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Advertising In Boston: Reaching Female Consumers

Feb 9, 2021 12:17:09 PM / by Larry Julius

Advertise On Boston Radio: Reach Female ConsumersThere are 2,087,000 adult women in the Boston area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $72 billion and $82.3 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Boston small business owners to successfully capture a meaningful share of the local female economy requires advertising.

The US Small Business Administration recommends that every Boston 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”.New call-to-action

By almost any advertising metric, the best way to reach local, female consumers is on Boston radio.

Each week, according to Nielsen, more women are reached by Boston radio than all other local media options.Advertising In Boston: Reaching Women

Even among millennial women, who now account for one-third of local retail spending, Boston radio reaches significantly more of these consumers than all other local advertising media.

Advertise In Boston Reaching Millennial Women

When a Boston small business owner invests in advertising, reach is critical to producing a measurable return on investment.

In a study of advertising effectiveness, Nielsen discovered the elements of a campaign that had the most potent effect on purchase behavior. The results indicate that reach (the number of different consumers exposed to a campaign) was responsible for driving more sales for the advertiser than branding, recency, context, or targeting. Only the content of the ad had a greater effect.

Advertise In Boston Successful Campaign

There are 33 radio stations that serve local consumers. Despite the immensity of options, though, the average listener will only listen to 2.5 each week.  Here are the types of stations Boston women choose:

Advertising on Boston Radio Women-Formats

More Advertising Advice For Boston Small Business Owners

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Topics: best way to advertise, small business owner, small business marketing, market to women, advertise to women, small business, advertise on radio, small business advertising, advertise to mothers, advertise on boston radio, radio formats

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