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Agrimarketing : September 2012
about the family of horse enthusiasts with 80 acres of pastureland in Pennsylvania? Each interest group has a completely different sub-set of wants and needs. As you can imagine, the rise of Rural Lifestyle interest groups have created a fragmented media landscape --- both online and offline. There are very few interests that reach across a large segment of the Rural Lifestyle market. (If you guessed, "weather," you are correct.) As a result, it has become harder to buy the broad audience numbers necessarily to move the needle. Fundamental media strategies still apply. Remember, the target audience is not 16 million people; it's an identifiable niche within the 16 million. It is important to establish reach first and then build frequency across each niche. Broadcast and print media offer good opportunities to drill down to a segmented audience. Direct marketing is always an effective way to reach specific interest groups. Start with subscriber lists from niche publications. They can also be found by filtering online and offline data points, such as income, acreage size and purchase history. Rural Lifestyle interest groups are online --- searching for specific information, connecting with each other and seeking advice from thought leaders. You can target them more effectively with pay-per-click advertising, search re-targeting and a strong presence on niche publication web sites. Today, public relations is about good content strategy and a commitment to manage a vibrant social media community. By providing helpful relevant information on your web site and throughout your social media sphere you will improve your search results and connect with the Rural Lifestyle interest group in a more meaningful way. Remember, it's not just about where rural lifestylers live ... it's also how they live. AM 52 Agri Marketing September 2012 Moss RURAL LIFESTYLE UPDATES/ continued from page 50
AgCareers USA 2012