Rural lifestylers are becoming more familiar with bar code readers that pull up detailed information at the point of sale. Point-of-purchase interactions have become a more powerful touch point. Rural lifestylers are armed with mobile devices to scan QR codes and bar codes, as well as poll Facebook friends.
Many rural lifestylers hold off their final purchase decisions until they are in the store or on an e-commerce site. When another brand enters as an option, the time needed for the consideration and evaluation steps of the purchase process is greatly condensed due to the ability to research on mobile devices in store.
Although technology may be assumed as a barrier to the rural lifestyle audience, according to studies by Successful Farming and NAFB, their levels of Internet access and use of Internet-enabled mobile phones are virtually that of the population as a whole. As agrimarketers, we often forget that producers and rural lifestylers are almost identical in behavior to general consumers.
April 2011—This study explores how online communities, brand advocates and customer reviews influence the purchase decisions of rural lifestylers.
Whether it’s a new product launch or new service program — when you want the media’s attention for your latest promotion, they’ll be looking at who you are online. Will you like what they find?
In our world of lightening-fast technology, developing your brand online is vital in portraying your company’s heart and soul to the media, your customers and the general public. You can be confident in your online reputation by building an electronic media kit for your brand. Use Paulsen’s online media kit outline to see if your reputation needs a little renovating.