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Holiday Shopping: Delaware Valley Retailers Prepare For A Big Year

Oct 11, 2019 7:17:00 AM / by Larry Julius

Delaware Valley consumers are expected to spend $12 billion on this year's holiday shopping, based on predictions by the National Retail Federation.  This would be a 4% increase over last year.

Deloitte, one of the world's top four accounting firms, forecasts similar growth.

"The projected holiday season growth is, in part, due to the current health of the labor market,” said Daniel Bachman, Deloitte's U.S. economic forecaster. “Near record-low unemployment rates, coupled with continued monthly job creation, may encourage people to spend more during the holiday season. The economy is still growing, albeit at a slower rate. Additionally, we continue to see consumer confidence elevated, which also helps boost holiday spending."

For most Delaware Valley retailers, holiday spending brings in about 20% of annual sales But, long gone are the days when the bulk of this shopping occurred between Black Friday and Christmas.

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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, retail, christmas shopping, holiday shopping, black friday

The New SHEconomy: Is Your Delaware Valley Business Benefiting?

Oct 8, 2019 12:15:00 PM / by Larry Julius

Last week, according to Nielsen, 1,053,393 single, adult women tuned-in to a Philadelphia radio station.  This is 91.1% of every consumer who fits this description.

Why should Delaware Valley small business owners take note of this demographic? A study by investment bank Morgan Stanley finds 41% of working-age women are single. That number is expected to increase to 45% over the next ten years.

The study, called 'Growth of the SHEconomy', indicates that single women outspend the average household in many retail categories. Remarkably, says, Erica Sweeney of MarketingDive, "Women purchase more than half of products traditionally considered 'male' including autos, home improvement products, and consumer electronics."

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Best Way To Advertise, Advertise On Philadelphia Radio Stations, retail, marketing to women, SHEconomy, advertising to women

Advertising on Philly Radio At Night Proves To Be Smart Investment

Oct 1, 2019 9:32:00 AM / by Larry Julius

Is advertising on the radio just a day job for Delaware Valley small business owners?  

Thousands of local companies depend on radio advertising to market their goods and services. But, many of these business owners choose to buy commercials only between 6:00 am and 7:00 pm.  Is this a good idea? Maybe not.  Here are the facts.

Last week, for instance, 3,830,493 adult consumers tuned-in to their favorite Philadelphia radio stations. This is significantly higher than the number that tuned-in to a local TV station, read a local newspaper, logged-on to social media sites like Facebook, or streamed audio from Pandora and Spotify.

But radio listeners do not roll-up their ears just because the sunsets. According to Nielsen, 61% of Delaware Valley consumers who listen to the radio during daylight hours, also tune in at night.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertising In Philadelphia, advertise in delaware valley, best time to advertise

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

Marketing To Mothers In The Delaware Valley

Sep 12, 2019 7:34:00 AM / by Larry Julius

Advertising on Philadelphia radio stations is the best way for small business owners to reach the lucrative, local mother market in the Delaware Valley. Here's why.

Local consumers will spend $93 billion over the next 12 months. Forbes magazine reports that it is moms who control 85% of all household purchases. Locally,  there are more than 583,416 mothers with children under the age of 17 at home.

Delaware Valley small business owners need to pay special attention to these mothers and their wallets. For example, compared to the general population, over the next 12 months, local moms live in households that are

  • 32% more likely to get married
  • 36% more likely to buy a major appliance
  • 39% more likely to purchase carpet/flooring
  • 45% more likely to buy a new mattress
  • 52% more likely to buy a new vehicle
  • 56% more likely to move
  • 95% more likely to buy new furniture
  • 97% more likely to buy a smartphone
  • 101% more likely to refinance a mortgage
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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise In Philadelphia, advertise in delaware valley, working mothers, households with children, mothers

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

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

Proof: Advertising On Philadelphia Radio Drives Sales

Aug 22, 2019 7:53:42 AM / by Larry Julius

Delaware Valley consumers will spend $98 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

The first radio station in Philadelphia signed on the air 1922.  Since then, thousands of business owners have known, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

As a matter of fact, some of the first Philadelphia radio stations were owned by the Delaware Valley's largest retailers including Gimbel's, and Wanamaker's, 

Today, area business owners no longer need to base their advertising plans on intuition.  Now, there is proof that advertising on Philadelphia radio creates the top of mind awareness necessary to drive sales.

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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, Advertising In Philadelphia, advertising on Philadelphia radio, top of mind awareness

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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