Every season, Clark County small business owners who specialize in tax preparation services lose customers to the do-it-yourself options. This year, 412,00 local consumers will spend $79,600,000 with tax professionals. But, based on the average cost of services, more than $91,000,000 will stay in the wallets of the DIY crowd.
To clawback this enormous amount of money from the DIY market, local tax services will need to advertise the valuable benefits of using a professional.
The best advertising option for tax professionals is on Las Vegas radio stations. Here's why.
According to Nielsen, when it comes to driving sales, the most potent media element of an advertising campaign is reach. This is the number of different people exposed to the marketer's message.
Each week, Las Vegas radio reaches 92.8% of local consumers that will use a professional to prepare their tax returns. This is significantly more than are reached by local TV, newspaper, social media, or streaming audio services like Pandora and Spotify.
Advertising to this target audience is important for tax professionals to preserve the current market size by limiting defections to online solutions.
The most lucrative opportunity, however, is for professionals to advertise to consumers who plan to do their own taxes. Once again, radio has, by far, the largest reach among this target audience.