Re-Evaluating Regional Marketing

A third of Australians call regional Australia home, so why are marketers and media agencies still focusing budgets so heavily around our greater cities? Despite growth in regional areas, there seems to be an unconscious bias among marketers towards metro. Here we re-evaluate regional marketing....

Despite one-third of Australians calling regional Australia home, there’s an unconscious bias to focusing marketing spends on metro markets. This seems lucrative as population is densely concentrated and, for metro-based agencies, the customer seems like-minded, making it easier to understand and market to them.

But you could be missing out on an opportunity to connect with your core audience. Here’s why we think it’s time to re-evaluate regional marketing:


As a national brand focusing on metro markets, you are potentially ignoring one-third of your customers. Misconceptions about regional Australia influence metro agencies who identify with their customer. Before making assumptions it’s important to understand your customer and discover where they are consuming media.


In 2018 Australia’s population hit 25 million. Greater cities account for 81% of population growth but high house prices have influenced a regional shift. More than 8 million people now reside outside capital cities. Regional population growth from 2010-2017 was 10.8%. The ABS predicts 26% growth from 2007-2026.

So how does average media spend stack up? According to SMI data, 2017 regional traditional media spend nationally netted out with TV receiving 10%, radio 7.5% and press 8%.


Regional centres and coastal hubs are experiencing healthy growth. In NSW, commuter towns like Gosford/Wyong, Newcastle and Wollongong are growing steadily. Their dynamics are also changing as city-dwellers make the sea change. National regional growth hubs include Bendigo, Queanbeyan, the Sunshine Coast and Townsville.


In regional marketing traditional advertising is cheaper, allowing better campaign cross-channel coverage, reach and frequency. However, ignorance of sub-market differences results in generic treatment that ignores individual market stengths. For example, certain TV shows rate well in some sub-markets but poorly in others.

The take out? Challenge your agency to look at regional methodically. Waples’ media buying teams are experienced in regional and metro markets and can deliver your message effectively to regional Australia. Get in touch with us today to discuss how we can help you develop your regional marketing strategy.