During the next 12 months, according to a new study by Nielsen, 26,667 people living in Southern Maine will get married. This barrage of connubial bliss will unleash close to $500,000,0000 in spending on flowers, limos, meals, honeymoons, jewelry, dresses, tuxes, venues, photographers, musicians, and invitations.
So how can a Maine small business owner turn this year's wedding bells into ringing cash registers? Portland radio holds the answers.
For a Maine small business owner hoping to successfully market to prospective brides and grooms, Nielsen research reveals that radio is the best choice. Since 18-44 year olds prove to be a peripatetic population, the media they consume must be mobile. That leaves television, newspaper, and magazines in the dust.
In addition to having the largest penetration into Maine's bridal market, radio also provides business owners with the greatest return-on-investment.
Radio Offers Eye Popping ROI
Another study by Nielsen found, on average, radio commercials produce a $6.00 sales lift for every $1.00 invested. According to Ad Age magazine, these findings indicate that advertisers can expect higher returns-on investment from radio than TV, digital, or social media.
This ROI study combines Nielsen's radio-audience measurement studies with retail-scanner data to link consumers' media usage directly to their buying decisions. Radha Subramanyam, a media executive with deep credentials in television, digital and radio said, "I have never seen such consistent delivery against advertising metrics and this kind of massive return on investment."
Of particular importance to Maine small business is how well retail advertising performed in the study. Retail brands found the highest return on investment from radio advertising with results ranging from 11.1% ROI to 23.2% ROI. According to Ad Age, these results are "eye-popping."
Radio Does The Job With Expert Efficiency
Doug Schoen recently wrote in Forbes Magazine, "The implications of results like these are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
Portland area small business owners have been using radio successfully for years. Business owners who depend on the bridal industry can hear how their business can sound to prospective brides and grooms by requesting a free radio commercial by clicking on the link below.