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Larry Julius


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Pro Tips For Small Business: Advertising on Fayetteville Radio

Jun 21, 2019 9:28:45 AM / by Larry Julius

What small business owners say in their commercials on Fayetteville radio stations and how they say it are the most important factors for turning listeners into customers.  

A study by Nielsen indicates that the creative elements of a commercial are responsible for 47% of an advertiser's sales result. 

Creative, it turns out, has a more significant effect on sales for Fayetteville small business owners than does reach, targeting, or branding elements. 

Producing and judging effective creative, though, can be a challenge for a North Carolina business owner. So, here is some advice from an award winning, advertising professional.

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Topics Lawyer, radio advertising works, small business, copywriting, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial

Advertising On Fayetteville Radio Is More Effective Than TV

Jun 17, 2019 7:28:00 AM / by Larry Julius

There are two reasons why advertising on Fayetteville radio station is more effective than advertising on TV.

The first reason is reach.  In a study conducted by Nielsen, the number of consumers who are exposed to a commercial contributes profoundly to the number of sales it will create.  This is discussed in depth in the free eBook, "Seven Steps For Advertising Successfully In Fayetteville."

In Fayetteville, among all media, radio offers local advertisers the biggest reach.

The second reason why radio advertising is so powerful has been revealed in a new study Mindshare, an advertising agency that buys media for some of the most successful companies in the world including General Mills, Nestlé, Domino's, IBM, Rolex, and John Deere.

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Topics reach, radio advertising works, storytelling, television, TV, facts, Total Audience, radio effectiveness, sales lift, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville television, fayetteville TV, fayetteville small business owners, best way to advertise

Should I Use A Phone Number In My Commercials on Fayetteville Radio?

Jun 13, 2019 3:56:00 PM / by Larry Julius

When a small business owner buys a 60-second commercial on a Fayetteville radio station, she is limited to about 160 words to persuade listeners to become customers.  To be successful, then, each word needs to be carefully selected to fulfill the desired marketing objective

A telephone number comprises seven words. Ten if the area code is included.  If the number is repeated three times during the commercial, then it will consume 21-30 words or up to 18% of the total.

So, should a Fayetteville business owner sacrifice a significant portion of a radio commercial to insert a phone number? Except for certain circumstances, described below, the answer is no. 

Here are the facts.

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Topics Advertiser Success, commercial, radio advertising works, Advice, small business, Research, copywriting, radio effectiveness, internet traffic, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise

Do Teens Listen To Fayetteville Radio Stations? Yes!

Jun 10, 2019 6:50:00 AM / by Larry Julius

Marketers call them Generation Z.  Fayetteville small business owners call them teenagers.  Whatever 12-17 years old are called, they live in homes cluttered with video games, smartphones, and tablets. They have easy access to Snapchat, YouTube, Instagram, and hundreds of other apps their parents have never heard of.

What may come as a surprise to many local business owners, despite the abundance of options for teens, Fayetteville radio stations dominate their media consumption.

Last week, according to Nielsen, 29,200 teens tuned-in to Fayetteville radio. On average, each of these listeners spent 90 minutes a day.

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Topics audience profile, millennials, small business, Radio Listener Profile, radio effectiveness, chosing the best radio station, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, generation z, teenagers, teens, best way to advertise

Proof: Advertising On Fayetteville Radio Boosts Top Of Mind Awareness

Jun 3, 2019 7:40:00 AM / by Larry Julius

Fayetteville consumers will spend $7.1 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

Since 1939, when WFNC became the first radio station in Fayetteville, thousands of business owners knew, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

Now there is proof that radio advertising creates the brand awareness necessary to drive sales.

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Topics Advertiser Success, Tire Store, new customers, recall, radio advertising works, Advice, top of mind awareness, small business, radio effectiveness, sales lift, fayetteville radio stations, fayetteville consumers, fayetteville small business owners

Who Still Watches TV In Fayetteville? Small Business Owners Ask.

May 17, 2019 7:40:00 AM / by Larry Julius

Everybody in Fayetteville used to watch TV, commercials and all. But, as media options proliferate, viewers are fleeing. This is not good news at all for television advertisers.

Last week for instance, according to Nielsen, only 74% of Fayetteville consumers watched broadcast television. To put this in perspective, 93% tuned-in to their favorite radio local radio stations.

Compared to two years ago, according to Nielsen, the C3 rating for CBS, NBC, ABC, and Fox have plummeted by 27%, especially among 18-49 viewers.

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Topics new customers, commercial, radio advertising works, television, facts, Radio Listener Profile, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville television, fayetteville TV

What Is The Fastest Path To A Consumer's Brain? Fayetteville Radio

May 14, 2019 7:40:00 AM / by Larry Julius

Radio advertising is processed by the brain five-times faster than visual advertising.  This is awesome news for Fayetteville business owners who depend on radio to market their goods and services.

Fayetteville consumers will recognize the first few notes of Jingle Bells five times faster than they can identify a picture of Santa Claus.  That's because it takes the human brain 5/100th of a second to process sound.  On the other hand, it takes a full quarter of a second to process visual stimuli.

This difference in processing time may seem inconsequential. But, for a Fayetteville small business owner who is fighting to inject their advertising message into the mind of consumers, that .20-second gap can be the difference between success and failure.

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Topics Advertiser Success, Plumbing Company, budgeting, branding, recall, Advice, Spotify, TV, top of mind awareness, Research, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers

Satellite Radio: What Fayetteville Small Business Owners Need To Know

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

No! Satellite radio has had no effect on the number of people who tune-in to Fayetteville radio stations each.  For that matter, Pandora and Spotify have not affected local radio listening either.

The fact is, AM/FM radio reaches more consumers each week in Fayetteville than all other advertising media. Satellite, it turns out, has barely been a blip on listeners' radar.

Last week, for example, 93% of Fayetteville adult-consumers tuned-in to a local station vs. the 16% that connected to Sirius/XM, the only remaining provider of satellite radio service.

There is historical significance to the 93% reach number mentioned above.

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Topics reach, Pandora, Spotify, Total Audience, chosing the best radio station, small business owner, advertise in fayetteville, fayetteville radio stations, Satellite Radio, Sirius/XM

Advertising After Dark Is Big Value For Fayetteville Business Owners

May 7, 2019 7:34:12 AM / by Larry Julius

Is advertising on Fayetteville radio just a day job for local small business owners?  

Thousands of North Carolina companies depend on radio advertising to market their goods and services. But most of these business owners choose to buy commercials only between 6:00 am and 7:00 pm.  Is this a good idea? Maybe not.  Here are the facts.

During the course of last week, for instance, 288,946 adult consumers tuned-in to their favorite Fayetteville radio stations. This is significantly higher than the number that tuned-in to a local TV station, read a local newspaper, or logged on to Spotify and Pandora.

But radio listeners do not roll-up their ears just because the sunsets. According to Nielsen, 50% of people who listen to the radio during daylight hours, also tune in at night.

To put this in perspective, more people listen to Fayetteville radio at night than listen to satellite radio, Pandora, and Spotify combined.

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Topics audience profile, Pandora, Spotify, small business, Radio Listener Profile, time of day, prime time, radio effectiveness, chosing the best radio station, small business owner, advertise in fayetteville, fayetteville radio stations

Top 10 Reasons A Fayetteville Small Business Might Fail

May 3, 2019 8:50:28 AM / by Larry Julius

Some of the bravest people in Fayetteville are small business owners.  These hearty entrepreneurs invest their passion, their hope, their time, and, of course, their money despite the odds.

According to the Small Business Administration (SBA), the good news is that 80% of small businesses make it through the first year. After that, though, only about half will make it to their fifth anniversary. Even fewer, 33% will keep their doors open for ten years.

CBInsights performed an analysis to determine the top ten reasons small business owners fail.  I have included the entire list. But, of particular importance, is reason #8, "poor marketing". This subject will be discussed in more detail because this is where advertising on Fayetteville radio stations can help business owners not to fail.

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Topics Advertiser Success, small business, small business owner, advertise in fayetteville, fayetteville radio stations

Fayetteville Small Business Owners Get The Last Word on The Radio

Apr 29, 2019 3:15:00 PM / by Larry Julius

When a Fayetteville 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 Fayetteville Radio" discusses this topic in-depth.

When it comes time to buy, however, getting in the final word can be equally important.  Advertising on Fayetteville 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 Retailer, retail, store traffic, internet traffic, point of purchase

Advertising on Fayetteville Radio: How To Choose Quality Over Quantity

Apr 25, 2019 3:32:00 PM / by Larry Julius

Warning: this article requires the exercise of math muscles not used since 9th-grade algebra class.

It is true that the cost of advertising on a Fayetteville radio station is proportional to the number of listeners that station reaches.  The more listeners who tune-in, the more a business owner can expect to pay for each commercial.

It is also true, that when a Fayetteville small business owner purchases a commercial on a radio station, they are paying to reach all of the listeners. Only a portion of those listeners, though, will ever be in the market for the goods or services that business sells.

The entirety of a radio station's audience can be thought of as the 'quantity'.  The fraction of that audience that will be receptive to a business owner's message (the listeners most likely to become customers), are the 'quality'. 

When a business owner is choosing which Fayetteville radio stations to advertise on, which is more important, quantity or quality?  Reaching the most listeners or the most likely customers?

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Topics chosing the best radio station, quantity, quality

Do Consumers Pay Attention To Commercials On Fayetteville Radio?

Apr 23, 2019 3:33:00 PM / by Larry Julius

Just about every adult in Fayetteville spent, on average, 15 hours last week listening to the radio.  As a matter of fact, more people tuned-in to their favorite Fayetteville radio station than watched TV; read a newspaper, or logged-on to Pandora and Spotify."Sure," a Fayetteville small business owner said to me. "People are still tuning-in to local radio stations, but do they switch stations when my commercial comes on?"

Not to worry. Unlike TV, which makes avoiding commercials a breeze, there is no ad-skipping technology for radio.  As a result, a study by Nielsen reveals that 93% of radio listeners stick around for the ads.

This raises the question: Consumers are not button-pushing during radio commercials, but are they paying attention to the content of the advertising? Research says YES.

Radio advertising is converting listeners to customers. Here is the proof.

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Topics sales lift, store traffic, internet traffic

Be Heard: The #1 Job of Commercials On Fayetteville Radio

Apr 19, 2019 7:40:00 AM / by Larry Julius

The number one job of a radio commercial is not to sell products for the sponsoring Fayetteville small business owner. 

The number one job is not to build store traffic or to create top of mind of awareness.

The number one job of a radio commercial is not to build brand or deliver ROI.

The number one job of every commercial on Fayetteville radio is to be heard. Period. When a commercial is heard, then all the rest will follow. But being heard is not easy.

At the exact second a radio commercial begins, 11,000,000 other pieces of information are all wrestling for the listener's attention.  Sadly, a consumer's brain is only capable of dealing with about 50 bits of that information at a time.

If you are a local business owner who would like to secure a larger share of the $7.1 billion Fayetteville radio listeners will spend this year, then what you say first in your commercial is crucial to winning the battle for a consumer's ear.

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Topics commercial, copywriting, expectancy

Fayetteville Business Owners: Skip Ads on Spotify and Pandora

Apr 15, 2019 3:08:00 PM / by Larry Julius

Of all the advertising options available to Fayetteville small business owners, streaming audio services like Pandora and Spotify are the least effective.  Here's why.

According to Nielsen, after the content of a commercial is considered, the element of an advertising campaign that drives sales the most is reach. In other words, making sure the most people possible are exposed to the advertiser's message is crucial.

When it comes to achieving reach among consumers, Pandora and Spotify rank dead last.  Advertising on Fayetteville radio, actually, can reach 300% more consumers than these two streaming-audio platforms combined.

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Topics Streaming Audio, Pandora, Spotify

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