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B2B Advertising In Detroit: Reaching The Decision Makers

Aug 27, 2020 6:47:48 AM / by Larry Julius

New data from the US Census Bureau has optimistic news for Metro Detroit companies that sell business-to-business.

There are approximately 83,556 businesses in Southeast Michigan, according to the Census Bureau. Indeed, many of these businesses have suffered since the onset of the Coronavirus, especially in April.

Census information is now showing positive indicators that the fortunes of area companies are improving. This includes those with 500 or fewer employees. These small businesses account for 95% of all Detroit area firms.

During the week of April 26, 60% of Detroit area small businesses reported temporary closures.  By July 1, the number dropped to 15%

Also, during that same week, 81% of Southeast Michigan small business owners were reporting decreases in revenue versus the prior week.  By the end of June, that number fell to 30%.

In both June and July of this year, national data shows all retail and food services spending significantly outperformed the prior year by between two and three percent.

As the business climate improves in the Detroit area, the fortunes of B2B companies will accelerate as well. These include those businesses that sell office supplies, restaurant supplies, cleaning services, legal services, accounting services, transportation services, banking services, technology, and commercial real estate.

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Topics small business, small business owner, best way to advertise, return on investment, ROI, small business marketing, small business advertising, detroit radio, business to business advertising, advertise on detroit radio, b2b advertising

How Has Working From Home Affected Advertising On Detroit Radio?

Aug 24, 2020 6:45:00 AM / by Larry Julius

Before COVID-19, most listening to Detroit radio happened outside the home. Southeast Michigan consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.

Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.

As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Detroit radio has grown by 31%, according to Nielsen.

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Topics radio advertising, best way to advertise, corona, coronavirus, covid 19, advertise on radio, radio commercials, pandemic, time spent listening, work from home, radio listening, listening location

Advertising in Detroit: The Radio Century

Aug 20, 2020 7:02:00 AM / by Larry Julius

Detroit radio reaches more area adults every week than any other medium. During a typical seven-day period, according to Nielsen, 3.1 million local consumers tune-in to their favorite AM and FM stations. This is significantly more than those who watch broadcast television, subscribe to pay-TV, browse social media, read a newspaper, or stream music from Pandora and Spotify.

Radio's omnipresence in the life of Southeast Michigan consumers is remarkable considering today is the medium's 100th birthday.

On this day in 1920 at 8:15pm, the Detroit News, owner of radio station 8MK, began broadcasting. The broadcast originated from the second floor of the newspaper's headquarters on Lafayette Boulevard.

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Topics radio advertising, best way to advertise, return on investment, detroit news, advertise on radio, advertising reach, radio commercials, radio history

What Is The Best Way To Reach Metro Detroit's 3.5 Million Consumers?

Aug 17, 2020 11:19:59 AM / by Larry Julius

Despite all of the media options available for small business owners to market their goods and services, advertising on Detroit radio is still the best way to reach local consumers.

Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen.  This is 7.8% more time than they spent last year and 11.2% more than in 2018.

The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.

According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.

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Topics small business, small business owner, radio advertising, best way to advertise, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertise on radio, advertising reach, small business marketing, small business advertising, effective advertising

What Detroit Consumers Need To Know Now About Your Small Business

Aug 12, 2020 7:45:34 AM / by Larry Julius

There is good news for Metro Detroit retailers and restaurants.

As a result of the pandemic, one-third of consumers indicate they will pay a premium for local brands and products, according to a recent study by Ernst & Young

However, before consumers will buy from a local business in Dearborn, St. Clair Shores, Farmington Hills, or any town in-between, they must know they can do so without risking their health.

Advertising is the only practical way to let Southeast Michigan shoppers and diners know about the precautions and practices your small business has taken to reduce potential health threats.

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Topics small business, small business owner, best way to advertise, restaurant marketing, restaurant advertising, retail, retailer, retail sales, retail store, restaurants, writing a commercial, small business marketing, small business advertising, effective advertising

Advertising In Detroit: Radio Listening Little Change From Year Ago

Aug 10, 2020 7:01:00 AM / by Larry Julius

During July, 1.6 million adult listeners spent 1.75 hours per day listening to their favorite Detroit radio stations, according to Nielsen. Despite an avalanche of pandemic induced disruptions, the daily time spent with radio is down by only by one-quarter-hour from a year ago.

Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would dramatically decrease. That, however, was not the case.

In July of 2019, according to Nielsen, 26.3% of radio listening occurred at home. During July of this year, in-home listening jumped to 34.5%. Despite the reduction in out-of-home activities, though, consumers still spent nearly the same amount of time listening to Detroit radio.

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Topics small business, small business owner, radio advertising, best way to advertise, pandora, spotify, corona, coronavirus, covid 19, advertise on radio, small business marketing, small business advertising, podcasts, sirius/xm

Advertising On Detroit Radio Reaches Pay-TV's Cord Cutters

Jul 30, 2020 2:26:28 PM / by Larry Julius

More than one-third of Metro Detroit households are 'cord-cutters' or 'cord-nevers'. This means, they have fired their cable or satellite television providers or never subscribed at all. Instead, these consumers are choosing to find their video entertainment elsewhere.

The number of local homes that subscribe to pay-TV services began plummeting in 2013. New technologies has allowed viewers to bypass cable and satellite for more compelling content at lower prices. These cord-cutters now depend on services like Netflix, Hulu, Disney+, and Amazon Prime to fill their multiple screens.

For many years, Southeast Michigan small business owners have been investing a significant portion of their advertising budgets into cable-TV.  The medium had proven to be a low-cost, high-reach alternative to buying commercial on over-the-air television stations. 

Now, because of cord-cutting, there are 1.1 million adult consumers with unconnected TVs. This profoundly diminishes the value proposition of advertising with local cable systems.

There is a powerful and affordable solution, however, for small business owners to reach both the diminishing cable audience and the expanding number of cord-cutters.

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Topics television, small business, small business owner, television advertising, radio advertising, best way to advertise, pay-TV, cable TV, advertise on radio, small business advertising, radio commercials, satellite tv, cord-cutter

Detroit Retailers Prepare For $468 Million Back-To-School Season

Jul 23, 2020 7:03:42 AM / by Larry Julius

Based on projections from the National Retail Federation, Southeast Michigan parents are expected to spend $468 million to equip K-12 kids for the upcoming school year. If so, then this shopping spree will be 29% bigger than last year's and the biggest take since 2012.

“By any measure, this is an unprecedented year with great uncertainty, including how students will get their education this fall whether they are in kindergarten or college,” NRF President and CEO Matthew Shay says.

“Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two. But they do know the value of an education and are navigating uncertainty and unknowns so that students are prepared."

Along with pencils, paper, pens, and knapsacks, the NRF survey says 63 percent of K-12 families expect to buy computers and other electronics this year, up from 54% last year, and they expect to spend more at an average $274.44, up from $203.44 last year. The $71 difference accounts for the largest share of the overall increase in average spending of almost $93.

Also, because many parents are unsure if learning will take place at school or at home, back-to-school spending this year is expected to include home furnishings such as desks, chairs, and lamps.

To claim a meaningful share of this year's booming back-to-school economy, local retailers will need to advertise to let parents know that their stores are open, it is safe to shop, and the needed supplies are in stock.

By any metric, the best way to reach these parents is on Detroit radio.

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Topics millennials, radio advertising, retail, store traffic, retailer, retail sales, retail store, advertise on radio, back-to-school, millennial parents

Drivers Hit The Road Taking Detroit Radio Along For The Ride

Jul 21, 2020 9:58:43 AM / by Larry Julius

Car radios came to Detroit in June of 1930. For just $120, about $1200 in present dollars, local drivers could install these early mobile devices into their Fords, Studebakers, Packards, and DeSotos, 

The first car radios were built by the Galvin Manufacturing Company of Chicago. They named their invention, and eventually their company, Motorola.

Today, more than 2.9 million car radios fill ears of area drivers with music, news, sports, and information. As a result, local radio reaches more consumers than all other media.

In a typical pre-COVID-19 week, according to Nielsen, 89% of adult consumers would tune-in to a Detroit radio station. This is significantly more than were reached by local TV, cable, social media, newspaper, or streaming media sites Pandora and Spotify.

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Topics small business, small business owner, radio advertising, best way to advertise, advertise on radio, in-car audio, vehicle traffic, small business marketing, small business advertising, radio commercials

Advertising On Detroit Radio: What Consumers Want To Hear

Jul 16, 2020 2:31:59 PM / by Larry Julius

If you were one of the 2.9 million adults who tuned-in to a Detroit radio station last week, then no doubt you heard multiple commercials that included phrases like 'troubling times', 'uncertain times', 'unprecedented times', 'new normal', and 'we're in this together'. 

In March, as the pandemic began to disrupt consumers' lives, using these phrases was a powerful way for Southeast Michigan small business owners to acknowledge the severity of the crisis and to exhibit empathy. But 120 days later, these words have become cliche and have lost potency.

A cliche, says the Oxford Dictionary, is "a phrase or opinion that is overused and betrays a lack of original thought." 

According to the Writing Center at The University of North Carolina, the dependence on cliches could create a harmful perception of a business that uses them. For instance, these overused phrases can make an advertiser's message seem boring. They can be perceived as vague. They can be interpreted to be a sign of laziness. They can also result in a lack of credibility. 

The words a Metro Detroit small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

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Topics small business, small business owner, radio advertising, advertise on radio, writing a commercial, commercial length, small business marketing, small business advertising, effective advertising, radio commercials, creative, scripts

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