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Larry Julius


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Grab A Larger Share Of Fayetteville's Accelerating Retail Spending

Mar 4, 2021 5:08:49 PM / by Larry Julius

Fayetteville, North Carolina area consumers are expected to spend upward of $5.9-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

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 consumers is by advertising on Fayetteville radio.

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Topics Retailer, retail, small business, Website Traffic, small business owner, fayetteville small business owners, consumer spending, radio advertising, retail sales, retail stores, small business marketing, web traffic, website visitors, retail traffic, retail store traffic, small business advertising, online shopping, retail spending

Advertise in Fayetteville: How Local Consumers Use The Internet?

Feb 26, 2021 8:43:28 AM / by Larry Julius

Fayetteville, North Carolina area business owners are expected to invest $65-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 94% of adult consumers in the Fayetteville area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-four percent of Fayetteville adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, internet traffic, small business owner, advertise in fayetteville, fayetteville small business owners, internet advetising, internet advertising, digital advertising, facebook, social media, instagram, online advertising, social media advertising, facebook advertising, small business marketing, small business advertising, ott, ctv, svod, avod, online shopping

5 Key Advertising Stats Fayetteville Small Business Owners Should Know

Feb 23, 2021 8:46:51 AM / by Larry Julius

Since 1921, advertising on Fayetteville, radio has helped North Carolina small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Fayetteville business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Fayetteville radio.

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Topics Retailer, reach, roi, return on investment, retail, Website Traffic, best way to advertise, radio commercials, in-car audio, in-car listening, retail sales, retail stores, web traffic, website visitors, retail traffic, retail store traffic, listening location, advertise on fayetteville radio, online shopping

Advertising In Fayetteville: Reaching Female Consumers

Feb 10, 2021 5:20:17 PM / by Larry Julius

There are 179,200 adult women in the Fayetteville, North Carolina area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $6.1 billion and $6.9 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Fayetteville small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, Working Mothers, marketing to women, single women, small business marketing, advertise on radio, small business advertising, advertise on fayetteville radio, advertise to women

How Smart Speakers Affect Advertising On Fayetteville Radio

Feb 4, 2021 3:05:09 PM / by Larry Julius

Fayetteville, North Carolina's first radio station, WFNC-AM, began broadcasting in 1939.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 54 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Fayetteville consumers.

In 1993, however, new technology permitted Fayetteville radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Fayetteville radio to reach more local consumers every week than all other media.

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Topics Streaming Audio, small business, small business owner, fayetteville small business owners, best way to advertise, siri, alexa, smart speakers, amazon echo, google home, small business marketing, advertise on radio, small business advertising

Fayetteville Radio: Which Stations Do Local Consumers Prefer?

Jan 26, 2021 12:25:16 PM / by Larry Julius

There are 24 radio stations serving Fayetteville, North Carolina. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers.  No doubt, there is a local radio station that fulfills the preferences of every listener.

Each week, according to Nielsen, 332,122 adults tune-in to their favorite Fayetteville radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify. 

Despite the abundance of Fayetteville radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.2 each week.  So, which stations do local consumers choose?

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Topics Streaming Audio, Radio Listener Profile, radio commercials, in-car audio, in-car listening, radio advertising, smart speakers, radio listening, listening location, radio formats

Advertising In Fayetteville: Drivers Turn Up The Radio

Jan 21, 2021 8:13:37 AM / by Larry Julius

Local radio came to North Carolina on March 18, 1922. That's when the Federal Radio Commission granted a license to the Southern Radio Corporation with the randomly assigned call sign, WBT.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Fayetteville consumers.

Every week, according to Nielsen, more adults tune-in to Fayetteville radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics top of mind awareness, small business, point of purchase, small business owner, fayetteville small business owners, best way to advertise, in-car audio, in-car listening, small business marketing, advertise on radio, vehicle traffic, small business advertising, radio listening, advertise on fayetteville radio, mobility

Is Twitter Advertising Right For Fayetteville Small Business Owners?

Jan 12, 2021 4:06:39 PM / by Larry Julius

How important is Twitter to Fayetteville area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Fayetteville Observer yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Fayetteville's consumers.

According to Nielsen, only about 16% of adults in Fayetteville use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that North Carolina small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, facebook, twitter, social media, instagram, social media advertising, radio advertising, facebook advertising, small business marketing, small business advertising

Small Business Advice: 5 Facts About Advertising On Fayetteville Radio

Dec 18, 2020 12:46:25 PM / by Larry Julius

The first radio station in Fayetteville, WFNC, was granted a license from the Federal Radio Commission in 1939. The owner was Wall Christian Ewing who, at the time, also owned a wholesale fertilizer business in the city. He had also been the Chairman of the Cumberland County Democratic Party. and had spent time serving in the North Carolina legislature.

For almost 80 years, North Carolina business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Fayetteville radio remains a dependable way to make cash registers ring.

Here are five facts every Fayetteville small business owner needs to know about local radio in 2020.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, effective radio advertising, radio advertising, small business marketing, small business advertising, radio history, time spent listening, advertise on fayetteville radio, online shopping, education

Online Advertising In Fayetteville: How Much Do Local Companies Spend?

Dec 15, 2020 2:39:55 PM / by Larry Julius

Ninety-four percent of Fayetteville adults have access to the internet, according to Nielsen. Almost 60% of these consumers spend more than five hours a week connected.

Nielsen reports that Fayetteville consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Fayetteville internet users go online each month

  • Social Media: 72%
  • Weather: 46%
  • Maps/Directions: 43%
  • Online Banking: 35%
  • Product Reviews: 29%
  • Sports Scores/News: 22%
  • Current Events: 22%
  • Restaurant Reviews:19%
  • Job Search: 17%
  • Real Estate: 12%

And, of course, there is shopping.  Over the past three months, according to Nielsen, 71.8% of Fayetteville consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Fayetteville businesses will spend $65 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics small business, small business owner, fayetteville small business owners, social media, online advertising, social media advertising, radio advertising, small business marketing, borrell associates, e-commerce, small business advertising, ott, ctv, email marketing, email advertising, online shopping

Advertising In Fayetteville: Top 5 Articles From 2020

Dec 9, 2020 4:17:04 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the   8,600 small businesses in the Fayetteville, North Carolina metro area .  Advertising has become a tool for survival.
 
As cash becomes precious, though, Fayetteville area small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
 
To make the best advertising choices, thousands of local business owners have sought advice and direction from www.AdvertiseInFayetteville.Com.  Here is a recap of the top 5 articles read on the site during 2020.

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Topics television, small business, small business owner, fayetteville television, fayetteville small business owners, newspaper advertising, radio advertising, television advertising, small business marketing, cable television, small business advertising, cable-tv, ott, ctv, newspaper readers, svod, avod, 2020, pay

Who's Spending Now? Fayetteville Small Business Owners Ask.

Dec 4, 2020 4:43:46 PM / by Larry Julius

There are 66,000 adults in the Fayetteville area who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governor of North Carolina locked down the state to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics..

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Fayetteville radio.

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Topics small business, Radio Listener Profile, small business owner, fayetteville small business owners, best way to advertise, effective radio advertising, radio advertising, college graduates, educated consumers, small business marketing, small business advertising, radio listening

Advertising In Fayetteville: Still Time To Ring Up Holiday Sales

Dec 2, 2020 7:10:00 AM / by Larry Julius

There is cheerful news for small business owners from Lumberton to Dunn and every city and town in between.

Based on the latest projections from the National Retail Federation, holiday sales are expected to grow 3.6%-5.2% over 2019.  This means despite the economic ravages of the pandemic, Fayetteville area shoppers will be spending between $1.1 and $1.2 billion on gifts and other trappings of the season.

The NRF forecast is based on an economic model that takes into consideration a variety of indicators including employment, wages, consumer confidence, disposable income, consumer credit, previous retail sales and weather. NRF defines the holiday season as November 1 through December 31. Numbers forecast by NRF may differ from other organizations that define the holiday season as a longer period or include retail sectors not included by NRF, such as automobile dealers, gasoline stations and restaurants.

"Consumers have shown they are excited about the holidays and are willing to spend on gifts that lift the spirits of family and friends after such a challenging year," says NRF President and CEO Matthew Shay. "We expect a strong finish to the holiday season." 

“Given the pandemic, there is uncertainty about consumers’ willingness to spend, but with the economy improving most have the ability to spend,” NRF Chief Economist Jack Kleinhenz said. “Consumers have experienced a difficult year but will likely spend more than anyone would have expected just a few months ago."

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Topics Retailer, roi, return on investment, television, retail, small business, small business owner, fayetteville small business owners, holiday shopping, christmas shopping, consumer spending, television advertising, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, holiday advertising, consumer confidence

What Is The Best Way To Reach Online Shoppers In Fayetteville?

Nov 17, 2020 4:08:23 PM / by Larry Julius

Fayetteville shoppers are expected to spend a record $1.1 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 71.8% of Fayetteville consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Topics Retailer, retail, Website Traffic, attribution, best way to advertise, radio advertising, retail sales, retail stores, web traffic, website visitors, e-commerce, retail traffic, advertise on radio, retail store traffic, online shopping

Small Business Advertising In Fayetteville: Consumers Ready To Spend

Nov 13, 2020 8:39:05 AM / by Larry Julius

There is positive news for the 8,600 small businesses in the Fayetteville, North Carolina metro area.  A majority of consumers say they are ready to start shopping again.

A lifestyle survey just released from Nielsen indicates 53% of Americans believe that despite the continuing pandemic, life is beginning to normalize, and they are likely to resume typical activities.  Nielsen refers to this majority as "Ready-To-Go".

According to the survey, Ready-To-Go consumers now perceive less risk, feel safer, and believe their cities are emerging from crisis.

The key takeaway for Fayetteville small business owners is that Ready-To-Go consumers are significantly more likely to start shopping within 30 days than the total population.  These buyers, according to Nielsen, are looking to spend on home improvement, professional services, auto parts/repair, shopping, food & dining, and travel.

To capture a meaningful share of the money Ready-To-Go consumers will be spending requires local small business owners to advertise.  By almost every metric, advertising on Fayetteville radio is the best advertising option.

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Topics Retailer, roi, return on investment, retail, small business, small business owner, fayetteville consumers, fayetteville small business owners, effective radio advertising, consumer spending, radio advertising, retail sales, retail stores, small business marketing, retail traffic, advertise on radio, retail store traffic, small business advertising, consumer confidence

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