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Advertising On Detroit Radio Generates Quality Leads For Career School

Mar 6, 2020 9:20:00 AM / by Larry Julius

"Our advertising on Detroit radio generates 10-12 quality leads from prospective students every week," says Robert Cahill, Director of Communications at Northwestern Technological Institute in Southfield.

"On average," he says, "22% of these leads will close. This is a bigger return than our television advertising delivers."

Since 1979, the school has been training students for careers in the Heating, Ventilation, and Air Conditioning industry. Currently, Northwestern Tech enrolls 650 students per year into its 45 week, program.

"For 35 years, our marketing strategy was to primarily use advertising on daytime television to target unemployed men," says Mr. Cahill. "This approach really helped build the school."

"By 2015, though, our enrollment had dropped by nearly 40%. That's when we knew we had to try a new approach."  The new strategy would include advertising on Detroit radio.

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Topics television advertising, radio advertising, best way to advertise, branding, education, HVAC, career school, lead generation, return on investment, ROI

Advertising On Detroit Television vs. Local Radio

Feb 24, 2020 7:18:22 PM / by Larry Julius

There is alarming news for small business owners who advertise on Detroit television stations: broadcast TV viewers are disappearing at a rapid pace.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

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Topics television, small business, millennials, media usage, frequency, small business owner, television advertising, radio advertising, best way to advertise, reach, consumer spending, branding, generation y, generation x

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