Henry Ford understood that the continual investment in advertising was necessary for a business to be successful. “Stopping advertising to save money," he said, "is like stopping your watch to save time.”

Sometimes, though, when daily expenses challenge their cash flow, North Carolina small business owners must prioritize spending. Many times, unfortunately, Mr. Ford’s advice is ignored and buying commercials on Fayetteville radio will move down the list behind making payroll, maintaining delivery vehicles, and replenishing stock. A lot of times advertising doesn’t make the list at all.

Some local business owners have discovered that their radio advertising doesn’t have to be sacrificed at all when belts need to be tightened. It turns out, there’s a deep pool of “free money” that can be dipped into for the singular purpose of advertising. These funds are called cooperative funds, or co-op for short.

Consumers in the Fayetteville, NC metro area (Cumberland and Roberson 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.

The U.S. Small Business Administration recommends that established businesses with more than $5-million dollars in gross revenue should budget 7-8% to advertise. Businesses who have not yet achieved that level of revenue, should plan on investing 10-12%. Newer businesses that may not yet be familiar to their target consumers should plan on investing a larger percentage.

There are numerous ways for North Carolina small business owners can allocate their advertising budgets. Options include local newspapers, local magazines, local television, and online.

The invention of the radio commercial came at 5pm August 28, 1922. The Queensboro Corporation, a small business in New York City, purchased time on radio station WEAF for $50 to advertise its apartment complex development in Jackson Heights, Queens.

Radio advertising came to Fayetteville, North Carolina in 1939 when Wall Christian Ewing and Harry Layman put WFNC on the air. Ever since then, Cumberland and Robeson County small business owners have depended on radio advertising to market their goods and service.

Is radio advertising effective in the 21st Century? Meet five North Carolina small business owners who say yes.

Good things happen when small business owners advertise on Fayetteville radio,

“I can testify,” says Carolyn Barbour, “our radio advertising has created lifetime customers for our company.” 

Ms. Barbour and her husband Tommy own Budget Rooter, a Fayetteville based plumbing company with a long list of commercial, residential, and industrial customers. “We’ve tried other forms of advertising,” continues Ms. Barbour, “but they have all failed us.” 

Mr. Barbour started Budget Rooter in 1998 as a part time job. He worked nights and weekends out of the back of his Geo Storm. By 2000, word of mouth helped expand the business to a point where he could make it his full-time pursuit. 

By 2002, Budget Rooter hired a second plumber to keep up with customer demand. This is also when Ms. Barbour quit her job as a nurse to take on the mounting administrative duties of the firm. This included advertising and marketing.