One of the best practices in which the Beerfest Asia could follow from Munich’s ‘Octoberfest’ is the size of the event venue. A venue with a greater land area could have been used to cater to the great crowds that attended the event. It could also use the great mass to promote how well organised an event like this could be done in a small country like Singapore and therefore could attract many business deals.
The prices could also be made better, like example the merchandises and souvenirs. The event organisers should also consider those with lesser purchasing power so as to allow them to bring back something to remember. The Munich’s ‘Octoberfest’ had beer mugs as souvenirs. Beerfest Asia could also learn from this so as to enhance its attractiveness.
Beerfest could also learn from Munich’s ‘Octoberfest’ that it could promote more of its own local identities. Local or traditional costumes could be used to portray the culture of Singapore or other activities that promotes the rich heritage and culture.In the ‘Octoberfest’, the Germans had very rich culture identities such as the Bavarian costumes.
Also, the Beerfest Asia could also have much tighter security so that there will be less crimes of stealing or even rash behaviour due to excessive drinking. The ‘Octoberfest’ had security personal in place so as to ensure that souvenirs would not be stolen. Fines were also introduced if thieves were caught red-handed.
Beerfest Asia however did very well in providing toilets for the visitors. It had readily available toilets near the vicinity and there were staffs to direct visitors to the unused toilets so as to make the queue move faster.
Sunday, June 21, 2009
Marketing Strategies
There are 8 ‘P’s’ in marketing events. It is divided into 2 components. There is the Experiential Components and the Facilitating component. The 8 ‘P’s’ are Product, Place, Partnerships, Promotion, Programming, People, Packaging and Distribution, and price.
PRODUCT
It is important to note that what the potential customers need, want and will pay for. In the Beerfest Asia 2009, beers from many parts of the world were introduced, such as Australia, Belgium, Chile, Denmark, England, France, Germany, Holland, Indonesia and many more. The beers are also purchased through beer currencies. As most Singaporeans usually purchase items that are value for money, the beer currencies were offered at particularly reasonable prices so as to cater to the purchasing power of the buyers. Moreover, the countries in which the beers are taken from can also prove the quality it and can create more satisfaction for customers when purchasing the beer currencies.
The service which was provided by the beer sellers was very entertaining. They allow the customers to enjoy themselves during the festival and even create a sense of energy throughout the whole event. This greatly contributes to customer satisfaction as they are also there to enjoy themselves.
PLACE
Place consists of the physical place how it is created through design and programming. The facilitating component of ‘place’ is the distribution of event products and how they are sold to customers. If done poorly, this will negatively affect the customer’s enjoyment.
The place in which the Beerfest Asia was held was at the Singapore Flyer. It was quite accessible as it could be reached by public transport, such as the MRT or even bus. The design of the festival was actually a big tent and was held on the F1 race track at Marina Bay. The design could have been better though, as the space in which the festival was running on was pretty cramped and it was a little hot and stuffy on certain occasions. Compared to the Munich’s ‘Octoberfest’ which had a much wider area to have better air ventilation, Beerfest Asia could have improved on the venue site. Despite this, the atmosphere created was very good as there were live bands and performances by various artists.
PARTNERSHIPS
The most common partners will be government agencies. When packages are jointly marketed, event managers might have to modify their price and even their products to make the packages more attractive.For the Beerfest Asia, the main partnerships were that of the stakeholders that were involved in the event itself. The main stakeholder in that particular event was Singapore Tourism Board.
PROMOTION
Promotion refers to the full range of “communication mix” including: advertising, PR, and sales promotions. The communication mix requires ongoing management and relationship building, not just one-off efforts. The Beerfest Asia had quite a good range of communication mix. It provided a website on the event and provided valuable information on the vent as well. As more people are becoming equipped in accessing the internet, the Beerfest Asia tackled this issue very well. It also offered very attractive offers on the ticketing prices which attracts the more “value-for-money” customers. It collaborated effectively and efficiently its partners and sponsors to conduct the event which went smoothly. The Beerfest Asia also made use of souvenirs and other merchandise to attract customers.
PACKAGING AND DISTRIBUTION
Destination can package events with other attractions and services, or events can offer their own. The distribution network is important when selling tickets. Intermediaries of various types will be required. Good relationships must be captivated with packaging partners and intermediaries.Overall, Beerfest Asia has connected well with its intermediaries to conduct the event which attracted a huge crowd within the span of only five days. By placing the event at the Singapore Flyer, it also allows the Singapore Flyer to have more customers. This therefore creates good relations, and it could even prove to have greater opportunities working together in the future.
PROGRAMMING
Programming within the event is also a marketing strategy, especially by way of creating targeted benefits. Beerfest Asia did very well by organising the performances by the bands and food stalls of local cuisines well. The Munich’s ‘Octofest’ also had very well organised programming. It had bands to play, many varieties of culinary delights waiting for its customers to try as and when they please, and even the horse races to create more excitement.
PEOPLE
The interactions between customers, the setting, and the staff volunteers constitute a large part of the event experience. The hospitality received by visitors directly shapes their experiences. In the Beerfest Asia 2009, the staffs and volunteers that participated in the event were very cheerful and providing customers with a wonderful experience. They were helpful when visitors required certain information and they played a very huge part in the event. This greatly enhanced customer satisfaction as they felt that they were well treated, and also had fun. The beer drinking competition also added to the excitement of the entire event which made it so successful. The ‘Octoberfest’ also had great staffs to cater to the larger quantity of visitors to the event, which therefore makes them the largest festival worldwide.
PRICE
Every event comes with a price tag including those that are free. For example, time, travel cost and lost. Event organisers usually have to set one or more prices for their products. Examples are admission to the event, merchandise, vendor retails and sponsorship fees. In the Beerfest Asia 2009, beers were purchased through beer currencies. The prices set on the beers were very reasonable as it was an event which was to attract business traders as well as many customers as possible. The admission tickets for the event were also well marked as it allows the youths that do not have much purchasing power, to attend the event as well. Prices were set so as to attract those with high income as well. Merchandise and souvenirs were sold for prices which were a little too high for the youths to purchase, though there were many that wanted to buy. Overall the different prices set for the event was considered affordable due to the fact that many visitors turned up for the event.
PRODUCT
It is important to note that what the potential customers need, want and will pay for. In the Beerfest Asia 2009, beers from many parts of the world were introduced, such as Australia, Belgium, Chile, Denmark, England, France, Germany, Holland, Indonesia and many more. The beers are also purchased through beer currencies. As most Singaporeans usually purchase items that are value for money, the beer currencies were offered at particularly reasonable prices so as to cater to the purchasing power of the buyers. Moreover, the countries in which the beers are taken from can also prove the quality it and can create more satisfaction for customers when purchasing the beer currencies.
The service which was provided by the beer sellers was very entertaining. They allow the customers to enjoy themselves during the festival and even create a sense of energy throughout the whole event. This greatly contributes to customer satisfaction as they are also there to enjoy themselves.
PLACE
Place consists of the physical place how it is created through design and programming. The facilitating component of ‘place’ is the distribution of event products and how they are sold to customers. If done poorly, this will negatively affect the customer’s enjoyment.
The place in which the Beerfest Asia was held was at the Singapore Flyer. It was quite accessible as it could be reached by public transport, such as the MRT or even bus. The design of the festival was actually a big tent and was held on the F1 race track at Marina Bay. The design could have been better though, as the space in which the festival was running on was pretty cramped and it was a little hot and stuffy on certain occasions. Compared to the Munich’s ‘Octoberfest’ which had a much wider area to have better air ventilation, Beerfest Asia could have improved on the venue site. Despite this, the atmosphere created was very good as there were live bands and performances by various artists.
PARTNERSHIPS
The most common partners will be government agencies. When packages are jointly marketed, event managers might have to modify their price and even their products to make the packages more attractive.For the Beerfest Asia, the main partnerships were that of the stakeholders that were involved in the event itself. The main stakeholder in that particular event was Singapore Tourism Board.
PROMOTION
Promotion refers to the full range of “communication mix” including: advertising, PR, and sales promotions. The communication mix requires ongoing management and relationship building, not just one-off efforts. The Beerfest Asia had quite a good range of communication mix. It provided a website on the event and provided valuable information on the vent as well. As more people are becoming equipped in accessing the internet, the Beerfest Asia tackled this issue very well. It also offered very attractive offers on the ticketing prices which attracts the more “value-for-money” customers. It collaborated effectively and efficiently its partners and sponsors to conduct the event which went smoothly. The Beerfest Asia also made use of souvenirs and other merchandise to attract customers.
PACKAGING AND DISTRIBUTION
Destination can package events with other attractions and services, or events can offer their own. The distribution network is important when selling tickets. Intermediaries of various types will be required. Good relationships must be captivated with packaging partners and intermediaries.Overall, Beerfest Asia has connected well with its intermediaries to conduct the event which attracted a huge crowd within the span of only five days. By placing the event at the Singapore Flyer, it also allows the Singapore Flyer to have more customers. This therefore creates good relations, and it could even prove to have greater opportunities working together in the future.
PROGRAMMING
Programming within the event is also a marketing strategy, especially by way of creating targeted benefits. Beerfest Asia did very well by organising the performances by the bands and food stalls of local cuisines well. The Munich’s ‘Octofest’ also had very well organised programming. It had bands to play, many varieties of culinary delights waiting for its customers to try as and when they please, and even the horse races to create more excitement.
PEOPLE
The interactions between customers, the setting, and the staff volunteers constitute a large part of the event experience. The hospitality received by visitors directly shapes their experiences. In the Beerfest Asia 2009, the staffs and volunteers that participated in the event were very cheerful and providing customers with a wonderful experience. They were helpful when visitors required certain information and they played a very huge part in the event. This greatly enhanced customer satisfaction as they felt that they were well treated, and also had fun. The beer drinking competition also added to the excitement of the entire event which made it so successful. The ‘Octoberfest’ also had great staffs to cater to the larger quantity of visitors to the event, which therefore makes them the largest festival worldwide.
PRICE
Every event comes with a price tag including those that are free. For example, time, travel cost and lost. Event organisers usually have to set one or more prices for their products. Examples are admission to the event, merchandise, vendor retails and sponsorship fees. In the Beerfest Asia 2009, beers were purchased through beer currencies. The prices set on the beers were very reasonable as it was an event which was to attract business traders as well as many customers as possible. The admission tickets for the event were also well marked as it allows the youths that do not have much purchasing power, to attend the event as well. Prices were set so as to attract those with high income as well. Merchandise and souvenirs were sold for prices which were a little too high for the youths to purchase, though there were many that wanted to buy. Overall the different prices set for the event was considered affordable due to the fact that many visitors turned up for the event.
Personal Experiences
I had great fun at the Beerfest Asia at the Singapore Flyer. It gave me a wonderful experience on how beer can be enjoyed by so many and what a festival like this can allow one to make new friends and enjoy time with your own friends as well.
Tourism Benefits for Host Country
Basically the event can be portrayed as a regional or worldwide event to many people. It attracts companies to invest in them and also encourages trade tourism. It is economically viable for trading companies to come and even network. This also creates a spin-off tourism impact. Hotel bookings will increase due to inbound tourism, food and beverage, transportation such as taxis, the Singapore Mass Rapid Transit (MRT) and even shopping revenues will increase tremendously. Guests will also travel more. Traders or Distributors may come from around the region to seek out this event which in turn will boost hotel bookings and many other tourism sectors. These benefits are basically not to increase tourism arrivals, but more of trade.
Main purpose of Beerfest Asia 2009
The main purpose for conducting the beer festival is firstly because this beer festivals are occurring all around the World, such as the famous Munich’s Octoberfest’ which is held in Germany. This event also allows different boutique beers to be marketed and tried out. It encourages business opportunities as it involves networking with traders. The Beer festival also helps to promote the beer as well as letting people enjoy the beer. It also gets businesses to seek out new beers. The Beer Festival Asia basically is a business cum leisure event.
Stake Holders in Beerfest Asia 2009
The main stakeholder for the Singapore beer festival is actually the Singapore Tourism Board (STB). Other main stakeholders involved in the event are the beer suppliers or distributors, as well as the venue owners. Organisers are also stakeholders involved in the event, as they invest capital to the event. Sponsors are also the stakeholders in the event, such as the logistic, transportation and sound sponsors.
Official credit card sponsor, Citibank; official spirit sponsor, Absolut Vodka county of Sweden; official venue sponsor, Singapore flyer; official hotel sponsor, Grand Park City Hall; official events magazine, Timeout Singapore; official men’s magazine, Singapore FHM; official radio station, Power 98 FM; official food website, HungryGoWhere.com; official music partner, Timbre music; official club party partner, B-YOND; official sound reinforcement, D.A.S; official production management, BMC Music centre; official technical partner, CSP productions; official refrigeration contractor, Lowe Refrigerator; official freight forwarder, Food and Beverage logistics, official ventilation partner, BIO-AIR; supported by Singapore Exhibition and Convention Bureau, and Australian Trade Commission.References: http://www.beerfestasia.com
Official credit card sponsor, Citibank; official spirit sponsor, Absolut Vodka county of Sweden; official venue sponsor, Singapore flyer; official hotel sponsor, Grand Park City Hall; official events magazine, Timeout Singapore; official men’s magazine, Singapore FHM; official radio station, Power 98 FM; official food website, HungryGoWhere.com; official music partner, Timbre music; official club party partner, B-YOND; official sound reinforcement, D.A.S; official production management, BMC Music centre; official technical partner, CSP productions; official refrigeration contractor, Lowe Refrigerator; official freight forwarder, Food and Beverage logistics, official ventilation partner, BIO-AIR; supported by Singapore Exhibition and Convention Bureau, and Australian Trade Commission.References: http://www.beerfestasia.com
BEERFEST ASIA 2009
The Beerfest Asia 2009 had brought in at least 14,000 people to taste at least 100 different kinds of beers will enjoying exciting performances by bands and other performances. Like the Munich’s ‘Octoberfest’, it introduces a variety of beers as well as captivating performances to keep the people entertained and it runs over five days.
References: http://www.beerfestasia.com
References: http://www.beerfestasia.com
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