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Advertising In Fayetteville: What's The Best Way To Reach Pet Owners?

May 13, 2021 9:15:18 AM / by Larry Julius

A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Fayetteville, North Carolina area to 173,878, according to Nielsen.

As a result, the amount of money that will be spent in the Fayetteville area during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $150.9 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

Fayetteville pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

To capture a significant share of the local pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Fayetteville radio.

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Topics Retailer, reach, roi, return on investment, millennials, retail, best way to advertise, effective radio advertising, pet owners, radio advertising, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, retail spending, cat owners, dog owners

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

Advertising in Fayetteville: The Radio Century

Aug 20, 2020 7:20:00 AM / by Larry Julius

Fayetteville radio reaches more area adults every week than any other medium. During a typical seven-day period, according to Nielsen, 327,293 local consumers tune-in to their favorite AM and FM stations. This is significantly more than those who watch broadcast television, subscribe to pay-TV, browse social media, read a newspaper, or stream music from Pandora and Spotify.

Radio's omnipresence in the life of Fayetteville consumers is remarkable considering today is the medium's 100th birthday.

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Topics reach, roi, return on investment, best way to advertise, radio advertising, reach & frequency, advertise on radio, advertising reach, radio history

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 Happens When A Fayetteville Small Business Stops Advertising?

May 28, 2020 8:13:26 AM / by Larry Julius

Fayetteville small business owners may perceive the continuation of advertising as a luxury right now. This is especially so when compared to the necessity for covering the costs of utilities, inventory, payroll, and rent.

Before pulling the plug, though, business owners from Lumberton to Spring Lake must consider the consequences of 'going dark', a marketing term which means to stop advertising.

"According to our analysis, short-term decisions to go dark create significant risk for long-term revenue," says Ameneh Atai, Senior Vice President of Commercial Strategy at Nielsen. "This affects both incremental revenue and base sales."

"Our database of long-term effects models suggests that cutting ad spending for the rest of 2020 could lead up-to 11% revenue decrease in 2021," says Ms. Atai. "It could take three to five years of solid and consistent brand building to recover from an extended dark period of media."

"We have a ton of evidence in our historical analysis," adds Nielsen's Tsvetan Tsvetkov, Senior Vice President of Agency and Advertiser Solutions. "Companies that step away from advertising efforts for a period of time, whether it's a couple of quarters or a full year or longer lose the momentum they have built over time the minute they stop. To recover takes a long, long time."

To avoid the economic risks of going dark, local small business owners need to make sure every dollar spent on advertising produces solid returns.  By most marketing metrics, advertising on Fayetteville radio could prove to be the best option.

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Topics Retailer, reach, roi, return on investment, retail, small business, small business owner, best way to advertise, radio advertising, reach & frequency, retail sales, retail stores

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

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