Tuesday, August 30, 2016

EMRS Team 2 Resorts World Sentosa Halloween Horror Nights 6 Roadshow

Date: 1st, 2nd and 3rd August 2016

Venue: Outside Koufu

Time: 10.00AM to 04.30PM

Halloween Horror Nights by Resorts World Sentosa (RWS) is one of the largest scare fests held in Singapore, and EMRS worked with RWS to promote this year’s event. How exciting!

This was a rather different experience where RWS actually provided us with the marketing collaterals and we had to devise a plan to promote the booth.
We focused all our efforts to help make their event here in NYP a success! 
The main objectives of this event were to attract people to the booth and to spread awareness about the special offer tickets.
We had to allocate the respective tasks where the 2 OICs - Samantha and Pei Fen were in charge of contacting Ms Yvette from RWS, and liaising with her with regards to the logistics allocation for the booths. Strong young men were required for our Logistics team where only Brandon and Arif were buff enough to be qualified as the ICs! Damien, Alichel and Xavier worked as the ‘brains’ of the team to provide constructive inputs.

This is what we call the perfect combination of having ‘brains and brawns’.

Next up would be our creative souls in the A&P team led by the IC Angela, with members, Mingli, Jocelyn, Jiamin, Nasyibah, Sockhuay and Arifah.
Part of the team started to brainstorm ideas for designing the quiz and redemption tokens whereas the others worked on the lucky dip box!

RWS provided us with 3000 brochures for A&P purposes and we came up with a brilliant idea to tie it in with quiz questions. 
The quiz consisted of questions relating to the roadshow booth and event details of Halloween Horror Night 6.
There were 2 mandatory and 4 random questions to answer.

We attached quiz questions on ice cream sticks for participants to randomly select.


Deng Deng Deng! Presenting to you our Lucky Dip Box!
Upon answering the quiz questions correctly, students will be given a quiz token for a chance to the Lucky Dip to win attractive merchandise.
Isn’t that exciting?!

The quiz token serves as a verification that the student has completed the quiz. Students who completed the quiz and purchased tickets at booth were given a redemption token and they were entitled to another chance of Lucky Dip.
At first, many loopholes were found in the quiz questions as it was open-ended and ambiguous.
When we realised this, we altered the quiz questions into a multiple choice format. By doing so, we killed two birds with one stone where questions were made simple and students are also able to find out about booth upon completing the quiz!

Event Day 1

Everyone was punctual on the first day! The Logistics team proceeded to the Fixtures room to bring out the logistics while the OICs were in charge of bringing items such as the ‘Lucky Dip Box’ and merchandise. The A&P team proceeded to the location outside Koufu, to assist RWS in setting up A&P materials, such as the A1 Poster Stands and free merchandise. 

The set-up was completed at 10.00am, using a time of only half an hour. How efficient!
Our team then dispersed to their respective areas to promote the event.
We had our OICs at the Lucky Dip booth to provide assistance to students participating in the Lucky Dip, and also to ensure that only a single point of contact is present between them and RWS so that when problem arises, changes could be made to the plan fast and accurately.    

Our 5 mobile teams were allocated to the different schools such as School of Engineering (SEG) and School of Chemical Sciences (SCL) where they publicized about the HHN6 event to attract students to the booths. They also took the initiative to cover areas not part of allocated location such as the area outside library to promote the event. Kudos to us!

Don’t all of us get tired of people asking, ”Do you want to do a survey?” or “Are you interested to take part in a quiz?” Bearing that thought in mind, we tweaked our questions and used attention grabbing sentences such as “Would you like to win a prize?” to engage the students.
And…. it worked! Students were seen to be more attracted where we had an increased number of them participating in the quiz.

Event Day 2

Day 2! We are at it again! Today was a wee bit special, where we made changes to our booth layout. Behoooooold!

                   Before                                                             After                               

Don’t they always say, “It’s better to have a friend than an enemy”? Rather than having the pillar as a obstruction, we rearranged the tables in an ‘L’ shape layout such that our Lucky Dip booth was facing different a direction to the other 2 booths occupied by RWS.
The new arrangement increases visibility of the booth and on top of that, it brings the booth forward, increasing our presence to the direction of the escalator where most students are approaching from.

Additionally, this arrangement is more spacious and has hence provided more room for movements. Bonus!

The changes did not stop there, we refurbished our manpower allocation as well.
The team observed that our efforts made to engage students at the atrium was up to no avail where most students were either rushing to classes or leaving the school. Our teammates (Brandon and Nasyibah) stationed at the atrium was hence reallocated to areas within the North and South escalators respectively as it caters to a greater amount of audiences such as students heading for lunch etc.

Event Day 3

Finally, the last day came! Everyone persevered to this day and we were determined to execute it with the best of our abilities!  

On the last day, the queue was considerably long as compared to the first two days as students may require time to ponder and gather their friends to purchase the tickets together.

Our main focus for Day 3 was to push the sales and maximise the amount of merchandise given out for the Lucky Dip whilst emphasizing that it’s the last day of the event.

We boldly executed the roadshow without the quiz questions and only gave students who purchased the Halloween tickets a chance to participate in the lucky dip.
And it paid off!
This allowed us to prioritize students who purchased the tickets and ensured that merchandise were given to the right audience.

We also decided to fully utilise redemption tokens as an additional attraction to encourage students to purchase the tickets, in addition to free merchandise given out by RWS. One receipt was entitled to 3 tries of the Lucky Dip. It allowed us to prioritize students who purchased tickets and ensured that merchandise were given to the right audience.

Were you one of the lucky ones who purchased the tickets?

Overall, it was an experiential event as we learnt that whenever a problem arises, we can find ways to mitigate and make the best out of it. Indeed, numerous changes were made but this roadshow gave the team a truly indispensable learning experience.

It was a different event as compared to our Mini Roadshow as we did not have to plan the event from scratch. Moreover, we were engaged by RWS where most of the A&P and Logistics equipment were already prepared and pre-requested respectively. Therefore, our main focus was to raise awareness of the event and encourage students to buy discounted tickets. As such, we were able to put our interpersonal and marketing skills into use by constantly persuading students to participate in the quiz.

Next, we managed to gain operational skills as we learnt how to setup poster stands and spider web used for the big poster at the booth.

The event was so successful that RWS contacted EMRS for another chance of collaboration!

Lastly, we would like to thank Mr Sudesh for guiding us throughout the event by continuously probing us with questions that made us think out-of-the box!