Who says rural marketing is an expensive affair and demands patience?

The rural India was taken for granted for many years and nobody realized the immense potential of it. However, the situation has changed completely in the recent years. Today, the rural market is considered one of the most potential business opportunities. The fact gets substantiated by the huge money being allocated by entrepreneurs for the rural segment in their annual marketing budgets.

It is critically important that business owners know the pulse of the market in their respective segment. Proceeding with rural marketing strategy without understanding the basic could be disastrous. A business can’t afford to waste money in the competitive and cost-centric marketplace. Therefore, it is important to hire right rural marketing agencies in india.

Rural marketing is the high potential market

We must understand that the rural market in India is still in the state of evolution. It will take some time to mature. In this context, marketing minds can’t (and they shouldn’t) design uniform strategies for both niches. The impact of marketing initiatives is pretty fast in the urban market because the audience is aware and informed. On the contrary, it takes some time for an idea to get clicked in the rural market. You need to emphasize the idea repeatedly.

Though seasoned rural marketing companies in india such Vritttii Media have proved that smart, cost-effective ideas can be a big hit.

You need systematic approach to succeed in the rural market

• Sometimes, rural consumers unable to understand the relevance and utility of a product or service with respect to their lifestyle. Once they realize it, they appreciate the product.

• Strategies that are productive and effective in the urban market may not be impactful in the rural areas. Door-to-door promotion and reaching to the audience personally; are two effective strategies. Therefore, it takes some time to get the adequate response of the audience. Running cheap rural marketing events in india is a good idea.

• Product distribution should be wisely planned. It is equally important to ensure the supply-chain along with product promotion strategy. Product and services that build effective and intricate supply-chain network reap big benefits.

Though it takes some time for a product or service to get clicked in the rural market, marketing managers shouldn’t lose the patience. They should put efforts with full dedication and persistence. It will pay in the long run. There are many success stories of businesses that did exceptionally well success after initial hiccups.

Audiowala bus-stand :An innovative plan by Vritti-i media

Gone are the days when the rural market of India was considered a minuscule subset of the overall marketing strategy. Today, companies keep a sizeable chunk of the annual marketing budget for the rural campaign. The growing expenditure on lifestyle products in the rural areas opens new pastures for business growth. It is needless to say that the companies who understand the power of it earlier will get the benefit. Vritti I Media is one of the leading rural marketing agencies in india that identified he immense potential of the rural market well.

Audiowala Bus Stand, a thought that is just unequal

Bus service is the second largest public conveyance system in India, and bus stands are the places with the largest footfall after railway stations. Surprisingly, marketing gurus overlooked the potential of bus stands to market products and services. Vritti I Media is the pioneer in the niche who converted them into ‘Audiowala Bus Stands’.

The idea of using bus stand for product campaign was not a fluke, but a well-researched thought. Since the maximum percentage of bus travelers belong to the rural areas, Vritti targeted products that are close to the heart of rural population making it the best rural marketing companies in india.

They picked states where bus services are not only popular but quite efficient as well. The quality of buses and roads in Maharashtra, Karnataka, Goa, Rajasthan and Punjab are lucidly better than other states; they were the obvious pick for the campaigns.

Vritti ensures that every campaign reaches to the target customers

Audiowala Bus Stand is a concept that makes intelligent use of bus stands to promote a wide range of products and services. The campaigns are not confined to consumer products such as Parle products or Cadbury only, but they promote banks and automobiles as well.

Use of audio-visual medium, announcements, and video scrolling creates a long-lasting impression in the minds of consumers.

Since both unique and repeat footfalls are enormous, product campaigns have a widespread reach. It makes them cost-effective.

Experimentation is the key to success

A marketing company has to explore new and creative ways of promoting products. A progressive company always goes beyond the set boundaries and explores something unique. Vritti has shown an unparalleled sense of out-of-the-box thinking by using Bus terminal Advertising in India. The idea achieves a grand acclaim. It has proved that simple but effective ideas can bring a huge success if applied well.

Rural Promotion depend on rural Consumer Mindset

In the past three decades, India has emerged as one of the strongest economies with incredibly fast growth rates, where the rural areas showed a tremendous development. With advanced methods of farming, better water management, and intelligent use of cash crops; agriculture income increased manifold.
Information technology revolutionized brand awareness amongst the rural population. They are well-acquainted with the lifestyle products today. With the close encounter of cable TV and DTH, there is a big impact on the rural consumer mindset nowadays. Marketers have to derive separate and focused marketing strategies to attract rural consumers. While FMCG sector understood the importance of it, others are also changing their stand rapidly.
Understanding rural customers is difficult
Marketing experts say that the biggest challenge faced by marketers is to understand the mindset of rural customers and exposing the right products to them at the right time. Right communication and reaching to the last mile are two main issue. As companies need to invest huge money in managing the vast heterogeneity of the rural market, there is immense pressure on managing top and bottom lines.
It is very obvious that companies that didnt pay sufficient effort in understanding the rural market faced crushed out terribly. On the contrary, companies that understood the aspirations, requirements, and interests of the rural consumer did pretty well. ITC and Unilever are to name a few.
Communication strategy, the pivotal aspect of success
It is said that advertising is the business booster. However, rural markets were considered a sellers market for ages, where there was no need of informing consumers about the benefits or unique selling propositions. When they know the distinct benefits of buying a product or service from their perspective, they appreciate the product.
The scenario has totally changed today. Due to the influence of the electronic media and awareness of consumer rights; companies need to derive a specialized strategy for the rural markets. It is a paradigm shift indeed where taking care of the aspirations and emotions of rural consumers become an inevitable business strategy. Communication strategy for rural consumers has to be totally different. Entrepreneurs know it well today.
Since the mindset is different, corporates have to focus on rural consumers through different rural advertising methods. They should be considered differently. Those who realize it early, reap the benefits.

A different market but a completely different socio-cultural entity – ‘Rural India’

Rural market is the latest buzzword not only in India but many other big economies such as China, Indonesia and Vietnam. Marketing gurus look at this highly potential market segment as the market of the future. Yes, in a country like India where economic growth has been consistently good for more than a decade; it is a high time to concentrate on this unique socio-cultural entity.

According to economists and marketing experts, urban economies show an immediate reflection of the global economic change. Rural markets take quite some time to show the impacts. In such scenario, they can be a good buffer for diverting the business. It is needless to say that the complexities of rural markets should be kept in mind while designing marketing strategies.

It is the common mistake that marketers extend their urban marketing programs without focusing on rural market. Quite obviously, they fail to create any impact because of the fundamental differences in the mindset and concepts. Here are some aspects that distinctly differentiate between the rural and urban market.

Rural customers are not influenced externally, but internally

What do we mean by it? It means that they are closely knit with the community, and real-life experience is more convincing for them than a marketing campaign. Therefore, community campaign is an effective way of communicating about product and services. Since people rely more on the word of mouth, it is critically important to have the first impression right.

There is a lack of media channels, but the recall value is incredible

Unlike urban market where consumers have a plethora of media channels, but a feeble recall value, rural markets have very high recall value. Once they get connected to a marketing campaign, it is very difficult to erase the impression. It is the reason; the products and services that reached to the rural market still enjoy terrific recall value. Seasoned marketers have used intelligent micro-marketing campaigns to tap the markets.

Audio – Visual campaigns, Haats, Yatra/Mela Marketing programs, Bus Stand announcement advertising, mobile vans, and marketing campaigns in the fairs or local events are a few successful marketing ideas.

It takes time to establish the brand, but it is long-lasting once established

Typically, you need quite a long time to establish a brand in the rural market. However, the loyalty of the rural market is amazing. Hence, front-loading the investments and waiting long for the results would be the right marketing strategy. The returns will come without fail, but you need to give sufficient time and have to be consistent in approach.

Fattack se Furr, GoodKnight Fast Card offers instant relief to the Warkaris

Good Knight Fast Card carries good reputation due to its incredible speed of repelling troublesome mosquitoes, responsible for Malaria and Dengue. Where other mosquito repellent products take some time, Good Knight Fast Card is pretty fast. The catchy and engaging punch line Fattack Se Furr (vanishes instantly) underlines the speed of the result.

GoodKnight Fast Card uses the opportunity for creating a mass brand awareness program by offering an immediate resolution of the problems faced by pilgrims during the Pandharpur Wari. The objective is to resolve the issues with an incredible speed so that it justifies the tag line of the product, i.e. Fattack Se Furr.

the majority of people, come from the rural areas where mosquito outbreak is a major issue during the monsoon season. Therefore, it makes more sense to create the brand awareness in the PandharpurWari.

What is the entire brand awareness program?

Since the pilgrimage continues for 21 odd days, the brand awareness program gets sufficient visibility. A specialized First Aid van is designed for maximum visibility during the event. The van is equipped with instant relief and treatment of most commonly occurred ailments during the pilgrimage. The van runs along with the Wari proceedings, and sufficient noise is created to make it as popular as possible.

Since the van offers quick relief to people, people don’t look at it from the brand promotion perspective only. Pilgrims establish an emotional connection between the people who attend their problems.

Why is GoodKnight Fast Card appropriate product?

Since Fast Card is established in the market as one of the fastest mosquito repellents, pilgrims can relate it very well because the First aid treatment offered to them provides immediate relief. The van also educates people about the dangers of mosquito bites and the easy methods of getting rid of mosquito  outbreak.

Pandhapur Wari is an event that is equally popular across the geographical and social boundaries in Maharashtra. It is the event of everyone and not restricted to a particular class, caste or cluster of the society. It is one of its kind programs organized during one of the mega events in the state. Using the pilgrimage to establish a brand is a smart move indeed.