Friday 23 November 2012

Hotel's marketing strategy, Anime Festival Asia 2012 and it's event marketing Mix & Recommendation of Conjunction Event


1) Introduction / Part (a)


Representing Marina Bay Sands hotel, I am currently their Events project manager, overseeing most of Marina Bay Sands hotel events. There had been a past few events which I would like to specifically raise and talk about which help in benefitting the hotel.

Some of the events previously being hold by Marina Bay Sands are International corporate Events like ITB Asia, Building Envelopes Asia 2012 and Shared Services & Outsourcing Network 2011. These events, exhibitions and conference are often of high prestige and also of high quality standards. Therefore by organising all these prestigious events, the hotel is able to raise its Brand Value and raise it’s international profile of the Hotel since most of the visitors visiting the event are international visitors.
However, Marina Bay Sands does not just stop at holding international exhibitions and conferences; it also held concerts and art exhibitions like an permanent Singapore International Photography Festival and Eason Chan concerts. Therefore all these events also help to give Marina Bay Sand an different perspective, which means there is a side of artistic and entertainment value to Marina Bay Sands as well.

Marina Bay Sands had also been sponsoring the SAAP Singapore, an art exhibition for aspiring young artist to showcase their artwork. This would help Marina Bay Sands to actually build on their PR relationships with the community, having positive views about Marina Bay Sands and therefore doing their part on social corporate responsibility.

Therefore by holding these events, it would be able to bring in substantial visitors to Marina Bay Sands as well. They would therefore consume merchandises and dine in the restaurants at Marina Bay Sands, providing and boosting extra form of revenue for them. The rooms are also be able to fill up as well with incoming visitor ship, as they might want to be close to the events they are participating and therefore staying at Marina Bay Sands hotel, further increasing their room revenue.



2) About Anime Festival Asia


Poster of AFA outside Expo Hall
 
Anime festival Asia Singapore is an event which showcases unique Japanese latest anime trends and content, as well as Japanese pop culture. It was an anime convention that is organized by Sozo and Dentsu, which was originally organized in 2008. This festival aims to attract both regional and locals who are anime enthusiasts, music lovers, or to anyone who is interested in Japanese popular culture.
 

 3) Highlights and Signature offerings of Event


Some highlights and Signature offerings of the event includes ‘I Love Anisong’ concerts, featuring 10 international J-Pop artistes, from heavy-weight artistes making their Singapore debut to returning favourites delivering over 10 hours of anime enthusiast favourite anime songs on a world class concert stage.
 
People queuing for Maid and Butler Cafe
A maid and butler temporary cafes (a form of cosplay theme cafe) ‘Moe Moe Kyun maid’ and ‘Atelier Royale butler’ Cafes will also be temporarily constructed inside the exhibition hall. There will be service staff dress as elegant cosplayers serving the guest, providing them with highly personalized experience. A Regional Cosplay Championship will also be held where top cosplayers from Singapore, Malaysia, Indonesia, Thailand and the Philippines rival against each other to win the coveted championship. Assembled by a team of high-profiled judges, including some of Japan’s top cosplayers, the competition is sure to fascinate anime fans alike. A platform for visitors and  businesses with keen to explore collaboration opportunities called Japan Future Entertainment Zone will also be staged where top Japanese artiste management companies and record labels will gather resources to showcase some of their latest artist, dramas and movies.
Cosplay Championship
Maid and Butler Artistes


 


     
Artists at Artist Alley showcasing their artwork
 
An Akiba town will also be presenting to consumers the latest and greatest merchandise of anime titles. A different wide array of anime theme merchandise would also be on sale to ensure that there is definitely something for every anime fans to bring home. One of the segments is the Creator Hub previously known as the Artist Alley, the Creators Hub area is a dedicated area for all budding artists. There will be as many as 46 booths selling fan-made merchandise such as bookmarks, posters to doujins (A fan-produced manga, anime, or video game).   
 

 
 

4) Event Marketing Mix

4.1) Product: Product of an event can be differentiate into core service/core products, tangible product and augmented product. For this Anime Festival, the core service would be experiencing the Japanese Anime culture experience and the live song performances. Therefore in order to bring out the core product experience, there is a need for the tangible products to be present. For instance, the tangible products for Anime Festival Asia event would be the venue of the event which is the Singapore Expo Exhibition halls and Max pavilion for the ‘Anisongs’ concert. The toilets facilities which are located inside the halls, the programmes and brochures which include the floor plan and event time schedule. All these ‘expected’ products which is of necessary and highly indispensable in order for the event to carry on and take place. The products like the brochure which include and provides customers with the relevant information about the event, prove to be effective in allowing the visitors where and when to go to their respective venue for their desired activities or performance. This contributes to minimize confusion and thus adding on to customer satisfaction which information is clear to everyone.


Toilet Facilities


Brochure with Information Inside
 
For the augmented products of the Anime Festival would be the different concert artistes, the different types of anime figurines which are on displayed, the different unique anime themed merchandises and the different visitors including cosplayers with their unique Cosplay costumes due to the cosplay competition. These entire additional features would therefore distinguish why this Anime Festival is largely different and unique in its own way. And all these different elements further differentiate the Anime Festival with other festivals, further elevating it to another level on its own with its rich ‘anime feel’.
Figurines

Figurines

 

 
Autograph Session
4.2) Programming: The programme of AFA I felt had actually managed to bring out the ‘Anime feel’ and it hitting a certain level of quality as well.  From programmes like Cosplay Competition, Anime movie screening as well as the ‘Anisongs’ concerts, all these definitely suits the vision and mission of AFA of bringing out the Anime atmosphere. The levels of quality of the programmes are also of pretty high standards, with the concerts inviting famous and heavy weights J-pop singers and bands to the concert, as well as having a highly professional panel of judges judging and giving high criteria for the Cosplay Competition. As for movie screening, it would only be the latest Anime movies being screen and therefore this would create excitement and anticipation from the crowds as well, with high popularity films like  ‘Naruto’ being played. In addition, there would also be special guest being present at AFA. Most of them present are somehow related to the Anime industry and one of them is Mr Daisuke Kishio, a multi-talented Voice Actor which is able to star in numerous roles in Anime characters.Some famous authors and directors of anime films would also be here to conduct autographing and talk sessions to the fellow anime fans. Therefore with all these qualities personnel and films being concentrated, the artistic and quality of the programmes is definitely going to be enhanced, therefore giving fellow visitors and anime craze fan even more reasons to attend AFA.
 

The product life cycle of AFA is actually on the matured stage.  As according to (Yong, 2012),  “ Last year's edition, held at Suntec City, drew some 82,000 visitors. The convention is on track to meet its target of 85,000 visitors this year.” And therefore this proves that the growth in attendance is slowing down. Therefore I felt that AFA is therefore putting in more activities and longer time schedule in their programmes for AFA 2012. The event schedule is of longer period from 9am to 9pm fully filled with activities whereas compared to previous year, the event schedule was starting on 10am and ended on 7pm. There is also a hall exclusively for the concert itself as well this time round as compared to the previous years when a main stage had to be closed at the noon to make way for the concert. Therefore this arrangement is actually beneficial for visitors which did not bought the concert tickets as the main stage could continue having activities till night.

All these improvements on the event itself may have to do with the maturing stage of AFA since it do need to continue to improve and innovate the event itself in order to continue seek growth in its attendance.

4.3) Packaging and Distribution: The type of package being utilised by AFA is pretty much similar to what it had been using for its previous AFA events. There are basically tickets with just festival event access or a ticket with both festival event and main stage access. Whereas for the concert tickets it is split into three categories, VIP, standard or basic seating. The package comes in where you can actually bought it for one or three day for each different seating category, with the three days being of more value as compared to a single day with if you had decided to go for all three days of the concert. However, this year AFA did not consist of the ‘upgrade access’ where one could just top up an amount and upgrade to both festival event and main stage access if they want to. This may be a wrong move as for visitors who had just bought the festival tickets may want to visit the main stage access, cannot actually just top up and get into the main stage. Therefore this might be another revenue loss for AFA.
 
Long queue for getting tickets
There are both distribution channels in this case for AFA. One being the ticketing booth situated outside the exhibition halls and another which is the online platform, through a ticketing agency called ‘Event Clique’. However only the concert tickets are able to be book over online and the collection of the tickets still had to be made over at the booth. Having less distribution channels means more people have to be at a same place queuing for the tickets and I had already experience the long queuing of tickets. Therefore they may need to improve on this area.

However compared to previous years, especially AFA 2010 there are different distribution channels for the tickets. They are being spread around different retail outlets like ‘KKnM’, ‘Toy Coin’  ‘Kurocha!’ ‘Rapid Culture’ and ‘La Tendo’etc. Customers are able to purchase and collect the tickets at these shops directly.

4.4) People and Partnerships: The types of people prove to be a very important aspect of the event itself, with the interactions of the different personnel hugely influential in the experience of a visitor. Therefore for AFA, the cosplayers dressing up in different Anime characters for the Cosplay Competiton enhances and build on the atmosphere of this event for any visitors visiting this event. This is a strategic move by AFA as firstly this allows cosplayers a platform for them to showcase their dressing as it is hard to find a common ground during normal times to cosplay. Secondly, they can attract visitors which came over just to look at the different cosplayers, which proves to be true as most of the visitors were busy shooting on these people.

The partners of AFA are therefore the sponsors, support, logistics partner, travel partner as well as the official regional media.  Most of the partners of AFA have been relatively the same over the years, except for a few changes in sponsors, logistics partners and regional media.  For instance, Pico is being replaced by Alliance 21 Pte Ltd as the logistics partners for AFA 2012.
( Sponsors can be found at the bottom of the Website on ticketing Information)
I felt that the effect of these changes for all these partners is pretty negligible, and it did not changes the composition of the events too much since most of the core event partners are always there. These partners are Canon, Bandai and ANA. For instance, Canon is always the sponsor of the Annual Cosplay Championship. Therefore they are part of main sponsors.  And another thing which may have contributed to the visitor rate may be the partnering with the regional media like Animax etc. Because this channels are being watch by anime fanatic, and therefore they might be able to convey the relative events information to these target markets easily.

4.5) Pricing: The tickets of AFA 2012 is being priced according to different packages and access to different exhibitions halls. With access to the festival exhibition grounds tickets being priced at 8 dollars. While festival plus stage access being priced at 20 dollars. Stage access grants full access to exclusive main stage activities and content, such as Special Guest Appearances, Anime Presentations, AFA Regional Cosplay Championships etc.

As for the price of Anisongs Concert, it is a whole different package from the above mention. It is much more expensive and like being mention at the packaging segment, for VIP three days concert is price at 408 dollars while a day costing 148 dollars. The standard ticket costing 238 dollars for three days while a day costing 88 dollars. While the basic ticket costing 148 dollars for three days and costing 58 dollars for a day.

The merchandises inside the event ranges from as cheap as 2 dollars to as expensive as a few hundred dollars. Due to the nature of certain items which are more exquisite like swords and cheaper items like key chains and  notebook etc.

And as compared to past years AFA, there had been an increase in the ticket prices for both festival and stage access. The amount has an steady increase from 15 dollars in AFA 2010 to 18 dollars in AFA 2011 and then 20 dollars in AFA 2012.  

However, even though there is increase in the ticket prices, I felt that both the stage access and festival access is still affordable to their targeted markets, which are teenagers and I feel that they still can afford it. Furthermore since this event is only once a year, the price being charges I felt would definitely not deterred those Anime craze fan of coming down. Therefore the price I feel is just right and it would definitely bring in substantial revenue for the organisers.

4.6) Place: The venue for this year AFA was being organised at Singapore Expo hall 7, 8 and the Max Pavilion. The overall location of this venue is rather excellent as there is an Expo MRT station nearby, which would bring huge convenience to anyone travelling here not by cars and buses. While if travelling by cars, Expo also provides huge amount of carpark spaces. Therefore there is no fear of having not enough parking spaces. In addition, there is also a Changi City Point mall being located nearby, thus providing all the amount of choices of F&B choices and leisure shopping if there is a need to take a break from the event. With the location being spot on, the atmosphere inside the exhibition was really great as well. From the design of the booths to the different figurines and cosplayers, it really brought out the Anime feel of the festival. The huge amount of space from the exhibition hall also provide everybody with sufficient walking space and also space to actually browse the figurines and merchandises without blocking one another.
Sufficient walking Space

As compared to previous AFA which were all being held on Suntec city, this year space had largely increase from the past Suntec City of an area of 6110 sqm and 8110 sqm respectively to this year’s 20 000sqm excluding Max Pavilion. Therefore the significant increase in the amount of space would largely contribute to the bigger booths and larger space for walking. As for decorations of the booths and overall design, there is not much changes. The facilities being provided are also much the same as Expo.

4.7) Promotion: The only channel of advertisement that AFA have made are mainly through internet like their webpages, social media like facebook and twitter, as well as Animax channel which is one of their official regional media partner  There seems to be no television advertisement being shown on newspaper and radio station as well. This might be due to the fact that most of the target markets are Anime craze fans, which are mostly teenagers and therefore they are usually tech savvy and would get most of their information directly from the internet or watching the Animax channels. Therefore using the social media as the platform for interacting with the target market are actually cost savings, as well as effective. Most of the diehard anime craze fan should also already found out when this event is around and they should be following closely to these social media. And having Animax as the official partner would largely reduce the cost of advertising as well, while conveying information to the target markets easily.

 
5) Recommendations for Conjunction of Special Events

After considering certain limitations and also the different benefits the festivals and Marina Bay Sand Hotels can stand to gain, I would like to propose a Mega Japanese Cultural Festival.

This festival would therefore be a fusion of the Japanese cultures, where visitors would be able to take a look at the different era of Japanese cultures, from the traditional Japanese cultures like calligraphy, Japanese Kimono, sculptures, calligraphy and paintings etc. to popular Japanese pop culture and anime trend. This fusion of different eras of Japanese culture would definitely be one of its kinds, giving people with different perception and different views on Japanese Manga to actually change their view about Japanese Anime, where it is actually also an art which others may not know, and the amount of effort and hard work being put into in coming up with excellent Japanese Anime story and pictures. This concept of changing the perception can also be applied on the Japanese traditional culture, where I hope young people which are interested in Japanese Anime can open up to another form of art which is the traditional Japanese culture. Therefore in order to create excitement and lessen boredom, more hands on activities and live demonstrations of different artist shall be largely the makeup of the event program. With artist drawing comics characters to a traditional Japanese artist doing calligraphy and a dressing competition of Kimono and Cosplay, all these activities would definitely be interesting and definitely bring out certain kind of novelty.

This event would therefore further broaden the audiences of Anime, thus it may further improve the attendance of AFA.  While for Marina Bay Sand Hotel it would continue build on its profile of supporting the different cultural forms and art, and therefore improving its Brand name to overseas tourist.
 
References & Appendices
More Pictures at AFA
 
Brochure of AFA
Poster of Anime Character
Anime Theme Sports Car
Cosplayers
Merchandises
 
More Merchandises
 
 


Interactive karaok game installed inside the car
Picture with security guard previously worked together with
Works Cited
Our Facilities, Summary of our facilities. (2008, January 12). Retrieved November 22, 2012, from Summary of our facilities: http://www.suntecsingapore.com/facilities/summary.htm
asia/afax/ticketing. (2010, June 4). Retrieved November 22, 2012, from /www.animefestival.asia/afax: http://www.animefestival.asia/afax/ticketing.html
afa11/ticketing. (2011, June 4). Retrieved November 22, 2012, from http://www.animefestival.asia: http://www.animefestival.asia/afa11/ticketing.html
Local artists to take center stage at Sovereign Asian Art Prize 2012. (2012 , January 11). Retrieved November 23, 2012, from http://www.mynewsdesk.com/sg: http://www.mynewsdesk.com/sg/pressroom/marina-bay-sands-singapore/pressrelease/view/local-artists-to-take-center-stage-at-sovereign-asian-art-prize-2012-722932
AFA 2012. (2012, June 23). Retrieved November 22, 2012, from www.animefestival.asia/afa12: http://www.animefestival.asia/afa12/ticketing.html
afa12/about_. (2012, June 4). Retrieved November 12, 2012, from www.animefestival.asia/afa12: http://www.animefestival.asia/afa12/about_afa.html
afa12/img/schedule. (2012, june 4). Retrieved November 22, 2012, from www.animefestival.asia/afa12: http://www.animefestival.asia/afa12/img/schedule.jpg
Events calendar. (2012, November 1). Retrieved november 22, 2012, from marinabaysands.com: https://entertainment.marinabaysands.com/EventCalendar.aspx
Yong, N. (2012, November 11). Anime Festival Asia sees tens of thousands of fans attend . Retrieved November 15, 2012, from Straitstime.com: http://stcommunities.straitstimes.com/tv/2012/11/11/anime-festival-asia-sees-tens-thousands-fans-attend