Urban markets has been the key focus of advertisers for years but the latest development in the world of advertising is the shift in focus from urban to Rural markets Advertising. Brands and advertisers believe that smaller markets are easy to penetrate than the large and cluttered urban markets. The brands are focusing on Tier-1 and Tier-2 cities for generating revenue from both the markets at different levels. The approach, brand message and medium of communication is different for targeting both rural and urban markets.
What makes rural markets different from urban markets?
- Rural audience have the willingness to raise their living standards through small lifestyle changes. Urban audience on the other hand is looking for brands that uplift their status in the society. For instance, buying LED TV will be a lifestyle change for rural audience while setting up a home-theatre system will be a status uplift for urban audience.
- Rural audience look for value for money. They experiment with the brand, calculates its worth for money and if become loyal to the brand if they find it worth it. Urban audience on the other hand switch brands frequently due to availability of endless variety. They have their loyalty mostly in high end luxury brands.
- Rural audience is easy to please via Rural markets Advertising while urban audience is hard to please as they have high exposure of different brands of a single product or service.
How to build brand loyalty and rural markets advertising with village audience?
- Give them the best brand experience in the first go itself. The first impression shall be the best one to influence the audience for repeat purchase.
- Buying offers: Present the audience with attractive offers such as discounts, free product samples etc, to present value for money and benefits in one offer.
- Easy finance: The rural audience shall be offered easy finance options to make for letting them buy products or service that they might think will not fit in their budget. For instance, easy EMI options for an economy car.
- Medium of communication: Communicate your brand message through various media such as TV commercials, radio ads and outdoor ads, to make the brand presence feel in the rural markets.
Technological advancement such as the use of smart phones have reduced the gap between the rural and the urban segment. The only thing that makes rural markets advertising more lucrative than the urban ones is the fact that they are less cluttered with brands and product options as compared to urban markets. According to the reports rural markets caters to 50% of total FMCG revenue. Major home brands like Dabur India, HUL, Patanjali etc have kept the focus on the rural market and earned huge loyalty by Rural Advertising.
FAQ’s for Rural Marketing in India
Rural advertisement consist of various brand promotional activities carried out by companies in order to enhance brand awareness and visibility in Indian villages among rural audience.
OOH media options like Mobile van advertising, Kiosk Advertising, Hoardings and Wall painting are used to target rural markets and audience in India.
Rural markets in India, unlike their counterparts in urban areas are highly difficult to predict, and have specific characteristics and behavior. Financially, the rural population of India is mostly mix of low and medium level varying irregular income and flow of farm income may vary as per the monsoon season.
Rural promotion or brand activation in Indian villages primarily include set of various activities to boost particular brands visibility and awareness in remote village areas in a given geographical location.
In India’s growth story of being a developing nation, villages have played an important role. Overall rural development efforts has reached villages as well and same can be seen in data of average rural household spending. Growing purchase power definitely attract brands to grow their footprints in Indian rural areas.
MyHoardings have capability and expertise to help brands build their rural marketing strategy. With vast experience in brand promotion in rural areas of India, MyHoardings can provide planning expertise and hassle free campaign execution of ad plans and branding in every corner of India.
Despite a long growth story, challenges remain in rural marketing sector in India. Data shows that number of people under the poverty line has not reduced at the planned and expected rates. Along with that, lack of better transport infrastructure, multiple languages and dialects, low income per capita and seasonal low demand clouts rural markets with clouds of uncertainty in India.
Since India rural markets remain uncertain when compared to urban counterparts, performance measurement also remain a challenging task in limited time periods. As far as Rural marketing is concerned, sustained presence in market is the key to perform in Indian villages and performance can only be verified with sales data in hand for ample period.
Yes. As an established rural branding agency in India, MyHoardings help brands to provide end to end services in rural marketing sector in India. We also provide experienced and influential promoters for interactions with villagers who can be beneficial for brands in Kiosk branding and roadshow advertising campaigns in India.
Yes. MyHoardings is growing rural advertising agency in India and multiple brands have chosen to collaborate with MyHoardings to execute their rural branding campaigns in Indian villages.
Products and services can be promoted with static ads like OOH hoardings, wall painting or interactive advertising mode involving promoters using mobile Kiosks or roadshow advertisement.
Wall painting is traditional, popular and impact creating mode of advertisement in rural Indian. Brand promotion in Villages with Wall painting include painting client creatives on available large walls in rural areas of India.
Wall wraps are usually considered as advanced version of wall painting, include large size flex or vinyl stickers pasted on road walls and retail areas in India. Wall wrap is an very economical and cost effective mode of outdoor advertisement and branding in India, especially in rural areas.
Growth story of Indian rural markets in past few decades is a well-known. Will rise in rural economy, increasingly more and more brands plan to increase their presence in Indian villages in order to increase company footprint and enhanced sales.
Roadshow advertising is used to promote a particular company products and services by displaying same on vehicles and carrying vehicle in busy rural areas of India. Usually promoters also accompany the roadshows in order to explain the product details or plans to the rural audience.
Rural advertisement activities vary highly when compared to urban marketing which need separate planning and crafting different messages for different audience groups. Rural advertising is also dependent on the cultural, geographical and social formats of living.