Belong, the mobile and internet service provider, says brands need to “rethink regional audiences” as it increases its regional media spend by 30%.
Belong is boosting its investment in a bid to reach underserved audiences after a targeted hyperlocal campaign in key regional markets delivered a 20% increase in brand awareness.
Belong’s head of product and marketing Aaliah Eggins-Bryson said regional audiences were responsive to advertising that was “specifically tailored to them, that considers their needs”.
“From a business perspective, we see a lot of opportunity in terms of growth and capturing new demand in new markets. Everything we have done to date has been really positive and beneficial, firstly to test it out, and secondly, to roll that into our BAU, communications and targeting strategy.
“It’s critical to rethink regional audiences and it’s crucial for brands to find ways to get their messages to them,” said Eggins-Bryson.
Belong’s regional campaign focused on areas including Cairns, Newcastle, Wollongong, and Darwin, and aimed to drive sales, brand awareness and share of voice in regional areas.
It resulted in an uplift in five of the eight target markets and delivered key business operations insights particularly regarding areas where network coverage could be improved.
The results follow a recent push by Boomtown, the regional media collaboration, to encourage marketers to invest in regional media. Brian Gallagher, chairman, Boomtown, said Belong’s “significant” campaign results highlight the “wealth of opportunity in Boomtown for brands that want to grow their audience and increase market share. Regional audiences are ready and waiting for new businesses and for campaigns that speak directly to them”.