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Advertising In Augusta: What's The Best Way To Reach Pet Owners?

May 13, 2021 9:31:40 AM / by Larry Julius

Advertise In Augusta: Pet OwnershipA surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Augusta, Georgia area to 242,242, according to Nielsen.

As a result, the amount of money that will be spent in the Central Savannah River Area (CSRA) during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $193.2 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

Advertising In Augusta Pet Owners 2021

Augusta pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

Advertise In Augusta GA: Pet Owners

To capture a significant share of the CSRA pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Augusta radio.

New call-to-actionEach week, according to Nielsen, significantly more adult pet-owners are reached by Augusta radio than by any other medium. More than by social media. More than by local cable. More than by local TV. More than by newspapers. More than by streaming audio and video.

Advertise To Augusta Pet Owners On Radio

Adult consumers of all ages own pets. But, a significant number of Augusta owners are members of the millennial generation which consists of 25-39-year-olds.

Advertising To Augusta Pet Owners on Radio

Although millennials have different media habits than older generations, Augusta radio reaches more 25-39-year-olds than all other media including digital options like Facebook, Instagram, Pandora, or Spotify.

Advertise To Millennials in Augusta Georgia Pet Owners

For CSRA business owners who depend on advertising to sell their goods and services, the reach of a campaign is crucial to success.

A study, Nielsen discovered the elements of an advertising campaign that had the most potent effect on purchase behavior. The results indicate that reach (the number of different consumers exposed to a campaign) was responsible for driving more sales for the advertiser than branding, recency, context, or targeting. Only the message itself (creative) was more potent.

Advertise In Augusta Successful Campaign

In addition to superior reach, advertising on Augusta radio also delivers an extraordinary return-on-investment.

Between April 30 and May 27 of last year, Nielsen analyzed the sales results of a retailer who conducted an advertising campaign during that period using both radio and TV.*

The bottom line of this study: Radio advertising produced a $28,000 increase in sales for every $1000 the retailer spent.

These findings confirm 21 previous studies by Nielsen, which demonstrate that, on average, radio advertising returns $10,000 in advertising for every $1000 invested. The chart below shows the range of returns from each study.

Advertising On Augusta Radio Return On Investment

For CSRA veterinarians, pet store owners, dog groomers, and grocers, who are considering advertising, radio's ROI is nothing to bark at.

AdAge, a trade magazine for advertising professionals, calls these types of returns "eye-popping".  The magazine goes on to say radio's ROI is superior to commercials on TV, online, and social media.

More Advice For Augusta Small Business Owners

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Topics: best way to advertise, best way to advertise in augusta, millennials, return on investment, roi, best way to advertise in csra, retail, radio advertising, radio reach, reach, retail sales, retailer, retail stores, reach and frequency, retail spending, pet owners, dog owners, cat owners

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