Difference between urban and rural marketing

Urban and rural communities have historically had different demographics, interests and opportunities. While the communications boom of the late 20th century, especially the advent of the Internet, is unifying the divisions a bit, there are still big differences. These differences often require different marketing strategies for companies that want to sell to both markets.

Demography

The demographics of rural America have changed in recent years. Some tourist or recreational areas have seen an influx of new residents whose tastes and demographic profiles can be very different from their neighbors.

However, in general terms, the rural population still tends to be more homogeneous than their urban counterparts and tend to share cultural and religious values. They are more likely to be workers rather than white-collar employees, and tend to make less money, on average. An advertising campaign aimed at rural market, therefore, must necessarily be different from one aimed at an urban market.

A rural car dealer, for example, might insist on affordability and a trusted brand instead of pointing to green technology or new design features, which can be more attractive in a city dealer.

Access

Rural areas are, by definition, far from the centers of the city, therefore, do not enjoy the same easy access to major shopping centers that city dwellers enjoy. A marketing plan targeted at rural consumers could rely on internet sales or association with the shops as they serve in rural areas.

Your message would be less likely to split into different versions for subgroups of consumers. A marketing campaign targeted at urban consumers might have to be divided into subgroups to attract different groups within the target area. It would also have to be more aggressive or unusual to stand out among the sea of ​​ads competing for the attention of urban consumers.

Culture

Rural and urban America have many cultural characteristics in common, but there are some differences. An ad with a popular country music star would be received favorably in rural markets, while an ad offering a jazz musician would probably be well received in the urban market.

An ad with words like "reliable", "traditional" and "values" might resonate better with rural consumers, while words like "innovative", "fresh" and "new" may be more attractive for urban consumers. The marketing that is mixed with the cultural norms of each community is more likely to result in sales.

Methods

Consumers living in a rural area where change is slow marketing may respond better to one-on-one by the vendors who take the time to settle in the community and gain confidence. However, the same personal approach may be viewed with suspicion in an urban environment, especially if a technique sales nonsense is the norm. It is advisable to take note of the sales techniques that are already in operation when developing a marketing campaign specific to each place.