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Is Fort Myers Radio Still Relevant To SWFL Consumers?

Jul 25, 2019 6:49:00 AM / by Larry Julius

This year marks 79 years since WFTM became the first radio station in Fort Myers.  From that time, Southwest Florida small business owners have depended on radio advertising to market their goods and services.

So, it is a fair question for a 21st-century business owner to ask: Is Fort Myers radio still relevant in the life of SWFL consumers?

"You wouldn’t know it from all the media coverage focused on streaming video and streaming music," said media expert Doug Schoen in Forbes Magazine, "but recent Nielsen data shows radio actually has the most reach among American media consumers." 

Last week, for instance, significantly more SWFL consumers tuned-in to a Fort Myers radio station than watched local TV, read a local newspaper, or logged-on to a streaming audio site like Pandora and Spotify.

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Best Way to Reach Moms in Southwest Florida

Jul 2, 2019 6:17:00 AM / by Larry Julius

Advertising on Fort Myers radio stations is the best way for local small business owners to reach the lucrative, local mother market.  Here's why.

Southwest Florida consumers will spend $22 billion over the next 12 months. Forbes magazine reports that it is moms who control 85% of all household purchases. Locally,  there are more than 143,000 mothers with children under the age of 17 at home.

SWFL small business owners need to pay special attention to these mothers and their wallets. For example, compared to the general population, over the next 12 months, local moms live in households that are

  • 122% more likely to purchase a mattress
  • 92% more likely to buy furniture
  • 15% more likely to purchase a car or truck
  • 44% more likely to take a family vacation
  • 50% more likely to buy a major appliance
  • 48% more likely to look for a new job
  • 44% more likely to move
  • 42% more likely to buy a house or condo
  • 59% more likely to get married
  • 35% more likely to purchase a pool or hot tub
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Successful SWFL Business Owners Tell Stories on Fort Myers Radio

Jun 17, 2019 1:45:37 PM / by Larry Julius

The Greek philosopher Plato was born 2368 years before there were radio stations in Fort Myers.  There's no doubt, though, he could have written some great commercials.

Plato once said, "Those who tell stories rule society." This quote sounds very familiar to rule #7 for creating a memorable commercial for Fort Myers radio:

Rule #7: Tell a story… listeners are hardwired to emotionally respond to features and benefits when presented in story-form rather than as a list. The advertiser should be the hero of the story.

Lee Habib wrote in the National Review a few years ago, "Stories are packed not with hard data but with something far more powerful: emotional data. That’s why we remember them and why they’re so easily transported, even through generations. Stories stir our souls."

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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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What Is The Fastest Path To A Consumer's Brain? Fort Myers Radio.

May 31, 2019 7:05:40 AM / by Larry Julius

Radio advertising is processed by the brain profoundly faster than visual advertising.  This is valuable news for Southwest Florida business owners who depend on radio to market their goods and services.

SWFL consumers will recognize the first few notes of Jingle Bells five times faster than they can identify a picture of Santa Claus.  That's because it takes the human brain 5/100th of a second to process sound.  On the other hand, it takes a full quarter of a second to process visual stimuli.

This difference in processing time may seem inconsequential. But, for a local small business owner who is fighting to inject their advertising message into the mind of consumers, that .20-second gap can be the difference between success and failure.

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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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Satellite Radio: What SWFL Small Business Owners Need To Know

May 20, 2019 3:00:00 PM / by Larry Julius

In 2003, Cadillac was the first automotive brand to make satellite radio standard in all of its new vehicles. Oldsmobile would follow a year later.

Today, there are 117 million cars on the road with satellite radio installed. 

So, have Southwest Florida drivers ditched their favorite Fort Myers radio stations in favor of music from space?  No!

According to Nielsen,  satellite radio has had no effect on the number of people who tune-in to Fort Myers radio stations each week.  For that matter, Pandora and Spotify (now owned by Sirius/XM) have not affected local radio listening either.

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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

Frequency is Key to Advertising Says Fort Myers Small Business Owner

Mar 18, 2019 6:04:00 AM / by Larry Julius

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."

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Topics Frequency, Reach

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