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5 Facts Fayetteville Businesses Should Know About Radio Advertising

Oct 14, 2019 4:36:58 PM / by Larry Julius

Fayetteville area small business owners have depended on radio advertising to market their goods and services since 1939.  That's the year Wall Christian Ewing and Harry Layman put the first local station, WFNC, on the air.

Today, there are 28 radio stations that serve Cumberland and Robeson counties. 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.

When Mr. Ewing and Mr. Layman began broadcasting, there were no TV stations in North Carolina. Those would come ten years later. Also, there was no social media, YouTube, Sirius/XM, Pandora, Spotify, or smartphones. Each of those would be products of a new Millenium.

With an overabundance of advertising options now available to small business owners, does advertising on Fayetteville radio still make sense?  Here are five facts that serve to answer that question.

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Topics small business, fayetteville radio stations, fayetteville consumers, best way to advertise, advertising in fayetteville, effective radio advertising

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

The #1 Reason Why Advertising on Fayetteville Radio Can Fail

Sep 27, 2019 7:31:00 AM / by Larry Julius

Sometimes, radio advertising fails. There can be no debate, though, when implemented correctly, advertising on Fayetteville radio works, and works well.

“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.” 

Since 2007, Budget Rooter has not missed a single month of advertising on Fayetteville radio.  “Our radio ads have been so successful,” says Ms. Barbour. “we have increased the number of stations we run commercials on from two to five.”

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Topics small business owner, fayetteville radio stations, best way to advertise, advertising in fayetteville, effective radio advertising, marketing objective, exposure

Why Fayetteville Radio Thrives In The Digital Age

Aug 30, 2019 7:21:00 AM / by Ryan Beasley

Technology is changing the way people in Fayetteville consume media. This includes streaming audio platforms like Pandora and Spotify or the ability to watch Netflix on a smartphone.

But one thing has not changed.  That thing with the buttons and knobs that's been part of a car's dashboard since 1930. The contraption called radio.

Some small business owners believe the medium is outdated, and nobody listens to it anymore. But, contrary to that view, radio still reaches 92% of all consumers in America.

Locally, for example, last week significantly more consumers tuned-in to their favorite Fayetteville radio stations than watched local TV; read a newspaper; logged-on to Facebook, or signed-in to Pandora or Spotify.

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Topics radio advertising works, small business owner, fayetteville radio stations, best way to advertise, advertising in fayetteville, effective radio advertising, internet advertising, digital advertising, online advertising

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

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

Speak Radio Like A Pro: Advice For Fayetteville Small Business Owners

Jul 31, 2019 11:44:31 AM / by Larry Julius

This year marks the 80th anniversary of WFNC, the first radio station in Fayetteville.

Since 1939, Fayetteville small business owners have depended on radio advertising to market their goods and services to local consumers.  During the next 12 months, these consumers are expected to spend $7.1 billion.

By any measure, radio is still the best way to advertise in Fayetteville. Last week, for instance, significantly more consumers tuned-in to a local radio station than watched local TV; read a local newspaper; or logged-on to Pandora and Spotify.

To buy radio advertising effectively, there are some terms every Fayetteville small business owner should know.  Here is a list of helpful definitions.

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Topics Advice, small business, Research, daypart, instructions, fayetteville radio stations, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, radio commercials, advertising in fayetteville, effective radio advertising, Tips, definitions

Best Way To Recruit and Hire White-Collar Employees In Fayetteville

Jul 19, 2019 4:06:38 PM / by Larry Julius

If you were one of the 288,946 adults who tuned-in to a Fayetteville radio station last week, it is likely you heard a commercial for Indeed.  That's because, last week, Indeed, the world's largest online job site was also radio's biggest advertiser.

The reason Indeed invested so heavily in radio advertising is that they have far more job openings posted on their than site than there are job-hunters to fill them. 

This is not unlike the predicament of Fayetteville small business owners who are also having difficulty finding and hiring qualified candidates.

What Indeed has figured out is that there are not enough unemployed people or disgruntled workers looking for jobs, especially among those in white-collar professions. So, the company is looking to attract what human resource experts call the 'passive job seekers'.

It turns out that advertising on Fayetteville radio is also  the best way for any business owner to recruit, hire, and retain those passive, white-collar job seekers.

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Topics recruitment advertising, radio advertising works, small business, help wanted, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, radio commercials, advertising in fayetteville, effective radio advertising

Is Your Fayetteville Small Business Ready For Back-To-School?

Jul 17, 2019 11:49:23 AM / by Larry Julius

The National Retail Federation has predicted that this year's back-to-school shopping season will set a new record. Households with school-age children are expected to spend, on average $696.70 preparing their kids for the first day of classes. This tops the previous record set in 2012.

For Fayetteville small business owners, this means there is $84,583,536 of back-to-school bucks in play between now and the first bell of the school year.

According to the NRF, here's how the $696.70 per household will be spent.

  • Clothing & Accessories: $239.82
  • Computers & Electronics: $203.44
  • Shoes: $135.96
  • School Supplies: $117.49

To grab the largest share of back-to-school spending will require small business owners to advertise.  By any metric, advertising on Fayetteville radio stations will be the most effective.  Here's why.

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Topics retail, small business, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville TV, fayetteville small business owners, teenagers, teens, best way to advertise, effective radio commercial, radio commercials, effective radio advertising, internet advertising, digital advertising, back to school

Fayetteville Business Owners Strike A Wrong Note When Advertising

Jul 13, 2019 9:32:40 AM / by Larry Julius

Striking a wrong note is the most potent tactic a North Carolina small business owner can use when advertising on Fayetteville radio stations. This can ensure commercials are heard and remembered.

At the moment a radio commercial starts, 11,000,000 other pieces of data are battling for the attention of the listener's ear. To win the fight, an advertisement must do the unexpected. Why?

Humans don't have earlids.  This means every sound a person is exposed to makes it as far as the brain. But, the brain can only process about 50 pieces of information at a time.  If you do the math, that means 10,999,950 bits never make it in.

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Topics recall, commercial, radio advertising works, top of mind awareness, small business, copywriting, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, radio commercials, advertising in fayetteville, effective radio advertising, Tips

Advertising: How Fayetteville Radio Stacks Up Against The Internet

Jul 9, 2019 2:52:16 PM / by Larry Julius

Here's a quiz for Fayetteville small business owners:

Which of these online sites reach more adults each month than traditional AM/FM radio: Google? Netflix? ESPN? YouTube? Twitter Facebook?

The answer may be a surprise. Radio reaches more adult consumers every month than all websites and apps.  This is critical information for Fayetteville business owners to know so as to be able to choose the best way to advertise their goods and services.

The number one media characteristic that contributes to the success of an advertising campaign is reach. This is a measure of how many different people are exposed to an advertiser's message.

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Topics Advertiser Success, reach, Advice, Radio Listener Profile, internet traffic, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, best way to advertise, business owners, radio commercials, advertising in fayetteville, effective radio advertising, internet advertising, digital advertising

Make Budget Work Harder When Buying Advertising On Fayetteville Radio

Jul 5, 2019 9:37:08 AM / by Larry Julius

Fayetteville consumers are expected to buy $8.1 billion worth of local goods and services over the next 12 months. To claim the largest share of those dollars requires small business owners to advertise.

“Think you have a great product?” asks the 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."

According to the eBook Seven Steps for Success, "There are many ways for 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."

For budget-conscious small business owners, there are three tactics that can be employed to make sure every advertising dollar spent on Fayetteville radio stations works as hard as possible.

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Topics Co-op Advertising, radio advertising works, small business, time of day, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, radio commercials, advertising in fayetteville, effective radio advertising, Budget, Tips

Small Business Owners Recruit Blue Collar Workers on Fayetteville Radio Stations

Jul 2, 2019 3:37:00 PM / by Larry Julius

Forty percent of contractors reported that they turned down jobs this year because they don't employ enough skilled blue-collar workers. In North Carolina, there are twice as many job openings for truck drivers as there are qualified candidates.

Overall, half of all local employers say they are having difficulty hiring enough blue-collar employees to fulfill the increasing demand from customers.

According to the North Carolina Works Commission, a significant reason why the recruitment efforts of many companies are failing is that they still depend on strategies from a time when qualified candidates were plentiful.

These failing strategies include posting on job boards like Monster and Indeed; publishing employment ads in local newspapers; and pleading on social media pages. Some small business owners are still depending on help-wanted signs.

What many business owners have discovered is that the best way to recruit blue-collar workers is by advertising on Fayetteville radio stations.

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Topics recruitment advertising, small business, help wanted, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville television, fayetteville TV, fayetteville small business owners, best way to advertise, business owners, radio commercials, advertising in fayetteville, effective radio advertising

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