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What Is The Best Way To Reach Metro Detroit's 3.5 Million Consumers?

Aug 17, 2020 11:19:59 AM / by Larry Julius

Despite all of the media options available for small business owners to market their goods and services, advertising on Detroit radio is still the best way to reach local consumers.

Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen.  This is 7.8% more time than they spent last year and 11.2% more than in 2018.

The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.

According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.

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Topics small business, small business owner, radio advertising, best way to advertise, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertise on radio, advertising reach, small business marketing, small business advertising, effective advertising

What Happens When A Detroit Small Business Stops Advertising?

May 28, 2020 7:03:17 AM / by Larry Julius

Metro Detroit small business owners may perceive the continuation of advertising as a luxury right now. This is especially so when compared to the necessity for covering the costs of utilities, inventory, payroll, and rent.

Before pulling the plug, though, business owners from Troy to Monroe must consider the consequences of 'going dark', a marketing term which means to stop advertising.

"According to our analysis, short-term decisions to go dark create significant risk for long-term revenue," says Ameneh Atai, Senior Vice President of Commercial Strategy at Nielsen. "This affects both incremental revenue and base sales."

"Our database of long-term effects models suggests that cutting ad spending for the rest of 2020 could lead up-to 11% revenue decrease in 2021," says Ms. Atai. "It could take three to five years of solid and consistent brand building to recover from an extended dark period of media."

"We have a ton of evidence in our historical analysis," adds Nielsen's Tsvetan Tsvetkov, Senior Vice President of Agency and Advertiser Solutions. "Companies that step away from advertising efforts for a period of time, whether it's a couple of quarters or a full year or longer lose the momentum they have built over time the minute they stop. To recover takes a long, long time."

To avoid the economic risks of going dark, local small business owners need to make sure every dollar spent on advertising produces solid returns.  By most marketing metrics, advertising on Detroit radio could prove to be the best option.

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Topics small business, small business owner, radio advertising, best way to advertise, reach, reach and frequency, retail, return on investment, ROI, retailer, retail sales, retail store, advertising reach

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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