Urban and rural communities have historically had different demographics, interests and opportunities. While the communications boom of the late 20th century, most notably the advent of the Internet, is blurring the lines somewhat, there are still broad differences. These differences often necessitate varied marketing strategies for companies wishing to sell to both markets.
The demographics of rural America have been changing in recent years. Some resort or recreation areas have seen an influx of new residents whose tastes and demographic profiles may be quite different from their neighbors'. However, generally speaking, rural residents still tend to be more homogenous than their urban counterparts and tend to share cultural and religious values. They are more likely to be blue collar than white collar, and tend to make less money on average. An ad campaign aimed at a rural market would therefore necessarily be different from one aimed at an urban market. A rural car dealership, for example, might stress affordability and a trusted brand over green technology or new design features, which might have more appeal at an urban dealership.
Rural areas are by definition remote from city centers; they therefore, do not enjoy the same easy access to major shopping venues that city dwellers enjoy. A marketing plan targeting rural consumers might rely on Internet sales or a partnership with stores already serving the rural area. Its message would be less likely divided into different versions for different consumer subgroups. A marketing campaign aimed at urban consumers might need to be broken into subsets to appeal to the many diverse groups within the marketing area. It would also need to be more unusual or aggressive to stand out from the sea of ads competing for urban consumers' attention.
Rural and urban America have many cultural characteristics in common, yet some differences apply. An ad featuring a popular country music star would be more favorably received in rural markets, as an ad featuring jazz would likely be well-received in an urban market. An ad using words like "dependable," "traditional" and "values" might resonate best with rural consumers, while words such as "innovative," "fresh" and "new" might have more appeal to an urban consumer. Marketing that blends in with the cultural norms of each community is more likely to result in sales.
Consumers who live in a rural area where change is slow to take place may respond best to one-on-one marketing done by salespeople who take the time to establish themselves in the community and earn trust. However, the same personal, get-to-know-you approach might be viewed with suspicion in an urban setting, especially if a no-nonsense, factual selling technique is the norm. It's wise to take note of the sales techniques that are already working, when drawing up a location-specific marketing campaign.
- Comstock/Comstock/Getty Images