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Larry Julius


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Advertising In Fort Myers: What's The Best Way To Reach Pet Owners?

May 13, 2021 8:49:49 AM / by Larry Julius

A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Fort Myers-Naples-Cape Coral area to 461,323, according to Nielsen.

As a result, the amount of money that will be spent in Southwest Florida during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $412 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

SWFL pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

To capture a significant share of the local pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Fort Myers radio.

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Topics Reach, roi, best way to advertise, retail, millennials, radio advertising, return on investment, pet owners, retail sales, retail store, retailer, advertising reach, reach & frequency, retail spending, dog owners, cat owners

Help Wanted: The Best Way To Recruit Qualified Workers In SWFL

May 7, 2021 10:28:08 AM / by Larry Julius

The number of job openings in the Fort Myers area has exceeded pre-pandemic levels, according to the Bureau of Labor Statistics.  Businesses of all sizes are adding employees in a big way, according to the ADP Research Institute, but still, large numbers of positions remain unfilled.

With the Flordia unemployment rate still at 4.7%, Fort Myers area business owners wonder why they are having difficulty attracting applicants for open positions.

According to a recent article posted in The Economist, there are two major reasons why many sidelined workers aren't anxious to come to work. The first is fear.

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Topics radio advertising, radio recruitment advertising, recruitment advertising, white collar workers, social media advertising, employment advertising, social media, blue collar workers, internet job posting, passive job seekers, indeed, active job seekers, linkedin, monster.com, zip recruiter

Wow!! Southwest Florida Millennials Turn 40 This Year

Apr 29, 2021 4:40:37 PM / by Larry Julius

There are 171,080 millennials in the Fort Myers-Naples area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 17.7% of the Fort Myers area population but almost one-third of metro-area sales. 

All in, Southwest Florida millennials are expected to ring up more than $7.9 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Fort Myers-Naples millennials will show up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.

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Topics Reach, roi, best way to advertise, retail, millennials, small business advertising, small business owner, swfl small business, southwest florida small business, return on investment, small business, millennial parents, retail sales, retail store, retailer, advertising reach, reach & frequency, small business marketing, retail spending

Who Listens To Fort Myers Radio?

Apr 23, 2021 11:29:21 AM / by Larry Julius

Every week, according to Nielsen, 89% of adult consumers tune in to a Fort Myers radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Fort Myers radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why Southweat Florida small business owners depend on Fort Myers radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Fort Myers small business owners to understand.

The six listener categories as described in the study are:

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Topics Reach, best way to advertise, small business advertising, radio advertising, small business owner, swfl small business, southwest florida small business, effective advertising, small business, advertising reach, reach & frequency, small business marketing, radio listening, share of ear

How Much Do Fort Myers-Naples Business Owners Spend on Advertising?

Apr 16, 2021 11:10:25 AM / by Larry Julius

Now is a crucial time for Fort Myers small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, Southwest Florida business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Fort Myers consumers gain confidence, they are expected to unleash the record $4.9-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Fort Myers business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Fort Myers business owners are expected to spend $607-million to advertise the goods and services they sell. This represents a 7.0% increase versus last year.

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Topics Reach, roi, best way to advertise, small business advertising, small business owner, swfl small business, budget, southwest florida small business, return on investment, small business, advertise on a budget, advertising reach, reach & frequency, small business marketing, advertising on radio, ad spending

Why Audio Advertising In Southwest Florida Drives Purchase Decisions

Apr 8, 2021 1:53:14 PM / by Larry Julius

Fort Myers consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, Southwest Florida retailers will need to advertise.

“Think you have a great product?” asks the US Small Administration. “Unfortunately, no one’s going to know about it unless you advertise.”   

“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."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Fort Myers consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics pandora, best way to advertise, retail, small business advertising, streaming audio, small business owner, swfl small business, southwest florida small business, small business, spotify, siri, retail sales, retail store, retailer, small business marketing, podcasts, retail spending

Consumers Stick With Fort Myers Radio Despite Pandemic

Mar 30, 2021 3:59:47 PM / by Larry Julius

In 1939, when WFTM-AM became the first radio station in Southwest Florida, many believed the medium was a fad.  Two years before, a hit song by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Fort Myers radio, however, has survived the advent of talking-movies, television, eight tracks, and cassettes in stereo.  More recently, radio has withstood a tsunami of digital options including, YouTube, SiriusXM, Pandora, and Spotify.

As the Coronavirus pandemic rolls over into a second year, Fort Myers radio has hung tough and not ceded its ground despite listener's shifting lifestyles.  This is crucial news for local small business owners who depend on local stations to market their goods and services.

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Topics Reach, roi, best way to advertise, return on investment, in-car listening, corona, coronavirus, covid 19, advertising reach, reach & frequency, in-car audio, pandemic, listening location, time spent listening, radio listening, work from home, commuting

SWFL Homeowners Plan To Spend Stimulus Cash On Improvements

Mar 15, 2021 4:09:33 PM / by Larry Julius

Southwest Florida residents will begin receiving economic stimulus checks  from the Internal Revenue Service as early as today.  In all, local consumers will receive more than $1.5 billion in payments.

This infusion of cash into the Fort Myers economy was authorized by Congress last week in the American Rescue Plan legislation. 

The stimulus relief legislation calls for a one-time payment of $1,400 to single adults. Married couples who filed jointly will receive $2,800 total ($1,400 apiece). Families will get an additional $1,400 for each eligible dependent regardless of age. A family of four could get $5,600 in total payments. Like the second round of stimulus payments, the third round specifically prohibits payments to anyone who died before January 1, 2020.

Many of the stimulus dollars will end up in the wallets of 334,000 Fort Myers area homeowners. Based on research from Modernize, a leader in the home improvement and home services industry, 57% of these consumers are planning to spend all or part of their checks on home improvement projects.

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Topics roi, best way to advertise, radio advertising, return on investment, home improvement, contractors, homeowners, home owners, stimulus checks, replacement windows, roofing

Does Anyone Listen To Fort Myers Radio At Night?

Mar 10, 2021 10:07:56 AM / by Larry Julius

Each week, according to Nielsen, more than 894,000 adult consumers tune-in to a Fort Myers radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Fort Myers radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 41.6% of local consumers listen to Fort Myers radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Southwest Florida small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics prime time, time of day, small business advertising, small business owner, swfl small business, southwest florida small business, effective advertising, small business, advertise on radio, small business marketing, Advertise on Fort Myers Radio, nighttime

Grab A Larger Share Of SWFL's Accelerating Retail Spending

Mar 4, 2021 2:24:02 PM / by Larry Julius

Southwest Florida consumers are expected to spend upward of $16.3-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Fort Myers radio.

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Topics web traffic, retail, small business advertising, radio advertising, small business owner, swfl small business, southwest florida small business, consumer spending, small business, retail sales, retail store, retailer, website visitors, small business marketing, online shopping, retail spending

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