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Best Way To Reach Fayetteville Halloween Shoppers

Sep 23, 2021 3:13:31 PM / by Larry Julius

Fayetteville, North Carolina business owners who sell goods and services related to Halloween can expect far more treat than trick this year.

Based on estimates from The National Retail Federation (NRF), Fayetteville consumers are expected to spend a record $13,966,957 on Halloween. This would be 19.3% more than was handed out in 2020.

The NRF estimates that 65% of consumers intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic.

The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%), and hosting or attending a party (25%).

Fayetteville small business owners looking to scare up a share of this Halloween cash will need to advertise to drive local consumers to their stores and websites. But, to make a difference, advertising needs to begin right away.

"This year consumers are shopping for Halloween items earlier than ever," says the NRF, "with 45% planning to shop in September or earlier and another 39% during the first two weeks of October."

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Topics Retailer, roi, return on investment, retail, pet owners, millennial parents, retail sales, retail stores, retail traffic, retail store traffic, parents, retail spending, advertising return on invesment, advertising return on investment

Streaming Video Terms For Fayetteville Small Business Owners

Sep 21, 2021 10:14:11 AM / by Larry Julius

Fayetteville, North Carolina business owners are expected to spend $16,945,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 26.2% higher than in 2020.

Streaming video advertising expenditures are accelerating as Fayetteville consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Fayetteville, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics Streaming Audio, fayetteville television, internet advetising, digital advertising, online advertising, television advertising, cable television, ott, ctv, streaming video, streaming media

How To Fill Open Jobs In Fayetteville

Sep 11, 2021 11:10:33 AM / by Larry Julius

According to the US Census Bureau, there are 212,351 businesses in the Fayetteville, North Carolina area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.

Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Fayetteville as well as Lumberton, Dunn, Hope Mills, Raeford, and every point in between.

Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.

To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.

Attempting to recruit Fayetteville workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.

There are several reasons so many Fayetteville workers are not coming back.

First, older workers have opted to retire earlier than expected. Second, childcare issues are making it necessary for some parents to stay home. Third, other workers cite health safety issues for the reason why they chose not to work. Finally, some of the unemployed are choosing to live off the savings they amassed during the pandemic.

So rather than focusing recruitment efforts among former employees and the ranks of the unemployed, local business owners need to target the 149,553 passive job seekers in Fayetteville.

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Topics recruitment advertising, help wanted, best way to advertise, radio advertising, employment advertising, white collar, blue collar, indeed, ziprecruiter

B2B Advertising: Why Job Sites Depend On Fayetteville Radio

Sep 3, 2021 11:43:19 AM / by Larry Julius

If you were one of the 266,600 adults who tuned in to Fayetteville, North Carolina radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased more than 120,00 advertisements to air on local stations across the country during the month of August, according to Media Monitors.

ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, more than 2.8 million companies have posted an opening on ZipRecruiter.com

It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Fayetteville radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.

If you've heard these commercials on Fayetteville radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website.  Rather, the company's goal is to convince local business owners to buy help wanted ads from them.

So, why has ZipRecruiter chosen Fayetteville radio as a business-to-business (B2B) advertising resource?  The first reason is revealed in the first line of their commercial.

"According to research," says the announcer, "82% of people remember radio ads."

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Topics recruitment advertising, b2b, business to business, small business, small business owner, fayetteville small business owners, best way to advertise, business owners, effective radio advertising, radio advertising, small business marketing, small business advertising, indeed, advertising options, ziprecruiter

Who Listens To Fayetteville Radio Stations Online?

Aug 27, 2021 3:22:23 PM / by Larry Julius

Before Fayetteville radio station WFNC signed on in 1939, local listeners were dependent on broadcasts from distant cities such as Charlotte. These early stations required tall antennas and miles of buried copper cable to transmit their signals.  Most radio receivers at the time were mostly handmade and involved a piece of crystalline mineral and a wire coil.

Over many decades in North Carolina, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Fayetteville consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Fayetteville radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 28.2% of all consumers who listen to a Fayetteville radio station over-the-air will, at some point during the month, also connect to a local station via the internet. 

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Topics Streaming Audio, best way to advertise, effective radio advertising, internet advetising, internet advertising, online advertising, radio advertising, smart speakers, streaming media, advertising options

Advertising On Fayetteville Radio: The 3 Frequency Myth

Aug 18, 2021 5:04:19 PM / by Larry Julius

Every week, according to Nielsen, Fayetteville, North Carolina radio reaches 266,600 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 Fayetteville radio to successfully market the products and services they sell.

Many first-time advertisers on Fayetteville 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 frequency, reach, small business, small business owner, fayetteville small business owners, effective radio commercial, effective radio advertising, effective advertising, reach & frequency, small business marketing, advertising reach, small business advertising, effective frequency

Best Way To Advertise In Fayetteville With A Limited Budget

Aug 10, 2021 12:22:59 PM / by Larry Julius

To maximize success, every Fayetteville, North Carolina area business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

According to the US Census Bureau, there are 14.444 small businesses in the Fayetteville area. This geography includes Fayetteville, Dunn, Lumberton, and every point in between.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Fayetteville is achievable, though, with a small budget if the available funds are invested wisely.  Oftentimes, this means selecting one medium rather than spreading money over several.

So which medium makes the most sense for small business owners with limited budgets? By most key advertising metrics, advertising on Fayetteville radio is the best option.

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Topics Retailer, reach, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, radio commercials, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, advertising reach, small business advertising, retail spending, advertising return on invesment, advertising return on investment, duplication

Back To School Shopping: Fayetteville Businesses Expect Record Sales

Jul 29, 2021 5:39:14 PM / by Larry Julius

There are 74,000 school-aged children in the Fayetteville, North Carolina area.  Based on forecasts from the National Retail Federation (NRF), local parents are expected to spend a record $51.1 million to prepare these kids to return to the classroom this fall. 

Overall, the NRF expects back-to-school shoppers to spend almost 10% more in 2021 than they did last year.

“The pandemic forced parents and their school-aged children to quickly adapt to virtual learning, and they did it with an incredible amount of resolve and flexibility,” NRF President and CEO Matthew Shay said. “We enter the new school year with plans to return to the classroom and retailers are prepared to help Americans find and purchase whatever they need to make this transition as seamless as possible.”

According to the NRF, more than 51% of parents have already started buying for their K-12 students.  But, for Fayetteville business owners there is still time to benefit.

The NRF reports that nearly 76% of K-12 shoppers are still waiting on lists of school supplies needed. On average, consumers have only completed 18% of the shopping.

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Topics Retailer, retail, best way to advertise, effective radio advertising, back to school, radio advertising, children, millennial parents, retail sales, retail stores, retail traffic, retail store traffic, parents, retail spending

Advertising In Fayetteville: Five Amazing Facts About Local Radio

Jul 23, 2021 4:55:30 PM / by Larry Julius

Advertising is crucial to the success of Fayetteville, North Carolina business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Fayetteville business owners are expected to spend $123 million to advertise the goods and services they sell. This represents a 5.0% increase versus last year.

The majority of these dollars are being spent by Fayetteville business owners to capture a significant share of the $5.9 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Fayetteville radio. Here are the top five reasons why...

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Topics reach, roi, return on investment, radio advertising works, millennials, small business, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, radio commercials, effective radio advertising, memorable radio commercials, radio advertising, millennial parents, reach & frequency, small business marketing, advertising reach, small business advertising, advertising return on investment

How Often Are Fayetteville Consumers Online?

Jul 16, 2021 7:20:00 AM / by Larry Julius

More than 94% of Fayetteville adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow North Carolina consumers to go online whenever they choose, which, for some adults, is always.

The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In total, 85% of consumers say they connect at least one time every day.

So, how are Fayetteville consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Fayetteville consumers each month.

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Topics Streaming Audio, small business, fayetteville small business owners, best way to advertise, social media, online advertising, social media advertising, small business marketing, borrell associates, small business advertising, ott, ctv, streaming video, svod, avod, online shopping, streaming media

Advertise On Fayetteville Radio: Still Best Option For Small Business

Jul 9, 2021 1:00:07 PM / by Larry Julius

Retail spending in the Fayetteville area is expected to reach $5.9 billion this year, a 13.5% increase versus 2020. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Since 1939, when WFNC-AM signed on as the first station in Fayetteville, local business owners have depended on radio advertising to help market their goods and services to North Carolina consumers.  But has the Coronavirus pandemic altered the medium's ability to deliver customers to ring up sales for local retailers?

Two critical marketing metrics indicate that advertising on Fayetteville radio remains the best way for a small business to advertise.

The first measurement is reach. This is the number of different consumers who are exposed to an advertising campaign.

The second measure is return-on-investment (ROI). This is the amount of sales a business can expect for every one dollar invested in advertising.

Based on these metrics, here is how advertising on Fayetteville radio measures up to other options available to local small business owners.

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Topics Retailer, reach, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, best way to advertise, radio advertising, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, advertising reach, small business advertising, retail spending

Television Advertising In Fayetteville: Where Are The Viewers?

Jul 2, 2021 9:42:42 AM / by Larry Julius

Broadcast television came to the Fayetteville area in 1954 when WRAL-TV signed on for the first time. In those days, very few local households actually owned a set, a number that would grow to 50% by 1960.

At first, Fayetteville consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of North Carolina stations. The quality of reception varied day-to-day.

By the early 1960s, however, local cable systems began to bring higher-quality, reliable reception to households throughout the Fayetteville area. The number of programming options, though, remained limited to affiliates of ABC, NBC, and CBS.

In 1972, viewing options began to expand as local cable began offering Fayetteville area consumers the opportunity to purchase premium services, including HBO, Showtime, and Cinemax.  Five years later came an explosion of non-premium cable channels such as TBS and CNN.

In the early 1990s, Fayetteville viewers could not only receive their television programming over-the-air or by cable, but options expanded to include satellite delivery by DishTV and DirectTV.

The next TV innovation came in 2007 as Fayetteville consumers started turning to the internet to watch streaming channels like Netflix and Hulu.  These new services allowed viewers to watch TV on their phones, computers, and tablets as well as their living room LCD and Plasma screens.

Today, all of this video technology offers viewers the ultimate flexibility to choose how, when, and where to watch TV.  So, what are they watching?

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Topics television, fayetteville television, television advertising, cable television, cable-tv, satellite television, ott, ctv, streaming video, svod, avod

Fayetteville Retail Sales Expected To Blow Past Forecasts

Jun 25, 2021 10:53:57 AM / by Larry Julius

Earlier this year, based on projections from The National Retail Federation, Fayetteville, North Carolina area consumers were expected to spend more than $5.9 billion at retail this year, a 6.5% increase versus 2020. New data, however, indicates spending will be remarkably higher.

The NRF revised its data this month, and now expects annual growth of 10.5% to 13.5%. Based on these revisions, the Fayetteville area retail economy could now top $6.2 billion. Excellent news for North Carolina small business owners.

“The economy and consumer spending have proven to be much more resilient than initially forecasted,” NRF President and CEO Matthew Shay said. “The combination of vaccine distribution, fiscal stimulus, and private-sector ingenuity have put millions of Americans back to work. While there are downside risks related to worker shortages, an overheating economy, tax increases and over-regulation, overall households are healthier, and consumers are demonstrating their ability and willingness to spend. The pandemic was a reminder how essential small, mid-size and large retailers are to the everyday lives of Americans in communities nationwide.”

To put in historical context for Fayetteville small business owners, Mr. Klenhenz noted that he anticipates the fastest growth the U.S. has experienced since 1984. The reopening of the economy has accelerated much faster than most had believed possible a year ago.

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach area consumers is by advertising on Fayetteville radio.

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Topics Retailer, reach, roi, return on investment, retail, best way to advertise, radio advertising, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, retail spending

How Much Time Do Fayetteville Consumers Spend Online?

Jun 8, 2021 9:29:46 AM / by Larry Julius

According to Nielsen, 329,000 adults in the Fayetteville, North Carolina area have access to the internet, equivalent to 94.1% of the population. On average, local consumers are spending 8.62 hours per week online.

Fayetteville millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Fayetteville's 25-39-year-old consumers are clocking 10.71 hours connected to the internet.

So, how are Fayetteville consumers spending their time online?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Fayetteville consumers each month.

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Topics Streaming Audio, best way to advertise, internet advetising, internet advertising, digital advertising, social media, online advertising, ott, ctv, streaming video

Why Fayetteville Kitchen & Bath Remodelers Need To Advertise Now

May 20, 2021 10:57:24 AM / by Larry Julius

In 2021, according to Nielsen, 19,543 Fayetteville, North Carolina area homeowners are expected to spend $210 million on kitchen and bathroom remodeling. This would be an increase of 16.8% increase over last year. Sales estimates are based on data from The National Kitchen & Bath Association (NKBA).

Because of the ongoing pandemic, 202,000 homeowners from Lumberton to Spring Lake are in the process of reassessing their living spaces.

According to the NKBA, homeowners cite the kitchen and bath areas as two times more important than other spaces within the home, and the kitchen particularly gained status throughout the COVID-19 pandemic, with 70% of homeowners considering it extremely important compared to 64% before the crisis.

“After such a strong year for home remodeling in 2020, some wondered if we were approaching a home improvement spending ‘cliff.’ We’re pleased to say that’s not what the kitchen and bath market is expecting in 2021,” said Bill Darcy, NKBA CEO.

“Last year, homeowners started the work of improving their living spaces with DIY projects. And this year, with early distribution of the vaccine and other measures to reduce the public health impact of the virus, we expect to see continued renovations and more projects requiring our members.”

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Topics best way to advertise, consumer spending, radio advertising, home improvement, remodeling, home values, homeowners, contractors, construction

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