How to acquire customers from the interiors of the country?
Creating campaign and Marketing plans for Tier 2 and 3 cities in India presents both a challenge and an opportunity for businesses across sectors. These smaller towns and rural areas are becoming more and more important for organizations looking to grow their market share, as they are increasingly becoming the engines of growth for many sectors. In order to successfully reach and acquire customers in these areas, businesses must take a number of factors into consideration.
- One key aspect to consider is accessibility. In order to effectively reach customers and consumers in Tier 2 and 3 cities, it is important to create marketing collateral in a language they are comfortable with and use on a daily basis to communicate. Vernacular, local languages and dialects help to connect with customers and give them a sense of belonging. This also stands true not just for the design and functionality of products but also for its services. Mapping the customer journey end to end can help organizations better understand the needs and preferences of their target audience in these areas.
- When marketing to Tier 2 and 3 cities is to go hyperlocal, collaborating with local or regional influencers to spread the message to their followers. Using local language, parlance, and relatable faces can help build a strong connection with customers.
- Another important factor is affordability. In order to successfully reach a broad customer base in Tier 2 and 3 cities, it may be necessary to offer products or services at more affordable price points. This could involve offering a trimmed-down version of the offerings, or finding ways to make it more accessible to a wider range of consumers. Companies in the fast-moving consumer goods (FMCG) sector, for example, have successfully employed this strategy in various categories, and there is no reason why digital-first organizations can’t do the same.
- In addition to accessibility and affordability, it is important for businesses to carefully consider their positioning and messaging when marketing to Tier 2 and 3 cities. The needs and pain points of customers in these areas may be different than those of customers in larger, more developed cities, so it is important to understand the local market and audience in order to redefine messaging and value propositions accordingly. Gaming might be a strong source of entertainment in these areas, while it might not be as prominent in other parts of the country.
- Video content is also a powerful tool for reaching customers in these areas. With the proliferation of affordable smartphones and content apps, people are increasingly turning to video content for information and entertainment. By creating snackable, relevant video content, businesses can effectively reach and engage with their target audience in Tier 2 and 3 cities.
It is crucial for businesses to focus on building relationships and trust with their customers in these areas. This could involve customer feedback and engagement to continuously improve products and services, or offer personalized experiences and support. By building strong, lasting relationships with customers in Tier 2 and 3 cities, businesses can establish themselves as trusted and reliable partners and position themselves for long-term success in these important markets.