As rural markets benefit from billions in federal investments in internet, broadband, and wireless infrastructure, these consumers are a tremendous growth opportunity for communications services marketing.

Rural consumers are highly engaged and responsive to media. Here are 3 ways telecom service providers can engage them with marketing campaigns that cost-efficiently drive acquisition:

1-Deals

Rural consumers are value-conscious and driven by price¹.

In rural markets and nationwide, price is the number one reason consumers cite for switching mobile service providers.

Rural consumers adjust their behavior in response to rising prices:

• 41% of rural consumers shop for sales more often²
• 31% do more comparative shopping online²

2-Coupons

Potential mobile phone and internet provider switchers are 34% more likely to buy based on coupons or offers they have.³

78% of respondents said they are likely to open or read a piece of direct mail featuring an offer or promotion.⁴

61% of recipients would act on an offer received in the mail.⁴

• 55% of consumers who took action visited the brand’s website.⁴

3-Bundles

Less than 1/3 of rural consumers bundle communications services, an opportunity for providers to acquire new customers by offering them savings to bundle services.⁵

Reduce churn up to 46% by up-selling single-service customers to bundled services.⁶

Achieve Your Business Goals with Multi-Channel Advertising Campaigns

43% of consumers are more likely to make a telecom purchase when they receive both print and digital messaging.⁶

Whatever your business objective, Mspark can help you strategically align coordinated print and digital advertising to achieve it.

Raise Awareness with CTV: Potential new customer sees your video ad while streaming content on internet-connected devices like smart TVs, streaming devices, and smartphones

Build Interest with Acquisition Email: Potential new customer receives an email from your brand promoting new customer discounts.

Increase Consideration with Trigger Marketing: Potential new customer, who recently moved into your trade area, receives your ad in the mailbox.

Drive Purchase with the Oversize Sheet Insert: Potential new customer, in your home ZIP, who currently has internet service, receives your ad in the mailbox with a promotion incentivizing them to switch providers.

Boost Loyalty and Retention with Display Ads: A current customer who subscribes to a single service receives an ad offering bundled services at a competitive price.

Learn more about acquiring rural telecom consumers. Click “get started” below to connect with an expert to discuss your communications services marketing goals.

Sources: Our Best Intel, Morningconsult.com, 13 Aug. 2024, Web. Aug. 2024¹; Prosper November 2024²; AdMall AudienceSCAN 2024³; LOB State of Direct Mail Consumer Insights 2024⁴; Prosper October 2024⁵; Mspark response database⁶