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Consumers Stick With Detroit Radio Despite Pandemic

Mar 30, 2021 1:39:49 PM / by Larry Julius

In 1920, when WWJ became the first radio station in Southeast Michigan, many considered the medium a fad.  Even in 1937, a hit song by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Detroit radio, however, has survived the advent of talking-movies, television, eight tracks, and cassettes in stereo.  More recently, radio has withstood a tsunami of digital options including, YouTube, SiriusXM, Pandora, and Spotify.

As the Coronavirus pandemic rolls over into a second year, Detroit radio has hung tough and not ceded its ground despite listener's shifting lifestyles.  This is crucial news for local small business owners who depend on local stations to market their goods and services.

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Topics best way to advertise, reach, return on investment, ROI, corona, coronavirus, covid 19, recession, advertising reach, in-car audio, pandemic, time spent listening, work from home, radio listening, listening location, commuting

Should Your Metro Detroit Small Business Continue To Advertise?

May 16, 2020 7:21:00 AM / by Larry Julius

COVID-19 has had a profound effect on cash register receipts in Southeast Michigan. Every day small business owners from Monroe to Auburn Hills are being challenged by the pandemic induced recession.

Just yesterday, for instance, the US Commerce Department announced that April retail sales were down by 20% vs. the same month last year. This is sure to take a massive bite out of the $78.3 billion in annual consumer spending Metro Detroit businesses had been expecting in 2020.

“April was the cruelest month,” Craig Johnson, president of Customer Growth Partners, told the Wall Street Journal. "Retail spending likely bottomed out in the first week of May with spending picking up due to Mother’s Day and gradual state reopenings.

“It’s going to be less worse with each month,” said Mr. Johnson, “as people slowly come out of the foxhole and enter the mainstream of American consumerism.”

The ability of a Southeast Michigan small business to survive past the lockdowns will depend on the steps it takes now.

WARC, a company that collaborates with more than 50 respected marketing organizations, including the Advertising Research Foundation and the Association of National Advertisers, has identified ten tactics that businesses should implement immediately. The #2 step on this list: Keep advertising if you can.

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Topics small business, small business owner, best way to advertise, corona, coronavirus, covid 19, recession, crisis marketing, WARC

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

Keeping Your Detroit Small Business Healthy During The Corona Crisis

Mar 16, 2020 3:46:03 PM / by Larry Julius & Bob McCurdy

The top concern of every Southeast Michigan small business owner is the health and safety of their families and employees.  Local information and breaking news regarding the Coronavirus is available by clicking here.

Of course, a secondary concern is tending to the health of their business amid an overabundance of social and financial disruptions. 

There is one prescription that helped many Metro Detroit businesses survive the Great Depression of 1929, the economic crash of 2009, and every recession in between.  The Rx for keeping a business healthy during chaotic times is to continue advertising.

The best example of how advertising can fend off tough times was shared by The New Yorker magazine financial columnist James Surowiecki.

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Topics small business, small business owner, radio advertising, best way to advertise, restaurant advertising, retail, retailer, retail sales, retail store, corona, coronavirus, covid 19, recession, restaurants

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