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?

"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.

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:

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."

For most of my lifetime, television advertising was considered the "gold standard" of marketing. For a Southwest Florida small business owner craving massive reach, TV used to be the only medium that could deliver. Over the past few years, however, advertising on Fort Myers radio has become the dominant medium for achieving reach as television audiences dramatically erode.

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.

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."

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."

 

If I only had a nickel for every local small business owner who has told me that Pandora has been siphoning listeners away from Fort Myers radio.  Nothing could be further from the truth.

Southwest Florida radio, it turns out, reaches significantly more adult consumers than any other medium. More than TV. More than newspaper. And more than Pandora and Spotify combined.

What may come as a big shock to Southwest Florida business owners is Pandora's popularity, actually, is cratering among consumers.

Advertising on Fort Myers radio is the best way for business owners to reach consumers.  Last week, 92% of all consumers in Southwest Florida tuned-in to their favorite station.  This reach is significantly higher than local TV,  local newspapers, or streaming audio services like Pandora or Spotify.

What may come to a surprise to most business owners is that Fort Myers radio also reaches the greatest number of people who make the purchasing decisions at other local companies. Almost 95% of B2B buyers tune-in to a local radio station. Significantly more than all other advertising media in Southwest Florida.