Southwest Florida area business owners have an abundance of options for marketing their goods and services to local consumers. New research from Nielsen, however, indicates that advertising on Fort Myers radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Fort Myers radio reaches 877,056 adults. This is significantly more than are reached by social media, local TV stations and cable systems, newspapers, streaming video and audio, and podcasts.

In addition to listening to their favorite Fort Myers radio stations over the air, Nielsen reports that 223,251 adults also listen to local stations online every month.

As a matter of fact, according to a study conducted by Edison Research during the third quarter of 2022, among Adults 25-54, 17% of all time spent listening to local AM/FM stations occurs online. This share of online listening has nearly doubled since 2016.

Me: Alexa, how many consumers In Southwest Florida have access to a smart speaker?

Alexa: According to a recent Nielsen study, 283,828 Fort Myers adults own a smart speaker. This is 28.8% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one "hot word" (or several "hot words"). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Fort Myers consumers likely to own?

Over the next 12 months, Southwest Florida consumers are expected to spend $22.7 billion at retail.  To capture a larger share of this cash,  local small business owners should consider advertising.

The US Small Business Administration recommends that every SWFL small business advertise consistently.  “Think you have a great product?” asks the SBA. “Unfortunately, no one’s going to know about it unless you advertise.”  The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Local business owners have depended on Fort Myers radio advertising to market their goods and services since 1940. That's when William E. Benns put the first Fort Myers station, WFTM, on the air.

Today, Fort Myers radio, by any key advertising metric, is still the best way for business owners to reach local consumers.

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."

By April 15th next year, 428,000 residents of Southwest Florida will file a tax return.  More than 53% of these returns will be completed by the taxpayers themselves, either by hand or with the help of an online provider like Turbotax.

Every season, SWFL small business owners who specialize in tax preparation services lose customers to the do-it-yourself options.  This year, 199,855 local consumers will spend $38,500,000 with professionals. But, based on the average cost of services, more than $44,100,000 will stay in the wallets of the DIY crowd.

To clawback this enormous amount of money from the DIY market, SWFL tax services will need to advertise the valuable benefits of using a professional.

The best advertising option for professional tax professionals is on Fort Myers radio stations. Here's why.

Advertising is critical to the growth and ultimate success of a Southwest Florida small business. The U.S. Small Business Administration recommends that mature businesses should budget 7-8% of its annual income for advertising the company's goods and services. 

Businesses that are in an early growth phase, however, should plan on investing 10-12%.  Start-up companies that may not yet be familiar to their target consumers should consider investing even a larger percentage.

Deloitte, the world's largest business consulting firm, recommends that "radio advertising should be a big part of the mix for those buying advertising."

Southwest Florida shoppers are expected to spend $2.7 billion this holiday season.  This will be approximately 4% higher than last year. These estimates are based on forecasts by the National Retail Federation and Deloitte.

To claim a fair share of the Christmas cash, local small business owners will need to battle some giant competitors. Advertising on Fort Myers radio stations may be the perfect weapon to ensure success.

According to information published in the retail trade magazine Chain Store Age, as of right now, here is where consumers are planning to shop...

Southwest Florida small businesses that sell products or services to pet owners should sit up and take notice.  Local consumers will spend $268,247,000 this year on behalf of Fido and Fluffy. This amount has increased 323% since 1994, with no sign of letting up.

According to the American Pet Products Association, here's how spending on furry companions breaks down:

• Food: $109,981,000
• Supplies/OTC Medicine: $59,014,000
• Vet Care: $67,061,000
• Live Pet Purchases: $8.047,000
• Other Services: $24,142,000

The biggest month for sales of pet-related products and services in SWFL is, by far, December. That is when 10.5% of all annual spending happens in this category.

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.