Festivals & Events Management

One of the best practices that beer festival has picked up would be holding their events near an attraction of the country. On one hand it could help exhibitors to promote their beers. On the other hand, it also helps the host community to promote its country and bring in more tourism receipts. Spectators who went for the event could also use this chance to visit the attractions if they rarely visit the attraction, other than visiting the festival. This could also let them know more about their local’s attraction.

Secondly, they also come up with programmes that are suitable for their target markets. This also helps to create the festival spirit.

Thirdly, the good thing Beerfest Asia had could be by using showgirls for direct selling. Different beer exhibitors have different showgirls to promote their drinks. The showgirls were there to attract attention to the exhibitor’s beer with their beauty. This could probably attract more male drinkers into buying their liquid.

(my guy friends were attracted to these pretty showgirls!)

Sponsorship also helps the host organisation to decrease their financial burden. They can also aid them in their marketing and media expertise. For example, using the radio station Power 98 FM as a form of promotional tools. They could let radio listeners know the existence of beer festival as using this media is their capability. Then again, the festival also helps the sponsor to increase their brand awareness and brand image enhancement. It also creates sales or hospitality opportunities. Therefore, both sponsors and sponsees benefit from the festival.

Having tickets promotions such as early bird discount is good as this can confirms the number of attendees for the festival. Ticket selling is also part of their revenue. Besides, people who bought the tickets earlier set a minimum number of people visiting the event. In addition, having concession rate for students and senior citizens is also another good choice as this allows students like me who has no income get the chance to experience this festival spirit.

“We take this opportunity to promote the drink,” said Mr. Patrick Koh, sales & marketing manager of Singha beer. During the interview with Mr. Koh, he also added that the number of people who came for this event was much better as compared to last year.

-Picture of Mr Patrick Koh & Me

Festival Girl
7:16 PM