Understanding the unique needs and behaviors of rural hardware and home improvement consumers is key to developing a hardware marketing strategy that drives traffic and sales. Here are nine essential tips for targeting this valuable customer base.

#1: Know Your Audience

• 71% of rural DIY hardware shoppers are homeowners.¹
• More than half (55%) are women, indicating a diverse consumer base with varying needs and preferences. ¹
• Nearly half have an annual household income within the $50-$100k range, highlighting their purchasing power​​.¹

#2: Leverage Direct Mail

• 64% of hardware customers have responded to direct mail in the past 12 months, making it a potent tool for reaching out to potential buyers.²
• Direct mail, with its high visibility and cost-effectiveness, stands out as a preferred hardware marketing channel among rural consumers​​.

#3: Integrate Digital Strategies

• Combining digital marketing with direct mail can boost your campaign’s conversion rates by up to 28%.³
• Digital amplification strategies, such as targeted display ads, email acquisition, and retargeting, ensure your hardware marketing message reaches a wider audience​​.

#4: Build Awareness with CTV Broad

• Identify and target your most relevant ZIP codes to reach customers at the top of the funnel.
• This cost-effective entry point to CTV is effective in promoting purchases across retail outlets.

#5: Utilize Print to Drive Digital Engagement

• Printed ads are not just about traditional marketing; 51% of consumers are prompted to go online after receiving mail advertising, making print a valuable digital on-ramp.⁴
• This strategy underscores the importance of a coordinated hardware marketing approach that blends the strengths of both print and digital mediums​​.

#6: Target New Movers and Grand Openings

• New movers represent a goldmine for hardware retailers, making decisions on over 70 brands during their move, including where to shop for hardware and home improvement supplies.
• Tailoring your hardware marketing efforts to coincide with life events or grand openings can significantly increase brand visibility and customer engagement​​.

#7: Focus on Geographically Targeted Hardware Marketing

• Targeting consumers living within 15 miles of your store and in single-family dwellings can enhance the relevance and effectiveness of your marketing campaigns.
• This strategy emphasizes the importance of understanding and catering to the local consumer base’s specific needs​​.

#8: Boost Engagement with Psychographic, Geographic, and Demographic Targeting

• Advanced targeting options enable businesses to reach consumers on a more personal level, ensuring marketing messages are relevant to their lifestyle, location, and interests.
• Techniques like CRM targeting and keyword search retargeting allow for a highly personalized approach, increasing the chances of engagement​​.

#9: Measure and Adjust for Success

• The effectiveness of your hardware marketing efforts can be measured through various metrics, including sales data and consumer response rates to different advertising media.
• Continuous analysis and adjustment based on performance data ensure that your marketing strategy remains aligned with consumer preferences and behaviors​​.

Embracing these strategies can significantly improve your marketing efforts toward the rural hardware and home improvement consumer. By understanding their unique needs, leveraging the right mix of direct mail and digital marketing, and focusing on targeted, relevant messaging, businesses can drive traffic, engagement, and ultimately, sales. Click “get started” below to connect with an expert to plan your strategy.

Sources: Prosper Insights & Analytics 2024¹; AdMall AudienceSCAN 2024²; US Modern Postcard, Direct Mail Statistics 2023³; USPS Mail Moments 2023⁴