According to a report, 26.4 trillion of household income in India is concentrated in tier II-III markets as opposed to 800 billion in India’s big 8 metros
When you want to achieve success in India, it is paradoxical to ignore the customers in Tier II & Tier III cities. According to a report, 26.4 trillion of household income in India is concentrated in tier II-III markets as opposed to 800 billion in India’s big 8 metros. These cities hold big opportunities for businesses, which makes it important to leverage on them.
However, one of the biggest mistakes one can make while advertising in small cities, is using the same marketing strategy as of tier I cities. One needs to understand this fact the needs and preferences of the demographics in tier II & III cities is far different from tier I. Therefore, the one size fits all strategy won’t work. You need to develop a separate advertising plan, keeping in the mind the people, locations, choices, interests etc.
Currently, most businesses prefer online & social media marketing for the cost-effectiveness and wide reach. But, in tier II & tier III cities where the majority of the population doesn’t have access to phone & internet and also lacks literacy, online marketing may not be the best option. While social media and the internet are revolutionizing the marketing methods, there’s still plenty of room for traditional methods. Traditional Marketing involves banners, billboards, posters, pamphlets, flyers etc.
Location acts as a major criterion in the success of your traditional advertising method. Place your ad where your prospects can’t miss it. Below are some of the best locations mentioned where you should place your advertising to attract tier II & II customers.
Bus Stand/Railway Station
The only place where you are bound to get the most of the traffic is the commonplace of transportation. Place your advertising on the bus stand/ railway station, as people regularly visit and wait there for their transport. You will get good customer attention without spending a lot on the door to door marketing.
Almost every small town has a common market place where there are hoards of shops and outlets offering various services & products. People regularly visit the market place for basic necessities. Placing a billboard there will garner you great visibility 24*7 and will generate curiosity for your brand among the customers.
Fairs & Events
Unlike metro cities, small cities are a close-knit community. There is still a prevalence of different kinds of fairs for entertainment like the circus, annual fair etc. In these fairs or melas, hundreds/thousands of people gather there to enjoy the offerings. These fairs are one of the best places to advertise your business, as people are already in the buying mood today and have a better attention span than on busy roads.