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Advertising On Tampa Bay Radio: The 3 Frequency Myth

Aug 18, 2021 4:11:09 PM / by Larry Julius

Every week, according to Nielsen, Tampa Bay radio reaches 2.2 million adult consumers. This is significantly more people than are reached by local TV, cable, social media, streaming video, streaming audio, or newspapers.

Because of its humongous reach, area small business owners advertise on Tampa Bay radio to successfully market the products and services they sell.

Many first-time advertisers on Tampa Bay radio will ask how many times a consumer needs to hear a commercial before they become a customer.  Often the business owner is told that to be effective, a consumer needs to be exposed to a message three times before they will buy.  Unfortunately, this prescription for a three-time frequency is more myth than substance.

A study by Nielsen provides some data-based insights about effective frequency, But first, here's the origin of the mythological rule of three.

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Topics Advertising Frequency, Frequency, small business, small business owner, reach, radio advertising, tampa small business owners, effective radio commercials, small business advertising, effective advertising, reach & frequency, small business marketing, advertising reach, effective frequency

Advertising On Tampa Radio Is Back In The Driver's Seat

Oct 28, 2020 7:15:00 AM / by Larry Julius

There are more than 2,000,000 car radios in the Tampa Bay area. On April 3, though, many of these devices became quarantined along with their owners. That was the day when the Governor of Florida shut down the state to slow the spread of COVID-19.

According to the Apple Mobility Index, the Governor's public-safety order caused traffic on Tampa Bay roadways to plummet to 25% of pre-pandemic levels.

By the beginning of July, however,  the AMI indicates that traffic in Tampa Bay began to return pre-Covid levels. The surge in mobility is due, in part, to work-from-home, furloughed, and laid-off employees returning to their workplaces.

According to Nielsen, during the week of April 30, only 39% of adults with jobs were working outside-the-home.  During the week of October 1, though, that number had expanded to 61%.

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Topics small business, small business owner, tampa small business owners, effective radio commercials, in-car advertising, point of purchase, radio listeners, consumer spending, effective advertising, vehicle traffic, in-car audio, small business marketing, consumer confidence, share of listeners, mobility

Advertising in Tampa Bay: The Radio Century

Aug 20, 2020 7:02:00 AM / by Larry Julius

Tampa radio reaches more area adults every week than any other medium. During a typical seven-day period, according to Nielsen, 2.3 million local consumers tune-in to their favorite AM and FM stations. This is significantly more than those who watch broadcast television, subscribe to pay-TV, browse social media, read a newspaper, or stream music from Pandora and Spotify.

Radio's omnipresence in the life of Tampa Bay consumers is remarkable considering today is the medium's 100th birthday.

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Topics Return On Investment, ROI, best way to advertise, reach, radio advertising, radio commercials, advertise on tampa radio, effective radio commercials, advertise on radio, reach & frequency, advertising reach, radio history

What Is The Best Way To Reach Tampa Bay's 2.6 Million Consumers?

Aug 17, 2020 11:55:24 AM / by Larry Julius

Despite all of the media options available for small business owners to market their goods and services, advertising on Tampa radio is still the best way to reach local consumers.

Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen.  This is 7.8% more time than they spent last year and 11.2% more than in 2018.

The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.

According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.

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Topics small business, small business owner, best way to advertise, reach, radio advertising, tampa small business owners, retail stores, effective radio commercials, small business advertising, effective advertising, Retail Sales, Retailer, retail, advertise on radio, reach & frequency, small business marketing, advertising reach

What Tampa Bay Consumers Need To Know Now About Your Small Business

Aug 12, 2020 8:55:38 AM / by Larry Julius

There is good news for Tampa Bay retailers and restaurants.

As a result of the pandemic, one-third of consumers indicate they will pay a premium for local brands and products, according to a recent study by Ernst & Young

However, before consumers will buy from a local business in Lakeland, Clearwater, Spring Hill, or any town in-between, they must know they can do so without risking their health.

Advertising is the only practical way to let Tampa Bay shoppers and diners know about the precautions and practices your small business has taken to reduce potential health threats.

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Topics small business, small business owner, store traffic, best way to advertise, tampa small business owners, retail stores, effective radio commercials, small business advertising, effective advertising, Retail Sales, Retailer, retail, corona, coronavirus, covid19, recovery, small business marketing

Advertising On Tampa Radio: What Consumers Want To Hear

Jul 16, 2020 3:38:06 PM / by Larry Julius

If you were one of the 2.3 million adults who tuned-in to a Tampa 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 Tampa Bay 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 a Tampa Bay 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, small business owner, radio advertising, radio commercials, effective radio commercials, commercial length, scripts, small business advertising, advertise on radio, small business marketing, writing radio commercials, creative

Best Way To Re-Introduce A Tampa Bay Small Business To Consumers

Jun 5, 2020 3:07:10 PM / by Larry Julius

Tampa Bay small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down.  A better term might be 're-introducing'.

Since the Governor of Florida shuttered the state on April 3, to slow the spread of COVID-19, Tampa area consumers have discovered new ways to buy the goods and services they need.  It's now the burden of local business owners to lure these customers back. The first step is re-introduction.

In 1922, WDAE, signed on as the first radio station in Tampa Bay. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, hurricanes, and blizzards. By any metric, advertising on Tampa radio remains the most effective tactic a small business owner can use post-pandemic, as well.

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Topics Return On Investment, ROI, small business, small business owner, prime time, daypart, best way to advertise, radio advertising, effective radio commercials, commercial length, small business advertising, reopening

Why Advertising On Tampa Radio Might Fail

Oct 3, 2019 7:39:00 AM / by Larry Julius

Every so often, when a Tampa Bay small business owner advertises on a local radio station, it isn't successful.

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

"Last year," says Jon Polizzi, "our business grew 67%.  The only thing we did differently was to add radio advertising into our marketing mix. I attribute most of our growth to what we have done on the radio."

Mr. Polizzi along with his brother have owned Electric Today, LLC since 2004. The company provides residential electrical and air conditioning repairs to customers in Hillsborough, Pinellas, and Manatee counties.

"We advertise on Tampa radio every week with very high repetition. Our return on investment (ROI) has been really good," say Mr. Polizzi. "I know if I can beat my name into someone's head enough times, they will know us when they need electrical or air conditioning repairs."

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Topics Return On Investment, ROI, small business owner, best way to advertise, radio advertising, advertise on tampa radio, advertising in Tampa, advice, effective radio commercials, small business advertising

Advertising In Tampa Bay: Get In The Last Word

Sep 4, 2019 7:43:00 AM / by Larry Julius

When a Tampa Bay small business owner advertises on a local radio station, the first words determine if consumers will pay attention. The article "Be Heard: The #1 Job of Commercials on Tampa Radio" discusses this topic in-depth.

When it comes time to buy, however, getting in the final word can be equally important.  Advertising on Tampa radio is often the last voice a customer hears before making a purchase in-store or online.

Being the last voice serves as a potent reminder to consumers that a business or product exists.  Especially since our brains make things very easy to forget. Science says it's so.

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Topics small business owner, top of mind, advertise on tampa radio, advertise in tampa bay, advertising in Tampa, effective radio commercials, online advertising, point of purchase, website

Mark Twain Offers Advertising Advice For Tampa Bay Business Owners

Aug 22, 2019 6:52:00 AM / by Larry Julius

Mark Twain has some script writing advice for Tampa Bay small business owners who depend on radio advertising to market their goods and services.

"The difference between the almost right word and the right word is really a large matter - 'tis the difference between the lightning-bug and the lightning," advises Mr. Twain.

In other words, fill your commercials with lightning, not bugs!

Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, Tampa Bay small business owners can't use in their radio commercials. The Supreme Court of the United States says so.

Of all the words that can be used in broadcast advertising, however, there is one word that should be shunned: 'get' and all of its nasty derivative forms including 'got' and 'gotten'.  Here's why.

The typical 60-second commercial on Tampa radio consists of 160 words.  Depending on the station, each word in that ad could cost around $3.00.  It is important, then, that each word is carefully selected to engage listeners and then compel them to action.  This is especially crucial when using verbs. 

"One of the best ways of grabbing and keeping an audience is to use strong, descriptive verbs," says the Writing Center at the University of Houston.  'Get' is not that kind of verb.

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Topics best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, retail stores, advertise on tampa radio, advertise in tampa bay, advertising in Tampa, effective radio commercials, copywriting, how to advertise

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