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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

Reclaim 'Top Of Mind' When Your Detroit Small Business Re-Opens

May 1, 2020 12:54:08 PM / by Larry Julius

Business was booming in Detroit. Then it was not.

Before the chaos brought on by Coronavirus, it had been predicted, based on estimates from the National Retail Federation, Detroit area consumers would spend 4.1% more in 2020 than they did in 2019. On March 23, however, when Michigan's Governor shut down the state, the expectations of growth for many small business owners were replaced with fights for survival.

As the state prepares to reopen, Metro Detroit small businesses will learn that turning the lights back on and hanging out the welcome sign might not be enough to bring even the most loyal customers back.

Some customers will not return because of personal safety concerns. Other customers may have discovered alternative sources to purchase goods and services.

More likely, though, customers will not come back because a business has lost a valued parcel of real estate: the position at the top of a customer's mind. This is the place where purchase decisions are made.

There is a way to regain top-of-mind status. First, though, it's important to understand why a business can be forgotten so quickly. 

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Topics small business, frequency, small business owner, radio advertising, best way to advertise, advertising recall, top of mind, corona, coronavirus, covid 19, recall, top of mind awareness, recency

Who Do Detroit Consumers Trust During A Crisis?

Apr 27, 2020 2:03:01 PM / by Larry Julius

For Detroit small business owners, marketing and advertising are crucial to surviving any crisis, including Coronavirus. The business literature has an abundance of case studies from depressions, recessions, natural disasters, and, yes, pandemics that affirm this existential conclusion.

Advertising, however, may seem extravagant right now to Southeast Michigan businesses that are struggling to make rent, purchase inventory, and meet payroll. Henry Ford, though, is often quoted as saying, "Stopping advertising to save money is like stopping a clock to save time."

Therefore, as business owners from Monroe to Lapeer (and every point in between) are cinching their belts tighter-than-ever to stay alive, the dollars invested in advertising must be spent in the most effective manner possible.

During periods of uncertainty, advertising works the hardest when placed in within media that consumers trust.  During the time of COVID-19, advertising on Detroit radio has earned that trust among local consumers.

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Topics small business, small business owner, radio advertising, best way to advertise, reach, advertising recall, corona, coronavirus, covid 19, recession, crisis marketing, trust, context

What Is The Best Way To Advertise In Detroit?

Feb 25, 2020 3:56:45 PM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way to advertise in Southeast Michigan is on Detroit radio.

An essential function of advertising is to compel consumers to take action regarding a specific product or service.

Consumers in the Detroit Metro area are expected to spend at least $78.3 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

The bottom line: It is difficult for anyone in Metro Detroit to purchase a product or service from a local business if they aren’t aware it exists.

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Topics frequency, radio advertising, best way to advertise, reach, consumer spending, reach and frequency, advertising recall, top of mind

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