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How Fayetteville Consumers Spend Their Money

Oct 11, 2019 7:27:00 AM / by Larry Julius

Fayetteville area consumers are expected to spend $8.5 billion at retail this year, according to Nielsen. This means that every household, on average, will be spending $48,564.

To capture a larger share of these dollars, small business owners in Clark and Robeson counties need to know the answer to two questions.

The first question is, where is this enormous amount of cash being spent?  The list below details the answer.

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Topics Retailer, reach, retail, store traffic, small business owner, advertise in fayetteville, fayetteville radio stations, best way to advertise, consumer spending

Fayetteville Retailers Expect Significant Holiday Sales Growth in 2019

Oct 9, 2019 2:55:00 PM / by Larry Julius

Fayetteville area consumers are expected to spend $999 million on this year's holiday shopping, based on predictions by The National Retail Federation.  This would be a 4% increase over last year.

Deloitte, one of the world's top four accounting firms, forecasts similar growth.

"The projected holiday season growth is, in part, due to the current health of the labor market,” said Daniel Bachman, Deloitte's U.S. economic forecaster. “Near record-low unemployment rates, coupled with continued monthly job creation, may encourage people to spend more during the holiday season. The economy is still growing, albeit at a slower rate. Additionally, we continue to see consumer confidence elevated, which also helps boost holiday spending."

For most local retailers, holiday spending brings in about 20% of annual sales But, long gone are the days when the bulk of this shopping occurred between Black Friday and Christmas.

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Topics Retailer, retail, small business owner, advertise in fayetteville, fayetteville radio stations, best way to advertise, holiday shopping, christmas shopping

The SHEconomy: Is Your Fayetteville Business Tapping Into It?

Oct 4, 2019 12:14:57 PM / by Larry Julius

Last week, according to Nielsen, 92,639 single, adult women tuned-in to a Fayetteville radio station.  This is 92% of every consumer who fits this description.

Why should Fayetteville small business owners take note of this demographic? A study by investment bank Morgan Stanley finds 41% of working-age women are single. That number is expected to increase to 45% over the next ten years.

The study, called 'Growth of the SHEconomy', indicates that single women outspend the average household in many retail categories. Remarkably, says, Erica Sweeney of MarketingDive, "Women purchase more than half of products traditionally considered 'male' including autos, home improvement products, and consumer electronics."

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Topics small business owner, advertise in fayetteville, fayetteville radio stations, best way to advertise, effective radio advertising, marketing to women, SHEconomy, single women

Fayetteville Retail: How Business Owners Cash-In On Halloween

Sep 23, 2019 4:13:00 PM / by Larry Julius

Based on information from the National Retail Foundation, Fayetteville consumers will be spending $11 million on Halloween this year. 

Typically, 80% of all Halloween shopping, according to the NRF, will occur between now and October 16.  The remaining dollars will be spent in the last 14 days leading up to the holiday.

Nearly 53% of consumers in the Fayetteville are expected to participate in Halloween this year, each spending, on average, about $86.  This money will go towards the purchase of candy, decorations, costumes, pumpkins, and greeting cards.

Almost every type of small business in Cumberland and Robeson County enjoys a taste of this spending. This includes hardware stores, convenience stores, craft stores, fabric stores, thrift stores, florists, card stores, consignment shops, haunted houses, home decor store, bakeries, and, of course, candy stores.

To claim a significant share of this Halloween cash will require local small business owners to advertise.  The key to successful advertising is reaching as many Halloween shoppers as possible over the next four weeks.

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Topics retail, store traffic, small business owner, advertise in fayetteville, fayetteville radio stations, best way to advertise, advertising, halloween

Fayetteville Mattress Stores: The Best Way To Advertise

Sep 16, 2019 2:40:00 PM / by Larry Julius

Small business owners who sell mattresses in the Fayetteville area might be losing sleep.

Last year, local consumers spent close to $17 million for new mattresses.  A recent survey conducted by Piper Jaffray indicates that many retailers believe  that the category will become even stronger during the last four months of this year.

The reason for the owners' sleep loss is that many customers are bypassing local stores and buying their mattresses on the internet. According to Statista, 37% of buyers are now purchasing from one-of-175 direct-to-consumer sites like Casper or from online retailers like Amazon. 

To keep customers shopping local requires advertising.

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Topics Retailer, television, retail, store traffic, advertise in fayetteville, fayetteville radio stations, best way to advertise, newspaper advertising, mattress, furniture

Advertise In Fayetteville: Media Reach By Demographic

Sep 4, 2019 9:14:00 AM / by Larry Julius

Advertising is critical to the success of every Fayetteville small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Fayetteville radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

The charts below reveal how the different advertising options available to Fayetteville business compare in terms of the ability to reach customers with specific characteristics. This includes age, income, education, employment status, political affiliation, number of children, ethnicity, and planned purchases.

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Topics television, sales lift, advertise in fayetteville, fayetteville consumers, fayetteville television, fayetteville small business owners, best way to advertise, facebook, instagram, advertise on social media, newspaper advertising, fayetteville observer, political advertising, online advertising

What Is The Best Way To Advertise To Fayetteville Voters?

Aug 28, 2019 7:01:00 AM / by Larry Julius

Every vote counts.  Many times the difference between winning an election and losing is a handful of ballots. This is true in races for almost every elected office, referendum, and issue on the national, statewide, and local level.

To win a modern election requires advertising. Successful advertising requires reach. In the Fayetteville area, the most potent way to reach voters is on local radio.

Last week, for instance, 92% of all registered voters in Cumberland and Robeson County tuned-in to a Fayetteville radio station.  This is significantly more than were reached by local TV, local newspaper, or the major social media site like Facebook and Instagram.

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Topics advertise in fayetteville, fayetteville radio stations, best way to advertise, advertising in fayetteville, issue advertising, political advertising

How To Reach The Bridal Market In Fayetteville

Aug 23, 2019 9:12:09 AM / by Larry Julius

Next year, according to Nielsen, 18,311 people in the Fayetteville area will be getting married.  Assuming that those folks are hitching-up with each other, that means there will be 9,156 weddings. 

USA Today reports that the average cost for these pending nuptials will be $25,265 including (but not limited to) rings, dresses, tuxedos, flowers, venues, photographers, invitations, limos, and rice (or birdseed for the ecologically inclined).

This means small business owners in Cumberland and Robeson counties who cater to the bridal market will be competing for a share of $231,326,340.

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Topics small business, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, best way to advertise, bridal, bridal market, wedding

Fayetteville Business Owners Improve Advertising By Deleting One Word

Aug 20, 2019 12:44:04 PM / by Larry Julius

Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, Fayetteville small business owners can't use in their radio commercials. The Supreme Court of the United States says so.

Of all the words that can be used in broadcast advertising, however, there is one word that should be shunned: 'get' and all of its nasty derivative forms including 'got' and 'gotten'.  Here's why.

The typical 60-second commercial on Fayetteville radio consists of 160 words.  Depending on the station, each word in that ad could cost around $1.00.  It is important, then, that each word is carefully selected to engage listeners and then compel them to action.  This is especially crucial when using verbs. 

"One of the best ways of grabbing and keeping an audience is to use strong, descriptive verbs," says the Writing Center at the University of Houston.  'Get' is not that kind of verb.

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Topics Advice, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial, advertising in fayetteville, effective radio advertising, Tips, restaurant advertising, memorable radio commercials

The Best Way To Advertise A Restaurant In Fayetteville

Aug 16, 2019 9:35:00 AM / by Larry Julius

This year, Fayetteville area consumers will spend $546 million in local restaurants and drinking establishments. There are hundreds of restaurants in Cumberland and Robeson counties hungry for a bite of that cash.

Unfortunately, many of the restaurants that are here today will be gone tomorrow. According to FSR, a trade magazine for the restaurant industry, 60% of restaurants fail within their first year. Eighty percent never make it to their fifth anniversary.

CBI Insights studies why small business owners, such as local restaurants, fail.  Reason number eight is poor marketing and advertising.  Good food and friendly service are not enough to make a cash register ring.

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Topics Advertiser Success, sales lift, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, best way to advertise, business owners, advertising in fayetteville, social media, restaurant advertising, drinking establishment

How Does Newspaper Advertising Stack-up Against Fayetteville Radio

Aug 13, 2019 3:09:08 PM / by Larry Julius

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where Fayetteville radio has become, by far, the advertising medium with the largest reach.

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Topics audience profile, small business, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, business owners, advertising in fayetteville, newspaper advertising, fayetteville observer

Social Media Advertising vs. Fayetteville Radio

Aug 9, 2019 11:25:59 AM / by Larry Julius

The first radio station in Fayetteville went on-the-air in 1939.  Sixty-five years later, Facebook inaugurated the social media era.  Twitter, Instagram, YouTube, and Snapchat, Pinterest, Reddit, and hundreds of other sites quickly followed.

As social media matured from a novelty to part of consumers' daily rituals, some Fayetteville business owners began to experiment with advertising.

By every key advertising metric, though, Fayetteville radio remains the best choice for a small business to market their goods and services. Here's why.

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Topics small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, advertising in fayetteville, effective radio advertising, internet advertising, social meida, facebook, twitter, snapchat, social media, instagram, advertise on social media

How To Reach Fayetteville Consumers In Their Cars

Aug 7, 2019 5:49:00 AM / by Larry Julius

In 1930, the Galvin Manufacturing Corporation put the first car radio on the market. They called it the Motorola. This in-car entertainment would setback a Fayetteville consumer about $120 which would be equivalent to $1200 today.

But, if you had that kind of cash, you would be able to cruise around in your Ford Model-A, DeSoto, Packard, or Studebaker and hear the music of the day from radio stations in Charlotte, Raleigh, or Atlanta. It wouldn't be until 1939 when Fayetteville would have its own stations.

Today, there's a radio in almost every vehicle on the streets of Cumberland and Robeson Counties. Despite the competition on the dashboard from other sources of entertainment, AM/FM radio remains the dominant choice for in-car entertainment.  This is great news for local business owners who depend on Fayetteville radio to market their goods and services.

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Topics Advice, small business, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, business owners, advertising in fayetteville, effective radio advertising, in-car audio, in-car listening

ROI: Fayetteville Business Owners Turn Dimes Into Dollars

Aug 2, 2019 9:53:31 AM / by Larry Julius

Suppose you woke up one morning and found a 100-year-old machine in your basement. You soon discovered that every time you put a dime in the machine, one dollar came out.  How many dimes would you drop in that machine?

Good news for Fayetteville small business owners: such a machine exists and you probably have one in your car, at work, at home, even on your phone. It's called local radio.

Over the past few years, Nielsen has conducted over 20 studies to determine what type of return-on-investment (ROI) a business can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for ever $10 invested.  Turning dimes into dollars.

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Topics reach, roi, return on investment, top of mind awareness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, best way to advertise, advertising in fayetteville, effective radio advertising

Is Fayetteville Radio Still Relevant To Local Consumers?

Jul 23, 2019 6:51:00 AM / by Larry Julius

This year marks 80 years since WFNC became the first radio station in Fayetteville.  From that time, small business owners in Cumberland and Robeson Counties have depended on radio advertising to market their goods and services.

So, it is a fair question for a 21st-century business owner to ask: Is Fayetteville radio is still relevant in the life of North Carolina consumers?

"You wouldn’t know it from all the media coverage focused on streaming video and streaming music," said media expert Doug Schoen in Forbes Magazine, "but recent Nielsen data shows radio actually has the most reach among American media consumers." 

Last week, for instance, significantly more local consumers tuned-in to a Fayetteville radio station than watched local TV, read a local newspaper, or logged-on to a streaming audio site like Pandora and Spotify.

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Topics advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville television, fayetteville small business owners, teenagers, teens, best way to advertise, business owners, advertising in fayetteville, internet advetising, digital advertising

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