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Be Heard: The #1 Job Of Every Commercial On Philadelphia Radio

Jan 10, 2020 8:19:37 AM / by Larry Julius

The number one job of a radio commercial is  not  to sell products for the sponsoring Delaware Valley small business owner. 

The number one job is not to build store traffic or to create top of mind of awareness.

The number one job of a radio commercial is not to build brand or deliver ROI.

The number one job of every commercial on Philadelphia radio is to be heard. Period. When a commercial is heard, then all the rest will follow. But being heard is not easy.

At the exact second a radio commercial begins, 11,000,000 other pieces of information are all wrestling for the listener's attention.  Sadly, a consumer's brain is only capable of dealing with about 50 bits of that information at a time.

If you are a local business owner who would like to secure a larger share of the $100-billion Delaware Valley consumers will spend this year, then what you say first in your radio commercial is crucial to winning the battle for a consumer's ear.

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Topics Best Way To Advertise, Advice, Advertising Advice, Effective Advertising., Effective Radio Commercials, Copywriting, top of mind awareness, small business owner, small business

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

For Philly Pretzel Factory, Radio Advertising Is A No-Brainer

Aug 26, 2019 8:20:00 AM / by Larry Julius

"I wish I had known about radio advertising when we opened up our first store in 1998," says the Dan DiZio the co-founder and CEO of Philly Pretzel Factory. "It would have allowed us to grow even faster than we did."

With permission of his Mom, an 11-year old Mr. DiZio began selling pretzels on the treacherous intersection of Roosevelt Boulevard and Rhawn Street in Northeast Philadelphia. His inventory was remnants from his neighbor, who owned the Kensington Soft Pretzel bakery.

"On the first day I sold 1000 pretzels", recalls Mr. Dizio. "After splitting the profits with my neighbor, I had $100 left in my pocket. A lot of money for an 11-year-old."

Shortly after that, Mr. DiZio began recruiting 40-50 classmates a day to hawk even more pretzels on street corners all over the neighborhood.  This early taste of franchising kept his pockets very full through middle school, high school, and into college.

This was the origin of what, today, is a $50,000,000 a year business with 175 stores in 17 states. Eighty-five of those locations are within 40 miles of Center City Philadelphia. Mr. DiZio has gone from selling 1000 pretzels per day to 175,000,000 per year.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Advertise On Philadelphia Radio Stations, Endorsement Advertising, Advertise In Philadelphia, Advertising In Philadelphia, Effective Radio Commercials, return on investment, advertising on Philadelphia radio, newspaper advertising, philadelphia inquirer, radio promotion

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 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

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