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Why brands should think beyond big cities

Bening Rara

Associate Planning Director

Ogilvy

Bening.Rara@ogilvy.com

Why brands should think beyond big cities

Rural marketing has become a hot topic among marketeers. Rural communities are enjoying increased household income, making millions of aspiring rural consumers a strong force in the market economy for the first time.

Here are three steps brands can take to become more appealing to rural consumers:

Define Rural Consumers

The rural market is not a single segment. It comprises multiple sub-segments based on diverse cultural, linguistic and religious backgrounds. Identifying which set of sub-segments you wish to address, is step one.

Understand Rural Consumers

Rural markets are not just dumping grounds for communication designed primarily for urban audiences. We need to have a better standard of insights when it comes rural consumers. This will then lead us to create messages that match their cultural behavior.

Speak to Rural Consumers

Most brands tap into conventional media (TV, newspaper, radio and cinema). It’s time we also considered non-conventional media as a way to meaningfully connect with the rural market. Telkomsel, for example, was able to capture the hearts of rural consumers by providing free Wi-Fi at school bus stops.

The next challenge for brands lies in their ability to listen carefully to the voices of rural consumers. Co-creating products and services with them, and designing the right experiences to deliver a better quality of life, will be the new role of rural marketing.