I haven’t been to other semi-rural parts of our beautiful country but if the internet is anything to go by, outdoor marketing is the way to go.
Most people that live in my area are well educated of which the greater population work outside Limpopo and are used to all other forms of advertising. From radio, television , print, billboards, to online advertising these individuals got access to all forms.
But in my home town Ga-nkwana (Limpopo), where it costs about R50.00 per single trip to get to Polokwane the closest town where one can do some diverse shopping, it is extremely difficult for people to access the diverse form of advertising particularly on-line advertising.
How do small business compete with the BIG Businesses?
There is definitely no way that small business can compete with the Big business when it comes to the economy of scale in selling their products. However what small business do have is the long-lasting relationship that big business don’t always have or struggle to achieve with consumers.
Word of Mouth
There is no local newspaper where small business can utilise to promote their business to a market they represent. Most of these business relay on word of mouth to promote and engage their business. Big business relay on their television and radio adverts to do their word of mouth for them but small businesses do not have to spend any form of advertising to achieve this.
Most form of advertising that BIG if not the only form of advertising that Big business use to advertise their products and service is through outdoor marketing. This is mostly dominated by Primedia with their big billboards on the main roads.
The personalised service cemented by old relationships consumer receives from the small business makes it difficult for BIG business to compete with. However small business often offer limited product or service due to their sizes.
whether how this will change it yet to be seen, parts of the area is well developed whilst certain parts of it is still in the phase of getting thee needed up-liftment to be acquire the status of “Semi-rural”. Perhaps when everyone is on the same path maybe small business can compete with the BIG business when it comes to advertising.
So if you aim to start a business in the local areas of Limpopo, understand and value the importance of outdoor advertising. Radio advertising might work but for a small business that might not have the right finances to advertise on a radio station, the easiest and cheapest form of advertising is Outdoor Advertising, whether it may be through small billboards or pamphlets, Outdoor is the way to promote your business in rural areas.