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Market To Delaware Valley Pet Owners: Small Business Guide

Oct 28, 2019 8:18:00 AM / by Larry Julius

Delaware Valley small businesses that sell products or services to pet owners should sit up and take notice.  Local consumers will spend $1.2 billion this year on behalf of Fido and Fluffy. This amount has increased 323% since 1994, with no sign of letting up.

According to the American Pet Products Association, here's how local spending on furry companions breaks down:

  • Food: $477,474,000
  • Supplies/OTC Medicine: $256,205,000
  • Vet Care: $291,143,000
  • Live Pet Purchases: $22,062,000
  • Other Services: $34,937,000

The biggest month for sales of pet-related products and services in the Delaware Valley is, by far, December. That is when 10.5% of all annual spending happens in this category.

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Topics Best Way To Advertise, newspaper advertising, retail, social media advertising, television advertising, small business owner, radio advertising, pet owners, pet owner

5 Facts Philly Business Owners Should Know About Radio Advertising

Oct 21, 2019 7:49:00 AM / by Larry Julius

Delaware Valley small business owners have depended on radio advertising to market their goods and services since 1922.  That's the year 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.

Today, there are 59 radio stations that serve Philadelphia and the Delaware Valley. Each provides a unique blend of music, information, and entertainment.  Some stations focus on politics or sports. Some play country music. Some play the hits. Some play classic rock. Some are on the AM dial. Some are on FM.

When WOO, WFI, and WIP began broadcasting, there were no TV stations in Philadelphia. Those would come 19 years later. Also, there was no social media, YouTube, Sirius/XM, Pandora, Spotify, or smartphones. Each of those would be products of a new Millenium.

With an overabundance of advertising options now available to small business owners, does advertising on Philadelphia radio still make sense?  Here are five facts that serve to answer that question.

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Topics Small Business Advertising, Best Way To Advertise, Effective Advertising., advertising on Philadelphia radio, newspaper advertising, television advertising, small business owner, radio advertising

Delaware Valley Lawn Care Company Grows With Help Of Radio Advertising

Oct 18, 2019 7:49:00 AM / by Larry Julius

"Our main goal has always been to grow every year just like we were a brand new business," says Daniel Pilquist, Vice President of Operations for Pilquist Enterprises, Inc. "Aggressive advertising helps us make that happen."

Pilquist Enterprises owns and operates 12 NaturaLawn franchises throughout the Delaware Valley. The business was founded by Daniel's father, Dean, in 1991. "My Dad started with one truck and one service rep out of a small location in Doylestown," he says. "We are now the largest franchisee in America.

NaturaLawn provides Philadelphia area homeowners with weed-free green lawns using an environmentally friendly approach. "We offer a proprietary, organic-based fertilizer that focuses on secondary and micronutrients as well as bio-stimulants to transform the home's soil ability to produce green grass," says Daniel.

The business, which started with franchises in Bucks and Montgomery County, quickly grew to eight fueled by telemarketing, direct mail, and customer referrals.

By 2008, the Pilquist's NaturaLawn franchises were serving 3500 customers per year. To achieve greater growth, the company began investing in advertising on Philadelphia radio stations.

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Topics Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Home Improvement, Endorsement Advertising, newspaper advertising, television advertising, small business owner, lawn and garden, direct mail

Advertising On Philadelphia Media: Best Options For Business Owners

Sep 16, 2019 7:39:00 AM / by Larry Julius

Advertising is critical to the success of every Delaware Valley 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 Philadelphia 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 Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, advertising on Philadelphia radio, newspaper advertising, retail, social media advertising, television advertising

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

How Newspaper Advertising In Philadelphia Compares To Local Radio

Aug 20, 2019 9:20:53 AM / by Larry Julius

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where radio has become, by far, the advertising medium with the largest reach among Delaware Valley consumers.

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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, advertising on Philadelphia radio, newspaper advertising, philadelphia inquirer

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