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Advertising On Fort Myers Radio Reaches Cable TV's Cord Cutters

Jul 30, 2020 3:12:16 PM / by Larry Julius

More than one-third of Southwest Florida area households are 'cord-cutters' or 'cord-nevers'. This means, they have fired their cable or satellite television providers or never subscribed at all. Instead, these consumers are choosing to find their video entertainment elsewhere.

The number of local homes that subscribe to pay-TV services began plummeting in 2013. New technologies has allowed viewers to bypass cable and satellite for more compelling content at lower prices. These cord-cutters now depend on services like Netflix, Hulu, Disney+, and Amazon Prime to fill their multiple screens.

For many years, SWFL small business owners have been investing a significant portion of their advertising budgets into cable-TV.  The medium had proven to be a low-cost, high-reach alternative to buying commercial on over-the-air television stations. 

Now, because of cord-cutting, there are 330,000 adult consumers with unconnected TVs. This profoundly diminishes the value proposition of advertising with local cable systems.

There is a powerful and affordable solution, however, for small business owners to reach both the diminishing cable audience and the expanding number of cord-cutters.

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Topics best way to advertise, small business advertising, radio advertising, small business owner, fort myers television, swfl small business, southwest florida small business, television advertising, small business, television, cable tv, pay-TV, advertise on radio, small business marketing, cord-cutter, satellite tv, cord-never

SWFL Retailers Prepare For $127 Million Back-To-School Season

Jul 23, 2020 9:14:50 AM / by Larry Julius

Based on projections from the National Retail Federation, Southwest Florida parents are expected to spend $127 million to equip K-12 kids for the upcoming school year. If so, then this shopping spree will be 29% bigger than last year's and the biggest take since 2012.

“By any measure, this is an unprecedented year with great uncertainty, including how students will get their education this fall whether they are in kindergarten or college,” NRF President and CEO Matthew Shay says.

“Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two. But they do know the value of an education and are navigating uncertainty and unknowns so that students are prepared."

Along with pencils, paper, pens, and knapsacks, the NRF survey says 63 percent of K-12 families expect to buy computers and other electronics this year, up from 54% last year, and they expect to spend more at an average $274.44, up from $203.44 last year. The $71 difference accounts for the largest share of the overall increase in average spending of almost $93.

Also, because many parents are unsure if learning will take place at school or at home, back-to-school spending this year is expected to include home furnishings such as desks, chairs, and lamps.

To claim a meaningful share of this year's booming back-to-school economy, local retailers will need to advertise to let parents know that their stores are open, it is safe to shop, and the needed supplies are in stock.

By any metric, the best way to reach these parents is on Fort Myers radio.

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Topics retail, millennials, small business advertising, radio advertising, small business owner, swfl small business, southwest florida small business, small business, millennial parents, retail sales, retail store, retailer, advertise on radio, small business marketing, back-to-school

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 Retailers Can Bag A Greater Share Of Holiday Spending

Oct 9, 2019 4:16:00 PM / by Larry Julius

Southwest Florida consumers are expected to spend $2.7 billion during this year's holiday shopping season, based on predictions by The National Retail Federation.  This would be a 4% increase over last year.

Deloitte, one of the world's top four accounting firms, forecasts similar growth.

"The projected holiday season growth is, in part, due to the current health of the labor market,” said Daniel Bachman, Deloitte's U.S. economic forecaster. “Near record-low unemployment rates, coupled with continued monthly job creation, may encourage people to spend more during the holiday season. The economy is still growing, albeit at a slower rate. Additionally, we continue to see consumer confidence elevated, which also helps boost holiday spending."

For most SWFL retailers, holiday spending brings in about 20% of annual sales But, long gone are the days when the bulk of this shopping occurred between Black Friday and Christmas.

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Topics best way to advertise, retail, radio advertising, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, southwest florida small business, christmas shopping, holiday shopping

SWFL Retail: Small Business Owners Can Scare-Up Halloween Sales

Sep 23, 2019 8:04:00 AM / by Larry Julius

Based on information from the National Retail Foundation, Southwest Florida  consumers will be spending $34 million on Halloween this year. 

Typically, 80% of all Halloween shopping, according to the NRF, will occur between now and October 16.  The remaining dollars will be spent in the last 14 days leading up to the holiday.

Nearly 53% of consumers in the Fort Myers-Naples are expected to participate in Halloween this year, each spending, on average, about $86.  This money will go towards the purchase of candy, decorations, costumes, pumpkins, and greeting cards.

Almost every type of small business in SWFL enjoys a taste of this spending. This includes hardware stores, convenience stores, craft stores, fabric stores, thrift stores, florists, card stores, consignment shops, haunted houses, home decor store, bakeries, and, of course, candy stores.

To claim a significant share of this Halloween cash will require local small business owners to advertise.  The key to successful advertising is reaching as many Halloween shoppers as possible over the next four weeks.

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Topics best way to advertise, retail, store traffic, advertise in Fort Myers, small business owner, fort myers radio stations, advertise in southwest florida, southwest florida small business, halloween

How Newspaper Advertising In SWFL Compares to Fort Myers Radio

Aug 20, 2019 8:10:00 AM / by Larry Julius

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where radio has become, by far, the advertising medium with the largest reach among Southwest Florida consumers.

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Topics best way to advertise, advertise in Naples, advertise in Fort Myers, advertise in SWFL, small business owner, fort myers radio stations, advertise in southwest florida, swfl small business, southwest florida small business, newspaper advertising, news-press

The Best Way To Advertise A Restaurant in Southwest Florida

Aug 16, 2019 10:35:00 AM / by Larry Julius

This year, Southwest Florida consumers will spend $1.8 billion in local restaurants and drinking establishments. There are thousands of restaurants from Marco Island to Port Charlotte hungry for a bite of that cash.

Unfortunately, many of the restaurants that are here today will be gone tomorrow. According to FSR, a trade magazine for the restaurant industry, 60% of restaurants fail within their first year. Eighty percent never make it to their fifth anniversary.

CBI Insights studies why small business owners, such as local restaurants, fail.  Reason number eight is poor marketing and advertising.  Good food and friendly service are not enough to make a cash register ring.

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Topics restaurant, best way to advertise, advertise in Naples, advertise in Fort Myers, fort myers radio stations, advertise in southwest florida, fort myers television, swfl small business, southwest florida small business, social media advertising, restaurant marketing

How Does Social Media Advertising Stack-Up Against SWFL Radio?

Aug 13, 2019 7:20:00 AM / by Larry Julius

The first radio station in Southwest Florida went on-the-air in 1940.  Seventy-nine years later, Facebook inaugurated the social media era.  Twitter, Instagram, YouTube, and Snapchat, Pinterest, Reddit, and hundreds of other sites quickly followed.

As social media matured from a novelty to part of consumers' daily rituals, some SWFL business owners began to experiment with advertising.

By every key advertising metric, though, Fort Myers radio remains the best choice for a small business to market their goods and services. Here's why.

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Topics memorable, 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, twitter, social media advertising, facebook, instagram

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

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