Marcus Evans 2017

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HOW TO
REACH
RURAL TG
COST EFFECTIVELY
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Traditional MediumChallenges to Reach Rural
Relevant content and Localization still a major
issue Power availability issues
Literacy Levels is still a concern
Un-controllable and difficult to manage
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High Potential Medium to Reach Rural
WhatsApp Facebook IVR Voice Calls
Mobile Internet
Information Boards Audiowala Bus Stand Public
Services and Utilities Branding Transit Media
Transit Medium
Bus and Railway Stations Yatra and Jatra Govt
Offices School Petrol Pumps Mandis
BTL Activity
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• We all know the 4 As of Rural Marketing
• Acceptance, Awareness, Availability and
  Affordability

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AWARENESS

• Is the biggest challenge for Brand Marketers in
  Rural Market because of the following reasons

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Attitude of rural consumer Functionality is
more important than style and packaging Any
product is ok, brand doesnt matter
Behaviour of rural consumer Frighten to
listen, engage and response Buy in small quantity
and dont want to spend much Believe trust the
word of mouth. Low on self decision making
Communication of rural consumer Difficult to
perceive a metaphorical brand message Communicatin
g with ease and understanding Language Barrier
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A Get-Through

• How Vritti iMedia has helped brands to overcome
  their challenges with branding in the rural
  indian market

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5Es Lead To A Successful RuralAwareness
Campaign
Mass campaign targeted at rural
district/taluka/zone
Eyes Ears
Educating on the benefits purpose and developing
a behavioral attitude change
Educate
Making people experience the brand through
innovative concepts engagement
Experience
Feedback from consumer experiences to be captured
analyzed
Evaluate
The positive influential happy customer from
the above to be treated as brand ambassador
Endorse
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Eyes and Ears campaign

• Always the First

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Media options for Eyes and ears campaigns
Local Radio Cable TV Audio Wala Bus Stand
Local Print
Localized Mass Medium
Hoardings at bus, railway, foodmall, dhaba
petrol pumps Transit vehicles Bus Auto
Rickshaw
Outdoor
Instore retail popup branding Branding at
salon gyms
POP Medium
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Zee Saloon and Gyms Rural Campaign
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Educate

• Change The Mindset

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Media options for Education
Audio Wala Bus Stand Localized Messaging IVR
Cinema
Localized Mass Medium
Van Activity Stalls Folk Nataks Street
Shows Theatre Games Contests Led Screens
Videos
BTL Activities
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Cadbury Perk activity at Audio Wala Bus Stand
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Experience

• Make Connection

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Media options for Experience
Led Screens Videos Street Demonstrations
Product Sampling Demos Trials Conceptual
Engagement
Localized Mass Medium
Giveaway Gifts Instore Engagement Program
Sampling
POP Medium
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Ujjain Kumbh Navratan Hair Oil
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Evaluate

• Measure Response

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Media options for EVALUATE
Apps Missed Call SMS Facebook
Digital
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Honda Campaign Bus Stand Becoming A Showroom
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Endorse

• Reconnect

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Media options for Endorse
Telecalling SMS APP Like on Facebook
Referral
Digital
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Ghadi Pandharpur Washing Zone
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Methodology For Doing A Rural Campaign

• Focus and Target on a Distrcit/taluka/Zone
• Do a Pre-campaign study in terms of brand
  awareness and identifying typcial marketing
  concerns
• From the above Clearly specify the campaign
  objective.
• Identify congregation places in the
  district/zone.
• Identify innovative and effective Local media
  properties
• Think Local by understanding key insights,
  nuances and dialects when it comes to designing
  and communicating the campaign
• Execute the campaign on pilot basis in taluka and
  roll it out across districts and then across
  state.
• Alays do a post event measurement and then follow
  it up with a digital campaign which includes
  evaluation and endorsement
• Make a video and publish it on social media
  then target through digital media
• Cont...

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OOH Impact On Online Activity
A Nielsen OOH survey has found that OOH delivers
more online activity per ad dollar spent compared
to television, radio, and print.
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About Vritti iMedia
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About Vritti iMedia

• Vritti iMedia is a specialised rural marketing
  company.
• over 20 years of experience
• 360 BTL, Outdoor media and digital marketing
  agency
• 200 People with PAN India Presence
• Most admired BTL Rural Marketing Agency in 2016
  2017
• Pioneered the Audio Wala Bus Stand Digital
  Audio Network at Public Place
• Vritti Group IT business specializes in ERP, CRM
  Warehouse Management. Also have software for
  petrol pumps and mandis

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Our Clients
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THANK YOU