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Lessons A Detroit Business Can Learn From World's Biggest Advertiser

May 12, 2023 12:11:58 PM / by Larry Julius

There are 158,041  small businesses in the Detroit-Warren-Dearborn, MI Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $88.4 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Detroit small business owners will need to consider advertising.

"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. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Detroit may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics television advertising, radio advertising, best way to advertise, reach, reach and frequency, advertise on radio, advertising reach, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, advertise in Detroit, am/fm radio

Surprise? Detroit Radio Is Still #1 Way To Reach Local Consumers

Nov 30, 2022 2:41:41 PM / by Larry Julius

Detroit area business owners have an abundance of options for marketing their goods and services to local consumers. New research from Nielsen, however, indicates that advertising on Detroit radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Detroit radio reaches 2.8 million adults. This is significantly more than are reached by social media, local TV stations and cable systems, newspapers, streaming video and audio, and podcasts.

In addition to listening to their favorite Detroit radio stations over the air, Nielsen reports that 701,141 adults also listen to local stations online every month.

As a matter of fact, according to a study conducted by Edison Research during the third quarter of 2022, among Adults 25-54, 17% of all time spent listening to local AM/FM stations occurs online. This share of online listening has nearly doubled since 2016.

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Topics reach, reach and frequency, ROI, advertising reach, detroit radio, advertise on detroit radio, advertising on radio, advertising roi

Advertising On Detroit Radio in 2022: Five Things to Know

Jul 20, 2022 9:33:10 AM / by Larry Julius

Southeast Michigan business owners have depended on Detroit radio to market their goods and services since WWJ, the city's first radio station, went on air in 1920. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 158,041 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Detroit radio in 2022.

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Topics small business, small business owner, radio advertising, best way to advertise, radio advetising, advertise on radio, small business marketing, small business advertising, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, radio formats, car radio, who listens to Detroit Radio, radio recruitment, am/fm radio, online radio listening

Advertising In Detroit During A Time Of Inflation

Jan 27, 2022 9:23:22 AM / by Larry Julius

The current high rate of inflation is tempering how much Southeast Michigan business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 158,000 small businesses in the Detroit area. There is one thing each of the owners of these companies has in common, whether they own a hardware store in Southfield, a furniture store in Birmingham, or a restaurant in Royal Oak. They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Detroit area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Detroit business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Detroit radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics small business, small business owner, radio advertising, best way to advertise, advertising options, small business marketing, small business advertising, advertising on radio, advertising on a budget, inflation

Advertise On Detroit Radio? 5 Things Business Owners Get Wrong

Dec 30, 2021 1:57:15 PM / by Larry Julius

To ensure success, every Southeast Michigan business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Detroit radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Detroit radio, here are the top five things many local business owners get wrong.

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Topics radio advertising, radio advetising, advertise on radio, radio commercials, radio history, radio listening, detroit radio, advertise on detroit radio, advertising on radio, radio formats, car radio, who listens to Detroit Radio

Advertise In Detroit: Top 5 Articles From 2021

Nov 29, 2021 11:39:22 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Southeast Michigan consumers are on track to spend $63-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Detroit area business owners are expected to spend $1.6 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Detroit business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInDetroit.com.  

Here are the top five most-read articles on the site in 2021:

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How Much Do Detroit Business Owners Spend on Advertising?

Apr 16, 2021 9:24:26 AM / by Larry Julius

Now is a crucial time for Metro Detroit small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, Southeast Michigan business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Detroit consumers gain confidence, they are expected to unleash the record $17.9-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Detroit business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Detroit business owners are expected to spend $2-billion to advertise the goods and services they sell. This represents an 8.0% increase versus last year.

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Topics small business, small business owner, best way to advertise, reach, reach and frequency, return on investment, ROI, advertising reach, small business marketing, small business advertising, advertising on radio, ad spending

Advertising In Detroit: Drivers Turn Up The Radio

Jan 20, 2021 1:58:18 PM / by Larry Julius

Radio came to Detroit on August 20 of 1920 when The Detroit News, owner of radio station 8MK (later WWJ), began broadcasting. The broadcast originated from the second floor of the newspaper's headquarters on Lafayette Boulevard.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Southeast Michigan consumers.

Every week, according to Nielsen, more adults tune-in to Detroit radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics small business, small business owner, best way to advertise, advertise on radio, in-car audio, vehicle traffic, small business marketing, small business advertising, radio listening, advertise on detroit radio, advertising on radio, point of purchase, mobility

Who's Spending Now? Detroit Small Business Owners Ask.

Dec 4, 2020 2:58:38 PM / by Larry Julius

There are 990,800 adults in Metro Detroit who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governor of Michigan lockdown the state to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics.

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Detroit radio.

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Topics small business, small business owner, radio advertising, best way to advertise, radio advetising, advertise on radio, small business marketing, small business advertising, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, college graduates

Small Business Advertising In Detroit: Consumers Ready To Spend

Nov 13, 2020 7:12:04 AM / by Larry Julius

There is positive news for the 158,000 small businesses in the Detroit-Warren-Dearborn, MI Metro Area metro area.  A majority of consumers say they are ready to start shopping again.

A lifestyle survey just released from Nielsen indicates 53% of Americans believe that despite the continuing pandemic, life is beginning to normalize, and they are likely to resume typical activities.  Nielsen refers to this majority as "Ready-To-Go".

According to the survey, Ready-To-Go consumers now perceive less risk, feel safer, and believe their cities are emerging from crisis.

The key takeaway for Southeast Michigan small business owners is that Ready-To-Go consumers are significantly more likely to start shopping within 30 days than the total population.  These buyers, according to Nielsen, are looking to spend on home improvement, professional services, auto parts/repair, shopping, food & dining, and travel.

To capture a meaningful share of the money Ready-To-Go consumers will be spending requires local small business owners to advertise.  By almost every metric, advertising on Detroit radio is the best advertising option.

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Topics small business, small business owner, radio advertising, consumer spending, retail, return on investment, ROI, retailer, retail sales, retail store, small business marketing, small business advertising, advertising on radio, consumer confidence

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