Southwest Florida small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let Fort Myers-Naples area consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Fort Myers radio.

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."

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.

Imagine that you woke up one morning and found a 100-year-old machine in your basement. You soon discovered that every time you put a dime in the machine, one dollar came out.  How many dimes would you drop in that machine?

Good news for Southwest Florida small business owners: such a machine exists and you probably have one in your car, at work, at home, even on your phone. It's called Fort Myers radio.

Over the past few years, Nielsen has conducted over 20 studies to determine what type of return-on-investment (ROI) a business can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for ever $10 invested.  Turning dimes into dollars.

Advance Solar & Energy (formerly Advance Solar & Spa) is the largest and oldest swimming pool heating company in South Florida. The business was founded in 1983 by cousins Brian Goldberg and Jim Fields. The company is still family owned and operated today.

"At the beginning, we were in the business of selling solar and heat pump systems for pools," says the company's Director of Operations Rick Vaske. "Over the years we have expanded into hot tubs and solar-water heaters for the home. And then, a few years ago, we moved into solar electric systems. That's now the fastest growing segment of our business."

"Five years ago, we did not have much competition for solar," says Mr. Vaske. "There were only 180 solar dealers in the entire state of Florida. But, as the price of panels fell and tax incentives have improved, just about anybody can now afford to power their homes with solar. Needless to say, we soon had more than 400 competitors. It was like a gold rush."

"During that time, however," Mr. Vaske continues, "we were able to stand apart from the competition and grow our company by 50%. Advertising on Fort Myers radio helped us do that."

Until October 2007, there was no Chevy Dealer in Estero, Florida. That was the year Patrick Denson and Charles Winston built Estero Bay Chevrolet from scratch.

"During our first full year of sales," says Mr. Denson, "we sold 600 cars, 100 more than General Motors expected from us. This year, we are on track to sell 2000 cars. Advertising on Fort Myers radio has been part of our growth since the very beginning."