There are actually 8 "P's" in the marketing mix. This includes Product, Place, Price, Promotion, Partnerships, Packaging & Distribution, Programming  and People. Now, I am going to share with you about 4 "P's" with regards to Singapore Arts Festival (SAF) 2012.

PEOPLE
People in SAF is very important as without these people, this festival would not be able to run at all. This is because it is a two-way event. There must be performers that would like to perform for SAF, and at the same time, there must be spectators that are interested in the performance to watch it.  Thus, it is important to have the existence of people to ensure that the festival would go well. Following next, volunteers who volunteered to help out during the festival are important too! As without these people, visitors would not know where they should go if the would like go to a particular place. Neither would they be able to give feedback and get information directly, rather than sending an e-mail that would not be replied directly.

Over at the Festival Village, there were many volunteers there who gives out brochures, interviewing people to ask for feedbacks, guiding visitors who are not familiar with the area and also the information booth where visitors can approach the people over at the information booth for enquires and also collect different brochures for the different events that is happening in the Festival Village.

PROGRAMMING
This year, SAF have more that 150 programmes that is available in this 2 weeks. From Dance to Music, Music to Theatre, from Theatre to Experiencial, from Experiencial to Others/ Firms. With the variations of these events, it appeals to different target market as each of these people has their interest in different genre of shows. Also, there are description under all the different shows to inform visitors about what the show/ event is like. This would let them have an idea of what they will be expecting from the show/event that they are about to visit or watch. And at the same time, knowing whether they would be interested about the event/ show. For instance, This is the first time I am attending SAF. I was looking for a show/event that would interest me. Thus, i went to the SAF website to read up on the description being provided and see if I was interested in the shows/ event. With the description, it really aids a lot for people who would like to visit SAF but has no idea on what they would expect in SAF.

Comparing SAF in 2011 and 2012, the main difference in their programmes is that there are lesser local work being featured as compared to last year as there was a poor attendance of last year's Singapore Arts Festivals. Thus, this year, there are more international works that has been featured in SAF as compared to last year.

PROMOTION
I have seen many different ways that SAF has tried to promote themselves in different places. This includes hanging banners below street lamps about the different type of the events, taxis and buses which has SAF logo, theme and dates on top, social networks, brochures, sistic outlets where SAF books are available for people to make references. Promotion is important to SAF as this would attract people to go for the festival/ event.

There were also sales promotion which was the early bird promotion. This means that people buying the tickets earlier would be able to purchase at a discounted price as compared to the actual price. Also, there were discounts for students, elderly, passion card members,national service man,  artfestival members. This would actually attract more people to attend to event as they feel that its affordable.

PACKAGING & DISTRIBUTION
The 2 main areas where people can buy their tickets. Tickets can be bought from sistic through online booking, phone booking or be brought at any sistic outlets in Singapore. Another alternative choice is to buy from SAF itself either through their online booking system or over at the Festival Village itself. Sometimes, tickets can be bought right at the theatre itself if the show is not fully booked.