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Does The Facebook Name Change Affect Fort Myers Area Advertisers?

Oct 29, 2021 3:52:16 PM / by Larry Julius

Every month, 802,000 adults in Southwest Floria use social media, according to Nielsen. Eighty-six percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in the Fort Myers area than watch local TV stations. Only Fort Myers radio reaches more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Fort Myers area businesses are expected to spend $112 million on social media advertising, a 27.9% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Fort Myers area businesses that advertise on Facebook?

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Topics radio advertising, fort myers radio, twitter, social media advertising, facebook, instagram, facebook advertising, Borrell Associates, social media, linkedin, metaverse, meta

Online Advertising In SWFL: How Much Do Local Businesses Spend?

Dec 15, 2020 9:29:32 AM / by Larry Julius

Over 96% of Fort Myers-Naples area adults have access to the internet, according to Nielsen. Almost 63% of these consumers spend more than five hours a week connected.

Nielsen reports that Southwest Florida consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Fort Myers internet users go online each month

  • Social Media: 77%
  • Weather: 52%
  • Online Banking: 50%
  • Maps/Directions: 48%
  • Product Reviews: 39%
  • Current Events: 37%
  • Restaurant Reviews: 31%
  • Sports Scores/News: 29%
  • Real Estate: 14%
  • Job Search: 14%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 73.9% of Fort Myers consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Fort Myers businesses will spend $260 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics small business advertising, radio advertising, small business owner, swfl small business, southwest florida small business, online advertising, social media advertising, small business, Borrell Associates, e-commerce, social media, small business marketing, CTV, OTT, email advertising, email marketing, online shopping

Fort Myers Small Business Advice: Marketing During The Corona Crisis

Apr 8, 2020 7:07:27 AM / by Larry Julius

In 'normal' times, Southwest Florida consumers would be expected to rack up $22.5 billion in annual retail sales. Of course, since the onset of the Coronavirus crisis, nothing has been normal.

But as Gordon Borrell, CEO of Borrell Associates, explained to Fort Myers-Naples area small business community via teleconference, consumers are still spending. This, it turns out, is normal.

Mr. Borrell shared research from Ibis that demonstrates during every type of crisis, including depressions, recessions, floods, hurricanes, earthquakes, fires, and, now, pandemics, consumers still spend.

The business literature contains an abundance of examples of how continuing to market and advertise during an economic crisis can help a company survive and emerge from the episode even stronger than before.

SWFL small business owners who do continue to advertise and market, however, should consider modifying their pre-crisis strategy.

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Topics best way to advertise, radio advertising, small business owner, small business, retail sales, retail store, retailer, corona, coronavirus, covid 19, crisis marketing, Borrell Associates

Crisis Marketing: What SWFL Small Business Owners Should Know

Mar 31, 2020 12:57:21 PM / by Larry Julius

Last week, Gordon Borell, CEO of Borrell Associates, shared insights with Southwest Florida small business owners on the value of marketing to consumers during a crisis. A video replay of the teleconference is available by clicking here.

Mr. Borrell is the CEO of Borrell Associates. His company is one of the most trusted sources of trends and forecasts for local media today.

According to Mr. Borrell, despite social distancing and economic jitters induced by the Coronavirus chaos, consumers are still spending money.

He points to research from Ibis that consumer consumption continues in almost every crisis including, depressions, recessions, floods, hurricanes, earthquakes, fires, and, now, pandemic.

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Topics best way to advertise, retail, small business advertising, radio advertising, small business owner, small business, corona, coronavirus, covid 19, crisis marketing, Borrell Associates

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