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B2B Advertising In Tampa Bay: Reaching The Decision Makers

Aug 27, 2020 7:50:39 AM / by Larry Julius

New data from the US Census Bureau has optimistic news for Tampa Bay companies that sell business-to-business.

There are approximately 61,635 businesses in the Tampa Bay area, according to the Census Bureau. Indeed, many of these businesses have suffered since the onset of the Coronavirus, especially in April.

Census information is now showing positive indicators that the fortunes of area companies are improving. This includes those with 500 or fewer employees. These small businesses account for 95% of all Tampa area firms.

During the week of April 26, 34% of Tampa Bay small businesses reported temporary closures.  By July 1, the number dropped to 17%

Also, during that same week, 73% of local small business owners were reporting decreases in revenue versus the prior week.  By the end of last week, that number fell by half.

In both June and July of this year, national data shows all retail and food services spending significantly outperformed the prior year by between two and three percent.

As the business climate improves in Tampa Bay, the fortunes of B2B companies will accelerate as well. These include those businesses that sell office supplies, restaurant supplies, cleaning services, legal services, accounting services, transportation services, banking services, technology, and commercial real estate.

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Topics Return On Investment, ROI, small business, small business owner, best way to advertise, tampa radio, tampa small business owners, advertise on tampa radio, small business advertising, small business marketing, tampa bay radio, b2b, business to business

Where Will Tampa Bay Consumers Shop For The Holidays?

Oct 25, 2019 4:17:05 PM / by Larry Julius

Tampa Bay shoppers are expected to spend $7.3 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 Tampa 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...

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Topics small business owner, store traffic, best way to advertise, tampa radio, retail stores, advertise on tampa radio, advertise in tampa bay, holiday shopping, consumer spending

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

The Best Way To Advertise A Restaurant In Tampa Bay

Aug 19, 2019 8:11:00 AM / by Larry Julius

This year, Tampa Bay consumers will spend $4.3 billion in local restaurants and drinking establishments. There are thousands of local restaurants from Bradenton to Spring Hill  hungry for a bite of that cash.

Unfortunately, many of the restaurants that are here today will be gone tomorrow. According to FSR, an industry trade magazine, 60% of restaurants fail within their first year. Eighty percent never make it to their fifth anniversary.

CBI Insights studies why small business owners, such as local restaurants, fail.  Reason number eight is poor marketing and advertising.  Good food and friendly service are not enough to make a cash register ring.

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Topics small business owner, best way to advertise, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertising in Tampa, how to advertise, social media advertising, newspaper advertising, restaurant marketing, restaurant advertising

How Newspaper Advertising In Tampa Bay Stacks-Up Against Radio

Aug 15, 2019 6:58:54 AM / by Larry Julius

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where radio has become, by far, the advertising medium with the largest reach among Tampa Bay consumers.

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

The Best Length For A Commercial On Tampa Bay Radio

Aug 9, 2019 8:02:00 AM / by Larry Julius

Tampa radio stations offer different commercial length options to fulfill the marketing objectives and budgets of Tampa Bay small business owners.  The most common lengths are :60-seconds, :30-seconds, :15-seconds, and :10-seconds.

So, how long should a radio commercial on Tampa radio be? The simple answer: As long as necessary, but as short as possible.

According to "Seven Steps For Success", the length of a radio commercial should be determined, primarily, by the marketing objective of the underlying campaign.

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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, advice, effective radio commercials, how to advertise, commercial length

The Value Of Reaching Tampa Bay Consumers In Their Cars

Aug 7, 2019 9:17:16 AM / by Larry Julius

In 1930, the Galvin Manufacturing Corporation put the first car radio on the market. They called it the Motorola. This in-car entertainment would setback a Tampa Bay consumer about $120 which would be equivalent to $1200 today.

But, if you had that kind of cash, you would be able to cruise around in your Ford Model-A, DeSoto, Packard, or Studebaker and hear the music of the day from radio stations in Tampa, Miami, and Atlanta. 

Today, there's a radio in almost every vehicle on the streets of Tampa Bay. Despite the competition on the dashboard from other sources of entertainment, AM/FM radio remains the dominant choice for in-car entertainment.  This is great news for local business owners who depend on Tampa radio to market their goods and services.

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Topics small business owner, best way to advertise, radio advertising, tampa radio, tampa radio stations, tampa small business owners, advertise in tampa bay, advertising in Tampa, advice, how to advertise, in-car advertising

ROI: How Tampa Bay Small Business Owners Make Dollars From Dimes

Aug 2, 2019 4:36:04 PM / by Larry Julius

Suppose you woke up one morning and found a 100-year-old machine in your basement. You soon discovered that every time you put a dime in the machine, one dollar came out.  How many dimes would you drop in that machine?

Good news for Tampa Bay small business owners: such a machine exists and you probably have one in your car, at work, at home, even on your phone. It's called local radio.

Over the past few years, Nielsen has conducted over 20 studies to determine what type of return-on-investment (ROI) a business can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for ever $10 invested.  Turning dimes into dollars.

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

Learn To Speak Radio: Advice For Tampa Bay Small Business Owners

Jul 31, 2019 4:40:28 PM / by Larry Julius

This year marks the 97th anniversary of WDAE, the first radio station in Tampa Bay.

Since 1922, Tampa Bay small business owners have depended on radio advertising to market their goods and services to local consumers.  During the next 12 months, these consumers are expected to spend $54.1 billion.

By any measure, radio is still the best way to advertise in Tampa Bay. Last week, for instance, significantly more consumers tuned-in to a Tampa radio station than watched local TV; read a local newspaper; or logged-on to Pandora and Spotify.

To buy radio advertising effectively, there are some terms every Tampa Bay small business owner should know.  Here is a list of helpful definitions.

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Topics small business, small business owner, radio commercials, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertise in tampa bay, advertising in Tampa, advice, how to advertise, Glossary, Definitions, Terms

Is Local Radio Still Relevant To Tampa Bay Consumers?

Jul 25, 2019 7:07:00 AM / by Larry Julius

This year marks 97 years since WDAE became the first radio station in Tampa Bay.  From that time, local, small business owners have depended on radio advertising to market their goods and services.

So, it is a fair question for a 21st-century business owner to ask: Is Tampa radio still relevant in the life of Tampa Bay consumers?

"You wouldn’t know it from all the media coverage focused on streaming video and streaming music," said media expert Doug Schoen in Forbes Magazine, "but recent Nielsen data shows radio actually has the most reach among American media consumers." 

Last week, for instance, significantly more local consumers tuned-in to a Tampa radio station than watched local TV, read a local newspaper, or logged-on to a streaming audio site like Pandora and Spotify.

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Topics best way to advertise, radio advertising, tampa radio, tampa radio stations, tampa small business owners, advertise on tampa radio, advertise in tampa bay, advertising in Tampa, advice, digital advertising, how to advertise

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