Jiaxin Entry #17

We participated in the MOX Parade, a one-stop pop-up for all creatives and makers last weekend (25-27 Jan).

As it was located in town (Dhoby Ghaut) outside SOTA, the rental of booth was very high, nearly triple the times of our previous booths. Despite the high costs, we decided to go ahead with it as we have yet to try an outdoor event in town.

Our team deliberated on whether to incorporate a DIY terrarium concept during this event and we had mixed responses to it. After much discussion, we decided to try out the concept at MOX parade as it has a more youthful population.

We then faced a concern of having not enough space to display our ready-made terrariums and for customers to personalize their terrarium. In the end, we paid extra costs for an additional table which we will be using solely for the DIY concept.

I was at the booth on Day 2 and the sales were relatively good.

Traffic Flow & Demographics

There was a constant flow of traffic moving both ways, walking past our booth. Customers fall into the segments of:

Tourists,
Young adults
Families with Children

Among these segments, the young adults (mainly couples) and families with children are more receptive to our terrariums

NEW Product - DIY Terrarium

Our DIY terrariums are priced at $17, higher than our ready-made terrariums of $15 as it enhances the customer experience where they can design their own terrariums.

For $17, customers will be able to:

Choose their own plants that have already been potted in the glass
Decorate their terrarium from a range of colored sand and gravels
Pick a figurine to enhance the design

DIY terrariums were well-liked by parents as they were willing to let their children design their own terrarium with their creativity. The children were mostly kindergarten or primary school kids, ranging from 5-12 years old. We also had couples doing it as a couple activity where they designed a terrarium for one another. Whenever there are customers at our DIY booth, it sparks curiosity among passers-by and some of them will stop by and see what they are doing.

At the end of the day 2, the sales of our DIY terrarium exceeded our expectations, and were even higher than our ready-made terrariums. This shows that this new concept is feasible, and customers are willing to pay slightly more to have a hands-on experience in designing their own terrarium.

Marketing & Publicity

We promoted the event on our Instagram prior and during the event to inform our followers and the public on our current event. In addition to that, the event organizer Fleawhere with 15.5k followers also posted Instastory of our DIY terrarium on their account twice, publicizing our booth. This helps to spread awareness of our DIY terrariums and people around the vicinity may head down to get one.

Summing up,

The crowd and traffic flow at MOX Parade is the highest among our past events. This could be justified by the high rental costs, which shows that there’s a trade-off between the rental costs and traffic.

Nonetheless, by placing our brand name and product at the busy streets, it could build brand awareness as some people took our name cards as they browse through all the booths. There was also a photographer from Singapore Tourism Board taking photos of the whole event and stopped by our booth to snap some shots.

It is through these crowded events that our brand can gain increased visibility and recognition from the public. That’s all for now!

Till the next post!

Jia Xin

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