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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Some small business owners believe the medium is outdated, and nobody listens to it anymore.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

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

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

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

Advertising On Fayetteville Radio Is More Effective Than TV

Jun 17, 2019 7:28:00 AM / by Larry Julius

There are two reasons why advertising on Fayetteville radio station is more effective than advertising on TV.

The first reason is reach.  In a study conducted by Nielsen, the number of consumers who are exposed to a commercial contributes profoundly to the number of sales it will create.  This is discussed in depth in the free eBook, "Seven Steps For Advertising Successfully In Fayetteville."

In Fayetteville, among all media, radio offers local advertisers the biggest reach.

The second reason why radio advertising is so powerful has been revealed in a new study Mindshare, an advertising agency that buys media for some of the most successful companies in the world including General Mills, Nestlé, Domino's, IBM, Rolex, and John Deere.

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Topics reach, radio advertising works, storytelling, television, TV, facts, Total Audience, radio effectiveness, sales lift, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville television, fayetteville TV, fayetteville small business owners, best way to advertise

Should I Use A Phone Number In My Commercials on Fayetteville Radio?

Jun 13, 2019 3:56:00 PM / by Larry Julius

When a small business owner buys a 60-second commercial on a Fayetteville radio station, she is limited to about 160 words to persuade listeners to become customers.  To be successful, then, each word needs to be carefully selected to fulfill the desired marketing objective

A telephone number comprises seven words. Ten if the area code is included.  If the number is repeated three times during the commercial, then it will consume 21-30 words or up to 18% of the total.

So, should a Fayetteville business owner sacrifice a significant portion of a radio commercial to insert a phone number? Except for certain circumstances, described below, the answer is no. 

Here are the facts.

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Topics Advertiser Success, commercial, radio advertising works, Advice, small business, Research, copywriting, radio effectiveness, internet traffic, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise

Proof: Advertising On Fayetteville Radio Boosts Top Of Mind Awareness

Jun 3, 2019 7:40:00 AM / by Larry Julius

Fayetteville consumers will spend $7.1 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

Since 1939, when WFNC became the first radio station in Fayetteville, thousands of business owners knew, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

Now there is proof that radio advertising creates the brand awareness necessary to drive sales.

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Topics Advertiser Success, Tire Store, new customers, recall, radio advertising works, Advice, top of mind awareness, small business, radio effectiveness, sales lift, fayetteville radio stations, fayetteville consumers, fayetteville small business owners

Who Still Watches TV In Fayetteville? Small Business Owners Ask.

May 17, 2019 7:40:00 AM / by Larry Julius

Everybody in Fayetteville used to watch TV, commercials and all. But, as media options proliferate, viewers are fleeing. This is not good news at all for television advertisers.

Last week for instance, according to Nielsen, only 74% of Fayetteville consumers watched broadcast television. To put this in perspective, 93% tuned-in to their favorite radio local radio stations.

Compared to two years ago, according to Nielsen, the C3 rating for CBS, NBC, ABC, and Fox have plummeted by 27%, especially among 18-49 viewers.

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Topics new customers, commercial, radio advertising works, television, facts, Radio Listener Profile, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville television, fayetteville TV

What Is The Best Way To Advertise in Fayetteville?

Feb 28, 2019 6:15:37 AM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way for any local small business owner to advertise is on Fayetteville radio.

A key function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Fayetteville metro area (Cumberland and Robeson counties) are expected to spend at least $7.1 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

The bottom line: It is difficult for anyone in the Sandhills to purchase a product or service from a local business owner if they aren’t aware of it.

There are many ways for North Carolina 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.

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Topics radio advertising works

5 Reasons Radio Advertising Works For Fayetteville Business Owners

Jan 16, 2019 6:21:12 AM / by Larry Julius

In 1939, WFNC became Fayetteville’s first radio station. Ever since then, North Carolina small businesses in the Sandhills have depended on radio advertising to market their goods and services.

“Although the media landscape has changed, no matter how you look at it,” says James Grafstrom, General Manager of the Crown Complex in Fayetteville, “radio is still in the forefront. People are in their cars every day whether they going to work or coming home. During that time, they are listening to Fayetteville radio. They might be listening to a rock station; a pop station; a rap station; a talk station; or a county station. But the bottom line is they are listening.”

“I have no doubt if we stopped advertising on Fayetteville radio,” adds Gary Brown, General Sales Manager of Powers Swain Chevrolet, “our sales would drop off.”

There are 5 measurable reasons why advertising on Fayetteville radio is so remarkably effective for local small business owners.

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Topics radio advertising works

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