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Grab A Larger Share Of Wilmington's Accelerating Retail Spending

Mar 4, 2021 4:52:45 PM / by Larry Julius

Wilmington, Delaware area consumers are expected to spend upward of $9.7-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Wilmington radio.

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Topics Small Business Advertising, retail, consumer spending, small business owner, radio advertising, small business, website traffic, Retail Sales, retailer, retail stores, website visits, small business marketing, online shopping, wilmington small business owners, retail spending

Wilmington Radio: Which Stations Do Tri-State Consumers Prefer?

Jan 26, 2021 2:05:24 PM / by Larry Julius

There are 30 radio stations in the Wilmington, Delaware area. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers.  No doubt, there is a local radio station that fulfills the preferences of every listener.

Each week, according to Nielsen, 505,000 adults tune-in to their favorite Wilmington radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify. 

Despite the abundance of Wilmington radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.1 each week.  So, which stations do local consumers choose?

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Topics Millennials, Radio Listening, Streaming Audio, radio advertising, smart speakers, millennial parents, radio commercials, listening location, radio formats

Is Advertising On Twitter Right For Wilmington Small Business Owners?

Jan 12, 2021 4:46:41 PM / by Larry Julius

How important is Twitter to Delaware consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Wilmington News Journal yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Wilmington's consumers.

According to Nielsen, only about 17% of adults in Wilmington use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that Wilmington small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics Small Business Advertising, Best Way To Advertise, radio advertising, facebook advertising, small business, instagram, facebook, twitter, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

Small Business Advice: 5 Facts About Advertising On Wilmington Radio

Dec 17, 2020 3:17:57 PM / by Larry Julius

On July 22, 1922, WDEL signed-on as the first radio station serving Wilmington, Delaware

For almost 100 years, small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Wilmington radio remains a dependable way to make cash registers ring.

Here are five facts every Tri-State area small business owner needs to know about local radio in 2020.

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Topics Small Business Advertising, Best Way To Advertise, Online Advertising, small business owner, radio advertising, small business, small business marketing, time spent listening, online shopping, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

Online Advertising In Wilmington: How Much Do Local Businesses Spend?

Dec 15, 2020 2:58:40 PM / by Larry Julius

Almost 96% of Tri-State area adults have access to the internet, according to Nielsen. Over than 60% of these consumers spend more than five hours a week connected.

Nielsen reports that Wilmington area consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Wilmington internet users go online each month

  • Social Media: 81%
  • Online Banking: 59%
  • Weather: 50%
  • Maps/Directions: 50%
  • Product Reviews: 48%
  • Current Events: 31%
  • Restaurant Reviews: 27%
  • Sports Scores/News: 25%
  • Job Search: 19%
  • Real Estate: 12%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 78.7% of Tri-State area consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Wilmington businesses will spend $183 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics Small Business Advertising, social media advertising, small business owner, radio advertising, borrell associates, e-commerce, social media, ott, ctv, email advertising, email marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

How Long Should My Radio Commercial Be On Wilmington Radio?

Dec 11, 2020 9:24:07 AM / by Larry Julius

Wilmington radio stations offer different commercial length options to fulfill the marketing objectives and budgets of Tri-State small business owners.  The most common lengths are :60-seconds, :30-seconds, :15-seconds, and :10-seconds.

So, how long should a radio commercial on Wilmington radio be? The simple answer: As long as necessary, but as short as possible.

According to "Seven Steps For Success", the length of a radio commercial should be determined, primarily, by the marketing objective of the underlying campaign.

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Topics Effective Advertising., Effective Radio Commercials, commercial length, radio advertising, advertise on wilmington radio, best way to advertise in wilmington, 60-second commercials, 15-second commercials, 30-second commercials

What Is The Best Way To Reach Online Shoppers In Wilmington?

Dec 10, 2020 4:39:04 PM / by Larry Julius

Tri-State shoppers are expected to spend a record $1.8 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 78.7% of Wilmington area consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Topics Best Way To Advertise, retail, Online Advertising, consumer spending, radio advertising, Retail Sales, retailer, retail stores, online shopping, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

ROI: How Wilmington Small Business Owners Turn Dimes Into Dollars

Dec 10, 2020 12:04:52 PM / by Larry Julius

Suppose you woke up one morning and found a 100-year-old machine in your basement. You soon discovered that every time you put a dime in the machine, one dollar came out.  How many dimes would you drop in that machine?

Good news for Tri-State area small business owners: such a machine exists and you probably have one in your car, at work, at home, even on your phone. It's called Wilmington radio.

Over the past few years, Nielsen has conducted over 20 studies to determine what type of return-on-investment (ROI) a business can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for ever $10 invested.  Turning dimes into dollars.

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Topics roi, return on investment, small business owner, radio advertising, small business, small business marketing, advertise on wilmington radio, wilmington small business owners

What Is The Best Time Of Day To Advertise On Wilmington Radio?

Dec 10, 2020 11:03:50 AM / by Larry Julius

You've done the research. You now know that by every measure, radio advertising is the most effective way for your Tri-State area small business to market its goods and services.

You have learned, for instance, 500,115 adult consumers regularly tune-in to AM/FM radio stations.  This is more than watch local TV, read a newspaper, sign-in to social media, or log-in to streaming audio services like Pandora and Spotify.

You've also learned that, on average, adults spend almost two hours per day listening to local radio.

If you dug deep enough, then you know radio advertising delivers, on average, a $10 lift in sales for every $1 invested. This is a remarkable return for any Tri-State small business owner.

What you may not have figured out, however, is what is the best time of day to advertise on Wilmington radio?

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Topics Small Business Advertising, Best Way To Advertise, best time to advertise, radio advertising, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington, prime time

Do Tri-State Area Millennials Listen To Wilmington Radio?

Dec 7, 2020 3:10:56 PM / by Larry Julius

It's time to set some misguided Tri-State Area small business owners straight.  When we say everybody listens to Wilmington radio stations, we mean everybody.  Generations X, Y, and Z. Baby boomers, and, yes, the millennial generation.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is, debatably, either 2000 or 2001).  This means 18-39 year olds. 

In the Tri-State Area, 207,300 millennials make-up 36% of the adult population and will deliver $4.8 billion to local cash registers.

But here's the thing about millennials that many small business owners get wrong: millennials listen to local radio.  To be exact, 88.6% of them.

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Topics Best Way To Advertise, Millennials, Streaming Audio, social media advertising, television advertising, radio advertising, social media, millennial parents, streaming video, best way to advertise in wilmington

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