Firstly, let us define what discretionary products are. Discretionary products are not necessary goods and, thus, not required to enjoy primary living conditions. They come somewhere between a necessity and a luxury. For instance, you are buying a Netflix subscription. You have a TV for entertainment. But, you want something more, which fits your pocket and at the same time, gives you a little bit of luxury. So, you buy a paid entertainment subscription, which is one-time cost of a movie ticket in an air-conditioned theatre.
Discretionary products have a different importance/excitement to the people living in small towns and rural regions, where spending a little more than the basic products has a new fascination. Due to technology and digitization, lives in the rurban areas have upgraded and are constantly striving to match the urban lifestyle. One way of upgrading the standard of living is through using discretionary products. Now, is the right time for such products to capture the rural markets of India and Audiowala Bus Stand being India’s largest Digital Audio Network, present at 500+ bus stations of the rural regions of 7 major states of the nation gives you the best opportunity to do so.
Every day, lakhs of people travel intercity for work in the rural regions. They are very attentive to the bus arrival and departure announcements. In between, if you place the ad for your product with the help of Audiowala Bus Stand, you get a guarantee of receiving a 100% engagement rate for your product. Isn’t this great?
The jingles played at the Bus Stations give a golden opportunity for your product to remain in the listeners’ minds. For example, a man has saved Rs. 100 more from his salary, he shall go for a washing powder that promises fragrance along with brightness. So, when he has held the money, while traveling he will think about where to spend, and that is when the jingle plays, which gives him the idea of spending that saved a chunk of his salary.
Like the necessary products, even discretionary products need to build an emotional connection with the audience. Therefore, your messaging has to be apt and in the same language/dialect to hit the emotional chord of the audience. Let your audience know why they should spend their surplus on your product, what extra offering they will get and what value it will add to their lifestyle/ standard of living. Audiowala Bus Stand gives you the freedom to deliver your message in your audience’s native language and dialect.
Discretionary products need to have a different marketing strategy. They cannot be marketed the same way as your market the necessary products like food, drugs, hygiene or personal care. If a company has 2-3 products, most of the marketing budget is spent on advertising the basic or luxury product. Discretionary products are just an add-on to the company portfolio. Audiowala Bus Stand is a cost-effective choice (only 1 paise per person) to market such products in front of lakhs of people.
To know more about Vritti iMedia and its Audiowala Bus Stand, call us at +91-9561068555.