Delaware Valley small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down. A better term might be 're-introducing'.
Since the Governor of Pennsylvania shuttered the state on March 17 to slow the spread of COVID-19, Philadelphia area consumers have discovered new ways to buy the goods and services they need. It's now the burden of local business owners to lure these customers back. The first step is re-introduction.
In 1922, three local retailers each put a Philadelphia radio station on the air. These included John Wanamaker's WOO, Strawbridge & Clothier's WFI, and Gimbel Brothers' WIP. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, flooding, and blizzards. By any metric, advertising on Philadelphia radio remains the most effective tactic a small business owner can use post-pandemic, as well.