At the dawn of 2020, Clark County small business owners were expecting the area's retail economy to expand by 4.1%. This optimism was stoked by the National Retail Federation's chief economist who said, "Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy."

By February, however, the country entered into a COVID-19 induced recession. Then, to slow the spread of the pandemic, on March 24, the Governor of Nevada locked the state down. This brought the Las Vegas area's $39.7 billion retail economy to a standstill.

As stores, restaurants, and offices in the Las Vegas area begin to re-open, consumers' appetite for spending is returning. According to Nielsen, loyal radio listeners are very likely to be first in line at the cash registers.

Las Vegas small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down.  A better term might be 're-introducing'.

Since the Governor of Nevada shuttered the state on April 1, to slow the spread of COVID-19, Clark County consumers have discovered new ways to buy the goods and services they need.  It's now the burden of local business owners to lure these customers back. The first step is re-introduction.

On November 1, 1940, KENO signed-on as the first radio station in Las Vegas. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, hurricanes, and blizzards. By any metric, advertising on local radio remains the most effective tactic a small business owner can use post-pandemic, as well.

To slow the spread of COVID-19, the Governor of Nevada shut down all but the most essential businesses in the state on April 1. This public safety measure inflicted a severe disruption to the Las Vegas area's $39.7 billion retail economy.

As local small business owners prepare to reopen, each must concentrate on supercharging their cash flows to compensate for nearly 50 days of consumer abstinence. Turning the lights back on and hanging out a welcome sign might not be enough, though, to bring even the most loyal customers back.

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

But, there is one thing every Las Vegas small business owner can be assured of. Consumers will not return if they aren't aware that a business has reopened.

Advertising is a potent tactic for any Clark County small business that needs to reintroduce itself to local consumers.

“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.”