Business was booming in Boston. Then it was not.

Before the chaos brought on by Coronavirus, it had been predicted, based on estimates from the National Retail Federation, Boston area consumers would spend 4.1% more in 2020 than they did in 2019. On March 24, however, when Massachusetts' Governor shut down the state, the expectations of growth for many small business owners were replaced with fights for survival.

As the state prepares to reopen, Boston area small businesses will learn that turning the lights back on and hanging out the welcome sign might not be enough to bring even the most loyal customers back.

Some customers will not return because of personal safety concerns. Other customers may have discovered alternative sources to purchase goods and services.

More likely, though, customers will not come back because a business has lost a valued parcel of real estate: the position at the top of a customer's mind. This is the place where purchase decisions are made.

There is a way to regain top-of-mind status. First, though, it's important to understand why a business can be forgotten so quickly. 

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Boston area  small business owner who wants to grab a share of the area's $100.9-billion retail market.

Advertising on Boston radio provides New England business owners with the most affordable way to move to the top of customers' minds. But, before discussing how to get remembered, we must understand why consumers forget.

Every second, all of us are exposed to 11,000,000 pieces of data. A consumer's brain, however, is only capable of dealing with about 50 pieces of this data at a time. So, if my calculus is correct, a consumer forgets approximately 10,999,950 things every second.

The ten most memorable brands in America have something in common: They each advertise on Boston radio stations.

According to the YouGov Brand Index, the brands whose commercials generate the highest awareness are Geico, McDonald's, Verizon, AT&T, Walmart, Subway, Direct TV, T-Mobile, Progressive, and Walgreens.

If you were one of the 3,543,709 people who tuned-in to a Boston  radio station last week, then chances are you heard the ads for these brands. All ten are among the biggest users of radio advertising.

Here's what New England business owners need to know about creating a memorable brand for their own companies using Boston radio stations.