From social clubs, country clubs to expat clubs – Singapore is not short of exclusive clubs that cater to specific communities. It could be a Dutch expatriate club (think Hollandse Club), an American social club (The American Club) or even a local club with over 120 years of history (The Tanglin Club).

Most clubs publish magazines as a reference guide for their members, and we explain why they are valuable platforms for you to increase your brand awareness:

1. Targeted
Whether you are targeting American expat ladies, or affluent Singaporean business professionals, there’s a club magazine that reaches your exact target audience. Club magazines are audience-specific, so your ad is more likely to reach people interested in your products and services.

2. Credible
Club members view their magazines as being honest and independent. From searching for a reliable dental clinic to the best preschool to send their kids to, featuring your brand in trusted club magazines would give your brand credibility a boost.

3. Affordable
Compared to a mainstream magazine, advertising in a club magazine is significantly cheaper. Ad rates start from SGD 135 for 1/8 page in Swiss Club magazine, allowing you to try out print advertising with alimited budget.

4. Captive Readership
Club members contribute high fees, so it’s important for them to stay informed of their club’s activities and benefits. Magazines sent to members’ households are the clubs’ main communication channels, so readers are highly captive. The magazines are often distributed at Embassies and Chambers of Commerce as well.

5. Variety Of Channels
Clubs offer a variety of advertising channels. On top of print ads, you can sponsor a club’s social event with value in-kind, giving away free merchandise or vouchers during the event in exchange for your brand visibility. The mix of cash and in-kind advertising options gives you a broader exposure and better ROI.

This article was co-written with my colleague, Leeyana Roslee.

_{Image: Swiss Club}

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