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Advertising In Boston: Top 5 Articles From 2020

Dec 8, 2020 12:10:38 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 205,000 small businesses in the Boston-Cambridge-Newton, MA-NH Metro area.  Advertising has become a tool for survival.
 
As cash becomes precious, though, Boston area small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
 
To make the best advertising choices, thousands of local business owners have sought advice and direction from www.AdvertiseInBoston.Com.  Here is a recap of the top 5 articles read on the site during 2020.
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Topics retail, best way to advertise, newspaper advertising, boston newspaper, radio advertising, small business owner, small business marketing, television advertising, small business, small business advertising, advice, television, retail sales, retailer, retail store, PAY-TV, Cable TV, ott, ctv, SVOD, AVOD, 2020

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

Dec 4, 2020 3:18:49 PM / by Larry Julius

There are 1.8 million adults in the Boston area 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 and they have money to spend now.

"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 Massachusetts 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 Boston radio.

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Topics boston radio, best way to advertise, radio advertising, small business owner, small business marketing, small business, college graduate, advertise on radio, small business advertising, radio commercials, radio listening, advertising on radio, advertise on boston radio, education

Advertising In Boston: Still Time To Ring Up Holiday Sales

Dec 1, 2020 1:00:00 PM / by Larry Julius

There is cheerful news for small business owners from Quincy to Newburyport and every city and town in between.

Based on the latest projections from the National Retail Federation, holiday sales are expected to grow 3.6%-5.2% over 2019.  This means despite the economic ravages of the pandemic, Boston area shoppers will be spending between $11.9 and $12.2 billion on gifts and other trappings of the season.

The NRF forecast is based on an economic model that takes into consideration a variety of indicators including employment, wages, consumer confidence, disposable income, consumer credit, previous retail sales and weather. NRF defines the holiday season as November 1 through December 31. Numbers forecast by NRF may differ from other organizations that define the holiday season as a longer period or include retail sectors not included by NRF, such as automobile dealers, gasoline stations and restaurants.

"Consumers have shown they are excited about the holidays and are willing to spend on gifts that lift the spirits of family and friends after such a challenging year," says NRF President and CEO Matthew Shay. "We expect a strong finish to the holiday season." 

“Given the pandemic, there is uncertainty about consumers’ willingness to spend, but with the economy improving most have the ability to spend,” NRF Chief Economist Jack Kleinhenz said. “Consumers have experienced a difficult year but will likely spend more than anyone would have expected just a few months ago."

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Topics retail, radio advertising, roi, consumer spending, small business owner, small business marketing, holiday shopping, television advertising, small business, small business advertising, return on investment, retail sales, retailer, retail store, holiday advertising, christmas, consumer confidence

What Is The Best Way To Reach Online Shoppers In Boston?

Nov 17, 2020 7:59:22 AM / by Larry Julius

Boston shoppers are expected to spend a record $12.5 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 82.1% of Boston consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Topics retail, best way to advertise, radio advertising, online advertising, digital advertising, advertise on radio, retail sales, retailer, retail store, web traffic, website vistiors, e-commerce, advertise on boston radio, online shopping, attribution

Small Business Advertising In Boston: Consumers Ready To Spend

Nov 13, 2020 6:34:09 AM / by Larry Julius

There is positive news for the 205,000 small businesses in the Boston-Cambridge-Newton, MA-NH 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 Boston 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 Boston radio is the best advertising option.

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

Advertising ROI In Boston: Television vs. Radio

Nov 9, 2020 1:11:33 PM / by Larry Julius

Every week, according to Nielsen, significantly more consumers are reached by local radio than by Boston TV.

For Boston small business owners whose marketing budgets have been ravaged by the pandemic, though, the question is which of these media can provide the best return for their advertising investments. An ROI study conducted by Nielsen and commissioned by Cumulus Media | Westwood One provides a conclusive answer.

Between April 30 and May 27 of this year, Nielsen analyzed the sales results of a major retailer who conducted an advertising campaign on both radio and television during that period.  

Using  their Portable People Meter panel of 80,000 consumers, Nielsen measured the purchase behavior of consumers who were exposed to the advertiser's commercials on both radio and television. To learn more about the methodology, click here.

The result of the study indicates that the money invested in radio advertising had a much stronger return than the money spent on TV.

Here are the key findings of the ROI study:

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Topics retail, radio advertising, roi, small business owner, small business marketing, small business, small business advertising, return on investment, retail sales, retailer, retail store

AVOD: Four Letters Every Boston Small Business Owners Should Know

Nov 2, 2020 2:05:54 PM / by Larry Julius

Before we explain AVOD, it is important to understand SVOD.

Boston small business owners may not be familiar with SVOD, but chances are they let it into their homes and onto their phones.

SVOD is the abbreviation for Subscription Video On Demand. That is the collective name for streaming networks like Netflix, Hulu, Disney+, and Amazon Prime.  For a monthly fee, these services provide commercial-free access to TV shows, original content, and movies.

These SVOD networks are delivered to viewers' phones, tablets, computers, and smart-TVs via the internet and not over-the-air or cable systems.

SVOD makes up a significant part of what advertisers refer to as OTT (Over-The-Top-Television) and CTV (Connected-Television). OTT/CTV is video-programming content that viewers can only watch on smartphones, tablets, computers, smart-TVs, Amazon Firesticks, and Roku Sticks.  Nielsen reports that 94.3% of Boston adults own at least one of these devices.

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Topics best way to advertise, small business owner, small business marketing, television advertising, small business, small business advertising, television, Cable TV, ott, ctv, streaming video, SVOD, AVOD

Advertising On Boston Radio Is Back In The Driver's Seat

Oct 27, 2020 10:28:50 AM / by Larry Julius

There are more than 3,000,000 car radios in the Boston area. On March 24, though, many of these devices became quarantined along with their owners. That was the day when the Governor of Massachusetts shut down the state to slow the spread of COVID-19.

According to the Apple Mobility Index, the Governor's public-safety order caused traffic on Boston roadways to plummet to 50% of pre-pandemic levels.

By the beginning of July, however,  the AMI indicates that traffic in Boston began to exceed pre-Covid levels. The surge in mobility is due, in part, to work-from-home, furloughed, and laid-off employees returning to their workplaces.

According to Nielsen, during the week of April 30, only 39% of adults with jobs were working outside-the-home.  During the week of October 1, though, that number had expanded to 61%.

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Topics consumer spending, small business owner, effective advertising, small business advertising, targeting, vehicle traffic, in-car audio, radio listening, point of purchase, mobility, share of ear

Boston Retail Sales Are Growing. Is It Time To Advertise?

Oct 19, 2020 2:54:49 PM / by Larry Julius

Now would be a good time for Boston small business owners to consider increasing their advertising expenditures.

There are just over 205,000 small businesses in the Boston-Cambridge-Newton, MA-NH metro area, according to the U.S. Census Bureau.  Based on promising retail sales data, the Overall Sentiment Index among local small business owners has improved 33.3% between April 26 and October 12 of this year.

The best news for business owners came from the Commerce Department on Friday when it reported that retail sales rose by a seasonally adjusted 1.9% in September.  This is the fifth straight month of gains.

Local retail gains are being powered by improving consumer confidence and a large pool of cash sitting in people's savings accounts.

The Conference Board's Consumer Confidence Index jumped to 101.8 in September, up 17.9% from August. This means consumers are in a better mood to spend. Fortunately, they have money in the bank to do so.

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Topics retail, roi, consumer spending, small business owner, small business marketing, millennials, small business, small business advertising, return on investment, retail sales, retailer, retail store, millennial parents, consumer confidence

Newspaper Advertising In Boston: Advice For Small Business Owners

Oct 14, 2020 1:48:57 PM / by Larry Julius

Boston area business owners are expected to spend $139 million on newspaper advertising in 2020. This will be 35% fewer dollars than were spent in 2019, according to a study by Borrell Associates, a company that analyzes local media expenditures across the country.

Of course, the pandemic is part of the reason advertising revenues have plummeted at Boston newspapers. But, the more significant factor is the sustained erosion of readership.

For example, between October 2017 and March 2019, the Monday-Saturday circulation of the Boston Globe has decreased by 31%. The Sunday edition suffered a 33% decrease.

The Boston Herald has had similar declines as the circulation of both the Monday-Saturday editions and the Sunday edition fell by close to 35%.

Among all advertising media available to small business owners, newspaper's ability to reach adult consumers now lags significantly behind Boston radio, cable, broadcast TV, and social media.

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Topics best way to advertise, newspaper advertising, boston herald, boston globe, small business owner, small business marketing, small business, small business advertising

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