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Larry Julius


Recent Posts

Crisis Marketing: What Tampa Bay Small Business Owners Should Know

Mar 31, 2020 12:43:50 PM / by Larry Julius

Last week, Gordon Borell, CEO of Borrell Associates shared insights with Tampa Bay small business owners on the value of marketing to consumers during a crisis. A video replay of the teleconference is available by clicking here.

Mr. Borrell is the CEO of Borrell Associates. His company is one of the most trusted sources of trends and forecasts for local media today.

According to Mr. Borrell, despite social distancing and economic jitters induced by the Coronavirus chaos, consumers are still spending money.

He points to research from Ibis that consumer consumption continues in almost every crisis including, depressions, recessions, floods, hurricanes, earthquakes, fires, and, now, pandemic.

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Topics small business, small business owner, best way to advertise, radio advertising, small business advertising, corona, coronavirus, covid19, crisis marketing

Tampa Radio: Who's Listening During The Coronavirus Crisis

Mar 27, 2020 1:41:11 PM / by Larry Julius

In a typical week, 2.1 million adult consumers tune-in to Tampa radio stations.  But, since the onset of the Coronavirus, the weeks have not been typical.

Before social-distancing and work-from-home orders, 1.3 million Tampa Bay consumers would drive to-and-from work each day. More than 94% of these commuters could be reached by radio.  

Tampa Bay small business owners who depend on radio advertising to market their goods and services, therefore, might be concerned that the disruption in commuting patterns could depress the amount of time consumers spend with local radio.

According to market research, however, radio listening remains an important part of the daily life of consumers. Even amid the current chaos.

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Topics small business, small business owner, best way to advertise, radio advertising, retail, corona, coronavirus, covid19, crisis marketing

Coronavirus: Advertising In Tampa Bay For Small Business Survival

Mar 24, 2020 10:22:41 AM / by Larry Julius

Tampa Bay small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let Tampa Bay consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Tampa radio.

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Topics Return On Investment, ROI, Restaurants, small business, small business owner, Television Advertising, best way to advertise, radio advertising, retail stores, facebook advertising, newspaper advertising, Retailer, retail, corona, coronavirus, covid19

How Well Does Social Media Work For Tampa Bay Retailers?

Mar 13, 2020 9:31:08 AM / by Larry Julius

Tampa Bay retailers spend a considerable amount of time and money marketing their small businesses on social media.  Is this effort paying off?

Each month, according to Nielsen, 1.6 million Tampa Bay adults use Facebook, Instagram, or Twitter. This equates to 78% of consumers.  This reach is rather anemic compared to Tampa radio and TV, which attracts considerably more users in a single week than these social media platforms do over 30 days.

Among local millennials, the monthly reach of Facebook, Instagram, and Twitter is eclipsed by the weekly reach of Tampa radio.

The number of consumers reached by an advertising campaign, according to Nielsen, is the media consideration that has the most significant effect on increasing sales. 

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Topics small business, small business owner, best way to advertise, reach, radio advertising, retail stores, facebook advertising, instagram, facebook, twitter, social media advertising, Retailer, engagement, retail

Why Tampa Bay Mortgage Lenders And Brokers Need To Advertise Now

Mar 6, 2020 2:47:57 PM / by Larry Julius

There are 1.5 million consumers in Tampa Bay who own their own home. 

According to Zillow, more than 60% of homeowners carry a mortgage. A record number of owners are considering refinancing  now, which means millions of dollars in fees for local lenders and brokers are up for grabs.

Why the sudden urgency for Tampa Bay consumers to refinance their mortgages?

According to The Federal Home Loan Mortgage Corporation (aka, Freddie Mac), "The average 30-year fixed-rate mortgage hit a record 3.29% this week, the lowest level in its nearly 50-year history."

"Meanwhile, mortgage applications increased 10 percent last week from one year ago and show no signs of slowing down. Given these strong indicators in rates and sales, as well as recent increases in new construction, it’s clear the housing market continues to be a positive force for the broader economy."

If a consumer Googles 'refinance my mortgage in Tampa Bay', more than 6.2 million results come back, So, to set themselves apart, lenders and brokers will need to advertise.  By, any key metric, advertising on Tampa radio is the best way to reach area homeowners.

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Topics Real Estate, small business, small business owner, best way to advertise, radio advertising, consumer spending, financial services, refinance, mortgage broker, mortgage, bank, home owners, home value

Small Business Advertising In Tampa Bay: Target The Cash

Mar 3, 2020 9:24:48 AM / by Larry Julius

Tampa Bay consumers spent more than $59 billion with retailers last year. The National Retail Federation forecasts 4.1% more will be spent this year.

Who are the shoppers that will be spending all this money?

According to Nielsen, 53.3% of retail dollars are spent by Tampa area consumers over the age of 50. This may surprise many small business owners because older consumers comprise only 43% of the area's adult population.

These older consumers account for the majority of spending in almost every retail category. This includes furniture, cars, pet supplies, fast food, and electronics.

To earn a share of these massive dollars spent by these older consumers requires Tampa Bay small business owners to advertise.

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Topics small business, small business owner, Television Advertising, store traffic, best way to advertise, radio advertising, retail stores, social media advertising, newspaper advertising, consumer spending, baby boomers, Retail Sales, Retailer

Retail Boom: How Your Tampa Bay Small Business Can Benefit

Feb 28, 2020 7:25:22 AM / by Larry Julius

Retailers in Tampa Bay rang-up $59,380,749,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $2.4 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require Tampa Bay small business owners 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.”  

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Topics small business, small business owner, Television Advertising, millennials, Spotify, pandora, store traffic, best way to advertise, reach, radio advertising, facebook, newspaper advertising, consumer spending, Retail Sales, Retailer

Advertising On Tampa Television vs. Local Radio

Feb 24, 2020 11:54:30 AM / by Larry Julius

There is alarming news for small business owners who advertise on Tampa television stations: broadcast TV viewers are disappearing at an alarming rate.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

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Topics Frequency, Television, small business, small business owner, Television Advertising, millennials, best way to advertise, reach, radio advertising, consumer spending, branding, generation Y, generation X, media usage

Advertising In Tampa: Reaching Millennial Parents

Feb 15, 2020 8:01:00 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 55% of all Tampa Bay parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will, spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 621,198 children under the age of 18 living in Tampa Bay. That means the local millennial-parenting economy is worth upwards of $144 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For Tampa Bay small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Tampa radio is the best way to reach this audience.

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Topics small business, small business owner, Television Advertising, millennials, Spotify, pandora, best way to advertise, radio advertising, advertising to mothers, social media advertising, newspaper advertising, millennial parents, children, kids

Why Tampa Bay Used Car Dealers Need To Advertise Now

Feb 11, 2020 1:22:21 PM / by Larry Julius

March is the biggest single month for used car sales in Tampa Bay. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $121 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $336 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in Tampa Bay.

Although most Tampa area used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 415,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $1.2 billion used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Tampa radio.

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Topics small business owner, Spotify, pandora, best way to advertise, radio advertising, digital advertising, online advertising, social media advertising, newspaper advertising, small business advertising, used cars, used trucks, pre-owned vehicles, car dealers

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