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Marketing To SWFL Pet Owners: A Guide For Small Business Owners

Oct 22, 2019 8:17:00 AM / by Larry Julius

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.

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Topics best way to advertise, retail, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, consumer spending, pet marketing, pet owners

5 Facts SWFL Business Owners Need To Know About Radio Advertising

Oct 15, 2019 8:36:00 AM / by Larry Julius

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.

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Topics Reach, best way to advertise, millennials, radio advertising, advertise in SWFL, small business owner, consumer spending, african-american consumers, black consumers

How Are Southwest Florida Consumers Spending Their Money?

Oct 11, 2019 9:03:00 AM / by Larry Julius

Southwest Florida consumers are expected to spend $22.7 billion at retail this year, according to Nielsen. This means that every household, on average, will be spending $47,869.

To capture a larger share of these dollars, small business owners in the Fort Myers-Naples area 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 best way to advertise, retail, store traffic, fort myers radio, small business owner, advice, consumer spending

SWFL Retailers Can Bag A Greater Share Of Holiday Spending

Oct 9, 2019 4:16:00 PM / by Larry Julius

Southwest Florida consumers are expected to spend $2.7 billion during this year's holiday shopping season, based on predictions by The National Retail Federation.  This would be a 4% increase over last year.

Deloitte, one of the world's top four accounting firms, forecasts similar growth.

"The projected holiday season growth is, in part, due to the current health of the labor market,” said Daniel Bachman, Deloitte's U.S. economic forecaster. “Near record-low unemployment rates, coupled with continued monthly job creation, may encourage people to spend more during the holiday season. The economy is still growing, albeit at a slower rate. Additionally, we continue to see consumer confidence elevated, which also helps boost holiday spending."

For most SWFL retailers, holiday spending brings in about 20% of annual sales But, long gone are the days when the bulk of this shopping occurred between Black Friday and Christmas.

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Topics best way to advertise, retail, radio advertising, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, southwest florida small business, christmas shopping, holiday shopping

The SHEconomy: Is Your SWFL Small Business Getting A Share?

Oct 4, 2019 1:58:00 PM / by Larry Julius

Last week, according to Nielsen, 179,642 single, adult women tuned-in to a Fort Myers radio station.  This is 89% of every consumer who fits this description.

Why should Southwest Florida small business owners take note of this demographic? A study by investment bank Morgan Stanley finds 41% of working-age women are single. That number is expected to increase to 45% over the next ten years.

The study, called 'Growth of the SHEconomy', indicates that single women outspend the average household in many retail categories. Remarkably, says, Erica Sweeney of MarketingDive, "Women purchase more than half of products traditionally considered 'male' including autos, home improvement products, and consumer electronics."

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Topics best way to advertise, small business advertising, radio advertising, fort myers radio, advertise in Fort Myers, small business owner, fort myers radio stations, swfl small business, sheconomy, marketing to women

The Top Reason Advertising On Fort Myers Radio Might Not Work

Oct 2, 2019 7:24:00 AM / by Larry Julius

Every once in a while, radio advertising fails.

There can be no debate, though, when implemented correctly, advertising on Fort Myers radio works, and works well.

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."

Mr. Walker knows that his radio ads are effective. "If we are ever off the air for a few days, my sales managers notice a significant dip in customer traffic."

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Topics best way to advertise, radio advertising, fort myers radio, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, fort myers radio stations, How to Advertise on Radio, effective advertising, marketing objectives

Recession Advice For SWFL Business Owners: Don't Stop Advertising

Sep 26, 2019 8:03:00 AM / by Larry Julius

In US history, there have been more recessions than presidents, 47 vs. 45.  Many economists believe number 48 could be imminent.  

The textbook definition of a recession is a period of declining economic performance across an entire economy, frequently measured as two consecutive quarters. In other words: it's a time when most Fort Myers area small business owners sell fewer of their goods and services.

There is one thing a recession is not.  It is not a time for Southwest Florida business owners to stop advertising.

One of the greatest marketers of all time, Henry Ford, once said, "The man who stops advertising to save money is like the man who stops the clock to save time."

The bowl of cereal you ate this morning could be all the proof you need that Mr. Ford's observation is accurate.

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Topics Reach, roi, best way to advertise, advertise in Fort Myers, advertise in SWFL, small business owner, return on investment, recession, advice

SWFL Retail: Small Business Owners Can Scare-Up Halloween Sales

Sep 23, 2019 8:04:00 AM / by Larry Julius

Based on information from the National Retail Foundation, Southwest Florida  consumers will be spending $34 million on Halloween this year. 

Typically, 80% of all Halloween shopping, according to the NRF, will occur between now and October 16.  The remaining dollars will be spent in the last 14 days leading up to the holiday.

Nearly 53% of consumers in the Fort Myers-Naples are expected to participate in Halloween this year, each spending, on average, about $86.  This money will go towards the purchase of candy, decorations, costumes, pumpkins, and greeting cards.

Almost every type of small business in SWFL enjoys a taste of this spending. This includes hardware stores, convenience stores, craft stores, fabric stores, thrift stores, florists, card stores, consignment shops, haunted houses, home decor store, bakeries, and, of course, candy stores.

To claim a significant share of this Halloween cash will require local small business owners to advertise.  The key to successful advertising is reaching as many Halloween shoppers as possible over the next four weeks.

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Topics best way to advertise, retail, store traffic, advertise in Fort Myers, small business owner, fort myers radio stations, advertise in southwest florida, southwest florida small business, halloween

Shop Local: How SWFL Retailers Are Driving Store Traffic

Sep 18, 2019 5:32:24 PM / by Larry Julius

Business owners who sell mattresses in Southwest Florida might be losing sleep.

Last year, local consumers spent close to $40 million for new mattresses.  A recent survey conducted by Piper Jaffray indicates that many retailers believe  that the category will become even stronger during the last four months of this year.

The reason for the owners' sleep loss is that many customers are skipping local stores and buying their mattresses on the internet. According to Statista, 37% of mattress buyers are now purchasing from one-of-175 direct-to-consumer sites like Casper or from online retailers like Amazon. 

To keep customers shopping local requires advertising.

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Topics best way to advertise, retail, store traffic, advertise in Fort Myers, advertise in SWFL, small business owner, fort myers radio stations, advertise in southwest florida, swfl small business, shop local, buy local

Advertising In SWFL: Comparing The Options For Small Business Owners

Sep 13, 2019 6:56:00 AM / by Larry Julius

Advertising is critical to the success of every Southwest Florida small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Fort Myers radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

The charts below reveal how the different advertising options available to Fort Myers-Naples business compare in terms of the ability to reach customers with specific characteristics. This includes age, income, education, employment status, political affiliation, number of children, ethnicity, and purchase intent.

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Topics best way to advertise, retail, small business advertising, advertise in southwest florida, fort myers television, fort myers tv, social media advertising, newspaper advertising, effective advertising

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