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Agrimarketing : September 2008
RURAL LIFESTYLER FAQS/continued from page 36 them to a purchase that not only will meet their needs, but that they will enjoy. HOW DO THEIR DECISIONS DIFFER FROM URBAN CONSMERS? by Oscar H. Will III GRIT firstname.lastname@example.org Grit is steeped in a 126-year-old tra- dition that places it in a unique posi- tion to serve the nearly 30 million households in the broader demographic. As con- sumers, Grit readers make purchasing deci- sions very care- fully and for two principal reasons. enhance their lifestyle experience. And second, they are influenced by the iconic pull of certain lifestyle symbols – owning a tractor and hav- ing a barn to park it in is, in many cases, symbolic and not based on an actual need. The latter characteristic is especially prevalent among the ruralpolitans. Grit readers keenly avoid impulse purchases and engage in far more pre-purchase research than their urban counterparts. PRICE OR QUALITY? by Bryan Welch Mother Earth News Will First, they look for high-quality products (such as tools, machines, buildings, clothing) that will For nearly 40 years, Mother Earth News has been providing practical, hands- on DIY editorial about all aspects of country living, including detailed buyers guides for com- Welch pact tractors, mowers, UTVs, tillers, log splitters, sawmills, fencing, out- buildings and more. Most readers are “lifestyle farmers” looking for help to choose the products they need to maintain their properties and grow food for their communities. Our four decades of research shows that “product quality” increasingly outweighs price as a consideration for rural lifestyle con- sumers, for three key reasons: 1. Time — today’s rural consumers want quality equipment that works when they need it to. 2. Location — dealers and service are located miles away, and con- sumers don’t want to make repeated trips unnecessarily. 3. Sustainability — poor quality products end up in landfills too soon, a problem everyone is seek- ing to avoid these days. WHAT ARE THEIR LISTENING HABITS? by Mike Parry Nat’l Assoc. of Farm Broadcasters (NAFB) email@example.com 12issues per year! How can I make money on mysmall farm? What can I produce in mystate? How do I market mycrops and livestock? What are other farmers doing successfully? Where can I find information relevant to myneeds? We have the answers! American Small Farm 560 Sunbury Rd., Suite 6 • Delaware, OH 43015 740-363-2395 www.smallfarm.com 38 AgriMarketing ¦ September 2008 www.agshow.com As many agri-marketers know, NAFB was early to commit to research of the rural lifestyle audience. In our national study (the first of its kind) we discov- ered that radio was very high on the priority list of rural lifestylers. In fact Parry 87% of them could name the radio station they listened to and 45 mil- lion of them are frequent radio users. When asked about their pre- ferred format of radio the highest rated was country music, followed by oldies and news talk. These three formats are consistent with the majority of NAFB stations and net- work affiliates across the country. Our members are a natural fit for this audience both geographically and programming preference. Actual listening preferences for the rural lifestyle group are some- what reflective of the production agriculture audience in their strong
CAMA 2008 Canada