Group 9 Farming Heartland
Segment 34: Specialty Farms & Dairy
Stretching up and down the east coast and hinterland, Specialty Farms & Dairy are characterised by families and older married couples running dairy farms or other specialty enterprises such as market gardens and animal farming. As with many rural areas, there is an absence of young adults in the 20 to 34 year age range. Financial arrangements amongst this segment are reasonably complex, holding a number of different accounts with financial institutions, and a comprehensive portfolio of insurance policies. Many hold significant investments in the range of $100k to $2 million.
With limited secondary school education, tertiary study is uncommon with most working in the rural industry in a hands-on capacity. Typically owning and managing their property, this group earns moderate incomes with mortgage repayments being relatively low.
The need for credit in this segment is very low with most also presenting a low credit risk.
Car ownership is high, with many owning two or more cars which are typically 12 or more years old. Nissan and Subaru are preferred brands alongside the usually popular Holden, Ford and Toyota.
Leisure time is usually spent with family and friends, taking a trip to the club, and working on a car or in the garden. As it is difficult to get away from the farm, travel is not common amongst this segment; however when time permits, a trip to the beach for a weekend away is enjoyed by many. Having the occasional bet is also common amongst this segment.
A love of hard work and the comforts of home are traits that are common amongst this relatively conservative group.
Only a small selection of local newspapers and magazine titles appeals to this segment of the market, with fishing and motoring magazines being amongst the most popular. Television is a pastime only occasionally enjoyed, with a small number of lifestyle programs such as Hot Property and Jamie at Home, reality shows including Crime Investigation, and drama programs such as ER, all appealing to this segment. ABC Radio National is the radio station of choice.
This segment shows some interest in direct mail, with particular interest in mail from car dealers and financial organisations. In addition, when it comes to selecting some financial products, radio and television are effective channels to communicate to this segment.
Examples
Towns & suburbs in this segment
- ACT:
Tharwa
- NSW:
Grafton, Casino, Lismore
- QLD:
Southside, Meadowvale, Gympie
- SA:
Murray Bridge East, Two Wells, Lewiston
- VIC:
Daylesford, Glenlyon, Hepburn Springs
- WA:
King River, Albany, Margaret River.
Disclaimer: Owing to the nature of segmentation, information provided in a segment descriptions is indicative only. Images are broadly representative of characteristics associated with group descriptions.