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Meet 5 Successful Small Business Owners Who Advertise on Philly Radio

Sep 5, 2019 8:03:00 AM / by Larry Julius

Delaware Valley small business owners have  depended on radio advertising to market their goods and services since the first Philadelphia stations began broadcasting in 1922. 

As a matter of fact, the earliest area radio stations were owned by local retailers including Gimbel's, Wanamaker's, Lit Brothers, and Strawbridge & Clothier.

Today, thousands of small business owners still invest in radio advertising. Not only because it's the only local medium that can reach 3,830,493 consumers every week, but, most importantly, because it works.

Meet five of the of local business owners who advertise on Philadelphia radio to capture a significant share of the $93 billion Delaware Valley consumers will spend this year.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Advertise In Philadelphia, Effective Advertising., advertising on Philadelphia radio

Mark Twain Has Advertising Advice For Delaware Valley Business Owners

Aug 29, 2019 7:23:00 AM / by Larry Julius

Mark Twain has some script writing advice for Delaware Valley small business owners who depend on radio advertising to market their goods and services.

"The difference between the almost right word and the right word is really a large matter - 'tis the difference between the lightning-bug and the lightning," advises Mr. Twain.

In other words, fill your commercials with lightning, not bugs!

Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, small business owners can't use in their commercials on Philadelphia radio. The Supreme Court of the United States says so.

Of all the words that can be used in broadcast advertising, however, there is one word that should be shunned: 'get' and all of its nasty derivative forms including 'got' and 'gotten'.  Here's why.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Advertise In Philadelphia, Advertising In Philadelphia, Effective Advertising., Effective Radio Commercials, Copywriting, advertising on Philadelphia radio

Iconic Retailer Says Advertising On Philly Radio Is A Sound Investment

Aug 16, 2019 8:55:00 AM / by Larry Julius

"Radio advertising has been instrumental in our growth," says Kristin Smith the controller for Hatfield, Pennsylvania based World Wide Stereo. The iconic Delaware Valley retailer has been selling every imaginable type of home electronics from car stereos to home theatres since 1979.

"Many competitors have come and gone during our 40 years," adds Emily Cole, the company's Director of Marketing. She and Ms. Smith rattle off a long list of names including Tweeter, Silo, HiFi House, Circuit City, and Sixth Avenue.

"Radio has been the one advertising medium we have been using consistently all this time," says Ms. Smith.

Radio is hard-baked into the DNA of World Wide Stereo.  The company's founder and CEO, Bob Cole, first became hooked on electronics as a kid growing up in the 1950s. He remembers building his own radio with some copper wire and the wooden-spool from some sewing thread.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Advertise On Philadelphia Radio Stations, Endorsement Advertising, Advertising Advice, Advertising In Philadelphia, Effective Advertising., Effective Radio Commercials, electronics store, attribution, advertising on Philadelphia radio

Philly Business Owners Ask: How Long Should A Radio Commercial Be?

Aug 13, 2019 7:45:00 AM / by Larry Julius

Philadelphia radio stations offer different commercial length options to fulfill the marketing objectives and budgets of Delaware Valley 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 Philadelphia 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 Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Advertise On Philadelphia Radio Stations, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Effective Advertising., Effective Radio Commercials, commercial length

The Best Way A Jewelry Store Can Advertise In The Delaware Valley

Aug 5, 2019 7:20:00 AM / by Larry Julius

Delaware Valley consumers spend $1.3 billion on fine jewelry every year.  Angelo Breaux, President of Family & Co. Jewelry, invests in advertising on Philadelphia radio stations every week to successfully claim a large share of those dollars.

Mr. Breaux is the third generation of jewelers in his family.  His Grandfather started the business in 1937 from a tiny store-front in South Philadelphia.  In 1971, his parents moved the store to a 1600 square foot store in the Plaza 70 Shopping Center in Marlton, New Jersey.

Fifteen years ago, Mr. Breaux expanded the original Marlton store to 3200 square feet. Today, Family & Co. remains a family-owned, single location business selling brand name jewelry. 

"The customers at my Grandfather's original store in South Philly pretty much came from the neighborhood. Today, with the help of our commercials on Philadelphia radio, we draw customers from Pennsylvania, New Jersey, and Delaware."

Mr. Breaux's decision to invest his marketing dollars in radio is supported by market research. According to Nielsen, Philadelphia radio reaches significantly more fine jewelry buyers than are reached by local TV, newspapers, or audio streaming sites like Pandora & Spotify.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Radio Advertising Works, Advice, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Effective Advertising., Jewelry Store

Recruitment Advertising: White-Collar Job Candidates In Philadelphia

Aug 2, 2019 7:55:48 AM / by Larry Julius

If you were one of the 3,830,493 adults who tuned-in to a Philadelphia radio station last week, it is likely you heard a commercial for Indeed.  That's because, last week, Indeed, the world's largest online job site was also one of radio's biggest advertisers.

There is a good reason Indeed invested so heavily in radio advertising. The site has far more job openings posted than there are job-hunters to fill them. 

This is not unlike the predicament of Delaware Valley small business owners who are also having difficulty finding and hiring qualified candidates. These employee-strapped businesses can learn something from Indeed.

What Indeed has figured out is that there are not enough unemployed people or disgruntled white-collar workers searching for jobs. So, the company is looking to attract what human resource experts call the 'passive job seekers'.

It turns out that advertising on Philadelphia radio is the best way for any business owner to recruit, hire, and retain passive, white-collar job seekers.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Recruitment Advertising, Find Qualified Job Canidates, Advertise On Philadelphia Radio Stations, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Radio Listening, Effective Advertising.

The Best Time Of Day To Advertise On Philadelphia Radio

Jul 31, 2019 1:49:32 PM / by Larry Julius

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

You have learned, for instance, 3,830,493 consumers regularly tune-in to their favorite Philadelphia radio stations.  That's more than 90% of all adults.

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

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

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

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Radio Listening, Effective Advertising., Effective Radio Commercials, Dayparts, Time of Day

Pro Tips: Creating Memorable Commercials on Philadelphia Radio

Jul 30, 2019 10:06:26 AM / by Larry Julius

The ten most memorable brands in America have something in common. They each advertise on Philadelphia radio stations.

According to the YouGov Brand Index, the brands whose commercials generate the highest awareness are Geico, McDonald's, Verizon, AT&T, Walmart, Subway, Direct TV, T-Mobile, Progressive, and Walgreen’s.

If you were one of the 3,830,493 Delaware Valley consumers who tuned into a local radio station last week, then chances are you heard the ads for these brands. All ten are among the biggest users of radio advertising.

Here's is professional advice business owners can use to create a memorable brand for their own companies using Philadelphia radio stations.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Effective Advertising., Effective Radio Commercials, Copywriting

Philadelphia Businesses Owners Skip Advertising On Pandora and Spotify

Jul 29, 2019 8:32:06 PM / by Larry Julius

Of all the advertising options available to Delaware Valley business owners, streaming audio services like Pandora and Spotify are the least effective.  Here's why.

According to Nielsen, after the content of a commercial is considered, the element of an advertising campaign that drives sales the most is reach. In other words, making sure the most people possible are exposed to the advertiser's message is crucial.

When it comes to achieving reach among consumers, Pandora and Spotify rank dead last.  Advertising on Philadelphia radio stations can reach 266% more consumers than these two streaming-audio platforms combined.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Radio Advertising Works, Endorsement Advertising, Advice, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Millennials, Radio Listening, Effective Advertising., Pandora, Spotify, Streaming Audio

What Is The Best Way To Advertise In The Delaware Valley?

Jul 29, 2019 4:23:50 PM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way to advertise in Philadelphia and the Delaware Valley is on Philadelphia radio.

A vital function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Delaware Valley area are expected to spend at least $98 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Recruitment Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Radio Advertising Works, Home Improvement, Advertise In Philadelphia, Advertising Advice, Advertising In Philadelphia, Radio Listening, Effective Advertising.

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