Rural Consumers Demand Print Marketing 2018-11-27T14:37:15+00:00

RURAL CONSUMERS DEMAND PRINT MARKETING

Rural Media Availability Presents Unique Challenges

24%
newspaper penetration in rural geography

52%
of rural consumers own a smart phone

40%
of rural consumers don't subscribe to cable TV

41%
of rural consumers research online before buying in a store

60%
of rural consumers don't subscribe to satellite TV

74%
of rural consumers read their mail weekly

70%
of rural consumers have high-speed internet access

44%
of rural consumers look for advertising inserts in the mailbox

Interested in Learning How to
Better Market to Your Rural Consumers?

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Rural Residents Strive to be Thrifty

55% of Rural Millennials (age 25-34)

  • Say they redeem coupons they cut out from advertising inserts found in the mail

78% of Rural Older Baby Boomers (age 65+)

  • Say they redeem coupons they find in the mail

12.3% are More Likely than their Urban Counterparts

  • To not have a home mortgage and have more $$ to be invested back into their home

In fact, Rural Consumers are 9.3% more likely to say they plan to spend more on home improvement
in the next 90 days than they did around this time last year.

RURAL AMERICA SPENDS A HIGHER PERCENTAGE OF THEIR INCOME DUE TO LOWER COSTS OF LIVING

  • 17.4% more on household products

  • 22.8% more on major appliances

  • 37.7% more on vehicle purchases

  • more on gasoline & motor oil

  • 46.5% more on pets

22%
RURAL CUSTOMERS ARE MORE LIKELY THAN THEIR URBAN COUNTERPARTS TO DO HOME IMPROVEMENT PROJECTS AND GARDENING ACTIVITIES IN THEIR SPARE TIME

Direct Mail is the Best Way to
Deliver Coupons to Your Audience

Direct mail is a winner when it comes to response rates

While we can see value in using just one medium to reach your target audience, real and sustained success lies in taking a holistic approach where high-response media is working together to reach the right people and achieve the intended goals.

Printed Ads are Trusted Much More than Digital Ads

It’s a fact: the internet, digital, social have grown significantly over the last years and are taking more and more of our time. Marketing money has followed that movement towards digital.

But was that unconditional shift of marketing money to digital a good idea? Probably not.

Printed ads are trusted much more than digital ads, the influence of ads on social media is very low.

And direct mail significantly outperforms digital.

Life span of direct mail graphics

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