Product experiences contain a total of three elements. The first element is the core service and benefits that the customer experiences. In this case, it would be the various art exhibitions and special displays that are the main focuses of the entire event by the visitors.
The second element is the tangible ‘expected’ product which includes the venue in which the event was held in the town area of Singapore that is often frequented by Singaporeans since it's near office buildings and shopping malls. It is also easily accessible. They also did provide essential services which include guided and scheduled tours in all dialects for group bookings and school tours in the exhibition areas, giving detailed descriptions on the various exhibits. Just like any other events, they provided brochures and a guidebook, giving visitors a clearer idea.
The third element would be the augmented product also known as additional features that differentiate an event from its competitors. Normally, the target market for art exhibitions are usually people from the arts world or people involved in the art businesses. However, this time, they have expanded their target market to the general public. Secondly, the ticket prices for this event are considered very affordable compared to other biennales. The event has used this marketing mix quite effectively as it creates satisfaction among the visitors. One example is that since they knew that their target market included the general public, they provided the guide book that gave a detailed description of each display making it easily understandable. In addition to improve the product experience, the organizers may consider providing transportation around the different venues of the exhibition to make it more convenient for the visitors.
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