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Advertising On Fayetteville Radio: What Consumers Want To Hear

Jul 17, 2020 8:04:28 AM / by Larry Julius

If you were one of the 281,300 adults who tuned-in to a Fayetteville radio station last week, then no doubt you heard multiple commercials that included phrases like 'troubling times', 'uncertain times', 'unprecedented times', 'new normal', and 'we're in this together'. 

In March, as the pandemic began to disrupt consumers' lives, using these phrases was a powerful way for North Carolina small business owners to acknowledge the severity of the crisis and to exhibit empathy. But 120 days later, these words have become cliche and have lost potency.

A cliche, says the Oxford Dictionary, is "a phrase or opinion that is overused and betrays a lack of original thought." 

According to the Writing Center at The University of North Carolina, the dependence on cliches could create a harmful perception of a business that uses them. For instance, these overused phrases can make an advertiser's message seem boring. They can be perceived as vague. They can be interpreted to be a sign of laziness. They can also result in a lack of credibility. 

The words a Fayetteville area small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

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Topics commercial, commercial length, creative, small business, small business owner, fayetteville small business owners, effective radio commercial, radio commercials, effective radio advertising, memorable radio commercials, radio advertising, small business marketing, advertise on radio, small business advertising, scripts

Best Way To Re-Introduce A Fayetteville Small Business To Consumers

Jun 5, 2020 3:33:45 PM / by Larry Julius

Fayetteville small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down.  A better term might be 're-introducing'.

Since the Governor of North Carolina shuttered the state on March 30, to slow the spread of COVID-19, Fayetteville area consumers have discovered new ways to buy the goods and services they need.  It's now the burden of local business owners to lure these customers back. The first step is re-introduction.

In 1939, WFNC signed-on as the first radio station serving Fayetteville. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, hurricanes, and floods. By any metric, advertising on local radio remains the most effective tactic a small business owner can use post-pandemic, as well.

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Topics Retailer, commercial, roi, return on investment, commercial length, retail, small business, time of day, daypart, prime time, small business owner, best way to advertise, memorable radio commercials, radio advertising, retail sales, retail stores, reopen, retail traffic, retail store traffic

How To Buy Radio Advertising In Fayetteville On A Budget

Nov 26, 2019 6:33:00 AM / by Larry Julius

Over the next 12 months, Fayetteville area consumers are expected to spend $8.5 billion at retail.  To capture a larger share of this cash, small business owners in Cumberland and Robeson Counties should consider advertising.

The US Small Business Administration recommends that every Fayetteville small business advertise consistently.  “Think you have a great product?” asks the SBA. “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."

Local business owners have depended on radio advertising to market their goods and services since 1939. This was the year Wall Christian Ewing and Harry Layman put the first local station, WFNC, on the air.

Today, Fayetteville radio, by any key advertising metric, is still the best way for business owners to reach local consumers.

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Topics Co-op Advertising, commercial length, small business, time of day, best way to advertise, radio advertising, advertising on a budget, indexing, quality vs. quantity

How Long Should A Radio Commercial Be On Fayetteville Radio?

Jan 18, 2019 7:17:32 AM / by Larry Julius

Fayetteville radio stations offer different commercial length options to fulfill the marketing objectives and budgets of local North Carolina small business owners.  The most common lengths are :60 seconds; :30 seconds; :15 seconds; and :10 seconds.

So, how long should a radio commercials be? The simple answer: As long as necessary, but as short as possible.

According to "Seven Steps For Success", the length of a radio commercial should be determined, primarily, by the marketing objective of the underlying campaign.

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Topics commercial length

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