Although a Google Image search for ‘New South Wales’ will mostly return photos of a shimmering Sydney Harbour, the fact is there is a whole lot more to the State than its capital.
Now home to 40 per cent of the state’s population, regional New South Wales represents Australia’s largest and most varied regional economy.
There is an eclectic mix of residents on the regional outskirts of Sydney who opt to commute to the big smoke daily, those in large hubs like Orange, Tamworth and Wagga Wagga, as well people living in remote regions.
And this diversity represents an exciting opportunity for advertisers. But the question is how do you maximise your regional presence?
Regional Integrated Marketing media strategist Samantha Hain helps brands gain a competitive edge through deploying regionally-focused strategies.
Her number one piece of advice?
“Don’t speak down to regional markets,” she says.
“Despite what those in the city think, there is a good deal of sophistication in regional areas. They just happen not to live in a capital city.”
This means rethinking how you address the audience.
“Don’t try and connect with us by using a well-groomed man in an Akubra and RM Williams. The majority of regional people live in cities, towns or small acreages, working a job.”
So if talking down is a ‘don’t’ when it comes to advertising in regional NSW, what are the ‘do’s’?
Regional Australia is built around close-knit communities. And for an advertiser to be successful in these areas, they must remember to stay community-minded when addressing the audience.
“Community is very important to regional areas who rely on each other to survive,” Hain says.
“There is a reasonable amount of suspicion to new people, products or services – consider community involvement to build trust and always find a local hook.”
A range of diverse regions
And while there are several advantages for advertising to a regional market, it is important to take into consideration the unique factors that differentiate the regions from one another.
For example, Canberra – which is considered regional NSW in advertising terms – has the highest average household income in the country.
Pockets with a high concentration of retirees, such as the Central Coast, Tweed Heads and Port Macquarie, mean there is also ‘Baby Boomer spend’ to be cashed in on, according to Hain.
Regional Australia industry collective Boomtown is working to help advertisers to gain a better understanding of the regional market.
It recently announced a massive trade marketing competition, offering $1 million in regional advertising to one national agency or brand in Australia.
Click here for more details. Entries close 9th September 2019.
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