EVOLVING TOUCH POINTS
IN RURAL INDIA A DEEP STUDY.
PREFACE The book is an amalgamation of columns about evolving touch points in rural areas and small towns of India. The same are written with the perspective of a rural marketing agency for companies and brands, in order to help them have a better understanding of the process of rural marketing and branding. It includes conventional as well as new and innovative methods of ď€ nding an outlet to reach out to potential customers and interact with them.
1 COLLEGE AS A TOUCH POINT
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COLLEGES IN SMALL TOWNS ARE THE BEST TOUCH POINT TO TARGET RURAL YOUTH FOR RURAL CAMPAIGN Around 70 % of Indian population resides in small towns and rural areas and about 49% of them belong to the youth group. This points towards the signicance of keeping them in mind while devising a rural marketing campaign. Rural youth is dened as people aged between 15 and 35 living in rural areas and small towns, they also coincide with the maximum of active working population of India. Hence, they can also be called the next generation of decision makers, either they are in process of completing their education and obtaining a job or are already employed. They are also the risk takers and change makers of the country, this brings them in focus when long term plans are made. A study into the approach of rural customers prove that new products are best introduced to the younger members of the business fraternity as chances of them being educated and accepting are positive.
Q. How to reach the rural youth? Now that we have established the importance of targeting the youth, let us talk about how they can be reached. The conventional methods have not proven to be very successful in attracting the youth and therefore innovation is required to command attention for the rural marketing campaign. While many marketers argue the viability of digital marketing at this point, some have found an ofine manner of conducting these promotional activities. – College.
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College as a touch point The ď€ rst place you can think of as a youth hangout is a college campus and thus, its use can be productive for rural marketing. There are other added beneď€ ts to this approach, such as:-
1 Attentive and participating audience One of the biggest challenges of implementing a rural marketing campaign is getting feedback and reactions from the audience but in a college, this challenge is reduced. Here, not only is the audience attentive, they also believe in satisfying their curiosity which helps in retaining their interest in the campaign.
2 Volume of participants Otherwise than on a college campus, marketers have to ensure attendance of potential customers but here, it is not the case. Numbers can be ensured without much efforts which increases reach of the product.
3 Brand awareness The fact that people in college are educated but also have a basic understanding of urban inuence is an added bonus as they tend to recognize brand faster than their elder counterparts.
4 Effective delivery of the messages Finding a target audience that is literate, educated and aware is almost impossible in rural areas and small towns. However, the closest a rural marketing campaign gets to such an audience is through targeting college students. The objective of a rural marketing campaign is to provide information about a product or a service or a brand and colleges are the best way to achieve this, when the target audience is youth.
2 CINEMA BRANDING
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CINEMA BRANDING COULD BE BEST MEDIUM IN SMALL TOWN TO TARGET RURAL PEOPLE FOR BRAND MESSAGE AND ENGAGEMENT
Cinema can be explained as a 360 degree marketing environment, where placement opportunities are numerous. The easiest form of advertising through cinema is capturing the ideal screen space before the movie starts and during the interval. The best example for cinema branding is Vicco, in the early 2000s, almost everyone in the theatre had a reaction to Vicco Vajradanti. They created a brand through targeting the best and the average cinema theatres alike, where their print ads ran for years. At a point of time, their jingle was stuck in moviegoers' minds and people even started singing along Cinema advertising has grown at a CAGR of 11% in the last ve years and it is predicted to grow further in the next ve years. Entertainment remains to be a necessity to everyone even today and thus, tapping that to nd a way to warm into the hearts of the audience has proven effective. It is known to be most suited for smaller towns and rural areas due to the fact that cinema advertising has been the lowest avoidance medium. However, there are many more advantages to it than that.
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Advantages of Cinema Branding in small towns and rural areas
BRAND AWARENESS
DIVERSIFIED AUDIENCE
EFFECTIVENESS
One of the noteworthy things about cinema branding is the great reach it provides, every show has hundreds of people and there are multiple shows in the day. This can mean thousands of audiences can be reached in a day and thus brand awareness becomes the biggest benet of cinema branding.
The spread provides the unique advantage of having a segmented audience without putting in any efforts. Every moviegoer cannot be dened in the same category and they often differ in age, gender, socio economic background etc. This diversication, if targeted through any other medium has to be executed very carefully and requires a lot of efforts during implementation but through cinema branding, the same can be done without breaking a sweat.
Few other advantages unique to this medium when compared with others such as TV, radio etc. relate to the audience's behaviour. When seated in a movie theatre, they are relaxed and their undivided attention is towards the screen, which is very difcult to achieve otherwise. The relax mood leads to better engagement while the undivided attention ensures that the message is being conveyed to the audience. This makes cinema branding more effective than other means of advertising as discussed above.
ENVIRONMENTAL FACTORS A cinema hall has the benet of a surround sound system, dim lighting and perfect visuals. When an ad is played in a theatre as against when it is played on the TV or radio, it captures the audiences completely and thus has better impact because in a theatre, it more like a media performance with the whole equipment set. The environment adds a lot of supercial value to a visual ad by giving it the required oomph.
COST BENEFIT Even though cinema branding cannot be listed as a cheap or low cost way of advertising, it's worth can surely be estimated. The volume of reach and the impact make the few minutes, worth the expense incurred to make it happen.
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3 COMMON SERVICE CENTRE
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COMMON SERVICE CENTRE (CSC) & THEIR RURAL INVASION
Q. What is Common Service Centre (CSC)? In order to supplement the efforts to digitalize rural India, the government had introduced CSCs. Technically; these are access points to enable delivery of various electronic services in villages and truly, it is the beacon of hope for rural areas. They bring with them a chance for the youth to learn and prosper while the elders can thrive for a new beginning. Vision of CSCs:Digital Infrastructure as a core utility to every citizen
Governance and services on demand
Digital Empowerment of citizens
CSC aims to facilitate digital integration in rural and backward areas by spreading awareness, information and providing training to every citizen residing in such areas to empower them digitally. The scope of the objectives runs down to inclusion of government services on demand to them, so that their needs are identied and satised by the government efciently. The key services provided at a basic CSC also include the following:-B2C services such as e-commerce, IT, consulting, education, health etc. -B2B services such as market research, analysis, advertising, promotion, BPO etc. The services are designed to accommodate every aspect of digital integration with emphasis to making resources available in otherwise cut off locations. While a thorough understanding of the power of the World Wide Web can give you information, knowledge and ideas, the execution remains wayward. Therefore, government took the initiative to introduce services such as consultancy; information technology and micro nance using pilot Common Service Centres.
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Q.Why are they the future? The fact that these centres encourage entrepreneurial ambitions of rural people and has planned a full circle to ensure their success is noteworthy. Proper implementation of this scheme will lead to:More digitally aware rural citizens which are open to using internet for research to scour information required to make informed decisions
An army of youth ready to take their businesses to the next level without fear and cynicism.
Improvement in computer literacy rate & increase in internet usage among youth as well as adults
Introduction of new avenues for businesses and cottage industries to sell their products and expand without leaving their comfort zone.
ďƒ€ The end result of this support provided by government is a village where people are more digitally aware, open to ecommerce and willing to enter new markets. This leads to increase in purchasing power of rural areas and small towns.
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Q.How does this impact a rural marketer? The biggest complain rural marketing agencies had was the lack of awareness in rural areas which left digital marketing secondary to older and more conservative methods. CSC are assisting to correct this very situation through their programmes to help every individual have access to digital infrastructure and assistance. Additionally, CSC are presenting advertising and promotional solutions in rural areas by giving infrastructural and information technology services as well as branding opportunities. Thus this becomes access point to an audience who is digitally aware, interested in intake of information freely and most of all it provides a platform.
THE WAKE UP CALL FOR MARK ETERS
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LIKELIHOOD OF ACCEPTANCE BRANDING OPPORTUNITIES
HERE IS WHY THE MARKETERS NEED TO FOCUS ON CSC TO TARGET RURAL AUDIENCE:-
People coming to CSC are mostly the ones willing to become digitally literate which means they embrace change rather than running from it. Such audience is the key to building a brand in rural areas as they will be perceptive and ready to engage in interactive conversations or try out a new brand.
FUTURE BENEFITS AND LONG TERM THINKING
The centre is often visited by villagers on a regular basis which provides exposure and visibility to the brands. Putting up temporary structures or posters on the centre can have a positive impact on brand awareness. Reliance communication PCO and Western Union or Xpress money counters are examples of strategic product placement and smart advertising as it does not involve in pull approach but rather makes the consumers curious about the brand.
The scheme dedicates itself to a generate a stir and put the digital revolution in the front and forward- this itself ends up opening the path of digital marketing for the rural marketing agencies.
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4 MELA MARKETING
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MELA MARKETING IS ONE OF THE BEST CONGREGATIONS IN RURAL INDIA FOR TARGETING RURAL PEOPLE COST EFFECTIVELY
When we hear the word Mela, we are often plagued with the images of villagers naively concentrating their resources on games and food while a group of dancers magically attain synchronization in the crowd. Our vision on the subject is obstructed due to the portrayal of same in Hindi cinema but the fact is that this stereotyping is blinding rural marketing agencies. In 2016, Fairs or melas organized in rural areas or small towns have a different aspect to them- marketing opportunity. In the last few years, India saw brands such as Colgate, Dabur and Vodafone leading the way into mela marketing through Kumbh Melas. They are no longer attributed to Hindu festivals but to an advertising alternative to target audiences in rural markets and small towns. We can safely say that if there is any rural equivalent of “mall activities” which has been chosen by several giants, it is rural Mela.
Similarities between the two can bafe you at once:Availability of ideal crowd looking to have a good time.
No rush as people visit both only with time to spare on their hands.
Active participation from the crowd and ease in getting response.
Predictable buying behavior .
If you equate both with the assistance of a catalyst for rural conversion, you get the same results. www.ascentgroupindia.com
Q. What can this catalyst be? In the most basic sense, the attitude and perspective of a rural marketing agency can act as the catalyst and assist in devising a successful marketing campaign in a mela .There are certain difference between rural areas and urban areas that need to be considered before exporting of this alternative into villages and rural areas. The feel of familiarity is one of the most challenging one to achieve in this transformation, villagers are attracted towards brands that seem highly functional and have a slight western inuence but at the same time, they need the sense of association to trust the marketing agency. For example, while in metro cities, a well-dressed individual with good spoken English and sarcasm might generate better reaction from the audience but in villages, the same is replaced by rhymes, loud speakers and colorful settings. It is more about going big and extravagant in rural parlance; low driven efforts are not known to create the impact which is needed. A rural marketer has to comprehend the preferences of his rural counterpart and serve their needs in a way they would most desire.
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Brand visibility and exposure Thousands of people belonging to diverse groups attend these melas; the advantage does not lie solely in numbers but in variety. Generally, all age groups and social economic status categories visit them. This provides brands visibility and exposure in circles they covet.
What are the beneď€ ts of Mela marketing? Higher chances of conversion People visiting these melas are relaxed and their buying walls are down, that simply means that they can be convinced more easily compared to interactive activities where they are invited on regular working days. Researches show that 73% of the visitors ended up making unplanned purchases in melas.
Cost Effective Given the beneď€ ts that brands can derive by the use of melas as a marketing opportunity, it seems to be providing return on investment. Expenses are minimal when this alternative is chosen as the creation of aura and environment is not the rural marketing agency's responsibility. The brand gets a readymade platform. www.ascentgroupindia.com
5 CYBER CAFE
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CYBER CAFÉ IS THE RIGHT TOUCH POINT FOR YOUTH IN SMALL TOWN AND RURAL AREA
The importance of rural and small town marketing is established by the very fact that approximately 70 percent of the total population resides in these areas in India. Any brand that want to reach its maximum visibility and full its marketing objectives is wise enough not to ignore these potential markets. Not everything that looks easy is easy, rural and small town marketing challenges the marketer in various ways but thank goodness for the ultimate savior – Internet.
Q. Is the use of internet effective in Rural and Small Towns? The infection that is a smart phone is spreading through the rural and small towns too, now 9 percent of the rural population is accessing internet and more than 5 percent have access to broadband facilities as well. This number might not draw enough attention and the efforts that would go into adoption of a digitally integrated marketing strategy may outweigh the effects. Then again, a good marketer knows to look beyond the obvious to nd long term marketing solutions. Even though the numbers are not very impressive, their growth over the last few years is. Apart from the mobile addiction, other arrows pointing towards the increase of users of internet in small towns and rural India.
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INITIATIVES TO PROMOTE USE OF INTERNET IN RURAL AREAS
GOVERNMENT INITIATIVES
Digital India Programme Projects by digital empowerment & Cyber Café Assosiation of India
CORPORATE INITIATIVES
Broadband by Airjaldi Networks Project Loon by Google Internet.org by Facebook Super Wi-White Spaces by Microsoft
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THE FUTURE OF INTERNET IN RURAL INDIA From the information given in previous pages, it has become obvious that not only government but commercial sector giants are set on the task of increasing access to internet in rural areas. Central government has allocated as much as one lakh crore and under its umbrella has intimated 22 schemes. The question that marketer should be asking here is that, how would this go down? How is the government or non-government or corporate entities planning to assist in the digitalization? Is it practical to aim to install a broadband service in every household? The answer is simple- through cyber cafes. As per the Information Technology Act and Cyber Café Rules, internet cafes aka cyber cafes in India are governed by the government which makes them the perfect place to start. Moreover, they offer their services to multiple audiences of all age and for all purposes. Cyber Cafes- The ultimate touch point in small towns and rural areas. There is a two-fold effect to this – 1.As internet users grow, digital marketing becomes more effective 2.As demand for internet grows, number of cyber cafes grow too Now, we have all heard the advantages of digital marketing and bowed down to it but what often skips the eyes is the second effect- increase in number of cyber cafes and people visiting them. Generally, people visiting cyber cafes in small towns and rural areas are the youth and therefore the best way to target them is through Cyber Cafes. Some of the treasures to be found while digging through this hidden channel are mentioned below.
Low cost investment
Negligent competition from rivals.
Perfect platform to introduce a product or a service catering the youth.
Target Audience can be reached easily without major involvement.
Even though the direct connecti- -n is limited, the feedback can be received rst hand.
In case the company is entering the local market, cyber cafes can be used to increase credibility.
The power of “Word of mouth” in rural areas, the good standing of cyber cafe manageme nt and visitors inuence the youth extensively.
6 MANDIS
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MANDIS AS AN EFFECTIVE TOUCH POINT TO TARGET FARMERS
Q. What are Mandis? A market dedicated to selling agriculture produce by farmers in rural areas and small towns. Unlike earlier times when they were conď€ ned to farming season, the Mandis have now become a yearlong phenomenon. Government bodies have put their efforts into initiatives that aim at turning Mandis into place that provides 360 degree solution to a farmer's problems. Under the present government, the concept of E-Mandis was also launched. This has added a new perspective to this old market place. Activities are not restrained to selling of crops anymore and extend to purchase of seeds, fertilizers, insecticides and pesticides. This changing structure of Mandis has turned them into lucrative business preposition for regional brands and companies operating in agricultural sector.
Q. What is the allure? Not only farmers but enterprises from other hemisphere are ď€ nding Mandis as an attractive space, such as seed companies, agri-input companies, tractor and allied vehicle companies. Over the time, it has been proven that this trend extends to sectors like 2 & 4 wheelers, CG & FMCG, sectors not directly relating to agricultural activities but essentially operating in the vicinity of the area. This interest has developed due to the exposure that Mandis provide, the direct contact with farmers who are in the business and visibility in the trusted marketplace are beneď€ ts every rural brand wants to exploit.
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Q. How to use Mandis as effective touch points to target farmers? Rural marketing agencies have reinvented Mandis with an advertising view point and shown to the industry, its use as a platform to interact with farmers. Such interaction can gain popularity very fast and get its due audience in no time due to the existing volume of farmers and people running allied businesses. Still, ď€ nding a way to accomplish the advantages laid out in theory, rural marketing agencies have to come up with new and personal way to promote the brand. The challenge is to distract these people from the reason they are actually visiting the Mandi and attract them to your brand. This leads us to the important question of a breakup of activities that can planned and executed by marketers in order to explore Mandis and its potential. Find below a list of few such activities:-
Cluster Activities
Van Campaigns
A canopy can be set in the Mandi from which information can be distributed and promotional activities held. This can also be used to increase visibility through intelligent use of color and graphics
Vans can be used to provide a more mobile branding solution in rural areas, where a van moves around the village or town stopping at locations where it can attract most prospective customers
Personalized contact programs No doubt that old is gold and so is personal contact. Such programs are best suited for product launches and new entrants in the market because it gives an opportunity to connect with the audience.
Venue Branding If nothing else, Mandis provide a great space for branding, it can be used to create awareness about the brand through hoardings, posters etc.
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7 HAATS
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HAATS CAN BE USED AS EFFECTIVE TOUCH POINTS IN RURAL AREAS
Q. What is a Haat Market? The ea markets people so often enjoy in urban areas these days were adopted from their rural counterpart and famous cousin- Haat. These are markets organized on a regular basis in rural areas and small towns where people from village and nearby places put up temporary shops to sell their produce. Haats have not lost their charm and still attract a lot of crowd in the rural areas, in fact, it has only grown in size and volume. More buyers are making their way to these transient markets and sellers depend on them for their needs.
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The Ulterior Use of Haats When you read the above passage, you picture a lively space with lots of carts and sellers showcasing their products in a humble background. People roaming around with shopping bags in their hands while children enjoy the occasional snack. Yes, a haat is a lot like a modern day ea market in the mall organized in a city. But, there is something you should be able to see that goes beyond the obvious colors in the palette. As a rural marketing agency or a branding agency, you should see potential for a touch point. Some features of this market that are noteworthy:-
Large assembly of potential customers Since the haat is an age old happening, which ensures a large number of visitors that come to the market. This crowd gives opportunity for marketing of the product and provides necessary coverage to the brand. The haat serves various products like vegetables, spices, cleaning products etc. and therefore increasing the prospect of the brand to blend in the market technically while still standing out in presentation.
Input and output
The right frequency
The haat has a lot of attractions but the most prominent one are the products, people come with the mindset to buy in these markets. This state of mind makes them more perceptive and open to being participating in interactive activities or promotional events. Many of these customers are eager to have their problems as well as their feedback recorded which can be a way to engage and introduce them to the brand.
Haats are not a permanent establishment, rather they are a weekly one. This gives them the perfect amount of coverage, not too much and not too less. This is not a forceful repetition but at the same time it gives enough element of recall to the brand.
Low cost and higher beneď€ ts Haats are planned without considering the advertising spaces and marketing opportunities it provides, this means that when approached the same would be available for a lesser amount than other spaces with the same crowd and coverage.
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SUMMARY A simple read of the above reminds you of every feature you look for in a counter to approach and interact with potential customers and hence Haats prove to be an effective one. Even though this is a new way of looking it, it surely is a refreshing way to look at touch points in rural areas.
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