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Advertising Options For Wilmington Small Business Owners

Dec 23, 2020 10:49:58 AM / by Larry Julius

Advertising is critical to the success of every Delaware, Maryland, and New Jersey small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Wilmington radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

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Topics Small Business Advertising, Best Way To Advertise, small business owner, small business, demographics, small business marketing, wilmington small business owners, best way to advertise in wilmington, advertising options, delaware

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

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

Advertising In Wilmington: OTT & CTV Viewing Soars

Dec 7, 2020 4:35:04 PM / by Larry Julius

Advertising on Wilmington television and cable is becoming less attractive to local business owners as viewers rapidly defect to alternative video entertainment sources including, Netflix, Hulu, Amazon and Disney+.


Collectively these streaming services are referred to as Over-The-Top Television (OTT) and Connected-TV (CTV). Viewers can only access this OTT and CTV content via smartphone, tablets, computers, smart-TVs, Amazon Fire Sticks, and Roku Sticks, Nielsen reports that 92.1% of Delaware Valley adults own at least one these devices. Furthermore, they are using them.

According to Nielsen, OTT and CTV networks now reach 42.8% of all Wilmington area consumers every week.

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Topics Small Business Advertising, television advertising, small business owner, small business, direcTV, cable television, small business marketing, cord-cutter, cord-never, cable tv, ott, ctv, wilmington small business owners, best way to advertise in wilmington

Tri-State Small Business Owners Advertise For Free On Wilmington Radio

Dec 7, 2020 1:11:18 PM / by Larry Julius

It is not a gimmick. Many Tri-State area small  business owners qualify for free local advertising on Wilmington radio. They pay nothing. Zero. Zilch. Zip. Bupkis. Free.

Henry Ford understood that the continual investment in advertising was necessary for a business to be successful. “Stopping advertising to save money," he said, "is like stopping your watch to save time.”

Sometimes, though, when daily expenses challenge their cash flow,  small business owners must prioritize spending.

When that happens, unfortunately, Mr. Ford’s advice is ignored and buying commercials on Wilmington radio will move down the list behind making payroll, maintaining delivery vehicles, and replenishing stock.

Many times advertising doesn’t make a list at all.

Some Tri-State business owners have discovered that their radio advertising doesn’t have to be sacrificed at all when belts need to be tightened. It turns out there’s a deep pool of “free money” that can be dipped into for the singular purpose of advertising. These funds are called cooperative funds, or co-op for short.

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Topics Small Business Advertising, Co-op, Advertise Free, small business owner, radio advertising, small business, small business marketing, advertise on wilmington radio, wilmington small business owners

Who's Spending Now? Wilmington Small Business Owners Ask.

Dec 4, 2020 4:56:57 PM / by Larry Julius

There are 171,000 adults in the Tri-State area who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governors of Delaware, Maryland, and New Jersey lockdown their states to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics..

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Wilmington radio.

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Topics Small Business Advertising, roi, return on investment, small business owner, radio advertising, college graduates, education, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

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