Tier 2 cities are the biggest opportunity for brands right now that you cannot ignore. With heavy competition and busy schedule of people in tier 1 cities, it has become nearly impossible to be profitable there. But tier 2 cities are now booming, and the population is increasing rapidly in cities like Siliguri. Which means tier 2 cities are the biggest opportunity in the market.
According to a report by PRICE, an Indian research organization that does research on India’s Consumer Economy, India's middle-class income will rise by 75% in a few years, and they will be the largest spender in the country. More than 52% of them will live in tier 2 cities which will make it much easier to develop a brand and become profitable or increase profitability. But how could you do that?
Tip #1 - Outdoor marketing to build Your brand in Siliguri
People in tier 2 cities like Siliguri are often reluctant about the things they see online and we have noticed that sometimes online ads cause them not to trust a brand and never buy their products at all.
So, the key is outdoor marketing using digital or traditional billboards. If you are out there right in front of their eyes when they travel to work and most preferably when they are going back to home, it will create an impact in their subconscious mind. This will help you create a brand image with your potential customers and generate sales.
Tip #2 - How often you should advertise in Siliguri?
Offline advertising works best when done for a long term, most preferably at least for a quarter of a year so that people know that you are out there and your brand image gets implanted into their mind. They should see your brandings so often that they memorize your office or showroom address.
“Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford
Tip #3 - Understanding the Local and target customers
In a tier 2 city, a diverse array of people coexists, representing various backgrounds, cultures, and professions. For example, in Siliguri around 61% people speak Bengali, 25.24% speaks Hindi, Nepali people are 4.66%, Bhojpuri 2.39% and Marwari are hardly 1.5% (census 2011). That's why it is important to understand who your target customer is.
In case of power of spending, Marwari people have the most but if you are looking for a bigger volume then most of the higher middle class consists of Bengali people and for businesses with low margin, they will be the best customer in Siliguri. In places like Alo Chowdhury more both HNI and higher middle-class Bengali and Marwari people live close to each other. That's why places like Alo Chowdhury more is one of the best spots for outdoor advertising in Siliguri.
Tip #4 - Measuring the Impact of Personalization:
After you have started advertising often and if you have also understood the people and population density of Siliguri, then now it's time to understand the impact of those advertisements.
Our clients have seen 22% increase in their website views, 43% increase in google searches and 31% increase in footfall in physical stores during non-festival times after advertising with us for just a couple of months but if the ads are run for more than 3 months, all the data becomes double. This is a mind-blowing observation which tells us people in Siliguri are very big spenders, but a brand will have to win their trust first.
Tip #5 - Delivering Exceptional Customer Experiences:
Outdoor advertising is an effective and excellent way to build a brand. It's one of the oldest ways and it's still the best way but giving your customers what you promise is also important. You don't want your customers to be dissatisfied with your product or services. If they are not satisfied, they will not come back to you and there's nothings worse than that.
So, respect your customers and deliver what's promised, nothing will be better than that when it comes to building a brand.
Advertising is an accelerator not an initiator.
At last but not the least
Advertise, advertise often and be present before their eyes quite a few times. Don’t be shy. If you are interested in advertising in targeted locations to not just building a better brand in front of the people of Siliguri but also getting sales and being profitable in this tier 2 city, contact us and visit our website to learn more about us.
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