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Lessons A Detroit Business Can Learn From World's Biggest Advertiser

May 12, 2023 12:11:58 PM / by Larry Julius

There are 158,041  small businesses in the Detroit-Warren-Dearborn, MI Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $88.4 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Detroit small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Detroit may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics television advertising, radio advertising, best way to advertise, reach, reach and frequency, advertise on radio, advertising reach, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, advertise in Detroit, am/fm radio

Advertise In Detroit: Top 5 Articles Of 2022

Dec 12, 2022 5:10:52 PM / by Larry Julius

For Southeast Michigan area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $68.8 billion at retail. 
 
What has changed during 2022, however, is how adults in the Detroit area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Detroit, many local business owners have found the articles posted at www.AdvertiseInDetroit.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics radio advertising, digital advertising, online advertising, advertising options, radio advetising, advertise in Detroit, internet, internet advertising, how to advertise, advertising in Detroit, 2022

Smart Speaker Usage in Detroit: A Conversation With Alexa

Jun 23, 2022 12:34:27 PM / by Larry Julius

Me: Alexa, how many consumers In Southeast Michigan have access to a smart speaker?

Alexa: According to a recent Nielsen study, 997,807 Detroit adults own a smart speaker. This is 28.4% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one "hot word" (or several "hot words"). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Detroit consumers likely to own?

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Topics smart speakers, amazon echo, google home, siri, alexa, google, advertise in Detroit, apple, amazon, advertising in Detroit

Advertise In Detroit: Top 5 Articles From 2021

Nov 29, 2021 11:39:22 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Southeast Michigan consumers are on track to spend $63-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Detroit area business owners are expected to spend $1.6 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Detroit business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInDetroit.com.  

Here are the top five most-read articles on the site in 2021:

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Topics television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, newspaper advertising, online advertising, restaurant advertising, advertising options, advertise on radio, advertising reach, small business advertising, effective advertising, advertise on detroit radio, b2b advertising, advertising on radio, advertise in Detroit, employment advertising, internet advertising, how to advertise, advertising return on investment, advertising roi

Detroit New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 10:23:00 AM / by Larry Julius

In 2020, there were 251,685 new cars and trucks registered in the Detroit metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 614 new-car dealerships in Michigan. Despite the pandemic, these dealers, including those in the Detroit area, sold $38.2 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $20.5 billion in new car sales.

When it comes to buying new vehicles, Detroit consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most Detroit car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics automotive, in-car audio, vehicle traffic, detroit radio, advertise on detroit radio, used trucks, used vehicles, used cars, advertise in Detroit, new cars, car radio, who listens to Detroit Radio

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

Advertise in Detroit: How Local Consumers Use The Internet?

Feb 25, 2021 12:55:12 PM / by Larry Julius

Southeast Michigan business owners are expected to invest $964-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 92.9% of adult consumers in the Detroit area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-six percent of Detroit adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, small business owner, social media advertising, facebook advertising, digital advertising, online advertising, facebook, instagram, social media, direcTV, small business marketing, small business advertising, OTT, CTV, SVOD, AVOD, online shopping, advertise in Detroit, internet

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