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Advertising In Fayetteville: Five Amazing Facts About Local Radio

Jul 23, 2021 4:55:30 PM / by Larry Julius

Advertising is crucial to the success of Fayetteville, North Carolina business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Fayetteville business owners are expected to spend $123 million to advertise the goods and services they sell. This represents a 5.0% increase versus last year.

The majority of these dollars are being spent by Fayetteville business owners to capture a significant share of the $5.9 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Fayetteville radio. Here are the top five reasons why...

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Topics reach, roi, return on investment, radio advertising works, millennials, small business, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, radio commercials, effective radio advertising, memorable radio commercials, radio advertising, millennial parents, reach & frequency, small business marketing, advertising reach, small business advertising, advertising return on investment

How Often Are Fayetteville Consumers Online?

Jul 16, 2021 7:20:00 AM / by Larry Julius

More than 94% of Fayetteville adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow North Carolina consumers to go online whenever they choose, which, for some adults, is always.

The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In total, 85% of consumers say they connect at least one time every day.

So, how are Fayetteville consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Fayetteville consumers each month.

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Topics Streaming Audio, small business, fayetteville small business owners, best way to advertise, social media, online advertising, social media advertising, small business marketing, borrell associates, small business advertising, ott, ctv, streaming video, svod, avod, online shopping, streaming media

Advertise On Fayetteville Radio: Still Best Option For Small Business

Jul 9, 2021 1:00:07 PM / by Larry Julius

Retail spending in the Fayetteville area is expected to reach $5.9 billion this year, a 13.5% increase versus 2020. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Since 1939, when WFNC-AM signed on as the first station in Fayetteville, local business owners have depended on radio advertising to help market their goods and services to North Carolina consumers.  But has the Coronavirus pandemic altered the medium's ability to deliver customers to ring up sales for local retailers?

Two critical marketing metrics indicate that advertising on Fayetteville radio remains the best way for a small business to advertise.

The first measurement is reach. This is the number of different consumers who are exposed to an advertising campaign.

The second measure is return-on-investment (ROI). This is the amount of sales a business can expect for every one dollar invested in advertising.

Based on these metrics, here is how advertising on Fayetteville radio measures up to other options available to local small business owners.

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

Wow!! Fayetteville Millennials Turn 40 This Year

Apr 30, 2021 8:25:56 AM / by Larry Julius

There are 108,364 millennials in the Fayetteville, North Carolina area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 31% of the Fayetteville area population but almost one-third of metro-area sales. 

All in, Fayetteville millennials are expected to ring up more than $2.9 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Fayetteville millennials will show up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.

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Topics Retailer, reach, roi, return on investment, millennials, retail, small business, small business owner, fayetteville small business owners, best way to advertise, millennial parents, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, advertising reach, small business advertising, retail spending

Who Listens To Fayetteville Radio?

Apr 23, 2021 12:07:47 PM / by Larry Julius

Every week, according to Nielsen, 92% of adult consumers tune in to a Fayetteville, North Carolina radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Fayetteville radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why local small business owners depend on Fayetteville radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Fayetteville small business owners to understand.

The six listener categories as described in the study are:

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Topics reach, Choose The Right Radio Station, small business, radio effectiveness, small business owner, fayetteville small business owners, best way to advertise, radio advertising, effective advertising, reach & frequency, small business marketing, advertising reach, small business advertising, radio listening, share of ear

How Much Do Fayetteville Business Owners Spend on Advertising?

Apr 16, 2021 1:25:00 PM / by Larry Julius

Now is a crucial time for Fayetteville small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, North Carolina business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Fayetteville consumers gain confidence, they are expected to unleash the record $1.7-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Fayetteville business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Fayetteville business owners are expected to spend $123-million to advertise the goods and services they sell. This represents a 5.0% increase versus last year.

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Topics budgeting, reach, roi, return on investment, small business, small business owner, fayetteville small business owners, best way to advertise, Budget, radio advertising, advertising on a budget, reach & frequency, small business marketing, advertising reach, small business advertising, ad spending

Why Audio Advertising In Fayetteville Drives Purchase Decisions

Apr 8, 2021 2:06:31 PM / by Larry Julius

Fayetteville consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, North Carolina retailers will need to advertise.

“Think you have a great product?” asks the US Small Administration. “Unfortunately, no one’s going to know about it unless you advertise.”   

“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."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Fayetteville consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics Retailer, Streaming Audio, Pandora, Spotify, retail, small business, small business owner, Sirius/XM, fayetteville small business owners, best way to advertise, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, podcasts, retail spending

OTT & CTV: Who Watches Streaming Video In Fayetteville?

Mar 22, 2021 8:44:08 AM / by Larry Julius

Each week, according to Nielsen, 59.8% of Fayetteville, North Carolina consumers watch video programs that aren't delivered over-the-air by local TV stations.  They aren't coming from a local cable company or by satellite.  Instead, these programs are being streamed directly to viewers via an internet connection.

This type of streamed video content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes are often used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Fayetteville, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics small business, small business owner, advertise in fayetteville, fayetteville small business owners, best way to advertise, internet advetising, digital advertising, small business marketing, direcTV, small business advertising, ott, streaming video, svod, avod

Does Anyone Listen To Fayetteville Radio At Night?

Mar 10, 2021 9:48:24 AM / by Larry Julius

Each week, according to Nielsen, more than 322,122 adult consumers tune-in to a Fayetteville, North Carolina radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Fayetteville radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 42% of local consumers listen to Fayetteville radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Fayetteville small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics small business, time of day, prime time, small business owner, fayetteville small business owners, effective radio advertising, effective advertising, small business marketing, advertise on radio, small business advertising, advertise on fayetteville radio, nighttime

Grab A Larger Share Of Fayetteville's Accelerating Retail Spending

Mar 4, 2021 5:08:49 PM / by Larry Julius

Fayetteville, North Carolina area consumers are expected to spend upward of $5.9-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Fayetteville radio.

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Topics Retailer, retail, small business, Website Traffic, small business owner, fayetteville small business owners, consumer spending, radio advertising, retail sales, retail stores, small business marketing, web traffic, website visitors, retail traffic, retail store traffic, small business advertising, online shopping, retail spending

Advertise in Fayetteville: How Local Consumers Use The Internet?

Feb 26, 2021 8:43:28 AM / by Larry Julius

Fayetteville, North Carolina area business owners are expected to invest $65-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 94% of adult consumers in the Fayetteville area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-four percent of Fayetteville adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, internet traffic, small business owner, advertise in fayetteville, fayetteville small business owners, internet advetising, internet advertising, digital advertising, facebook, social media, instagram, online advertising, social media advertising, facebook advertising, small business marketing, small business advertising, ott, ctv, svod, avod, online shopping

Advertising In Fayetteville: Reaching Female Consumers

Feb 10, 2021 5:20:17 PM / by Larry Julius

There are 179,200 adult women in the Fayetteville, North Carolina area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $6.1 billion and $6.9 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Fayetteville small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, Working Mothers, marketing to women, single women, small business marketing, advertise on radio, small business advertising, advertise on fayetteville radio, advertise to women

How Smart Speakers Affect Advertising On Fayetteville Radio

Feb 4, 2021 3:05:09 PM / by Larry Julius

Fayetteville, North Carolina's first radio station, WFNC-AM, began broadcasting in 1939.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 54 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Fayetteville consumers.

In 1993, however, new technology permitted Fayetteville radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Fayetteville radio to reach more local consumers every week than all other media.

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Topics Streaming Audio, small business, small business owner, fayetteville small business owners, best way to advertise, siri, alexa, smart speakers, amazon echo, google home, small business marketing, advertise on radio, small business advertising

Advertising In Fayetteville: Drivers Turn Up The Radio

Jan 21, 2021 8:13:37 AM / by Larry Julius

Local radio came to North Carolina on March 18, 1922. That's when the Federal Radio Commission granted a license to the Southern Radio Corporation with the randomly assigned call sign, WBT.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Fayetteville consumers.

Every week, according to Nielsen, more adults tune-in to Fayetteville radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics top of mind awareness, small business, point of purchase, small business owner, fayetteville small business owners, best way to advertise, in-car audio, in-car listening, small business marketing, advertise on radio, vehicle traffic, small business advertising, radio listening, advertise on fayetteville radio, mobility

Is Twitter Advertising Right For Fayetteville Small Business Owners?

Jan 12, 2021 4:06:39 PM / by Larry Julius

How important is Twitter to Fayetteville area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Fayetteville Observer yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Fayetteville's consumers.

According to Nielsen, only about 16% of adults in Fayetteville use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that North Carolina small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, facebook, twitter, social media, instagram, social media advertising, radio advertising, facebook advertising, small business marketing, small business advertising

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