Over the next 12 months, Southwest Florida consumers are expected to spend $22.7 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 Fort Myers radio advertising to market their goods and services since 1940. That's when William E. Benns put the first Fort Myers station, WFTM, on the air.

Today, Fort Myers radio, by any key advertising metric, is still the best way for business owners to reach local consumers.

Attention Southwest Florida small business owners. The five busiest shopping days of the year are imminent.

Based on data from the National Retail Federation, more than 667,000 Fort Myers-Naples area consumers are likely to shop beginning on Thanksgiving Day through Cyber Monday.

“The tradition of Thanksgiving weekend holiday shopping has become a five-day event with consumers spending money in stores, supporting local small businesses, and online with their mobile devices and computers,” NRF President and CEO Matthew Shay said. “Even as people are starting to purchase gifts earlier in the season, consumers still enjoy finding good Thanksgiving deals and passing time shopping with family and friends over the long holiday weekend.”

Based on the NRF findings, here are the number of shoppers local business owners can expect on each of these five days:

Almost 214,000 adult consumers in Southwest Florida belong to a fitness club. These memberships bring in close to $398 million in sales to local gym owners.

January is critical for the small business owners that operate gyms in the SWFL area. According to the International Health, Racquet, and Sportsclub Association, this one month alone, accounts for 10.8% of annual membership sales. New Year's resolutions are the reason for this early year spike.

To capture a larger share of the $42.9 million local consumers  will spend on gym memberships in January, requires fitness center owners to advertise. The best way to do this is on Fort Myers radio. Here's why.

Ask any Southwest Florida small business owner how to measure the success of an advertising campaign. The answer will almost always 'sales.'

According to Nielsen research, the media-element of a campaign that has the most significant effect on sales is reach. This is the number of different people exposed to the advertiser's message.

There are more ways than ever to advertise. But, which of those options has the largest reach among SWFL consumers?

Doug Schoen, an advertising professional with 35 years of experience, writes in Forbes: "You wouldn’t know it from all the media coverage focused on streaming video and streaming music, but radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference."

By April 15th next year, 428,000 residents of Southwest Florida will file a tax return.  More than 53% of these returns will be completed by the taxpayers themselves, either by hand or with the help of an online provider like Turbotax.

Every season, SWFL small business owners who specialize in tax preparation services lose customers to the do-it-yourself options.  This year, 199,855 local consumers will spend $38,500,000 with professionals. But, based on the average cost of services, more than $44,100,000 will stay in the wallets of the DIY crowd.

To clawback this enormous amount of money from the DIY market, SWFL tax services will need to advertise the valuable benefits of using a professional.

The best advertising option for professional tax professionals is on Fort Myers radio stations. Here's why.

The first Baby Boomers were born in Southwest Florida during 1946, and they kept coming until 1964.  Today, this generation represents 22.1% of the population.

According to Visa, however, when it comes to the ability to buy goods and services from local business owners, people 50 and older are responsible for 56% of all retail spending.  In SWFL, that equates to $12.7 billion.

Forecasts from the Bureau of Labor Statistics indicate the spending power of the Baby Boomer generation will remain dominant through at least 2025. This is fueled, in part, by the Boomers' continued participation in the labor force.

Advertising is critical to the growth and ultimate success of a Southwest Florida small business. The U.S. Small Business Administration recommends that mature businesses should budget 7-8% of its annual income for advertising the company's goods and services. 

Businesses that are in an early growth phase, however, should plan on investing 10-12%.  Start-up companies that may not yet be familiar to their target consumers should consider investing even a larger percentage.

Deloitte, the world's largest business consulting firm, recommends that "radio advertising should be a big part of the mix for those buying advertising."

Southwest Florida shoppers are expected to spend $2.7 billion this holiday season.  This will be approximately 4% higher than last year. These estimates are based on forecasts by the National Retail Federation and Deloitte.

To claim a fair share of the Christmas cash, local small business owners will need to battle some giant competitors. Advertising on Fort Myers radio stations may be the perfect weapon to ensure success.

According to information published in the retail trade magazine Chain Store Age, as of right now, here is where consumers are planning to shop...

Southwest Florida small businesses that sell products or services to pet owners should sit up and take notice.  Local consumers will spend $268,247,000 this year on behalf of Fido and Fluffy. This amount has increased 323% since 1994, with no sign of letting up.

According to the American Pet Products Association, here's how spending on furry companions breaks down:

• Food: $109,981,000
• Supplies/OTC Medicine: $59,014,000
• Vet Care: $67,061,000
• Live Pet Purchases: $8.047,000
• Other Services: $24,142,000

The biggest month for sales of pet-related products and services in SWFL is, by far, December. That is when 10.5% of all annual spending happens in this category.

Southwest Florida small business owners have depended on radio advertising to market their goods and services since 1940.  That's when William E. Benns put the first Fort Myers station, WFTM, on the air.

Today, there are 28 radio stations that serve Lee and Collier counties. Each provides a unique blend of music, information, and entertainment.  Some stations focus on politics or sports. Some play country music. Some play the hits. Some play classic rock. Some are on the AM dial. Some are on FM.

When Mr. Benns began broadcasting, there were no TV stations in Florida. Those would come nine years later. Also, there was no social media, YouTube, Sirius/XM, Pandora, Spotify, or smartphones. Each of those would be products of a new Millenium.

With an overabundance of advertising options now available to small business owners, does advertising on Fort Myers radio still make sense?  Here are five facts that serve to answer that question.