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Social Media Advertising In Wilmington: Should A Business Pay?

Apr 12, 2022 4:30:32 PM / by Ali Ahmed

According to Nielsen, 485,326 adult consumers in Wilmington, Delaware use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Wilmington business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both Wilmington consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 79.5% of Wilmington consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics Philadelphia Small Business Owner, Small Business Advertising, social media advertising, small business owner, facebook advertising, small business, instagram, facebook, twitter, borrell associates, social media, small business marketing, wilmington small business owners, instatgram

Advertise In Wilmington: Retail Spending To Top $11 Billion in 2022

Mar 23, 2022 2:01:37 PM / by Larry Julius

There are 581,800 small business owners in the Wilmington, Delaware area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.

Based on new forecasts from The National Retail Federation (NRF), Wilmington area consumers are expected to spend between $11.1 and $11.3 billion at retail in 2022, a six to eight percent growth over the previous year.

The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Wilmington, could reach as high as $2.7 billion this year. This level of spending would be 13% more than in 2021.

Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year, pre-pandemic growth rate of 3.7%

To participate in the expected surge in retail spending will require Wilmington business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

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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, wilmington small business owners, best way to advertise in wilmington, retail spending, advertising reach, return on advertising investment, advertising roi

Advertise On Wilmington Radio: AM/FM Still Top Choice In Cars

Mar 17, 2022 1:56:42 PM / by Larry Julius

There are about 300,000 registered passenger vehicles in the Wilmington, Delaware area. Some are cars. Some are trucks. Some are Hondas. Some are Fords. Some are Teslas. Some have four doors. Some have two. Some go fast. Some go slow. Some guzzle gas. Some sip. Some are red. Some are blue.

The one thing that almost every car and truck in the Wilmington area have in common, though, is the AM/FM radio smack-dab in the middle of the dashboard.

The first car radio went on sale in 1930. It was an invention of the Galvin Manufacturing Company. The company named the radio 'Motorola,' and its cost was $130, around $2000 in today's dollars. By 1935, more than three million car radios had been installed.

Today, AM/FM radio is part of every car and truck on Wilmington area roads. In addition to the radio, many of these vehicles also provide drivers with other audio options, including a CD player, Sirius/XM, Pandora, Spotify, podcasts, and easy access to personal MP3 collections.

It is fair, then, for small business owners who depend on Wilmington radio to advertise their goods and services to ask: with all the audio options on today's dashboards, is anyone listening to local AM/FM radio in the car anymore?

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Topics Best Way To Advertise, Pandora, Streaming Audio, radio advertising, automotive, Spotifty, in-car audio, sirius/xm, share of ear, best way to advertise in wilmington, podcast, streaming media, podcasting, car radio, in-car listening

How To Create A Podcast For A Wilmington Small Business

Mar 11, 2022 4:49:00 PM / by Jason Muth

If you're anything like the 416,300 Wilmington, Delaware area consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 77% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Wilmington business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Wilmington with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics Small Business Advertising, Best Way To Advertise, Online Advertising, small business owner, small business, digital advertising, small business marketing, wilmington small business owners, best way to advertise in wilmington, internet, podcast, internet advertising, podcasting

Best Way To Fill Construction Job Openings In Wilmington

Mar 2, 2022 4:33:09 PM / by Larry Julius

Construction companies in the Wilmington, Delaware area will need to recruit 1,436 blue-collar workers on top of the normal pace of hiring in 2022 to meet the demands of the current building market. These statistics are based on forecasts from Associated Builders and Contractors, Inc. (ABC), an association comprised primarily of U.S. firms that work in industrial and commercial construction sectors.

"The construction industry desperately needs qualified, skilled craft professionals to build America," said Michael Bellaman, ABC president and CEO. "The Infrastructure Investment and Jobs Act passed in November and stimulus from COVID-19 relief will pump billions in new spending into our nation's most critical infrastructure, and qualified craft professionals are essential to efficiently modernize roads, bridges, energy production, and other projects across the country. More regulations and less worker freedom make it harder to fill these jobs."

The construction industry's appetite for new hires in the Wilmington area will continue into 2023, according to ABC. It is expected that during that year,  an additional 1,328 blue-collar workers in addition to the normal pace of hiring.

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Topics Recruitment Advertising, Blue-Collar Workers, Find Qualified Job Canidates, Best Way To Advertise, radio advertising, online job boards, best way to advertise in wilmington, passive job seekers, active job seekers, indeed, monster.com, zip recruiter, radio recruitment, hire qualified candidates, construction workers

Advertising In Wilmington: Don't Say 'March Madness'

Feb 21, 2022 4:30:22 PM / by Larry Julius

Right now, at least one of the 19,142 small businesses located in the Wilmington, Delaware area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in New Castle might think it would be clever to use 'March Madness' in its commercials on Wilmington radio to promote a big spring sale. A non-profit in Edgemoor feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Boothwyn believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Wilmington small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics Streaming Audio, social media advertising, television advertising, Online Advertising, digital advertising, ott, ctv, streaming video, streaming media, internet advertising, sem, search engine marketing, display advertising, streaming TV, intellectual Property, trademark, copyright

How Much Time Do Wilmington Consumers Spend Watching Streaming TV?

Feb 17, 2022 10:50:27 AM / by Larry Julius

Every week, 397,000 Wilmington, Delaware area adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Tri-state consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.0% of Wilmington households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Wilmington consumers are spending more-and-more time engaged with streaming TV.

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Topics television advertising, digital advertising, cable television, cable tv, ott, ctv, streaming video, SVOD, avod, cable, advertising options, internet, streaming media, internet advertising, streaming TV

Best Way To Reach Likely Voters in 2022: Advertise On Wilmington Radio

Feb 11, 2022 6:47:10 PM / by Larry Julius

No matter which Wilmington, Delaware area television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on Philadelphia stations like WDPN, WPPX, KYW, WCAU, or WHYY the most effective way to reach likely voters in the Wilmington area? Or is advertising on cable channels provided by Xfinity, DISH, DirecTV, and Verizon FIOS the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Wilmington radio.

Every week, 327,000 likely voters will listen to Wilmington radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

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Topics political advertising, television advertising, radio advertising, voters, cable television, registered voters, likely voters, political rate card, political, best way to advertise in wilmington, independent voters, republican voters, democratic voters

Advertising In Wilmington During A Time Of Inflation

Jan 27, 2022 3:38:15 PM / by Larry Julius

The current high rate of inflation is tempering how much Tri-state business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 19,142 small businesses in the Wilmington, Delaware area. There is one thing each of the owners of these companies has in common, whether they own a hardware store in New Castle, a furniture store in Pennsville, or a restaurant in Elkton. They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Wilmington area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Wilmington business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Wilmington radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics Small Business Advertising, best time to advertise, small business owner, radio advertising, small business, advertising on a budget, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington, advertising options, inflation

Online Advertising In Wilmington: How Much Will Be Spent in 2022?

Jan 21, 2022 10:48:39 AM / by Larry Julius

Wilmington, Delaware area business owners are expected to spend $197 million advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Wilmington's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Wilmington area consumer is served more than 1700 of these ads per month.

Video advertising in Wilmington is forecast to account for 21% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

So many Wilmington business owners are investing a large portion of their marketing budgets into online advertising because that's where their customers are.
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Topics Millennials, Streaming Audio, social media advertising, Online Advertising, digital advertising, borrell associates, social media, streaming video, advertising options, internet, ad spending, streaming media, internet advertising, search engine marketing, display advertising

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