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Marketing To Tampa Bay Pet Owners: A Small Business Guide

Oct 22, 2019 2:14:00 PM / by Larry Julius

Tampa Bay small businesses that sell products or services to pet owners should sit up and take notice.  Local consumers will spend $753,000,000 this year on behalf of Fido and Fluffy. This amount has increased 323% since 1994, with no sign of letting up.

According to the American Pet Products Association, here's how local spending on furry companions breaks down:

  • Food: $301,527,000
  • Supplies/OTC Medicine: $161,795,000
  • Vet Care: $183,858,000
  • Live Pet Purchases: $22,062,000
  • Other Services: $66,188,000

The biggest month for sales of pet-related products and services in Tampa Bay is, by far, December. That is when 10.5% of all annual spending happens in this category.

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Topics Television Advertising, best way to advertise, radio advertising, tampa radio stations, retail stores, advertising in Tampa, online advertising, facebook advertising, newspaper advertising, consumer spending, pet marketing

Business Owners Ask: How Do Tampa Bay Consumers Spend Their Money?

Oct 14, 2019 7:57:00 AM / by Larry Julius

Tampa Bay consumers are expected to spend $59.3 billion at retail this year, according to Nielsen. This means that every household, on average, will be paying out $45,646

To capture a larger share of these dollars, local small business owners need to know the answer to two questions.

The first question is, where is this enormous amount of cash being spent?  The list below details the answer.

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Topics small business owner, best way to advertise, tampa radio stations, retail stores, advertise in tampa bay, advertising in Tampa, small business advertising, consumer spending

How Tampa Bay Retailers Can Earn A Greater Share Of Holiday Spending

Oct 10, 2019 6:40:00 AM / by Larry Julius

Tampa Bay consumers are expected to spend $7.3 billion on this year's holiday shopping, based on predictions by The National Retail Federation.  This would be a 4% increase over last year.

Deloitte, one of the world's top four accounting firms, forecasts similar growth.

"The projected holiday season growth is, in part, due to the current health of the labor market,” said Daniel Bachman, Deloitte's U.S. economic forecaster. “Near record-low unemployment rates, coupled with continued monthly job creation, may encourage people to spend more during the holiday season. The economy is still growing, albeit at a slower rate. Additionally, we continue to see consumer confidence elevated, which also helps boost holiday spending."

For most Tampa Bay retailers, holiday spending brings in about 20% of annual sales But, long gone are the days when the bulk of this shopping occurred between Black Friday and Christmas.

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Topics small business, small business owner, best way to advertise, tampa radio stations, retail stores, advertise in tampa bay, advertising in Tampa, small business advertising, holiday shopping, christmas shopping

Is It True? Nobody Listens To Tampa Radio Anymore

Sep 27, 2019 9:03:00 AM / by Larry Julius

Did my ears deceive me, or did you just refer to the 2.1 million adult consumers who tuned-in to a Tampa radio station last week as 'nobodies'?

If you did make that mistake, then you wouldn't be the first Tampa Bay business owner or media professional to do so. Even, Doug Schoen used to share that opinion. He came clean, however, in a Forbes article.

"You wouldn't know it from all the media coverage focused on streaming video and streaming music," writes Mr. Schoen, "but recent Nielsen data shows radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference."

This is true in Tampa Bay, as well, where radio listeners far outnumber the people who watch local TV; read local newspapers; or stream audio sites like Pandora and Spotify; or log-on to social media sites like Facebook and Instagram.

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Topics reach, tampa radio stations, advertise on tampa radio, radio listeners, research, nobody listens to radio, myths

Recession? Why Tampa Bay Business Owners Need To Keep Advertising

Sep 25, 2019 4:15:46 PM / by Larry Julius

In the history of the United States, there have been more recessions than presidents, 47 vs. 45.  Many economists believe number 48 could be imminent.  

The textbook definition of a recession is a period of declining economic performance across an entire economy, frequently measured as two consecutive quarters. In other words: it's a time when most Tampa Bay small business owners sell fewer of their goods and services.

There is one thing a recession is not.  It is not a time for local business owners to stop advertising.

One of the greatest marketers of all time, Henry Ford, once said, "The man who stops advertising to save money is like the man who stops the clock to save time."

There are many examples of companies that have proven this aphorism to be true. Your bowl of cereal this morning could be one example.

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

Tampa Bay Media: Reach By Consumer Demographics

Sep 12, 2019 3:13:31 PM / by Larry Julius

Advertising is critical to the success of every Tampa Bay small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Tampa radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

The charts below reveal how the different advertising options available to Tampa Bay business compare in terms of the ability to reach customers with specific characteristics. This includes age, income, education, employment status, political affiliation, number of children, ethnicity, and purchase intent.

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Topics small business, Television Advertising, best way to advertise, reach, tampa radio stations, tampa small business owners, retail stores, Hispanic radio, Spanish Radio, advertise on tampa radio, advertise in tampa bay, advertising in Tampa, social media advertising, newspaper advertising, small business advertising

Best Way To Reach Bridal and Wedding Market In Tampa Bay

Aug 26, 2019 8:38:00 AM / by Larry Julius

Next year, according to Nielsen, 138,765 people in Tampa Bay will be getting married.  Assuming that those folks are hitching-up with each other, that means there will be 69,382 weddings. 

CostOfWedding.com reports that the average cost for these pending nuptials will be $34,268 including (but not limited to) rings, dresses, tuxedos, flowers, venues, photographers, invitations, limos, and rice (or birdseed for the ecologically inclined).

This means small business owners in Tampa Bay who cater to the bridal market will be competing for a share of $2.3 billion.

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Topics small business owner, best way to advertise, tampa radio stations, tampa small business owners, advertise in tampa bay, how to advertise, wedding, bridal marketing

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

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