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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

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

Determine The Right Length For Your Commercials On Fort Myers Radio

Aug 9, 2019 2:16:06 PM / by Larry Julius

Fort Myers radio stations offer different commercial length options to fulfill the marketing objectives and budgets of Southwest Florida small business owners.  The most common lengths are :60-seconds, :30-seconds, :15-seconds, and :10-seconds.

So, how long should a radio commercial on Fort Myers radio be? The simple answer: As long as necessary, but as short as possible.

According to "Seven Steps For Success", the length of a radio commercial should be determined, primarily, by the marketing objective of the underlying campaign.

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Topics Frequency, naples, small business 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, southwest florida small business, commercial length

How To Target SWFL Consumers In Their Cars

Aug 7, 2019 2:05:00 PM / by Larry Julius

In 1930, the Galvin Manufacturing Corporation put the first car radio on the market. They called it the Motorola. This in-car entertainment would setback a Southwest Florida consumer about $120 which would be equivalent to $1200 today.

But, if you had that kind of cash, you would be able to cruise around in your Ford Model-A, DeSoto, Packard, or Studebaker and hear the music of the day from radio stations in Tampa, Miami, and Atlanta.

It would be 10 more years until there were Fort Myers radio stations for local consumers to enjoy.

Today, there's a radio in almost every vehicle on the streets of SWFL. Despite the competition on the dashboard from other sources of entertainment, AM/FM radio remains the dominant choice for in-car entertainment.  This is great news for local business owners who depend on Fort Myers radio to market their goods and services.

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Topics best way to advertise, small business 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, southwest florida small business, in-car listening

ROI: SWFL Business Owners Use Advertising To Turn Dimes Into Dollars

Aug 2, 2019 4:15:13 PM / by Larry Julius

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.

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Topics roi, small business advertising, fort myers radio, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, fort myers radio stations, swfl small business, southwest florida small business, return on investment

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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Topics Reach, best way to advertise, small business advertising, radio advertising, 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, fort myers television, swfl small business, radio commercials, digital advertising

SWFL Business Owners Recruit White-Collar Workers On Fort Myers Radio

Jul 23, 2019 6:07:00 AM / by Larry Julius

If you were one of the 807,219 adults who tuned-in to a Fort Myers radio station last week, it is likely you heard a commercial for Indeed.  That's because, last week, Indeed, the world's largest online job site was also radio's biggest advertiser.

The reason Indeed invested so heavily in radio advertising is that they have far more job openings posted on their than site than there are job-hunters to fill them. 

This is not unlike the predicament of Southwest Florida small business owners who are also having difficulty finding and hiring qualified candidates.

What Indeed has figured out is that there are not enough unemployed people or disgruntled workers looking for jobs, especially among those in white-collar professions. So, the company is looking to attract what human resource experts call the 'passive job seekers'.

It turns out that advertising on Fort Myers radio is also the best way for any business owner to recruit, hire, and retain those passive, white-collar job seekers.

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Topics small business 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 recruitment advertising, recruitment advertising, white collar workers

Is Your SWFL Small Business Ready For Back-To-School?

Jul 19, 2019 6:26:00 AM / by Larry Julius

The National Retail Federation has predicted that this year's back-to-school shopping season will set a new record. Households with school-age children are expected to spend, on average, $696.70 preparing their kids for the first day of classes. This tops the previous record set in 2012.

For Southwest Florida small business owners, this means there is $162,864,000 of back-to-school bucks in play between now and the first bell of the school year.

According to the NRF, here's how the $696.70 per household will be spent.

  • Clothing & Accessories: $239.82
  • Computers & Electronics: $203.44
  • Shoes: $135.96
  • School Supplies: $117.49

To grab the largest share of back-to-school spending will require small business owners to advertise.  By any metric, advertising on Fort Myers radio stations will be the most effective.  Here's why.

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Do The Unexpected! Advertising Advice For SWFL Small Business Owners.

Jul 16, 2019 6:05:00 AM / by Larry Julius

Striking a wrong note is a potent tactic that a Southwest Florida small business owner can use when advertising on Fort Myers radio stations. This can ensure commercials are heard and remembered.

At the very second a radio commercial starts, 10,999,950 other pieces of data are battling for the attention of the listener's ear. To win the fight, an advertisement must do the unexpected. Why?

Humans don't have earlids.  This means every sound a person is exposed to makes it as far as the brain. But, the brain can only process about 50 pieces of information at a time. If you do the math, that means 10,000,050 bits of information per second are turned away.

Making it past the brain's gatekeeper requires the information to strike a wrong note or violate what is expected  This filter supports the basic survival instinct. It's why someone will leap out of bed if they hear a stranger's soft footsteps while sleeping, but will snore right through their clanging alarm clock.

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Topics best way to advertise, small business advertising, copywriting, memorable, 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, swfl small business, radio commercials, southwest florida small business

How The Internet Compares To Advertising on Fort Myers Radio

Jul 12, 2019 7:11:00 AM / by Larry Julius

Here's a quiz for Southwest Florida small business owners:

Which of these online sites reach more adults each month than Fort Myers radio stations: Google? Netflix? ESPN? YouTube? Twitter Facebook?

The answer may be a surprise. Radio reaches more adult consumers every month than all websites and apps.  This is critical information for SWFL business owners to knows to be able to choose the best way to advertise their goods and services.

The number one media characteristic that contributes to the success of an advertising campaign is reach. This is a measure of how many different people are exposed to an advertiser's message.

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Topics 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, How to Advertise on Radio, advertise in southwest florida, swfl small business, southwest florida small business, online advertising, digital advertising

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