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How To Buy Advertising On Fort Myers Radio On A Budget

Nov 26, 2019 8:59:56 AM / by Larry Julius

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.

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Topics Reach, coop, best way to advertise, time of day, radio advertising, advertise in Fort Myers, commercial length, small business, advertise on a budget, cooperative advertising

What Is The Best Way To Reach Consumers In Southwest Florida

Nov 16, 2019 4:40:00 PM / by Larry Julius

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."

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Topics roi, best way to advertise, radio advertising, advertise in Naples, advertise in Fort Myers, small business owner, online advertising, social media advertising, newspaper advertising, television advertising

Why Tax Preparation Professionals In SWFL Must Advertise

Nov 11, 2019 3:04:34 PM / by Larry Julius

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.

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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, social media advertising, newspaper advertising, tax preparation, television advertising

Does Small Business Advertising on Fort Myers Radio Work?

Oct 29, 2019 2:35:00 PM / by Larry Julius

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."

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Topics best way to advertise, retail, fort myers radio, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, effective advertising

Where Will SWFL Consumers Shop For The Holidays?

Oct 25, 2019 2:16:16 PM / by Larry Julius

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...

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Topics best way to advertise, retail, radio advertising, fort myers radio, advertise in Fort Myers, holiday shopping, consumer spending

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

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

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