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Advertise In Fayetteville: Radio Listening Little Change vs. Last Year

Aug 10, 2020 7:02:04 AM / by Larry Julius

During the Spring of this year, 243,400 adult radio-listeners spent 1.96 hours per day listening to their favorite Fayetteville stations, according to Nielsen. Although local consumers had spent fewer minutes listening at the onset of the pandemic, the current time tuned-in remains little change compared to a year ago.

Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would decrease. That, however, was not the case.

In Spring of 2019, according to Nielsen, 32.1% of radio listening occurred at home. During July of this year, in-home listening jumped to 41%. Despite the reduction in out-of-home activities, though, consumers still spent the exact amount of time listening to Fayetteville radio.

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Topics Pandora, Spotify, small business, small business owner, Sirius/XM, fayetteville small business owners, best way to advertise, effective radio advertising, radio advertising, coronavirus, corona, covid 19, small business marketing, advertise on radio, small business advertising, podcasts, pandemic

Advertising On Fayetteville Radio Reaches Pay-TV's Cord Cutters

Jul 30, 2020 2:47:52 PM / by Larry Julius

More than one-third of Fayetteville area households are 'cord-cutters' or 'cord-nevers'. This means, they have fired their cable or satellite television providers or never subscribed at all. Instead, these consumers are choosing to find their video entertainment elsewhere.

The number of local homes that subscribe to pay-TV services began plummeting in 2013. New technologies has allowed viewers to bypass cable and satellite for more compelling content at lower prices. These cord-cutters now depend on services like Netflix, Hulu, Disney+, and Amazon Prime to fill their multiple screens.

For many years, North Carolina small business owners have been investing a significant portion of their advertising budgets into cable-TV.  The medium had proven to be a low-cost, high-reach alternative to buying commercial on over-the-air television stations. 

Now, because of cord-cutting, there are 121,000 adult consumers with unconnected TVs. This profoundly diminishes the value proposition of advertising with local cable systems.

There is a powerful and affordable solution, however, for small business owners to reach both the diminishing cable audience and the expanding number of cord-cutters.

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Topics television, small business, small business owner, fayetteville television, fayetteville small business owners, best way to advertise, effective radio advertising, radio advertising, small business marketing, pay-TV, cable television, advertise on radio, small business advertising, cord-cutters, cable-tv, satellite television, cord-nevers

Fayetteville Retailers Prepare For $46 Million Back-To-School Season

Jul 23, 2020 9:51:29 AM / by Larry Julius

Based on projections from the National Retail Federation, Fayetteville area parents are expected to spend $46 million to equip K-12 kids for the upcoming school year. If so, then this shopping spree will be 29% bigger than last year's and the biggest take since 2012.

“By any measure, this is an unprecedented year with great uncertainty, including how students will get their education this fall whether they are in kindergarten or college,” NRF President and CEO Matthew Shay says.

“Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two. But they do know the value of an education and are navigating uncertainty and unknowns so that students are prepared."

Along with pencils, paper, pens, and knapsacks, the NRF survey says 63 percent of K-12 families expect to buy computers and other electronics this year, up from 54% last year, and they expect to spend more at an average $274.44, up from $203.44 last year. The $71 difference accounts for the largest share of the overall increase in average spending of almost $93.

Also, because many parents are unsure if learning will take place at school or at home, back-to-school spending this year is expected to include home furnishings such as desks, chairs, and lamps.

To claim a meaningful share of this year's booming back-to-school economy, local retailers will need to advertise to let parents know that their stores are open, it is safe to shop, and the needed supplies are in stock.

By any metric, the best way to reach these parents is on Fayetteville radio.

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Topics Retailer, millennials, retail, small business, small business owner, fayetteville small business owners, effective radio advertising, back to school, radio advertising, millennial parents, retail sales, retail stores, small business marketing, retail traffic, advertise on radio, retail store traffic, small business advertising

Drivers Hit The Road Taking Fayetteville Radio Along For The Ride

Jul 21, 2020 11:31:02 AM / by Larry Julius

Car radios came to Fayetteville in June of 1930. For just $120, about $1200 in present dollars, local drivers could install these early mobile devices into their Fords, Studebakers, Packards, and DeSotos, 

The first car radios were built by the Galvin Manufacturing Company of Chicago. They named their invention, and eventually their company, Motorola.

Today, more than 267,000 car radios fill ears of area drivers with music, news, sports, and information. As a result, local radio reaches more consumers than all other media.

In a typical pre-COVID-19 week, according to Nielsen, 95% of adult consumers would tune-in to a Fayetteville radio station. This is significantly more than were reached by local TV, cable, social media, newspaper, or streaming media sites Pandora and Spotify.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, effective radio advertising, in-car audio, in-car listening, radio advertising, small business marketing, advertise on radio, vehicle 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

Advertising In Fayetteville: Consumers Pay More For Sustainable

Jul 14, 2020 9:28:20 AM / by Larry Julius

This year, according to Nielsen, 689,000 Fayetteville area consumers will spend $192 million on eco-friendly goods and services. Sales for sustainable products have grown 20% since 2014, a trend expected to continue into 2021.

Tensie Whelan and Randi Kronthal-Sacco of the New York University Stern Center for Sustainable Business write in the Harvard Business Review, "Consumers are voting with their dollars against unsustainable brands. The legacy companies that will thrive are those that accept this shift and are willing to pivot.” 

For North Carolina small business owners who are skeptical that sustainability affects purchase decisions, retail analyst Stacey Widlitz provided this advice, recently, in Forbes.

"Retailers only need to look to IBM's recent study, in association with the National Retail Federation, to understand just how fast consumer priorities are changing," says Ms. Widlitz. "Findings from the study revealed nearly 60% of consumers surveyed are willing to change their shopping habits to reduce environmental impact. For the nearly 80% of respondents who said sustainability is important to them over 70% would pay a premium of 35% on average."

To compete for a share of consumers' spending on green goods and services requires local small business owners to advertise.

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Topics Retailer, millennials, retail, small business, small business owner, radio advertising, retail sales, retail stores, small business marketing, retail traffic, advertise on radio, retail store traffic, small business advertising, sustainable, eco-friendly, green products

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