Creating Value from small events — Tapping the unorganised event industry in Tier 2 and Tier 3 cities in India

Tier 2 & 3 Cities in India

The Indian markets are spread across 8,000 towns and over 6, 00,000 villages. The cities are classified as Tier 1, 2, and 3 based on their population. Tier 2 & 3 cities have changed remarkably in the last few years. The literacy rate has gone up from 36% to 59%, and as a result, the percent of families below the poverty line has also declined. Youth from these cities have started pursuing higher education and moving to cities for jobs. This has resulted in increased aspiration, nuclear families, and higher purchasing power.

However, still, the consumers in tier 2 and 3 cities are not well-researched and rely on friends, family, etc. for information. Targeting these cities can help brands create life-long loyal customers and influencers who will bring new customers with word of mouth publicity. Targeting events in tier 2 & 3 cities can empower brands to be identified by its logos, symbols, and colours. In tier 2 & tier 3 cities, brands face comparatively lesser competition as not everyone has realised the true potential of targeting events in these towns. Brands can also ensure localisation of their products by focussing on these cities.

Events in Tier 2 & 3 Cities

In terms of the number of events, Tier 2 & 3 cities are not far behind the tier 1 cities. Numerous large-scale events take place in these cities which can be positively leveraged by the brands. The largest event of them is the Kumbh Mela, which sees over 40 million visitors from different parts of the world. Events like Pushkar Mela in Rajasthan, Hornbill Festival in Nagaland, Sonpur Mela in Bihar, Kila Raipur in Punjab are well-renowned and see higher footfalls than several events in tier 1 cities.

Then there are other events which get national coverage and are important not only regionally but nationally. College fests at the top institutes such as IIT Kanpur, IIT Kharagpur, IIM Ahmedabad, Agra University, and NIT Warangal receive attention from the millennials across the country. Sporting events such as Kabaddi league, Pro-wrestling leagues, boxing leagues, are now being held in tier 2 and tier 3 cities. These events are televised and garner viewers from across the nation.

In spite of the tremendous marketing opportunities at such events, most of them are woefully underutilised. The top most reason for it is the unorganised nature of these events. Most brands shy away from targeting such events because of a lack of information about the footfalls, demographics, relevance, etc. By not targeting these events brands are losing out on a golden opportunity of making in-roads into tier 2 & 3 cities.

Why Should Brands Target Such Events?

Brands have traditionally focused their marketing efforts towards tier 1 cities but with the saturation of both the markets and marketing space in tier 1 cities, tier 2 and tier 3 cities are emerging as the growth drivers and next target for marketers. With Government putting additional efforts in development of tier 2 & 3 cities, it is time marketers put a serious thought in chalking out a separate strategy for these towns.

By targeting events in tier 2 & 3 cities, brands can reach a very niche audience as per their requirements. Some of these events are highly specific and can help brands communicate a specific message to a tailored audience. Since, traditionally not many brands focus on such events, there are far better chances of achieving your goals and getting a higher ROI from events in these cities.

How Can OnSpon Help?

OnSpon can assist you in successfully targeting events in tier 2 & 3 cities, and in getting the best value out of your marketing investment. Brands can choose from over a million events available on our platform. We use a specific algorithm that segregates the events based on the set parameters and provides you with a list of events that are best-suited for your marketing goals.

OnSpon can also provide brand benchmarking so that you can plan accordingly to achieve a well-defined goal. We also provide physical validation and audit at the events along with post-event association of the brand. Get in touch with our executives to know more.

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