are also helping them to promote.
There should be more frequency of advertisement being show on television so that parents and children will be able to take note of the event easily. As public transport is widely used nowadays DisneyLIVE could actually advertise their advertisement on the TV mobile in bus as most people would watch it while traveling on bus. Secondly, they could also send MMS to hand phones to advertise it.
6.Programming:
The core concept in Disney LIVE is to showcase the three classic tales that Mickey, Minnie, Donald and Goofy have found in Mickey's Attic. It is the first show in Asia before it makes it's opening in Us and Europe.
In order to marry the event program with its physical environment, it is held in a indoor stadium so that no matter rain or shine, the show will still go on. In addition, Disney LIVE enhanced the show by staging and focusing the most common childhood tales that anyone will know of it which is the Snow White, Cinderella and Beauty and the Beast.
To my opinion, I think that eveyone suited their own roles thus it proved that the producer have high talents on picking the actors.
The show is 90 minutes. As part of the program, there will be a 15minutes intermission. Having a intermission is good because children span of attention is short thus we cannot possibly have them to sit in their seat for so long. Moreover during the intermission, the event's merchandiser can take the opportunity to promote their things and sell them.
7. People:
The interactions between customers, the setting and staffs/volunteers constitute a large part of the event experience.
There is not much of interactions between the customers and the staffs. They did their part of job by approaching us to ask if we need help in finding our seats, however they were not carrying a smile. A smile is very important when comes to service line. Without a smile it leaves a bad impression which will somehow contributes to the event experience.
There are staffs that dressed up to suit the events and smile when trying to sell their items. however, the enthusiastic feeling was not felt by us. It seems to us that they just doing what they are supposed to do but unwilling to take the extra mile. For example, I was asking how much does the toy cost and whether I could have one of those brochure. The sales associate answered my question but only pointing to me the direction where the brochures are availiable.
8. Packaging:
There is no packaging.
Disney LIVE! should have some packaging to make it more attractive. Some ideas could be the every ticket comes with a lucky draw, every ticket comes with a chance to take photos with the Disney characters.
The role of the event to Singapore:
Disney LIVE! the three classic tales is the first to make its debut in Asia before its US and Europe opening. Thus it made Singapore their first stop and only asia country that has the performance. The role of this event could be a tourist attraction that will attract tourists. It would in return progress the overall tourism promotional efforts. In terms of cost, people that live in Asia fly to Singapore will be much more cheaper than compared to flying to US or Europe to watch the performance.
To Singapore, Disney LIVE may has been an event that boost the tourist season as it is conducted in the peak tourist season where children are having school holidays and parents are clearing their leaves.
By having the event, DisneyLIVE! in Singapore, Singapore can have 'free marketing' internationally which will in terms bring a positive impact on Singapore's tourism. As Disney is a very well-known name, the websites, supporters and advertisement that they do are international. Meaning to say, they would publish Singapore name because it is one of the performance's venue in their brochures, advertisement, websites and so on when at the same time they are promoting their event. Through this, people will get to know about Singapore.
Being the only Asia and the first to hold the event before it's opening at US and Europe, it will improved Singapore's profile and an increase in international prestige.
Tourism Economy:
Disney LIVE! will generate more tourism revenue for Singapore as explained earlier on that people might fly to Singapore purposely to watch the performance. With effective tourism promotions, visitors would extend their length of stay and might even visit other regional tourism destination and attractions. When they extend their stay in Singapore, they would spent more money here on areas such as lodging, food, shopping and transportation.Not only it would enable an increase in international visitors, but a positive impact on tourism economy.
In terms of commercial activity, the suppliers of infrastructure, goods and services benefits in staging the event here. This would mean an increase in employment. In return, all these would contribute to make sure that Singapore GDP would be stable and healthy.
In conclusion, for a event to be successful, there are many contributions towards it and one of the most vital one is the marketing mix which consists of place, promotions, price, packaging, people, partnerships, products and programming. Personally, I felt that this event has already been successful if not they would not be staging for so many performance in so many different country.
Appendices:
1) http://www.timeoutsingapore.com/kids/Things-to-watch/disney-live-presents-three- classic-fairy-tales , last accessed 23 november 2008
2) http://www.sis.gov.sg/eventsCalender.asp?filter=&event_id=282, last accessed 23 november 2008
3) http://www.sistic.com.sg/, last accessed 23 november 2008
4) www.disneylive.com , last accessed 23 november 2008
5) Festival and Special Event Management (4th Ed) Johnny Allen
3) http://www.sistic.com.sg/, last accessed 23 november 2008
4) www.disneylive.com , last accessed 23 november 2008
5) Festival and Special Event Management (4th Ed) Johnny Allen