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Facebook Advertising: Why Detroit Business Owners May Be Pausing

Jul 3, 2020 8:45:05 AM / by Larry Julius

Following the lead of many national marketers, some Metro Detroit small business owners are considering canceling or, at minimum, pausing their advertising schedules with social media network Facebook and its co-owned photo-sharing platform, Instagram.

According to the New York Times, "more than 400 companies, from Coca-Cola and Adidas to Ford and Lego, have vowed to halt advertising on the social network, in a growing protest over how it handles hate speech and other harmful content".

With the pandemic figured in, Southeast Michigan business owners were expected to spend $199 million on Facebook and Instagram advertising in 2020. This is according to Borrell Associates, a firm that specializes in the collection and analysis of local marketing expenditures in every city across the United States. But these expenditures could shrink if the protests become louder.

Every type of Detroit business imaginable, including clothing stores, plumbers, HVAC repair, funeral homes, restaurants, dentists, and nonprofits, has come to realize how powerfully social media can contribute to their bottom lines.

Part of what makes Facebook and Instagram attractive to small business owners is the enormous reach these platforms have among consumers. Locally, the audience size for these two social media sites now rival Detroit radio, TV, cable, and newspaper outlets.

For small business owners considering a hiatus from social media advertising, there is a viable way to redirect these dollars into a different medium without losing the marketing equity or momentum built-up on Facebook.

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Topics small business, small business owner, radio advertising, best way to advertise, social media advertising, facebook advertising, facebook, instagram, social media, advertise on radio

Detroit Small Business Advice: Facebook Advertising During Pandemic

May 6, 2020 3:49:05 PM / by Larry Julius

Facebook usage has swelled since the onset of the Covid-19. 

According to Nielsen, before the current chaos, 59% of Metro Detroit adults used Facebook each month. This was significantly fewer than were reached by local radio or television each week.

According to the New York Times, however, since the start of the Coronavirus, daily Facebook traffic has increased by 27%. This compares to 33% growth in the amount of time consumers spend listening to local radio during a similar period.

Based on the surge in Facebook consumption, Southeast Michigan small business owners might be tempted to purchase advertising on the social media platform to augment their regular, free postings. Here are are few facts these businesses should consider before investing.

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Topics small business, small business owner, radio advertising, best way to advertise, social media advertising, facebook advertising, digital advertising, online advertising, facebook, trust, social media

Who Listens To Commercials On Detroit Radio?

Apr 22, 2020 10:45:53 AM / by Larry Julius

Every week, 2,985,400 adult consumers tune-in to a Detroit radio station. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.

A more significant number for thousands of Southeast Michigan small business owners who advertise on Detroit radio is how many of these listeners stick around when their commercials come on.

A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they are tuned-to when the commercials come on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.

A lot has changed since 2011. Metro Detroit consumers have many more media options and can instantly connect to each  with a button-push, mouse-click, screen-tap, or voice command. With all of these choices, do radio audiences still stay tuned during commercial breaks?

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Topics television advertising, best way to advertise, social media advertising, facebook advertising, pandora, spotify, newspaper advertising, online advertising, radio advetising, streaming audio, facebook, instagram, button pushing

Advertising On Detroit Radio Remains Best Option During Corona Crisis

Apr 15, 2020 5:48:59 PM / by Larry Julius

The chaos created in Southeast Michigan by the onset of Coronavirus has been a disruptive force among consumers. 

Work routines, buying habits, family life, and media consumption have all been palpably affected. These are all factors that need to be considered by small business owners who continue to advertise their goods and services during the crisis.

Before the current chaos, advertising on Detroit radio, by any metric, was the best way a local small business could advertise.

For instance, pre-Coronavirus, 2.9 million adult consumers tuned-in to a Metro Detroit radio station every week. This is significantly more than watched local TV, read a newspaper, accessed social media, or streamed audio from sites like Pandora and Spotify.

New research released from Nielsen indicates that amidst the current crisis, listening to local radio remains little changed. This is great news for those Michigan small business owners who are depending on advertising for their long-term survival.

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Topics small business, small business owner, television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, newspaper advertising, online advertising, detroit news, corona, coronavirus, covid 19, crisis marketing

Advertise In Detroit: Reaching Millennial Parents

Mar 31, 2020 7:28:30 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 61% of all Detroit area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 993,688 children under the age of 18 living in Metro Detroit. That makes the local millennial-parenting economy worth upwards of $231 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For Southeast Michigan small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Detroit radio is the best way to reach this audience.

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Topics small business, millennials, small business owner, television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, pandora, spotify, online advertising, streaming audio, parents, working mothers, children

Coronavirus: Advertising In Detroit For Small Business Survival

Mar 24, 2020 3:48:38 PM / by Larry Julius

Metro Detroit small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let Southeast Michigan consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Detroit radio.

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Topics small business, small business owner, television advertising, radio advertising, best way to advertise, facebook advertising, newspaper advertising, retail, return on investment, ROI, retailer, retail sales, retail store, corona, coronavirus, covid 19, restaurants

How Well Does Social Media Work For Detroit Retailers?

Mar 13, 2020 1:05:29 PM / by Larry Julius

Metro Detroit retailers spend a considerable amount of time and money marketing their small businesses on social media.  Is this effort paying off?

Each month, according to Nielsen, 2.2 million Southeast Michigan adults use Facebook, Instagram, or Twitter. This equates to 65% of consumers.  This reach is rather anemic compared to Detroit radio and TV, which attracts considerably more users in a single week than these social media platforms do over 30 days.

Among local millennials, the monthly reach of Facebook, Instagram, and Twitter is eclipsed by the weekly reach of Detroit radio.

The number of consumers reached by an advertising campaign, according to Nielsen, is the media consideration that has the most significant effect on increasing sales. 

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Topics small business, small business owner, radio advertising, best way to advertise, reach, facebook advertising, retail, retailer, facebook, retail store, instagram, twitter, engagement

Auto Repair Business Drives Traffic With Advertising On Detroit Radio

Mar 11, 2020 7:49:00 AM / by Larry Julius

"Our franchisees love advertising on Detroit radio," says Katherine Villeneuve, Director of Marketing & Franchise Support for Auto-Lab. "They understand that radio reaches the masses, and can achieve the messaging frequency to be effective."

Auto-Lab started in 1989 as a single-independent store in Sturgis, Michigan. The company has expanded to include 21 franchises across the country. Nine of the stores are located in Metro Detroit, each operated by a local, small business owner.

Auto-Lab offers consumers the same diagnostic, maintenance, repairs, and parts as a car dealership's service department but, for what Ms. Villeneuve describes as a 'fair price'.

To drive traffic into one of Auto-Lab stores in Southeast Michigan, each franchisee contributes 3% of their gross sales to a cooperative marketing fund. Ms. Villeneuve then works with the owners to create persuasive, annual advertising campaigns.

Advertise In Detroit: Success Guide"Each of the owners has input into how the money is spent," she says. "Afterall, because they are in the stores every day, they have the best sense who their customers are."

For the last four years, the Metro Detroit Auto-Lab owners have chosen advertising on Detroit radio as the primary way to reach new customers.

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Topics small business, small business owner, television advertising, social media advertising, facebook advertising, newspaper advertising, radio advetising, retailer, retail sales, auto-lab, vehicle repair, automotive, auto repair, streaming audio

Metro Detroit Retail Boom: How Your Small Business Can Benefit

Feb 29, 2020 8:02:00 AM / by Larry Julius

Retailers in Southeast Michigan rang-up $78,314,821,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $3.2 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require Metro Detroit small business owners to advertise.

“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.”  

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Topics small business, millennials, small business owner, television advertising, radio advertising, best way to advertise, reach, consumer spending, social media advertising, facebook advertising, pandora, spotify, digital advertising, newspaper advertising, online advertising, retail, store traffic, retailer, retail sales

Advertise In Detroit: Options For Small Business Owners

Feb 25, 2020 6:00:56 PM / by Larry Julius

Advertising is critical to the success of every Southeast Michigan small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Detroit radio, local TV, and newspaper. It also includes online advertising options, such as Facebook, Instagram, and Pandora.

The type of customer an individual business needs to reach depends on the goods and services a company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

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Topics television advertising, radio advertising, consumer spending, social media advertising, facebook advertising, pandora, spotify, digital advertising, newspaper advertising, online advertising, retail, advertising options

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