Time Out expands events strategy, starts membership club

Singapore - Time Out Singapore is evolving its events strategy, planning to introduce its own 'Best of Singapore' awards and create a VIP membership club.

The Ink Publishing title has started to refine its events offering with more selective and exclusive events. Honey Lee, publisher of Time Out Singapore, said the magazine is being more selective about the clients it chooses to take on.

"The range of events will remain varied however the focus will continue to be on nightlife, food and beverage and the arts. We are also concentrating on creating event series versus one-offs as this gives client brands and venues more leverage and traction in the long run.  The ultimate strategy remains the same in that we uniquely offer clients a one-stop solution to marketing/advertising/promotion/events like no other magazine can," she said.

Lee said Time Out Singapore's audience is not changing, rather the events are becoming targeted and personalized.

"We now have the ability to tailor events to specific audiences based on interest, we are seeing different crowds at different events. Using targeted lists and mailings for various Time Out and client events, we can offer our readers and eventgoers options that are more personalized. Personalization will be the key to further success," she said.

"We are trying to do less of the ‘free flow' and ‘freebies' going forward however to make sure we're bringing the right type of attention to the events. We hope the Time Out eventgoer will be synonymous with the discerning consumer who likes to eat out, be entertained and won't mind spending a bit of cash along the way."

Time Out plans to start its own VIP club in November with a teaser campaign in the magazine. It will also have an online portal for registration and a listing of benefits, with the hope to reach 500 members before the end of the year.

Lee said Time Out eventgoers and readers are "always looking for the ‘little something extra' and the insider benefits that are out there".

"As a paid membership, we are hoping to attract and retain the right audience," she said.

These are the people who are interested in what Time Out has to offer and have the disposable income to enjoy what we are promoting. For those who especially desire the royal treatment, we have created an upper tier of membership which goes above and beyond. This includes more than partner discounts and offers unique/personalized events and benefits. From a client perspective, being able to target such a specified audience does not usually come at a small cost."

Time Out is also planning to launch its own 'Best of Singapore Awards' next year celebrating the best of multiple lifestyle categories, such as the best restaurant and bar, in the city-state. These awards have been held before by its sister-titles in New York, London and Dubai.

The ceremony is planned for early March, with nominations to be down by its readers online starting on 1 December. The awards will have a panel of industry judges and Time Out editors.

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