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Lessons A Ft. Myers Business Can Learn From World's Biggest Advertiser

May 12, 2023 3:49:14 PM / by Larry Julius

There are 30,869 small businesses in the Cape Coral-Fort Myers, FL Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $24.8 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Fort Myers small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Fort Myers may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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What Marketers Need To Know About Advertising on Fort Myers Radio

Apr 23, 2023 12:14:04 PM / by Larry Julius

According to Nielsen, 877,056 adults tune in to their favorite Fort Myers radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Fort Myers radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $24.8 billion dollars consumers are expected to spend at retail this year.

Other Southwest Florida small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Fort Myers.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics best way to advertise, streaming audio, radio advertising, How to Advertise on Radio, fort myers television, in-car listening, television advertising, television, in-car audio, local television, how to advertise, am/fm radio

Advertise In Fort Myers: Top 5 Articles Of 2022

Dec 13, 2022 5:02:46 PM / by Larry Julius

For Southwest Florida area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $19.2 billion at retail. 
 
What has changed during 2022, however, is how adults in the Fort Myers area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Fort Myers, many local business owners have found the articles posted at www.AdvertiseInFort Myers.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics radio advertising, advertise in Naples, advertise in Fort Myers, advertise in SWFL, How to Advertise on Radio, advertise in southwest florida, online advertising, digital advertising, Advertise on Fort Myers Radio, advertising options, how to advertise, internet advertising, 2022

Advertise On Fort Myers Radio? 5 Things Business Owners Get Wrong

Dec 31, 2021 8:39:58 AM / by Larry Julius

To ensure success, every Southwest Florida business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "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.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Fort Myers radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Fort Myers radio, here are the top five things many local business owners get wrong.

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Topics create an effective radio commercial, radio advertising, fort myers radio, fort myers radio stations, How to Advertise on Radio, satellite radio, radio commercials, advertise on radio, radio history, radio listening, Advertise on Fort Myers Radio, radio formats, car radio, who listens to radio

Advertising On Fort Myers Radio: How Smart Speakers Add Value

Sep 28, 2021 3:12:14 PM / by Larry Julius

Since 1939 when WFTM signed on, Southwest Florida small business owners have been advertising on Fort Myers radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 240,000  consumers in Fort Myers have a smart speaker in their homes, according to Nielsen. This is 24.9% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

SWFL consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Fort Myers radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics small business advertising, streaming audio, radio advertising, small business owner, How to Advertise on Radio, swfl small business, southwest florida small business, online advertising, effective advertising, small business, smart speakers, alexa, google home, siri, small business marketing, radio listening, amazon echo, apple

Advertising In Fort Myers: Reaching Female Consumers

Feb 10, 2021 3:37:03 PM / by Larry Julius

There are 501,500 adult women in Southwest Florida. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $16.7 billion and $19.1 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For SWFL small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics best way to advertise, small business advertising, small business owner, How to Advertise on Radio, swfl small business, advertise to mothers, southwest florida small business, marketing to women, small business, advertise on radio, small business marketing, Advertise on Fort Myers Radio

How Has Working From Home Affected Advertising On Fort Myers Radio?

Aug 24, 2020 6:45:00 AM / by Larry Julius

Before COVID-19, most listening to Fort Myers radio happened outside the home. Southwest Florida consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.

Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.

As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Fort Myers radio has grown by 16%, according to Nielsen.

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Topics best way to advertise, radio advertising, How to Advertise on Radio, corona, coronavirus, covid 19, advertise on radio, pandemic, listening location, time spent listening, radio listening, work from home

SWFL Small Business: Appliance Stores Prepare For Rebound

Jun 16, 2020 5:39:01 PM / by Larry Julius

During lockdown, Southwest Florida consumers have been postponing the purchase of major appliances.  Despite the pause in buying, however, local shoppers are still expected to spend $64.6 million this year on ovens, stoves, refrigerators, freezers, washing machines, dryers, and dishwashers.

Here's how appliance sales in the Fort Myers-Naples area will breakdown by category:

  • Cooking: $17,400,000
  • Refrigerator/Freezer: $16,900,000
  • Laundry: $13,100,000
  • Other: $17,000,000

Based on traditional buying patterns, at least 60% of all major appliance sales will occur between now and December.

To capture a larger share of all this spending will require local appliance dealers to advertise.

“Think you have a great product?” asks the U.S. Small Business Administration. “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”. 

By almost any measure, advertising on Fort Myers radio is the best choice for local appliance store owners.

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Topics roi, best way to advertise, retail, radio advertising, small business owner, How to Advertise on Radio, return on investment, consumer spending, small business, retail sales, retail store, retailer, appliance stores

Advertising In Fort Myers: Time For Local Jewelry Stores To Shine

Jun 13, 2020 9:31:20 AM / by Larry Julius

Despite the pandemic, Southwest Florida  consumers are expected to spend $61 million on fine jewelry this year. Based on projections from IBISWorld, here's what will be purchased:

  • $25 million worth of diamonds
  • $9 million worth of watches
  • $6 million worth of gold
  • $7 million worth of pearls and gemstones
  • $12 million in other goods and services

Fort Myers-Naples area business owners will now have an easier time capturing a bigger share of jewelry expenditures as a monster competitive force disappears.

This week, Signet, the largest jewelry retailer in the country, announced that by December, it would be closing over 380 stores.  Signet's brands familiar to SWFL consumers include Kay, Jared, Zales, and Piercing Pagoda.

To successfully compete for the void created by fewer Signet stores, local retailers will need to advertise, especially between now and the end of the year. This is when 63% of all fine-jewelry sales traditionally occur.

By any metric, the best way to reach local jewelry buyers is by advertising on Fort Myers radio.

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Topics roi, best way to advertise, retail, radio advertising, small business owner, How to Advertise on Radio, return on investment, bridal market, wedding market, consumer spending, small business, retail sales, retail store, retailer, jewelry stores

The Top Reason Advertising On Fort Myers Radio Might Not Work

Oct 2, 2019 7:24:00 AM / by Larry Julius

Every once in a while, radio advertising fails.

There can be no debate, though, when implemented correctly, advertising on Fort Myers radio works, and works well.

Aaron Walker is the owner of Naples Nissan. "Last year," he says, "we had the biggest sales year in the history of the store. Advertising on Fort Myers radio was a key driver of our success."

Naples Nissan had been a fixture in Southwest Florida for many years before Mr. Walker took over four years ago. "The previous owner," he explains, "had been selling, on average, 110 new and used vehicles a month. Because of the way we consistently market our dealership on the radio, we now sell 300 cars per month."

Mr. Walker knows that his radio ads are effective. "If we are ever off the air for a few days, my sales managers notice a significant dip in customer traffic."

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Topics best way to advertise, 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, effective advertising, marketing objectives

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