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Larry Julius


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5 Reasons Radio Advertising Works For SWFL Small Business Owners

Apr 18, 2019 7:05:00 AM / by Larry Julius

In 1940, WFTM in Fort Myers signed on as the first radio station in Southwest Florida. Since then, local business owners have depended on radio advertising to successfully market their goods and service.

Using any metric, advertising on Fort Myers radio remains the most potent medium for fulfilling the marketing objectives of SWFL business owners of every size.

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Topics reasons, small business advertising

Do Millennials Listen To Fort Myers Radio? SWFL Business Owners Ask.

Apr 16, 2019 7:02:00 AM / by Larry Julius

It's time to set some misguided SWFL small business owners straight.  When we say everybody listens to  Fort Myers radio, we mean everybody.  Generations X, Y, and Z. Baby boomers, and, yes, the millennial generation.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is, debatably, either 2000 or 2001).  This means 18-34 year olds. 

In the Fort Myers metro (Collier and Lee Counties counties) 196,800 millennials make-up exactly one-third of the population and will deliver $6.6 billion to local cash registers.

But here's the thing about millennials that many SWFL small business owners get wrong: millennials listen to the radio.  Almost all of them. 94.6% of them to be exact.

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Topics new music, millennials

What is the Best Way To Advertise Retail Stores In SWFL?

Apr 12, 2019 6:30:00 AM / by Larry Julius

Over the next 12 month, Southwest Florida consumers will spend $22 billion on retail products.

Small business owners who want to compete for a share of this cash will need to advertise. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money.”

Bottom line: SWFL consumers will only buy from retailers they know about.

There are many ways small business owners to advertise. This includes local television, newspapers, or streaming media platforms like Pandora and Spotify.

But regardless of what product a retailer sells, the best option is advertising on Fort Myers radio. Radio reaches significantly more consumers in every major retail category than all of the other media choices.

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Topics retail, store traffic, sales

What is the Best Time to Advertise on Radio in SWFL?

Apr 9, 2019 6:27:00 AM / by Larry Julius

You've done the research. You now know that by every measure, radio advertising is the most effective way for your SWFL small business to market its goods and services.

You have learned, for instance, 807,219 consumers regularly tune-in to their favorite Fort Myers radio stations.  That's more than 90% of all adults.

You've also learned that, on average, adults spend almost two hours per day listening to Fort Myers radio.

If you dug deep enough, then you know radio advertising delivers, on average, a $10 lift in sales for every $1 invested. This is a remarkable ROI for any Southwest Florida small business owner.

What you may not have figured out, however, is what is the best time of day to advertise on Fort Myers radio?

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Topics prime time, time of day, daypart

Cape Coral Business Owner Uses SWFL Radio Stations To Drive Traffic

Apr 5, 2019 6:20:00 AM / by Larry Julius

"We have been very pleased with the results of our radio advertising," says Kimberly Bell, who handles the marketing for Fix Marine Supply in Cape Coral. "It has been a very good investment for us."

Florida has more recreational boats than any other state, according to the National Marine Manufacturers Association.  Almost 21,000 of these pleasure craft are registered in Collier County alone.

Eight years ago, John Fix started Fix Marine Supply at his dining room table in Cape Coral to try and grab a share of the $150,000,000 that is spent on boating related purchases in the county each year. The company specializes in boat lifts and supplies for both residential consumers and contractors.

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Topics retail, Cape Coral, Boat, store traffic

Fort Myers Radio Stations Drive Clients to Local Lawyers' Websites

Apr 2, 2019 6:40:00 AM / by Larry Julius

Over the next 12 months, 101,000 people in Southwest Florida will seek the help of a local attorney.  These clients will generate more than $251,000,000 in legal fees for services including real estate transactions, bankruptcies, criminal defense, traffic offenses, personal injury, divorce, estate planning, and civil matters.

There are 2,525 lawyers to choose from in Lee and Collier counties. So, what can a local attorney do to compete for a share of this mammoth pool of billable hours? He or she can do what hundreds of other successful small business owners do: advertise on Fort Myers radio.

Here is the evidence:

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Topics Attorney, lawyer, web traffic, attribution

SWFL Small Business Sets Sales Records. Credits Radio Advertising.

Mar 28, 2019 7:11:57 AM / by Larry Julius

Aaron Walker is the owner of Naples Nissan. "Last year," he says, "we had the biggest sales year in the history of the store. Advertising on Fort Myers radio was a key driver of our success."

Naples Nissan had been a fixture in Southwest Florida for many years before Mr. Walker took over four years ago. "The previous owner," he explains, "had been selling, on average, 110 new and used vehicles a month. Because of the way we consistently market our dealership on the radio, we now sell 300 cars per month."

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Topics automotive, car dealership

What Is The Best Way To Advertise In Fort Myers?

Mar 21, 2019 6:08:42 AM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way for any Southwest Florida small business owner to advertise is on Fort Myers radio.

A key function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in Lee and Collier counties are expected to spend at least $22 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

The bottom line: It is difficult for anyone in Southwest Florida to purchase a product or service from a local business owner if they aren’t aware of it.

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Topics best way to advertise

Frequency is Key to Advertising Says Fort Myers Small Business Owner

Mar 18, 2019 6:04:00 AM / by Larry Julius

Since she was 12 years old, Jamie Layne has worked in every department of the family business. This prepared her for taking over as President of Victory Layne Chevrolet in Fort Myers when her dad Ronnie passed away in 2009.

It was during her time in charge of the dealership's marketing department that she learned what makes advertising successful for a Southwest Florida small business owner.

"I was taught," says Ms. Layne, "that the key to advertising is frequency...frequency...frequency.  The more people hear your commercials, the better."

"Of all the media we have used over the years," she continues, "advertising on Fort Myers radio helps us reach the most people and gives the best frequency."

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Topics Frequency, Reach

Should I Advertise On Fort Myers Radio? Small Business Owners Ask.

Mar 14, 2019 6:45:00 AM / by Larry Julius

Southwest Florida small business owners have more advertising options than ever. Choices include television, cable, billboards, online, and newspapers. But according to Deloitte, the world's largest business consulting firm, radio "should be a big part of the mix for those buying advertising."

Some small business owners might dismiss Deloitte's advice. They might wonder, "Does anyone listen to the radio anymore?"

"But," says Deloitte, "radio has commonly been underestimated. Radio is the voice whispering in our ear, in the background of dinner, in an office, or while driving the car. It is not pushy or prominent … but it is there."

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Topics Should I Advertise

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