If I only had a nickel for every local small business owner who has told me that Pandora has been siphoning listeners away from Fayetteville radio.  Nothing could be further from the truth.

Local radio, it turns out, reaches significantly more adult consumers than any other medium. More than TV. More than newspaper. And more than Pandora and Spotify combined.

What may come as a big shock to Fayetteville business owners is Pandora's popularity, actually, is cratering among consumers.

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Fayetteville small business owner who wants to grab a share of the area's $7.1-billion retail market.

Advertising on Fayetteville radio provides local business owners with the most affordable way to move to the top of customers minds. But, before discussing how to get remembered, we must understand why consumers forget.

If you don't have time to read this entire article, then I will tell you right now. The best way for any local small business owner to advertise is on Fayetteville radio.

A key function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Fayetteville metro area (Cumberland and Robeson counties) are expected to spend at least $7.1 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

The bottom line: It is difficult for anyone in the Sandhills to purchase a product or service from a local business owner if they aren’t aware of it.

There are many ways for North Carolina small business owners to advertise. Options include local newspapers, local magazines, local television, and online. But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Fayetteville radio.

Yikes. MediaPost reports a 14% decline in live television viewing among 18-49 years this January vs. last January. This applies to both prime time viewing and total day Nielsen C3 ratings. In case you don't know, C3 ratings are a comprehensive measure of the average minute commercial ratings plus three days of time-shifted viewing.

This pattern of double-digit declines began in the middle of last year. July fell 13%, August fell 12%, September fell 14%, October fell 11%, November fell 12%, and December fell 14%.

For those Fayetteville business owners who have been utilizing TV advertising to market their goods and  services, there is a powerful alternative.

Radio listening in Fayetteville, by far, has the most extensive reach among Fayetteville consumers of any advertising medium, according to Nielsen.

Advertising on Fayetteville radio is the best way for business owners to reach consumers.  Last week, 92% of all consumers in the Sandhills tuned-in to their favorite station.  This reach is significantly higher than local TV,  local newspapers, or streaming audio services like Pandora or Spotify.

Yes.  You are seeing a lot more help wanted signs than ever around Fayetteville.  Small business owners need to find qualified employees to maintain and expand their companies. 

But, as the old saying goes, "good help is hard to find."  Unless, of course, you know where to look (spoiler alert: advertising on Fayetteville radio will be the hero of this story).

When it comes to driving sales for Fayetteville business owners, what is the most potent element of an advertising campaign?

According to the eBook, Seven Steps For Success: Advertising on Fayetteville Radio,  the creative content of an ad is responsible for 47% of its ultimate success.

When it comes to the creative content of a commercial, Fayetteville small business owners have 2 choices.

Despite, some local business owners' perceptions to the contrary, streaming audio services like Spotify and Pandora have not made a dent in the dominance of Fayetteville radio among local consumers.

Last week, among all the advertising media available to Fayetteville small business owners, 288,946 adult adults tuned-in to a local radio station. This is substantially more than watched local TV or read a local newspaper.

Furthermore, more than twice as many adult consumers, tuned-in to Fayetteville radio stations than used a streaming audio site like Spotify or Pandora.

It's time to set some misguided Fayetteville small business owners straight.  When we say everybody listens to Fayetteville radio, we mean EVERYBODY.  Generations X, Y, and Z. Boomers, And, yes, millennials.

The Greek philosopher Plato was born 2458 years before there was a radio station in Fayetteville.  There's no doubt, though, he could have written some great commercials.

Plato once said, "Those who tell stories rule society." This quote sounds very familiar to rule #7 for creating a memorable commercial for Fayetteville radio:

Rule #7: Tell a story… listeners are hardwired to emotionally respond to features and benefits when presented in story-form rather than as a list. The advertiser should be the hero of the story.

From now until February 14th, Fayetteville consumers will be spending $26,000,000 on Valentine's Day related gifts and entertainment. That's because 67% of Valentine Day shoppers wait until now to buy.

To grab a share of this gigantic pool of heart shape cash that is about to be spent, Fayetteville small business owners must act quickly.

There is no better way to invite Valentine's shoppers into stores, restaurants, and spas than by advertising on Fayetteville radio.  Here's why.

Next week, 288,946 consumers will tune into a local Fayetteville radio station.  This is significantly more people than will watch a local TV station, read a local newspaper, or plug-in to a streaming audio service like Pandora or Spotify.

There are many ways for North Carolina small business owners to advertise. Options include local newspapers, local magazines, local television, and online. But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Fayetteville radio.

There are 28 radio stations that service the Fayetteville area. Each provides a unique blend of music, information, and entertainment.  Some stations focus on politics or sports. Some play country music. Some play the hits. Some play classic rock. Some are on the AM dial. Some are on FM.

Most Fayetteville small business owners, though, could not afford to advertise on all stations. So, how can they decide which are the right ones?  It will be determined by marketing objective.

Carolyn Barbour who, along with her husband Tommy, own Budget Rooter, a successful plumbing company. They have been advertising on Fayetteville radio consistently for the past 11 years.

At a recent pluming convention, an industry consultant suggested to the Barbours that radio advertising might not be the most effective way to advertise. “No, no, no,” Ms. Barbour told him. “For us, radio is tried and true.  When people in Fayetteville have an urgent plumbing problem, because of our radio advertising, we are the only name they know.” 

A recent study conducted by MARU/Vision Critical, an international consumer research company, proves Ms. Barbour's point that advertising on Fayetteville radio generates sales.

Cape Fear Flooring has been advertising for 18 years on Fayetteville radio.  Aime Crouter, the company's co-owner, says, "since we started advertising on the radio we've never stopped. Radio has provided an excellent return-on-investment for us."

Ten years ago, Ms. Crouter asked a local recording studio in Fayetteville to produce a jingle for the company. “Although we have freshened up the music in it a few times over the years,” she says, “the message has remained the same. The words ‘together we make it home’ are always how the jingle ends.”

“The car I drive has a Cape Fear Flooring logo on it.” says Ms. Crouter. “When people see me in it, they always sing our jingle…word for word. Clearly, our radio commercials are working like they are supposed to.”

Fayetteville small business owners have more advertising options than ever. Choices include television, cable, billboards, online, and newspapers. But according to Deloitte, the world's largest business consulting firm, radio "should be a big part of the mix for those buying advertising."

Some small business owners, might dismiss Deloitte's advice. They might wonder, "Does anyone listen to the radio anymore?"

"But," says Deloitte, "radio has commonly been underestimated. Radio is the voice whispering in our ear, in the background of dinner, in an office, or while driving the car. It is not pushy or prominent … but it is there."