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What SWFL Consumers Need To Know Now About Your Small Business

Aug 12, 2020 9:13:00 AM / by Larry Julius

There is good news for Southwest Florida retailers and restaurants.

As a result of the pandemic, one-third of consumers indicate they will pay a premium for local brands and products, according to a recent study by Ernst & Young

However, before consumers will buy from a local business in Fort Myers, Naples, Cape Coral, or any town in-between, they must know they can do so without risking their health.

Advertising is the only practical way to let local shoppers and diners know about the precautions and practices your small business has taken to reduce potential health threats.

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Topics restaurant, best way to advertise, retail, small business advertising, create an effective radio commercial, small business owner, swfl small business, radio commercials, southwest florida small business, restaurant marketing, effective advertising, small business, restaurant advertising, retail sales, retail store, retailer, corona, coronavirus, covid 19, small business marketing

Advertising On Fort Myers Radio: What Consumers Want To Hear

Jul 17, 2020 2:35:00 PM / by Larry Julius

If you were one of the 745,200 adults who tuned-in to a Fort Myers radio station last week, then no doubt you heard multiple commercials that included phrases like 'troubling times', 'uncertain times', 'unprecedented times', 'new normal', and 'we're in this together'. 

In March, as the pandemic began to disrupt consumers' lives, using these phrases was a powerful way for Southwest Florida small business owners to acknowledge the severity of the crisis and to exhibit empathy. But 120 days later, these words have become cliche and have lost potency.

A cliche, says the Oxford Dictionary, is "a phrase or opinion that is overused and betrays a lack of original thought." 

According to the Writing Center at The University of North Carolina, the dependence on cliches could create a harmful perception of a business that uses them. For instance, these overused phrases can make an advertiser's message seem boring. They can be perceived as vague. They can be interpreted to be a sign of laziness. They can also result in a lack of credibility. 

The words an SWFL small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

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Topics small business advertising, creative, create an effective radio commercial, radio advertising, small business owner, radio commercials, southwest florida small business, commercial length, effective advertising, small business, advertise on radio, scripts

SWFL Small Business Advice: Top 10 Advertising Articles Of 2019

Dec 6, 2019 4:44:33 PM / by Larry Julius

Small business owners in Southwest Florida must advertise to claim a fair share of the $22.7 billion retail economy.

“Think you have a great product?” asks the U.S. Small Business Administration. “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 sales, and you know what that means: more revenue and more success for your business."

During 2019, many SWFL small business owners sought advertising guidance on the advice pages of www.AdvertiseInFortMyers.com. Below are the top ten most-read articles from the past 12 months.

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Topics radio advertising, small business owner, online advertising, digital advertising, social media advertising, facebook, newspaper advertising, effective advertising, advice, television advertising, small business

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

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

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

Best Way To Reach Likely Voters In Southwest Florida

Aug 29, 2019 7:09:00 AM / by Larry Julius

Every vote counts.  Many times the difference between winning an election and losing is a handful of ballots. This is true in races for almost every elected office, referendum, and issue on the national, statewide, and local level.

To win a modern election requires advertising. Successful advertising requires reach. In Southwest Florida, the most potent way to reach voters is on local radio.

Last week, for instance, 92% of all registered voters in Lee and Colliers County tuned-in to a Fort Myers radio station.  This is significantly more than were reached by local TV, local newspaper, or the major social media site like Facebook and Instagram.

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Topics best way to advertise, fort myers radio, advertise in Naples, advertise in SWFL, fort myers radio stations, advertise in southwest florida, effective advertising, political advertising, voters

Bridal & Wedding Marketing In SWFL: How To Engage The Lucky Couple

Aug 27, 2019 8:04:00 AM / by Larry Julius

Next year, according to Nielsen, 52,438 people in Southwest Florida will be getting married.  Assuming that those folks are hitching-up with each other, that means there will be 26,192 weddings. 

CostOfWedding.com reports that the average cost for these pending nuptials will be $27,209 including (but not limited to) rings, dresses, tuxedos, flowers, venues, photographers, invitations, limos, and rice (or birdseed for the ecologically inclined).

This means small business owners in the Fort Myers-Naples area who cater to the bridal market will be competing for a share of $712 million.

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

One Word SWFL Business Owners Should Delete From Their Advertising

Aug 23, 2019 8:02:00 AM / by Larry Julius

Mark Twain has some script writing advice for Southwest Florida small business owners who depend on radio advertising to market their goods and services.

"The difference between the almost right word and the right word is really a large matter - 'tis the difference between the lightning-bug and the lightning," advises Mr. Twain.

In other words, fill your commercials with lightning, not bugs!

Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, Fort Myers area small business owners can't use in their radio commercials. The Supreme Court of the United States says so.

Of all the words that can be used in broadcast advertising, however, there is one word that should be shunned: 'get' and all of its nasty derivative forms including 'got' and 'gotten'.  Here's why.

The typical 60-second commercial on Fort Myers radio consists of 160 words.  Depending on the station, each word in that ad could cost around $1.00.  It is important, then, that each word is carefully selected to engage listeners and then compel them to action.  This is especially crucial when using verbs. 

"One of the best ways of grabbing and keeping an audience is to use strong, descriptive verbs," says the Writing Center at the University of Houston.  'Get' is not that kind of verb.

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Topics best way to advertise, copywriting, create an effective radio commercial, 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, advertise in southwest florida, swfl small business, radio commercials, effective advertising

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