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Advertising On Philadelphia Radio: What Consumers Want To Hear

Jul 16, 2020 2:42:34 PM / by Larry Julius

If you were one of the 3.8 million adults who tuned-in to a Philadelphia radio station last week, then no doubt you heard multiple commercials that included phrases like 'troubling times', 'uncertain times', 'unprecedented times', 'new normal', and 'we're in this together'. 

In March, as the pandemic began to disrupt consumers' lives, using these phrases was a powerful way for Delaware Valley small business owners to acknowledge the severity of the crisis and to exhibit empathy. But 120 days later, these words have become cliche and have lost potency.

A cliche, says the Oxford Dictionary, is "a phrase or opinion that is overused and betrays a lack of original thought." 

According to the Writing Center at The University of North Carolina, the dependence on cliches could create a harmful perception of a business that uses them. For instance, these overused phrases can make an advertiser's message seem boring. They can be perceived as vague. They can be interpreted to be a sign of laziness. They can also result in a lack of credibility. 

The words a Philadelphia area small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

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Topics Delaware Valley Small Business Owner, Small Business Advertising, Effective Radio Commercials, commercial length, small business owner, radio advertising, small business, advertise on radio, small business marketing, creative, scripts

Best Way To Re-Introduce A Philadelphia Small Business To Consumers

Jun 5, 2020 2:55:29 PM / by Larry Julius

Delaware Valley small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down.  A better term might be 're-introducing'.

Since the Governor of Pennsylvania shuttered the state on March 17 to slow the spread of COVID-19, Philadelphia area consumers have discovered new ways to buy the goods and services they need.  It's now the burden of local business owners to lure these customers back. The first step is re-introduction.

In 1922, 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. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, flooding, and blizzards. By any metric, advertising on Philadelphia radio remains the most effective tactic a small business owner can use post-pandemic, as well.

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Topics Best Way To Advertise, Effective Radio Commercials, Dayparts, Time of Day, roi, return on investment, commercial length, retail, small business owner, radio advertising, small business, Retail Sales, retailer, retail stores, reopen

Advertising On A Budget? Why Philadelphia Radio Makes Sense.

Nov 26, 2019 1:40:39 PM / by Larry Julius

Over the next 12 months, Delaware Valley  consumers are expected to spend $103.4 billion at retail.  To capture a larger share of this cash,  local small business owners should consider advertising.

The US Small Business Administration recommends that every SWFL small business advertise consistently.  “Think you have a great product?” asks the SBA. “Unfortunately, no one’s going to know about it unless you advertise.”  The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Local business owners have depended on Philadelphia 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, Philadelphia radio, by any key advertising metric, is still the best way for business owners to reach local consumers.

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Topics Best Way To Advertise, Co-op, Cooperative Advertising, Dayparts, Time of Day, commercial length, best time to advertise, radio advertising, advertising on a budget, philadelphia radio, indexing

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

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