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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

Advertising In Wilmington: Four Fantastic Facts About Local Radio

Jul 24, 2021 11:48:30 AM / by Larry Julius

Advertising is crucial to the success of Tri-state area business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Wilmington, Delaware area business owners are expected to spend $337 million to advertise the goods and services they sell. This represents a 6.5% increase versus last year.

The majority of these dollars are being spent by Wilmington business owners to capture a significant share of the $10.2 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Wilmington radio. Here are the top five reasons why...

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Topics Small Business Advertising, Best Way To Advertise, Millennials, Effective Advertising., Effective Radio Commercials, roi, return on investment, small business owner, radio advertising, small business, reach, reach and frequency, small business marketing, millennial parents, radio commercials, wilmington small business owners, advertising reach

Advertising In Wilmington: What's The Best Way To Reach Pet Owners?

May 13, 2021 10:01:13 AM / by Larry Julius

A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Wilmington, Delaware area to 267,191, according to Nielsen.

As a result, the amount of money that will be spent in the Wilmington area during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $246.6 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

Wilmington pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

To capture a significant share of the local pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Wilmington radio.

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Topics Best Way To Advertise, Millennials, roi, return on investment, radio advertising, pet owners, pet owner, reach, reach and frequency, best way to advertise in wilmington, retail spending, advertising reach, dog owners, cat owners

Wow!! Wilmington Millennials Turn 40 This Year

Apr 30, 2021 9:03:19 AM / by Larry Julius

There are 145,640 millennials in the Wilmington, Delaware area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 25.5% of the Wilmington area population but almost one-third of metro-area sales. 

All in, Wilmington millennials are expected to ring up more than $5.1 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Wilmington millennials will show up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.

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Topics Small Business Advertising, Millennials, retail, small business owner, small business, reach, reach and frequency, Retail Sales, retailer, retail stores, small business marketing, millennial parents, wilmington small business owners, best way to advertise in wilmington, best way to advertise in philadelphia, retail spending, advertising reach

Who Listens To Wilmington Radio?

Apr 23, 2021 12:29:58 PM / by Larry Julius

Every week, according to Nielsen, 89% of adult consumers tune in to a Wilmington, Delaware radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Wilmington radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why Tri-state area small business owners depend on Wilmington radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Wilmington small business owners to understand.

The six listener categories as described in the study are:

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Topics Small Business Advertising, Best Way To Advertise, Radio Listening, Effective Advertising., best time to advertise, small business, reach, reach and frequency, small business marketing, share of ear, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington, advertising reach

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