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Should I Use A Phone Number In My Commercials on Fort Myers Radio?

Jun 13, 2019 6:44:00 AM / by Larry Julius

When a Southwest Florida small business owner buys a 60-second commercial on a Fort Myers radio station, she is limited to about 160 words to persuade listeners to become customers.  To be successful, then, each word needs to be carefully selected to fulfill the desired marketing objective

A telephone number comprises seven words. Ten if the area code is included.  If the number is repeated three times during the commercial, then it will consume 21-30 words or up to 18% of the total.

So, should a SWFL business owner sacrifice a significant portion of a radio commercial to insert a phone number? Except for certain circumstances, described below, the answer is no. 

Here are the facts.

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Do Teens Listen To Fort Myers Radio Stations? Yes!

Jun 11, 2019 7:15:00 AM / by Larry Julius

Marketers call them Generation Z.  Southwest Florida small business owners call them teenagers.  Whatever 12-17 years old are called, they live in homes cluttered with video games, smartphones, and tablets. They have easy access to Snapchat, YouTube, Instagram, and hundreds of other apps their parents have never heard of.

What may come as a surprise to many local business owners, despite an over-abundance of media options, Fort Myers radio stations dominate teenagers' media consumption.

Last week, according to Nielsen, 47,200 teens tuned-in to Fort Myers radio. On average, each of these 12-17 year olds spent 63 minutes per day listening.

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5 Reasons Why Advertising On Fort Myers Radio Stations Rocks

Jun 7, 2019 6:27:27 AM / by Larry Julius

Advertising is critical for Southwest Florida small business owners looking to cash in on the $22-billion local consumers will spend at retail this year.

To successfully stay top of mind, many business owners advertise on Fort Myers radio stations. These local companies depend on radio's reliable reach, recall, and return-on-investment to convert listeners to customers.

For those local business owners who do not advertise on Fort Myers radio stations, here are five facts they need to know right now about the power of advertising on radio. 

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Proof: Advertising on Fort Myers Radio Creates Top Of Mind Awareness

Jun 5, 2019 7:25:00 AM / by Larry Julius

Southwest Florida consumers will spend $22.5 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

Since 1940, when WFTM became the first radio station in Fort Myers, thousands of local business owners knew, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

Now there is proof that radio advertising creates the brand awareness necessary to drive sales.

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Advertising At Night Has Big Value For SWFL Business Owners

May 28, 2019 3:00:00 PM / by Larry Julius

Is advertising on Fort Myers radio just a day job for Southwest Florida small business owners?  

Thousands of local Florida companies depend on radio advertising to market their goods and services. But most of these business owners choose to buy commercials only between 6:00 am and 7:00 pm.  Is this a good idea? Maybe not.  Here are the facts.

During the course of last week, for instance, 807,219 adult consumers tuned-in to their favorite Fort Myers radio stations. This is significantly higher than the number that tuned-in to a local TV station, read a local newspaper, or logged on to Spotify and Pandora.

But radio listeners do not roll-up their ears just because the sunsets. According to Nielsen, almost half of SWFL who listen to the radio during daylight hours, also tune in at night.

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Who Still Watches TV in Southwest Florida? Small Business Owners Ask.

May 22, 2019 7:40:00 AM / by Larry Julius

Everybody in Southwest Florida used to watch TV. Commercials and all. But, as media options proliferate, viewers are fleeing. This is not good news for television advertisers.

Last week, for instance, according to Nielsen, only 79% of SWFL consumers watched broadcast television. To put this in perspective, 93% tuned-in to their favorite Fort Myers radio stations.

Compared to two years ago, according to Nielsen, the C3 rating for CBS, NBC, ABC, and Fox have plummeted by 27%, especially among 18-49 viewers.

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Topics naples, best way to advertise, small business advertising, radio advertising, fort myers radio, advertise in Naples, advertise in SWFL, small business owner, How to Advertise on Radio, advertise in southwest florida, fort myers television, fort myers tv

How To Advertise On Fort Myers Radio Stations

May 16, 2019 7:40:00 AM / by Larry Julius

Thousands of Southwest Florida small business owners depend on radio advertising to successfully market their goods and services.

Take Bob Bigelow, for instance. He and his wife Dawn opened Biggy's Place, a 164-seat Fort Myers restaurant five years ago. Their sales have grown by 600% since they started advertising on Fort Myers radio.

"Three months after we took over the restaurant, we began investing hot-and-heavy into our radio advertising," says Mr. Bigelow. "I've been involved in marketing for over 37 years, but I have never been as overwhelmed by the response to our current advertising. Almost every day a new customer will tell us they learned about us on Fort Myers radio."

Conditioned Air is a Naples-based heating, ventilation, and air conditioning company.  Theo Etzel joined the company in 1995 as President and CEO.  That was the same year the company began advertising on Fort Myers radio as part of an aggressive growth strategy.

"To accelerate our growth at the beginning, we needed a strong platform to share the company's story," recalls Mr. Etzel. "So, we invested heavily in radio advertising."  To this day, Fort Myers radio is still Conditioned Air's predominant form of advertising.

There's a right way and a wrong way for SWFL business owners to advertise on Fort Myers radio.  Fortunately, there is a free resource at AdvertiseInFortMyers.com that can help replicate the successes of Mr. Bigelow and Mr. Etzel.

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OMG: Nobody Listens To Fort Myers Radio Stations Anymore

May 13, 2019 3:30:00 PM / by Larry Julius

Really? Did you just call the 807,219 people who tuned-in to a Fort Myers radio station last week nobodies?

Don't worry, though. You are not the first SWFL advertiser who has made that mistake.  Media expert Doug Schoen used to share the same opinion. He came clean in a Forbes article.

"You wouldn't know it from all the media coverage focused on streaming video and streaming music," says Mr. Schoen, "but recent Nielsen data shows 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."

This is true in Southwest Florida, as well, where Fort Myers radio listeners far out-number the people who watch local TV; read local newspapers; or logon to a streaming audio site like Pandora and Spotify.

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

SWFL Small Business Owners Get The Last Word On Fort Myers Radio

May 9, 2019 7:40:00 AM / by Larry Julius

When an Southwest Florida small business owner advertises on a local radio station, the first words determine if consumers will pay attention. The article "Be Heard: The #1 Job of Commercials on Fort Myers Radio" discusses this topic in-depth.

When it comes time to buy, however, getting in the final word can be equally important.  Advertising on Fort Myers radio is often the last voice an SWFL customer hears before making a purchase in-store or online.

Being the last voice serves as a potent reminder to consumers that a business or product exists.  Especially since our brains make things very easy to forget. Science says it's so.

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

Top 10 Reasons An SWFL Small Business Might Fail

May 6, 2019 11:00:00 AM / by Larry Julius

Some of the bravest people in Southwest Florida are small business owners.  These hearty entrepreneurs invest their passion, their hope, their time, and, of course, their money despite the odds.

According to the Small Business Administration (SBA), the good news is that 80% of small businesses make it through the first year. After that, though, only about half will make it to their fifth anniversary. Even fewer, 33% will keep their doors open for ten years.

CBInsights performed an analysis to determine the top ten reasons small business owners fail.  I have included the entire list. But, of particular importance, is reason #8, "poor marketing". This subject will be discussed in more detail because this is where advertising on Fort Myers radio stations can help business owners not to fail.

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Topics car dealership, retail, small business advertising, radio advertising, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, fort myers radio stations

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