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Advertise In Wilmington: In-Store Shopping Exceeds Pre-COVID Level

Oct 20, 2021 3:38:20 PM / by Larry Julius

Wilmington, Delaware consumers are on track to spend more than $10.2 billion at retail this year, based on projections by the National Retail Federation (NRF). Spending is expected to be 13.5% higher than last year.  

Some Wilmington small business owners, though, are wondering if the spread of the Delta Variant may slow spending if consumers sense pressure on their own financial security. Shoppers, however, don't see it that way.

New research from Nielsen indicates that 82% of consumers believe their household finances will either remain the same or improve during the upcoming months.

The Nielsen study has another finding that Wilmington business owners will find promising. Consumers are more likely to shop locally than they did before the onset of the pandemic, although in different ways.

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Topics Best Way To Advertise, roi, return on investment, retail, Retail Sales, retailer, retail stores, best way to advertise in wilmington, retail spending, return on advertising investment, advertising roi, shopping

Who Listens To Podcasts in Wilmington?

Oct 11, 2021 7:45:00 AM / by Larry Julius

According to Nielsen, 121,300 Wilmington, Delaware consumers listened to or downloaded a podcast during the past 30 days. This is 21.2% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Wilmington consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Wilmington consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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Topics Streaming Audio, Online Advertising, best time to advertise, digital advertising, smart speakers, best way to advertise in wilmington, internet, podcast, internet advertising, podcasting

Advertising On Wilmington Radio: How Smart Speakers Add Value

Sep 28, 2021 5:40:48 PM / by Larry Julius

Since 1922 when WDEL-AM signed on, local small business owners have been advertising on Wilmington, Delaware radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 174,000 consumers in Wilmington have a smart speaker in their homes, according to Nielsen. This is 30.5% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Wilmington consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Wilmington radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics Small Business Advertising, Radio Listening, Effective Advertising., Streaming Audio, Online Advertising, small business owner, radio advertising, small business, smart speakers, siri, small business marketing, wilmington small business owners, amazon echo, google home, alexa, how to advertise

Best Way To Reach Wilmington Halloween Shoppers

Sep 23, 2021 5:20:31 PM / by Larry Julius

Wilmington, Delaware business owners who sell goods and services related to Halloween can expect far more treat than trick this year.

Based on estimates from The National Retail Federation (NRF), Wilmington consumers are expected to spend a record $22,821,616 on Halloween. This would be 19.3% more than was handed out in 2020.

The NRF estimates that 65% of consumers intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic.

The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%), and hosting or attending a party (25%).

Wilmington small business owners looking to scare up a share of this Halloween cash will need to advertise to drive local consumers to their stores and websites. But, to make a difference, advertising needs to begin right away.

"This year consumers are shopping for Halloween items earlier than ever," says the NRF, "with 45% planning to shop in September or earlier and another 39% during the first two weeks of October."

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Topics Best Way To Advertise, roi, return on investment, households with children, retail, halloween, radio advertising, pet owner, parents, Retail Sales, retailer, retail stores, millennial parents, best way to advertise in wilmington, retail spending, return on advertising investment, children

Streaming Video Terms For Wilmington Small Business Owners

Sep 21, 2021 10:24:22 AM / by Larry Julius

Wilmington, Delaware business owners are expected to spend $45,558,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 25.7% higher than in 2020.

Streaming video advertising expenditures are accelerating as Wilmington consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Wilmington, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics Streaming Audio, television advertising, Online Advertising, digital advertising, cable television, cable tv, streaming video, internet, streaming media, internet advertising

How To Fill Open Jobs In Wilmington

Sep 11, 2021 11:52:14 AM / by Larry Julius

According to the US Census Bureau, there are 19,142 businesses in the Wilmington, Delaware area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.

Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Wilmington as well as Edgemoor, New Castle, Elsmere, Pennsville, and every point in between.

Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.

To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.

Attempting to recruit Wilmington workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.

There are several reasons so many Wilmington workers are not coming back.

First, older workers have opted to retire earlier than expected. Second, childcare issues are making it necessary for some parents to stay home. Third, other workers cite health safety issues for the reason why they chose not to work. Finally, some of the unemployed are choosing to live off the savings they amassed during the pandemic.

So rather than focusing recruitment efforts among former employees and the ranks of the unemployed, local business owners need to target the 324,119 passive job seekers in Wilmington.

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Topics Recruitment Advertising, Blue-Collar Workers, Best Way To Advertise, radio advertising, employment advertising, white collar workers, indeed, zip recruiter

B2B Advertising: Why Job Sites Depend On Wilmington Radio

Sep 3, 2021 12:25:19 PM / by Larry Julius

If you were one of the 416,300 adults who tuned in to Wilmington, Delaware radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased more than 120,00 advertisements to air on local stations across the country during the month of August, according to Media Monitors.

ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, more than 2.8 million companies have posted an opening on ZipRecruiter.com

It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Wilmington radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.

If you've heard these commercials on Wilmington radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website.  Rather, the company's goal is to convince local business owners to buy help wanted ads from them.

So, why has ZipRecruiter chosen Wilmington radio as a business-to-business (B2B) advertising resource?  The first reason is revealed in the first line of their commercial.

"According to research," says the announcer, "82% of people remember radio ads."

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Topics Recruitment Advertising, Small Business Advertising, Best Way To Advertise, small business owner, radio advertising, small business, business-to-business, b2b, small business marketing, wilmington small business owners, best way to advertise in wilmington, advertising options, indeed, zip recruiter

Who Listens To Wilmington Radio Stations Online?

Aug 27, 2021 3:58:01 PM / by Larry Julius

When Wilmington, Delaware's first radio station, WDEL, began broadcasting on July 22, 1922, the station needed a tall antenna and lots of buried copper cable to transmit its signal.  Radio receivers at the time were mostly homemade and involved a piece of crystalline mineral and a wire coil.

Over many decades in Wilmington, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Wilmington consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Wilmington radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 34.4% of all consumers who listen to a Wilmington radio station over-the-air will, at some point during the month, also connect to a local station via the internet. 

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Topics Best Way To Advertise, Streaming Audio, Online Advertising, radio advertising, smart speakers, best way to advertise in wilmington, advertising options, internet, streaming media

Advertising On Wilmington Radio: The 3 Frequency Myth

Aug 19, 2021 10:33:45 AM / by Larry Julius

Every week, according to Nielsen, Wilmington, Delaware radio reaches 416,300 adult consumers. This is significantly more people than are reached by local TV, cable, social media, streaming video, streaming audio, or newspapers.

Because of its humongous reach, area small business owners advertise on Wilmington radio to successfully market the products and services they sell.

Many first-time advertisers on Wilmington radio will ask how many times a consumer needs to hear a commercial before they become a customer.  Often the business owner is told that to be effective, a consumer needs to be exposed to a message three times before they will buy.  Unfortunately, this prescription for a three-time frequency is more myth than substance.

A study by Nielsen provides some data-based insights about effective frequency, But first, here's the origin of the mythological rule of three.

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Topics Delaware Valley Small Business Owner, Small Business Advertising, small business owner, frequency, small business, reach, reach and frequency, small business marketing, wilmington small business owners, advertising reach, effective frequency, advertising frequency

Best Way To Advertise In Wilmington With A Limited Budget

Aug 10, 2021 1:49:27 PM / by Larry Julius

To maximize success, every Wilmington, Delaware business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

According to the US Census Bureau, there are 15,190 small business establishments in the Tri-state area. This geography includes New Castle County in Delaware, Cecil County in Maryland, and Salem County in New Jersey.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Wilmington is achievable, though, with a small budget if the available funds are invested wisely.  Oftentimes, this means selecting one medium rather than spreading money over several.

So which medium makes the most sense for small business owners with limited budgets? By most key advertising metrics, advertising on Wilmington radio is the best option.

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Topics Small Business Advertising, Best Way To Advertise, roi, return on investment, retail, small business owner, small business, reach, reach and frequency, Retail Sales, retailer, retail stores, small business marketing, radio commercials, wilmington small business owners, best way to advertise in wilmington, retail spending, advertising reach, return on advertising investment, duplication

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