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Creating Top Of Mind Awareness For A Philadelphia Small Business

Nov 8, 2019 1:00:00 PM / by Larry Julius

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Delaware Valley small business owner who wants to grab a share of the area's $101-billion retail market.

Advertising on Philadelphia radio provides local business owners with the most affordable way to move to the top of customers' minds. But, before discussing how to get remembered, we must understand why consumers forget.

Every second, local consumers are exposed to 11,000,000 pieces of data. A consumer's brain, however, is only capable of dealing with about 50 pieces of this data at a time. So, if my calculus is correct, a consumer forgets approximately 10,999,950 things every second.

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Topics Best Way To Advertise, Advertise In Philadelphia, return on investment, top of mind awareness, retail, store traffic, small business owner, radio advertising, frequency, repetition

Recession Advice For Delaware Valley Business Owners: Keep Advertising

Sep 27, 2019 8:41:00 AM / by Larry Julius

There have been more recessions in America than presidents, 47 vs. 45.  Many economists believe number 48 is looming.  

The textbook definition of a recession is a period of declining economic performance across an entire economy, frequently measured as two consecutive quarters. In other words: it's a time when most Delaware Valley small business owners sell fewer of their goods and services.

There is one thing a recession is not.  It is not a time for Philadelphia area small business owners to stop advertising.

One of the greatest marketers of all time, Henry Ford, once said, "The man who stops advertising to save money is like the man who stops the clock to save time."

What you had for breakfast this morning may prove Mr. Ford's observation.

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Topics Delaware Valley Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Advice, roi, return on investment, retail, recession

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

ROI: How Delaware Valley Business Owners Turn Dimes To Dollars

Aug 7, 2019 7:47:00 AM / by Larry Julius

Suppose you woke up one morning and found a 100-year-old machine in your basement. You soon discovered that every time you put a dime in the machine, one dollar came out.  How many dimes would you drop in that machine?

Good news for Delaware Valley small business owners: such a machine exists and you probably have one in your car, at work, at home, even on your phone. It's called local radio.

Over the past few years, Nielsen has conducted over 20 studies to determine what type of return-on-investment (ROI) a business can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for ever $10 invested.  Turning dimes into dollars.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Advertising In Philadelphia, roi, return on investment

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