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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

How Much Do Wilmington Business Owners Spend on Advertising?

Apr 16, 2021 10:08:59 AM / by Larry Julius

Now is a crucial time for Wilmington, Delaware small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, Tri-state area business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Wilmington consumers gain confidence, they are expected to unleash the record $2.9-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Wilmington business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Wilmington 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.

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Topics Small Business Advertising, Best Way To Advertise, Radio Advertising Works, roi, return on investment, small business owner, radio advertising, small business, small business marketing, wilmington small business owners, best way to advertise in wilmington, ad spending

Why Audio Advertising In Wilmington Drives Purchase Decisions

Apr 8, 2021 12:21:45 PM / by Larry Julius

Wilmington consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, Delaware retailers will need to advertise.

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

“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."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Wilmington consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics Delaware Valley Small Business Owner, Small Business Advertising, Best Way To Advertise, Pandora, retail, small business owner, small business, Spotifty, Retail Sales, retailer, retail stores, small business marketing, sirius/xm, streaming video, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington, retail spending, podcast

Who Listens To Commercials On Wilmington Radio?

Apr 1, 2021 10:26:37 AM / by Larry Julius

Every week, 500,115 Wilmington, Delaware consumers tune-in to their favorite local radio stations. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.

A more significant number for thousands of Tri-state small business owners who advertise on Wilmington radio is how many of these listeners stick around when their commercials come on.

A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they are tuned-to when the commercials come on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.

A lot has changed since 2011. Wilmington area consumers have many more media options and can instantly connect to each  with a button-push, mouse-click, screen-tap, or voice command. With all of these choices, do radio audiences still stay tuned during commercial breaks?

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Topics Small Business Advertising, Radio Listening, Effective Advertising., Effective Radio Commercials, commercial length, small business owner, small business, small business marketing, radio commercials, time spent listening, advertise on wilmington radio, wilmington small business owners, 60-second commercials, 15-second commercials, 30-second commercials

Does Anyone Listen To Wilmington Radio At Night?

Mar 10, 2021 10:50:48 AM / by Larry Julius

Each week, according to Nielsen, more than 505,492 adult consumers tune-in to a Wilmington radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Wilmington radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 42% of local consumers listen to Wilmington radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Tri-State area small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics Small Business Advertising, Radio Listening, Effective Advertising., Time of Day, small business owner, small business, small business marketing, advertise on wilmington radio, wilmington small business owners, prime time, nighttime, value

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

Advertise in Wilmington: How Local Consumers Use The Internet?

Feb 26, 2021 11:20:07 AM / by Larry Julius

Wilmington, Delaware area business owners are expected to invest $183-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 95.9% of adult consumers in the Tri-state area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

 

Ninety-five percent of Wilmington adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics Small Business Advertising, social media advertising, Online Advertising, small business owner, facebook advertising, small business, digital advertising, instagram, facebook, twitter, social media, small business marketing, ott, ctv, SVOD, online shopping, wilmington small business owners, best way to advertise in wilmington, avod

Advertising In Wilmington: Reaching Female Consumers

Feb 10, 2021 5:34:52 PM / by Larry Julius

There are 296,500 adult women in the Wilmington, Delaware area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $10.7 billion and $12.2 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Tri-State small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics Delaware Valley Small Business Owner, Small Business Advertising, working mothers, mothers, marketing to women, advertising to women, small business owner, small business, small business marketing, wilmington small business owners, market to women

How Smart Speakers Affect Advertising On Wilmington Radio

Feb 4, 2021 3:31:29 PM / by Larry Julius

Wilmington's first radio station, WDEL-AM, began broadcasting on July 22, 1922.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 71 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Wilmington consumers.

In 1993, however, new technology permitted Wilmington radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Wilmington radio to reach more local consumers every week than all other media.

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Topics Philadelphia Small Business Owner, Small Business Advertising, Streaming Audio, small business, smart speakers, siri, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington, amazon echo, google home, alexa

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