Advertise on TheSmartLocal
At TheSmartLocal, we utilise a four channel new media approach to help advertisers get the maximum mileage out of their campaigns.
Step 1: Our content strategists work closely with clients to conceptualise content for brands that maket your message. People don't want explicit advertising shoved in their faces. They want to read a story or experience an emotion - and we'll have these positive feelings associated with your brand. We go the extra mile to create content that is entertaining and helpful to our readers. We specialise in creating engaging content that gets social media buzzing and people talking about your brand.
Step 2: This content will then be disseminated through blog posts, Facebook posts and Instagram posts. For bigger campaigns, we also provide another distribution channel - video marketing.
In the pictures below, you'll see how the content we create travels to reach a large audience across these different channels.
Channel 1: TSL Website Reach - 1.1M Unique Visitors Monthly
TheSmartLocal is Singapore's leading travel and lifestyle portal. According to public available data from traffic estimator SimilarWeb, we are ranked the #1 lifestyle site in Singapore based on website traffic. We have linked our Google Analytics directly to SimilarWeb, so you can see our real-time verified statistics. You should practise due diligence and use it to measure the traffic of ANY site in Singapore before you intend on advertising with them.
The picture above is our latest Google Analytic traffic statistics for April 2015. TheSmartLocal typically averages 1,100,000 unique visitors each month with 60% of our readers being regular, returning readers. For comparison, the biggest online magazines / portals typically get just 100k visits monthly on their website - about 10% of our traffic. Just input your favourite website into SimilarWeb.com to get a good estimate of a website's traffic.
Channel 2: Facebook (Reach: 2 Million+ Organic Monthly)
Brands today struggle to get 5% people reached on their posts. We hit 50%-400% with each post. I am not sure how we get 9 million people reached a week but that equates to 36 million people a month and there ain't even 6 million people in Singapore. Anyway, the point is our Facebook reach is insane. It reaches a wide audience even beyond Singapore when our followers start sharing it on their walls.
Every story we cover will be amplified on our Facebook page to over 165,000 followers. Demographics on our Facebook are similar to our website. What this means is our website and Facebook channels alone easily reach over 2 million Singaporeans every month. We just say 2 million to be conservative. In addition, we ensure every advertorial hits its target guaranteed views - if it doesn't hit its target organically, we will sponsor the posts on Facebook at our own cost, effectively guaranteeing that your story is seen by a mass audience.
Channel 3: Instagram (36,000+ Followers)
We also have a instagram following of 34,000 - one of the highest in Singapore for a non-individual account. When a company advertises with us, we create interesting and original media on our Instagram to reach more people over yet another channel. Play the video above to get an idea of the standard of media we create.
Additionally, we'll take care of the arrangements for additional Influencers if you'd like more Instagram coverage - but this comes at an extra cost.
A Powerful Three Channel Approach
When used together, this three channel approach to online advertising has the potential to give advertisers tremendous exposure as you will see in the case studies below. You get strong visibility on three channels - our TSL website, our Facebook page and our Instagram.
The exposure you will get will vary on the story and nature of your business. We work best on travel, food and lifestyle stories and when given full editorial and creative control.
Channel 4: Video Marketing (Optional) (100k Channel Views Monthly)
We also create beautiful media that opens up the avenue of video marketing. Here's a video from the "Discover Indonesia" campaign we did for Changi Airport Group. We promoted 5 Indonesian destinations to Singaporeans through compelling editorial content, video travelogues and social media. The campaign received over 2 million views in total across the 4 channels after the first two months.
The next year, Changi Airport Group engaged us again to create a 4 part series which also performed well, and our videos were played in Golden Village cinemas.
TheSmartLocal readers are made up of Singaporeans looking for ideas on what to do in and out of Singapore. We cover the best activities, travel ideas, hotels, restaurants and so on and promote good finds and promotions to Singaporeans.
These are our demographic figures over a large sample size. 85% of our traffic is from Singapore and 80% of our readers are between 18-35 with slightly more female readership (60%). Our biggest group is aged 25-34, making up a hefty 42% of our reader base.
You can request our Full Media Kit by sending an email to email@example.com.
How to Advertise with TheSmartLocal
Our readership numbers are among the highest in Singapore online media. A single viral post can hit up to 300k views alone, which is more than the monthly circulation of every magazine in Singapore. Yet we charge a fraction of the pricing on print media and we create more engaging content, as proven by our traffic statistics. We take the best elements of blogging (personal/relatable) and journalism (professional, high quality) and apply these qualities to our writing.
The best part? Unlike traditional media where the time-frame of your advertising is limited, these posts created by us last FOREVER on the internet. You'll also get a detailed report of your campaing, down to the minutes an average reader spent reading the article.
We have three main types of advertising
- Sponsored Posts
- Branded Content
TheSmartLocal Editorial Campaigns
For smaller companies and new advertisers, we recommend trying out our basic sponsored post first, like that oness we created for Old Chang Kee and Gong Cha Singapore that performed well and more importantly made consumers think more about the Aunties/attendants they interact with at Kiosks. This comes with a TSL post and Facebook and Instagram shares. Drop us an email at firstname.lastname@example.org to get started.
For agencies and companies looking for mass coverage - we create exciting media that make readers sit up, be impressed and remember your brand name. We get people talking about your brand. It's like hiring a creative agency without the high costs. Rather than marketing your brand directly, a branded post creates interesting content around your brand. It's the digital equivlant of the Solvil Titus or Bank / Insurance ads you see on TV. We find interesting angles to create articles that can even shift perception and associate positivity with your brand.
Check out how well this giveaway contest for Panasonic Singapore did in just 48 hours!
A front page feature, series of editorial campaigns, videos and social medial coverage can be scheduled to give your brand exposure over an extended time period in a discounted package. We also provide other digital services but it's our traffic and reach that you ultimately want to utilise.
Amplification Of Content Through Social Media
Social Media Amplification - Our content is shared to over 200,000 of our followers on facebook, twitter, instagram, pinterest and gplus. We have written some of the most viral posts in Singapore history. The screenshot above was part of a series of articles commissioned for the #SG50 campaign.
Content Syndication Amplification - Our content is syndicated on Singtel's Newsloop to reach even more eyeballs.
Some of our reviews have been highly influential - a positive review went viral and caused so much hype for the restaurant that all the local newspapers covered the queues it was getting. Our advertising translates into real-world results.
Direct Sources to the Screenshots above:
- The aftermath of the Kin Kin review and our original review that started it.
- Our original article shared by minister K Shanmugam that we gave Yahoo permission to republish.
- Our original 52 things to do in Singapore article that we gave AsiaOne permission to republish. It turned out to be their portal's (relax.com.sg) most read article of all time.
- See an endless stream of positive feedback from a "TheSmartLocal" Twitter search.
Past Clients and Collaborations
We have had the privilege of working with many MNC companies, large businesses, agencies and home-grown local companies.
Should you wish to receive our latest media kit, have a look at previous case studies or have any further questions, feel free to call our office or send an email to email@example.com.