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Advertising On Fayetteville Radio: The 3 Frequency Myth

Aug 18, 2021 5:04:19 PM / by Larry Julius

Every week, according to Nielsen, Fayetteville, North Carolina radio reaches 266,600 adult consumers. This is significantly more people than are reached by local TV, cable, social media, streaming video, streaming audio, or newspapers.

Because of its humongous reach, area small business owners advertise on Fayetteville radio to successfully market the products and services they sell.

Many first-time advertisers on Fayetteville radio will ask how many times a consumer needs to hear a commercial before they become a customer.  Often the business owner is told that to be effective, a consumer needs to be exposed to a message three times before they will buy.  Unfortunately, this prescription for a three-time frequency is more myth than substance.

A study by Nielsen provides some data-based insights about effective frequency, But first, here's the origin of the mythological rule of three.

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Topics frequency, reach, small business, small business owner, fayetteville small business owners, effective radio commercial, effective radio advertising, effective advertising, reach & frequency, small business marketing, advertising reach, small business advertising, effective frequency

Reclaim 'Top Of Mind' When Your Fayetteville Small Business Re-Opens

May 1, 2020 10:58:33 AM / by Larry Julius

Business was booming in Fayetteville. Then it was not.

Before the chaos brought on by Coronavirus, it had been predicted, based on estimates from the National Retail Federation, Fayetteville area consumers would spend 4.1% more in 2020 than they did in 2019. On March 30, however, when North Carolina's Governor shut down the state, the expectations of growth for many small business owners were replaced with fights for survival.

As the state prepares to reopen, Fayetteville area small businesses will learn that turning the lights back on and hanging out the welcome sign might not be enough to bring even the most loyal customers back.

Some customers will not return because of personal safety concerns. Other customers may have discovered alternative sources to purchase goods and services.

More likely, though, customers will not come back because a business has lost a valued parcel of real estate: the position at the top of a customer's mind. This is the place where purchase decisions are made.

There is a way to regain top-of-mind status. First, though, it's important to understand why a business can be forgotten so quickly. 

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Topics frequency, recall, top of mind awareness, small business, small business owner, best way to advertise, radio advertising, coronavirus, corona, covid 19, recency

Advertising on Fayetteville Area Television vs. Local Radio

Feb 25, 2020 10:06:22 AM / by Larry Julius

There is alarming news for small business owners who advertise on Fayetteville area television stations: broadcast TV viewers are disappearing at a rapid pace.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

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Topics branding, frequency, reach, millennials, television, small business, small business owner, best way to advertise, radio advertising, television advertising, reach & frequency, generation x, generation y

FAY: Ads On Fayetteville Radio Offer Affordable Reach And Frequency

Jan 1, 2019 8:10:21 AM / by Larry Julius

Allison Rogers landed the job of Marketing Manager two years ago at Fayetteville Regional Airport. The airport, built in 1949, was originally known as Grannis Field. Today, most people refer to it by its three-letter designation, FAY.

As, part of her job, Ms. Rogers is responsible for convincing her target consumers that FAY offers competitive ticket prices and is more convenient than using one of North Carolina’s larger airports. Her target flyers include area residents planning vacation travel; Fayetteville small business owners traveling for their jobs; and members of the Ft. Bragg community traveling for non-military reasons.

Advertising on Fayetteville radio plays a major role in the marketing efforts to attract these target travelers to the concourses of FAY. “Of all the media we use, advertising on Fayetteville radio provides us with the affordable reach and frequency we need for our marketing to be effective,” says Ms. Rogers.

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Topics frequency, reach

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