product management

Communicating to the Heartland

Communicating to the Heartland

Most marketers on the “coasts” do not truly understand the mid-west consumer. If you are marketing products or services towards the mid-western consumer, you need to get out of the office and spend some time with this massive demographic. Put aside your assumptions and learn first-hand what makes this massive segment tick and how you can better align with their needs.

Paul Jankowski wrote an excellent book titled, Speak American Too: Your Guide to Building Powerful Brands in the New Heartland. For marketers targeting the “Heartland” or rural America, this should be a required reading. It is a great read that presents a real and actionable overview of a target segment that most brands stereotype incorrectly or just avoid.