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Advertise In Boston: Reaching Millennial Parents

Feb 18, 2020 7:41:00 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 50% of all Boston area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 910,018 children under the age of 18 living in the Boston area. That makes the local millennial-parenting economy worth upwards of $212 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For New England small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Boston radio is the best way to reach this audience.

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Topics best way to advertise, newspaper advertising, radio advertising, small business owner, online advertising, millennials, social media advertising, television advertising, small business, facebook advertising, working mothers, mothers, pandora, spotify, digital advertising, parents, children

Why Used Car Dealers In Boston Should Advertise Now

Feb 13, 2020 5:02:03 PM / by Larry Julius

March is the biggest single month for used car sales in the Boston area. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $189 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $525 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in New England

Although most Boston area used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 650,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $1.9 billion used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Boston radio.

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Topics best way to advertise, newspaper advertising, radio advertising, consumer spending, small business owner, online advertising, social media advertising, television advertising, small business, facebook advertising, pandora, spotify, digital advertising, used cars, automotive, used trucks, used vehicles

Boston Small Business Owners Ask: How Do Consumers Spend Their Money?

Feb 10, 2020 8:50:00 AM / by Larry Julius

Boston area consumers are expected to spend $100.9 billion at retail this year, according to Nielsen. This means that every household, on average, will be dishing out over $51,000.

To capture a larger share of these dollars, New England small business owners need to know the answer to two questions.

The first question is, where is this enormous amount of cash being spent?  The list below details the answer.

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Topics store traffic, retail, best way to advertise, newspaper advertising, radio advertising, consumer spending, small business owner, online advertising, social media advertising, television advertising, small business, pandora, spotify, digital advertising

Best Way To Advertise Insurance Products In Boston

Jan 29, 2020 8:12:19 AM / by Larry Julius

If you were one of the 3,543,709 consumers who tuned-in to a Boston radio station last week, then chances are you heard at least one commercial from GEICO, Progressive, or Liberty Mutual. That's because insurance is big business in New England.

Each year, Boston area consumers spend $6.9-billion to insure their homes and cars. That's almost $1500 for every area adult.

There is good news and bad news for the 8800 local insurance agents who are competing to earn a substantial share of the home and auto premiums consumers are paying.

According to Nielsen, 236,000 policyholders in the Boston area are planning to switch insurance providers during the next 12 months.

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Topics best way to advertise, radio advertising, small business owner, small business, insurance, home buyers, home sellers, real estate, insurance agent, auto insurance, home insurance

Small Business Advice: Home Improvement Advertising In Boston

Jan 23, 2020 7:32:50 AM / by Larry Julius

Consumers in the Boston area spent a record $6.1 billion on home improvements in 2019. This level of spending is projected to drop modestly next year, according to Harvard University’s Joint Center for Housing Studies.

“Declining home sales and home-building activity coupled with slower gains in permitting for improvement projects will put the brakes on remodeling growth,” says Chris Herbert, the center’s managing director.

“However, if falling mortgage interest rates continue to incentivize home sales, refinancing, and ultimately remodeling activity, the slowdown may soften some.”

If New England small businesses that sell home improvement products and services would like to continue to grow despite the softening market, then advertising will be required.

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Topics best way to advertise, newspaper advertising, radio advertising, consumer spending, small business owner, online advertising, social media advertising, television advertising, small business, digital advertising, home decor, home improvement, remodeling

Advertise In Boston: Reaching Furniture Shoppers

Jan 20, 2020 6:32:00 AM / by Larry Julius

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for New England furniture stores.

In 2019, local consumers in the Boston area spent $2.1 billion on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a New England small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.

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Topics retail, best way to advertise, newspaper advertising, radio advertising, consumer spending, small business owner, online advertising, social media advertising, television advertising, small business, digital advertising, furniture, mattresses, home decor

The Value Of Advertising On Boston Radio At Night

Jan 17, 2020 6:29:11 PM / by Larry Julius

Is advertising on the radio just a day job for New England small business owners?  

Thousands of local companies depend on radio advertising to market their goods and services. But, most 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, 3,543,709 adult consumers tuned-in to their favorite Boston 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, 57.1% of Boston area consumers who listen to the radio during daylight hours, also tune in at night.

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Topics best way to advertise, radio advertising, small business owner, small business, time of day, dayparts, value, advertising on a budget

Advertising In Boston: How To Reach Moms

Jan 17, 2020 5:11:54 PM / by Larry Julius

Advertising on Boston radio stations is the best way for small business owners to reach the lucrative mother-market in New England. 

Boston area consumers will spend $110.9 billion over the next 12 months. Forbes magazine reports that its these moms who control 85% of all household purchases. Locally,  there are more than 691,000 mothers with children under the age of 18 at home.

New England small business owners need to pay special attention to these mothers and their wallets. Here's why:

  • 45,956 moms are planning to buy a new house this year
  • 56,942 moms are planning to go back to school this year
  • 72,691 moms will buy a smartphone this year
  • 79,617 moms will hire a plumber this year
  • 80,232 moms are planning to purchase a car this year
  • 81,770 will use a financial planner this year
  • 85,744 moms will buy furniture or mattresses this year
  • 168,261 will use a tax preparation service this year
  • 186,926 moms are planning a major home improvement this year
  • 582,488 moms will buy a restaurant meal this month
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Topics best way to advertise, newspaper advertising, radio advertising, small business owner, online advertising, social media advertising, television advertising, small business, working mothers, digital advertising, advertise to mothers, market to parents

How To Keep A Boston Small Business Top Of Mind

Jan 10, 2020 7:08:00 AM / 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 Boston area  small business owner who wants to grab a share of the area's $100.9-billion retail market.

Advertising on Boston radio provides New England 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, all of us 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, radio advertising, small business marketing, top of mind awareness, small business advertising, frequency, memory curve

Employment Advertising: Reach 94% Of Qualified Candidates In Boston

Jan 7, 2020 3:36:30 PM / by Larry Julius

New England area small business owners need employees...desperately.

According to a report from the National Federation of Independent Business, 26% of small business owners say finding qualified workers is their number one problem. 

The report goes on to say that 88% of small business owners looking to hire new employees are finding there are no qualified candidates.

The historically low unemployment figures in the Boston area appears to be the root cause of local hiring woes. The metro area jobless rate stands at 2.1%. There are just not enough qualified workers to go around.

Most small business owners have exhausted the traditional methods of recruitment. These include online job board posts, newspaper ads, referral bonuses, and help wanted signs. All to no avail.

To successfully attract the qualified applicants they yearn for, local small business owners need to command the attention of 'passive' job seekers. The number one source for these candidates is Boston radio.

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Topics best way to advertise, radio advertising, small business owner, online advertising, social media advertising, television advertising, small business, digital advertising, job boards, recruitment advertising, employment advertising

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