Like spokes in a wheel, the strategic components to plan and execute a Grand Opening event create a foundation and build momentum that extends far beyond a single event for a new business or location. A well thought-out and executed Grand Opening strategy can set your business up for long-term success.

The Grand Marketing Opportunity

:

• Create an event that will be attractive to your target consumers and drive traffic.
• Gain market share by exciting consumers and stealing market share from your competition.
• Leverage coordinated exposure by integrating media across multiple channels and touch points.

The Unique Rural Consumer Requires a Unique Approach

In the rural markets Mspark serves, media options to reach these sought-after consumers are often limited.

Fewer Media Options  to Reach Rural Consumers

• 300+ newspaper/TMC (Total Market Coverage) newspaper options have been discontinued since 2019.
• 28% of rural consumers lack broadband internet access. A digital-only strategy risks overlooking a significant number of potential customers.
• Mspark replaces lost newspaper coverage with highly targeted, coordinated media campaigns to reach your best potential customers.

Inflation Hits Rural Consumers Harder than Urban Consumers

Increased transportation and housing costs are the key contributors to inflationary impact on households in small markets and rural communities. In fact, inflation impacts rural consumers 9% more than urban consumers.

Transportation (essential because these residents drive farther to work, school, or to shop) has made the biggest inflationary impact on rural households, with annual fuel costs increasing $2,470 from 2020-2022.

Rural housing costs are also on the rise, including mortgages and insurance, maintenance and repair, and other home services. The costs of owning a rural home rose by an extra $398 from 2020-2022, with 70% of the gains happening in 2021.

In response to these rising costs, rural consumer behavior related to purchasing groceries and gas, dining out, and making home improvements are affected.

• 45% of rural consumers are driving less.
• 40% are making fewer shopping trips.
• Rural consumers are more likely to shop sales and 21% more likely to use coupons than urban consumers.

SOURCES: The Daily Yonder 2022 / Prosper 2023

Shared Mail + Digital = Turnkey Integrated Grand Opening Solutions

Coordinated Media, your message integrated to run simultaneously in the market, is a fundamental of a strong, effective media strategy.

Retail Shoppers Respond to Ads Across Print & Digital Channels

In the past 12 months, these shoppers have responded to print and digital ads across a variety of media channels. A coordinated approach that meets consumers where they view and interact with media increases your reach and response.

• Ads/offers in the mailbox: 66%
• Social Media Ads: 68%
• Smartphone Ads: 66%
• Emailed Ads: 60%
• Internet Banner Ads: 59%
• Newspaper Ads: 55% (including online newspaper)

Source: AdMall AudienceSCAN 2023

Engagement with Direct Mail is High Across Generations

SOURCE: SG360 The Future of Direct Mail, 2022

• Direct Mail + Digital advertising boosts response rates 118% and conversion rates by 28% vs. direct mail alone.
• 92% of consumers are driven to online activity after receiving direct mail.

Consumers are also more likely to make a purchase after receiving print and digital ads from a brand:

Source: USPS Mail Moments Survey 2022

Reach out today to plan your strategy.