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Pro Tips For Small Business: Advertising on Tampa Radio Stations

Jun 24, 2019 7:31:00 AM / by Larry Julius

Professional advice is always welcome. Especially when you are a Tampa Bay business owner investing your own money trying to capture a larger share of the $54.1 billion local consumers will spend this year.

Thousands of business owners depend on Tampa radio stations to market their goods and services.  What they say in their commercials and how they say it are the most critical factors for turning listeners into customers.  This is referred to by the professionals as the "creative."

A study by Nielsen indicates that the creative elements of a commercial are responsible for 47% of an advertiser's sales result. 

Creative, it turns out, has a more significant effect on sales for Tampa Bay small business owners than does reach, targeting, or branding elements. 

Producing and judging effective creative, though, can be a challenge for a Tampa Bay business owner. So, here is some advice from an award-winning, advertising professional.

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Topics small business, small business owner, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertise in tampa bay, advertising in Tampa

Why Is Advertising On Tampa Radio More Effective Than TV?

Jun 20, 2019 7:28:00 AM / by Larry Julius

There are two reasons why advertising on Tampa radio stations is more effective than advertising on TV.

The first reason is reach.  In a study conducted by Nielsen, the number of consumers who are exposed to a commercial contributes profoundly to the number of sales it will create.  This is discussed in depth in the free eBook, "Seven Steps For Advertising Successfully In Tampa Bay."

Among all media available to Tampa Bay business owners, radio offers the biggest reach.

The second reason why radio advertising is so powerful has been revealed in a new study Mindshare, an advertising agency that buys media for some of the most successful companies in the world including General Mills, Nestlé, Domino's, IBM, Rolex, and John Deere. The Mindshare study indicates that when a brand tells a story using audio media, it elicits a 21% higher emotional intensity than the same story told using visual media.

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Topics Return On Investment, ROI, small business, small business owner, Television Advertising, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertise in tampa bay, advertising in Tampa

Successful Advertising: Tell Stories on Tampa Radio Stations

Jun 18, 2019 7:18:00 AM / by Larry Julius

The Greek philosopher Plato was born 2170 years before there were radio stations in Tampa Bay.  There's no doubt, though, he could have written some great commercials.

Plato once said, "Those who tell stories rule society." This quote sounds very familiar to rule #7 for creating a memorable commercial for Tampa radio:

Rule #7: Tell a story… listeners are hardwired to emotionally respond to features and benefits when presented in story-form rather than as a list. The advertiser should be the hero of the story.

Lee Habib wrote in the National Review a few years ago, "Stories are packed not with hard data but with something far more powerful: emotional data. That’s why we remember them and why they’re so easily transported, even through generations. Stories stir our souls."

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Topics small business, small business owner, best way to advertise, reach, radio advertising, radio commercials, tampa radio stations, tampa small business owners, brand building, advertise on tampa radio, advertise in tampa bay, advertising in Tampa

Should I Use A Phone Number In My Commercials on Tampa Radio?

Jun 14, 2019 7:30:00 AM / by Larry Julius

When a Tampa Bay small business owner buys a 60-second commercial on a Tampa radio station, she is limited to about 160 words to persuade listeners to become customers.  To be successful, then, each word needs to be carefully selected to fulfill the desired marketing objective

A telephone number comprises seven words. Ten if the area code is included.  If the number is repeated three times during the commercial, then it will consume 21-30 words or up to 18% of the total.

So, should a Tampa Bay business owner sacrifice a significant portion of a radio commercial to insert a phone number? Except for certain circumstances, described below, the answer is no. 

Here are the facts.

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Topics small business, small business owner, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertise in tampa bay, advertising in Tampa

Do Teens Listen To Tampa Radio Stations? Yes!

Jun 11, 2019 3:39:00 PM / by Larry Julius

Marketers call them Generation Z.  Tampa Bay small business owners call them teenagers.  Whatever 12-17 years old are called, they live in homes cluttered with video games, smartphones, and tablets. They have easy access to Snapchat, YouTube, Instagram, and hundreds of other apps their parents have never heard of.

What may come as a surprise to many local business owners, despite an over-abundance of media options, Tampa radio stations dominate teenagers' media consumption.

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Topics small business, small business owner, Television Advertising, millennials, best way to advertise, reach, radio advertising, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertise in tampa bay, advertising in Tampa

The Fastest Path To The Brain Of Tampa Bay Consumers Is Their Ears

Jun 6, 2019 7:20:11 AM / by Larry Julius

Radio advertising is processed by the brain profoundly faster than visual advertising.  This is valuable news for Tampa Bay business owners who depend on advertising to market their goods and services.

Local consumers can recognize the first few notes of Jingle Bells five times faster than they can identify a picture of Santa Claus.  That's because it takes the human brain 5/100th of a second to process sound.  On the other hand, it takes a full quarter of a second to process visual stimuli.

This difference in processing time may seem inconsequential. But, for a business owner who is fighting to inject her advertising message into the mind of a potential customer, that .20-second gap can be the difference between success and failure.

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Topics Return On Investment, ROI, small business, small business owner, top of mind, Television Advertising, recall, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners, brand building, advertise on tampa radio, advertise in tampa bay, advertising in Tampa

Proof: Advertising on Tampa Radio Creates Top Of Mind Awareness

Jun 4, 2019 7:30:00 AM / by Larry Julius

Tampa Bay consumers will spend $54.1 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

Since 1922, when WDAE became the first radio station in Tampa, thousands of business owners knew, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

Now there is proof that radio advertising creates the brand awareness necessary to drive sales.

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Topics Return On Investment, ROI, Real Estate, Advertising Frequency, Frequency, HVAC, small business, small business owner, top of mind, Streaming Audio, recall, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners, advertise in tampa bay, advertising in Tampa

Local Advertisers Ask: Who Still Watches Tampa TV?

May 31, 2019 11:30:00 AM / by Larry Julius

Everybody in Tampa Bay used to watch TV. Commercials and all. But, as media options proliferate, viewers are fleeing. This is not good news for television advertisers.

Last week, for instance, according to Nielsen, only 79% of Tampa Bay consumers watched broadcast television. To put this in perspective, 90% tuned-in to their favorite Tampa radio stations.

Compared to two years ago, according to Nielsen, the C3 rating for CBS, NBC, ABC, and Fox have plummeted by 27%, especially among 18-49 viewers.

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Topics Return On Investment, ROI, Advertising Frequency, TV, Television, small business, small business owner, Cable TV, Television Advertising, store traffic, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners

How To Create A Memorable Commercial on Tampa Radio

May 28, 2019 10:00:00 AM / by Larry Julius

The ten most memorable brands in America have something in common. They each advertise on Tampa radio stations.

According to the YouGov Brand Index, the brands whose commercials generate the highest awareness are Geico, McDonald's, Verizon, AT&T, Walmart, Subway, Direct TV, T-Mobile, Progressive, and Walgreen’s.

If you were one of the 2,193,604 people who tuned into a Tampa Bay radio station last week, then chances are you heard the ads for these brands. All ten are among the biggest users of radio advertising.

Here's what Tampa Bay business owners need to know about creating a memorable brand for their own companies using Tampa radio stations.

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Topics Return On Investment, ROI, Advertising Frequency, small business, small business owner, top of mind, store traffic, recall, best way to advertise, radio advertising, tampa radio, tampa radio stations, tampa small business owners, brand building

What You Know About Advertising On Tampa Radio That Ain't So

May 23, 2019 7:40:00 AM / by Larry Julius

Let's set the record straight. You can't see the Great Wall of China from the moon. Your fingernails don't keep growing when you're dead. Shaving does not make hair grow back quicker or thicker. Chicken soup will not cure a cold. And a penny dropped from the top of the Empire State Building cannot kill a pedestrian below.

Don't believe me? Just ask Google.

Like the factoids above, there are also things that many Tampa Bay small business owners think they know about advertising on Tampa radio stations that just aren't true.

Here are the five most common misconceptions that business owners have about Tampa radio followed by the facts.

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