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Help Wanted: The Best Way To Recruit Qualified Workers In Detroit

May 6, 2021 1:34:31 PM / by Larry Julius

The number of job openings in the Detroit area has exceeded pre-pandemic levels, according to the Bureau of Labor Statistics.  Businesses of all sizes are adding employees in a big way, according to the ADP Research Institute, but still, large numbers of positions remain unfilled.

With the Michigan unemployment rate still at 5.2%, Detroit business owners wonder why they are having difficulty attracting applicants for open positions.

According to a recent article posted in The Economist, there are two major reasons why many sidelined workers aren't anxious to come to work. The first is fear.

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Topics radio advertising, social media advertising, Employment, passive job seekers, online job sites, Recruitment, social media, blue collar, indeed, monster.com, LinkedIn, job boards, white collar, active job seekers, zip recruiter

Wow!! Detroit Millennials Turn 40 This Year

Apr 29, 2021 2:48:30 PM / by Larry Julius

There are 864,537 millennials in the Detroit area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 24.6% of the Detroit area population but almost one-third of metro-area sales. 

All in, Detroit millennials are expected to ring up more than $27.3 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Detroit millennials will show up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.

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Topics small business, millennials, small business owner, best way to advertise, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertising reach, small business marketing, small business advertising, millennial parents, retail spending

Who Listens To Detroit Radio?

Apr 23, 2021 7:32:00 AM / by Larry Julius

Every week, according to Nielsen, 84% of adult consumers tune in to a Detroit radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Detroit radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why Southeast Michigan small business owners depend on Detroit radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Detroit small business owners to understand.

The six listener categories as described in the study are:

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Topics small business, small business owner, radio advertising, best way to advertise, reach, reach and frequency, advertising recall, advertising reach, small business marketing, small business advertising, effective advertising, radio listening, share of ear

How Much Do Detroit Business Owners Spend on Advertising?

Apr 16, 2021 9:24:26 AM / by Larry Julius

Now is a crucial time for Metro Detroit small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, Southeast Michigan business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Detroit consumers gain confidence, they are expected to unleash the record $17.9-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Detroit business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Detroit business owners are expected to spend $2-billion to advertise the goods and services they sell. This represents an 8.0% increase versus last year.

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Topics small business, small business owner, best way to advertise, reach, reach and frequency, return on investment, ROI, advertising reach, small business marketing, small business advertising, advertising on radio, ad spending

Why Audio Advertising In Detroit Drives Purchase Decisions

Apr 8, 2021 11:50:04 AM / by Larry Julius

Detroit consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, Southeast Michigan retailers will need to advertise.

“Think you have a great product?” asks the US Small Administration. “Unfortunately, no one’s going to know about it unless you advertise.”   

“Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Detroit consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics small business, small business owner, best way to advertise, pandora, spotify, retail, retailer, retail sales, streaming audio, retail store, small business marketing, small business advertising, podcasts, sirius/xm, advertise on detroit radio, retail spending

Consumers Stick With Detroit Radio Despite Pandemic

Mar 30, 2021 1:39:49 PM / by Larry Julius

In 1920, when WWJ became the first radio station in Southeast Michigan, many considered the medium a fad.  Even in 1937, a hit song by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Detroit radio, however, has survived the advent of talking-movies, television, eight tracks, and cassettes in stereo.  More recently, radio has withstood a tsunami of digital options including, YouTube, SiriusXM, Pandora, and Spotify.

As the Coronavirus pandemic rolls over into a second year, Detroit radio has hung tough and not ceded its ground despite listener's shifting lifestyles.  This is crucial news for local small business owners who depend on local stations to market their goods and services.

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Topics best way to advertise, reach, return on investment, ROI, corona, coronavirus, covid 19, recession, advertising reach, in-car audio, pandemic, time spent listening, work from home, radio listening, listening location, commuting

OTT & CTV: Who Watches Streaming Video In Detroit?

Mar 19, 2021 10:22:56 AM / by Larry Julius

Each week, according to Nielsen, 62.5% of Southeast Michigan consumers watch video programs that aren't delivered over-the-air by local TV stations.  They aren't coming from a local cable company or by satellite.  Instead, these programs are being streamed directly to viewers via an internet connection.

This type of streamed video content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes are often used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Metro Detroit, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics small business, small business owner, best way to advertise, digital advertising, online advertising, small business marketing, small business advertising, OTT, CTV, streaming video, SVOD, AVOD, advertise in Detroit, internet

Detroit Homeowners Plan To Spend Stimulus Cash On Improvements

Mar 15, 2021 1:37:21 PM / by Larry Julius

Southeast Michigan residents will begin receiving economic stimulus checks  from the Internal Revenue Service as early as today.  In all, local consumers will receive more than $5.5 billion in payments.

This infusion of cash into the Metro Detroit economy was authorized by Congress last week in the American Rescue Plan legislation. 

The stimulus relief legislation calls for a one-time payment of $1,400 to single adults. Married couples who filed jointly will receive $2,800 total ($1,400 apiece). Families will get an additional $1,400 for each eligible dependent regardless of age. A family of four could get $5,600 in total payments. Like the second round of stimulus payments, the third round specifically prohibits payments to anyone who died before January 1, 2020.

Many of the stimulus dollars will end up in the wallets of 1.1 million Detroit area homeowners. Based on research from Modernize, a leader in the home improvement and home services industry, 57% of these consumers are planning to spend all or part of their checks on home improvement projects.

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Topics radio advertising, best way to advertise, return on investment, ROI, home owners, home improvement, stimulus checks, replacement windows, roofing, remodeling, contractors

Does Anyone Listen To Detroit Radio At Night?

Mar 9, 2021 3:01:52 PM / by Larry Julius

Each week, according to Nielsen, more than 3.1 million adult consumers tune-in to a Detroit radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Detroit radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 49% of local consumers listen to Detroit radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Southeast MIchigan small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics small business, small business owner, advertise on radio, time of day, small business marketing, small business advertising, effective advertising, radio listening, advertise on detroit radio, night, prime-time

Grab A Larger Share Of Detroit's Accelerating Retail Spending

Mar 4, 2021 12:53:20 PM / by Larry Julius

Southeast Michigan consumers are expected to spend upward of $58.8-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Detroit radio.

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Topics small business, small business owner, radio advertising, consumer spending, retail, return on investment, retailer, retail sales, retail store, web traffic, website visitor, small business marketing, small business advertising, online shopping, retail spending

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