Unavailable Market

The Singapore Arts Festival was a fun-filled and entertaining event as a whole and was able to attract a number of visitors each day, especially more on the weekend. With it's accessibility, many families and couples who were passing by were enticed to drop by and have a look at the various activities going on simultaneously. The Flea Market also harnessed attention for its unique products sold and it also showcased the many talents in art that were yet to be discovered.

It was observed that the main target market of the Singapore Arts Festival were mostly families with kids as well as the tourists. However, I feel that they have tried to attract the teenagers and young adults too with the Flea Market that was help under the bridge on the way to SAF, as well as the Bridge Café Project that would garner attention amongst teenagers. However, I feel that this is not enough as the promotion for the SAF to teenagers and students to take notice as even though I knew of the event, my stereptypical thinking would be that the event would only have classical music playing and cultural dances like ballet. But after attending the event, I realised that not only were there pop songs playing like Lady Gaga and Jessie J, there were also hip hop dances being showcased at the main stage. Hence I feel that to attract the teenagers, the SAF promotion team would have to further advertise the performances the teenagers would be more interested in.

However, there are still potential market segments left untapped and with the right strategies and improvements to the Festival, it could be able to broaden its target market and increase greater awareness amongst the general public. One example of an unavailable market would be the elderly. The activities were not suited for the old aged and were more suitable for the children. Therefore I felt that they should improve their facilities and programs to further cater to the needs and wants of the elderly.

For example, they could have nostalgic activities and performances like black and white traditional films shown during their era or having traditional themed cafes and dances to lure them to the event. Not only so, there could be wheelchair amenities to cater to the elderly that have difficulty in mobility, which would increase the number of elderly attending the event. Also, there should be signboards and posters in the other 3 languages, not only English as most elderly may not be able to understand English.

http://www.singaporeartsfest.com/events?d