How to crack Hyper-local Marketing in India

India semi-urban market has been growing steadily over the years. Startups claim orders from tier II and tier III cities are on the rise, and this demand is rising consistently. This untapped user-base holds a great promise for startup marketers.

Business Insider sat down with experienced marketers to understand what they do to tap into the non-metro crowd.

What works for tier II and tier III cities?
Don’t put too much money into TV (advertising). Focus on localized impact. It all comes down to awareness.

We use a combination of outdoor billboards and local press to reach the public.

Is it the aspirational model, or the frugal model that works best?
Price cuts across all categories, more so for rural markets.

Now, due to the internet and smartphone penetration, aspiration levels have risen. As a marketer, you have to combine both.

How do you sprinkle aspiration on a frugal model?
It all depends on the tonality. It’s not difficult to build that into print ads at least.

For a mass market product, you won’t want to position yourself as a ‘metro-kind’ aspirational brand. You must take huge caution in selecting the background and tone.

How do you come up with the area-specific strategy?
Many segment, like telecom is a local market activity. What works in Lucknow may not work in Hyderabad. Products, tariff and calling patterns can be different.

Your marketing must be absolutely tailored to the needs of the consumer you are targeting. Unlike a category like e-commerce which delivers universal products, this is very different.

…but custom marketing campaigns can shoot up costs.
You’ve got to be selective. You can’t do everything, and keep spending 1+1+1.

Does the physical touch-point model work better than the mass media buying?
It depends on the scale.

Startups have to concentrate on building a strong customer base quickly. They have to go the mass way to advertise, and spend heavily on national press and digital mediums.

However, if you don’t operate throughout the country, TV is not a judicious option.

On a re-branding exercise.
Become more relevant to the wider audience. That’s what most brands aspire for.

If nothing dramatic is changing, keep your core, but project your brand as something more than what you stood for.

Advice to Startup marketers
Identify who your customers are, especially if you’re on a limited budget.

If you feel everybody could be a potential customer, you need to have a huge budget. If that’s not the case, choose the medium judiciously.

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