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Larry Julius


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Advertising In Fayetteville During A Time Of Inflation

Jan 27, 2022 3:08:33 PM / by Larry Julius

The current high rate of inflation is tempering how much Fayetteville, North Carolina business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 8,700 small businesses in the Fayetteville area. There is one thing each of the owners of these companies has in common, whether they own a hardware store in Dunn, a furniture store in Lumberton, or a restaurant in Hope Mills. They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Fayetteville area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Fayetteville business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Fayetteville radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics roi, return on investment, small business, small business owner, fayetteville small business owners, best way to advertise, media options, radio advertising, advertising on a budget, small business marketing, small business advertising, advertising return on investment, advertising options, inflation

Online Advertising In Fayetteville: How Much Will Be Spent in 2022?

Jan 21, 2022 10:53:37 AM / by Larry Julius

Fayetteville, North Carolina area business owners are expected to spend $82 million advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Fayetteville's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Fayetteville area consumer is served more than 1700 of these ads per month.

Video advertising in Fayetteville is forecast to account for 23% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

So many Fayetteville business owners are investing a large portion of their marketing budgets into online advertising because that's where their customers are.
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Topics millennials, Streaming Audio, internet advetising, internet advertising, digital advertising, social media, online advertising, social media advertising, borrell associates, streaming video, ad spending, streaming media, advertising options, streaming TV, search engine marketing, sem, display advertising

Recruitment Advertising In Fayetteville: Best Way To Reach Candidates

Jan 7, 2022 5:04:37 PM / by Larry Julius

There are 8690 small businesses in the Fayetteville, North Carolina Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Fayetteville area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Fayetteville's "passive" job candidates.

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Topics recruitment advertising, facebook, social media, social media advertising, radio advertising, employment advertising, facebook advertising, online job boards, job boards, active job seekers, monster.com, passive job seekers, indeed, ziprecruiter, radio recruitment advertising

Advertise On Fayetteville Radio? 5 Things Business Owners Get Wrong

Dec 31, 2021 9:03:03 AM / by Larry Julius

To ensure success, every Fayetteville, North Carolina 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.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Fayetteville radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Fayetteville radio, here are the top five things many local business owners get wrong.

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Topics radio effectiveness, chosing the best radio station, fayetteville radio stations, effective radio commercial, effective radio advertising, memorable radio commercials, advertise on radio, radio history, radio listening, advertise on fayetteville radio, who listens to radio

Advertise In Fayetteville: Who's Watching The Local TV Stations?

Dec 22, 2021 12:13:51 PM / by Larry Julius

It wasn't too long ago when advertising on Fayetteville, NC area television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of viewers reached by Raleigh stations WRAL, WECT, WTVD, and, WUNC has plummeted. In all, only 66% of adult consumers now tune-in to at least one of these channels during the week, according to Nielsen.

The consumption of video content isn't diminishing among North Carolina consumers. What has changed, though, is how they are watching it.

In November, according to Nielsen, the share of time watching broadcast television has fallen behind other video options including cable programing and internet-delivered choices such as Netflix, Hulu, Disney+, and hundreds of other streaming networks.

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Topics television, TV, Satellite Radio, fayetteville television, fayetteville TV, television advertising, pay-TV, cable television, dishTV, direcTV, AT&T TV, cable-tv, satellite television, ott, ctv, streaming video, svod, avod, streaming media, streaming TV, local television

Fayetteville Small Business Owners Guide To OTT & CTV Advertising

Dec 15, 2021 2:18:10 PM / by Larry Julius

It used to be, when a small business owner wanted to advertise on television in Fayetteville, the only option was to advertise on Raleigh stations like WRAL, WECT, WTVD, and, WUNC. But slowly, the number of options has expanded to include cable channels provided by Spectrum, DISH, and DirecTV.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to North Carolina consumers. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 92.1% of Fayetteville households own a device capable of receiving streaming video.

In all, says Nielsen, 217,553 Fayetteville consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many Fayetteville adults as local TV and local cable.

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Topics internet advetising, digital advertising, online advertising, pay-TV, cable television, cable-tv, ott, ctv, streaming video, streaming media, streaming TV, local television

Fayetteville Radio Still Reaches More Consumers Than All Other Media

Dec 10, 2021 4:30:40 PM / by Larry Julius

When WFNC-AM became Fayetteville's first radio station in 1939, there was no Facebook, no Spectrum, no Sirius/XM, no Netflix, no podcasts, and no local TV. Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.

Over the past 82 years, Fayetteville business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Fayetteville radio has helped North Carolina companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.

Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Fayetteville radio is still the most used advertising medium.

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Topics reach, Streaming Audio, Pandora, Spotify, Sirius/XM, media options, radio advertising, television advertising, advertise on radio, advertising reach, podcasts, advertise on fayetteville radio, streaming video, streaming media, advertising options, podcasting

Advertise In Fayetteville: Top 5 Articles From 2021

Nov 29, 2021 5:04:46 PM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Fayetteville, North Carolina consumers are on track to spend $6.2-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Fayetteville area business owners are expected to spend $108-million to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Fayetteville business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInFayetteville.com.  

Here are the top five most-read articles on the site in 2021:

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Topics recruitment advertising, advertising in fayetteville, internet advertising, digital advertising, advertise on social media, restaurant advertising, online advertising, advertising, radio advertising, television advertising, effective advertising, employment advertising, facebook advertising, advertise on radio, advertising on radio, advertise on fayetteville radio, advertising return on investment

What Are Fayetteville Consumers Watching On TV?

Nov 18, 2021 2:55:30 PM / by Larry Julius

Every week, according to Nielsen, 334,000 adult consumers in Fayetteville, North Carolina watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Fayetteville consumers have a gargantuan number of viewing choices. This includes programs from stations like WRAL, WECT, WTVD, and, WUNC (now PBS NC). Or maybe cable and satellite systems like Spectrum, DISH, and DirecTV.. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Fayetteville consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in Fayetteville is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Fayetteville adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics television, fayetteville television, best way to advertise, internet advetising, internet advertising, television advertising, pay-TV, cable television, dishTV, direcTV, cable-tv, satellite television, ott, ctv, streaming video, streaming media

Fayetteville New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 4:45:48 PM / by Larry Julius

In 2020, there were 17,494 new cars and trucks registered in the Fayetteville metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 249 new-car dealerships in North Carolina. Despite the pandemic, these dealers, including those in the Fayetteville area, sold $20.1 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $17 billion in new car sales.

When it comes to buying new vehicles, Fayetteville consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most Fayetteville car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics advertise in fayetteville, fayetteville radio stations, best way to advertise, in-car audio, in-car listening, fayetteville radio, automotive, used cars, used vehicles, vehicle traffic, advertise on fayetteville radio, used trucks, who listens to radio, car radio, new cars

Does The Facebook Name Change Affect Fayetteville Advertisers?

Oct 29, 2021 4:26:32 PM / by Larry Julius

Every month, 248,370 adults in Fayetteville, North Carolina use social media, according to Nielsen. Seventy-six percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Fayetteville than watch local TV stations. Only Fayetteville radio and local cable reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Fayetteville area businesses are expected to spend $21 million on social media advertising, a 25.5% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Fayetteville businesses that advertise on Facebook?

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Topics social meida, facebook, twitter, social media, instagram, advertise on social media, social media advertising, radio advertising, facebook advertising, borrell associates, metaverse, linkedin, meta

Best Way To Reach Fayetteville Holiday Shoppers In 2021

Oct 26, 2021 4:39:06 PM / by Larry Julius

Attention Fayetteville, North Carolina small business owners and retailers: nearly half of holiday shoppers are already spending money. According to the National Retail Federation, 49% of consumers will start their Christmas season shopping before Hallowe'en. 

Consumers plan to spend $997.73 on gifts, holiday items, and other non-gift purchases for themselves and their families this year, according to the annual survey released today by the NRF and Prosper Insights & Analytics.

In all, based on forecasts from Deloitte, the world's largest accounting firm, Fayetteville consumers are expected to spend between $1.7 and $1.8 billion during the holiday shopping period. This would be a 7-9% increase over 2020.

"We anticipate strong consumer spending for the upcoming holiday season. As vaccination rates rise and consumers are more comfortable being outside of the home, we are likely to see increased spending on services, including restaurants and travel, while spending on goods will continue to hold steady. A steady decline in the savings rate to pre-pandemic levels will support consumer spending and keep retail sales elevated this season," said Daniel Bachman, Deloitte's U.S. economic forecaster. "Further, e-commerce sales will continue to grow as consumers demonstrate an ongoing and steady movement toward buying online across all categories."

Fayetteville retailers are noticing that the opening bell for holiday shopping has rung earlier than ever for local shoppers.

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Topics Retailer, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, holiday shopping, christmas shopping, children, millennial parents, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, holiday advertising, parents, retail spending, advertising return on invesment, advertising return on investment, shopping

Advertise In Fayetteville: In-Store Shopping Exceeds Pre-COVID Level

Oct 20, 2021 3:16:04 PM / by Larry Julius

Fayetteville, NC consumers are on track to spend more than $5.9 billion at retail this year, based on projections by the National Retail Federation (NRF). Spending is expected to be 13.5% higher than last year.  

Some Fayetteville small business owners, though, are wondering if the spread of the Delta Variant may slow spending if consumers sense pressure on their own financial security. Shoppers, however, don't see it that way.

New research from Nielsen indicates that 82% of consumers believe their household finances will either remain the same or improve during the upcoming months.

The Nielsen study has another finding that Fayetteville business owners will find promising. Consumers are more likely to shop locally than they did before the onset of the pandemic, although in different ways.

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Topics Retailer, roi, return on investment, retail, best way to advertise, consumer spending, retail sales, retail stores, retail traffic, retail store traffic, retail spending, advertising return on invesment, advertising return on investment, shopping

Who Listens To Podcasts in Fayetteville?

Oct 11, 2021 7:35:00 AM / by Larry Julius

According to Nielsen, 67,389 Fayetteville, North Carolina consumers listened to or downloaded a podcast during the past 30 days. This is 19.2% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Fayetteville consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Fayetteville consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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Topics Streaming Audio, best way to advertise, internet advetising, digital advertising, online advertising, fayetteville radio, smart speakers, podcasts, streaming media, podcasting

Advertising On Fayettville Radio: How Smart Speakers Add Value

Sep 28, 2021 5:17:29 PM / by Larry Julius

Since 1939 when WFNC-AM signed on, local small business owners have been advertising on Fayetteville, North Carolina radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 60,000 consumers in Fayetteville have a smart speaker in their homes, according to Nielsen. This is 17.2% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Fayetteville consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Fayetteville radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics Streaming Audio, small business, small business owner, fayetteville small business owners, online advertising, how to advertise, radio advertising, effective advertising, siri, alexa, smart speakers, amazon echo, google home, small business marketing, small business advertising, radio listening, apple

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