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What Is The Best Way To Reach Fayetteville's 350,000 Consumers?

Aug 17, 2020 1:19:18 PM / by Larry Julius

Despite all of the media options available for small business owners to market their goods and services, advertising on Fayetteville radio is still the best way to reach local consumers.

Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen.  This is 7.8% more time than they spent last year and 11.2% more than in 2018.

The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.

According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.

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Topics Retailer, reach, roi, return on investment, retail, small business, radio effectiveness, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, radio commercials, effective radio advertising, radio advertising, effective advertising, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, advertise on radio, retail store traffic, advertising reach

What Fayetteville Consumers Need To Know Now About Your Small Business

Aug 12, 2020 9:33:50 AM / by Larry Julius

There is good news for Fayetteville retailers and restaurants.

As a result of the pandemic, one-third of consumers indicate they will pay a premium for local brands and products, according to a recent study by Ernst & Young

However, before consumers will buy from a local business in Raeford, Lumberton, Spring Lake, or any town in-between, they must know they can do so without risking their health.

Advertising is the only practical way to let Fayetteville area shoppers and diners know about the precautions and practices your small business has taken to reduce potential health threats.

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Topics Retailer, retail, small business, radio effectiveness, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, effective radio advertising, restaurant advertising, effective advertising, restaurant marketing, retail sales, retail stores, restaurants, small business marketing, retail traffic, retail store traffic, small business advertising

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

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

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

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

Turning Listeners Into Customers With Advertising On Fayetteville Radio

Jun 25, 2019 3:09:00 PM / by Larry Julius

Thousands of Fayetteville small business owners depend on radio advertising to claim their share of the $7.1 billion local consumers will spend this year. Cha-ching.

These advertisers have, typically, 30 or 60 seconds to convince the 288,946 listeners who tune-in to Fayetteville radio stations each week to become customers. So, it is essential to know how to use that time effectively.

Gathering a sample of 6003 respondents, Westwood One in partnership with audio testing experts Veritonic studied how different elements of award-winning radio commercials affect a listener's intent to buy the products or services advertised. 

Here are the results of the study that Fayetteville business owners could find useful.

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Topics Advertiser Success, Advice, small business, copywriting, sales lift, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, purchase intent, radio commercials

Pro Tips For Small Business: Advertising on Fayetteville Radio

Jun 21, 2019 9:28:45 AM / by Larry Julius

What small business owners say in their commercials on Fayetteville radio stations and how they say it are the most important factors for turning listeners into customers.  

A study by Nielsen indicates that the creative elements of a commercial are responsible for 47% of an advertiser's sales result. 

Creative, it turns out, has a more significant effect on sales for Fayetteville small business owners than does reach, targeting, or branding elements. 

Producing and judging effective creative, though, can be a challenge for a North Carolina business owner. So, here is some advice from an award winning, advertising professional.

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Topics Lawyer, radio advertising works, 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

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