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What Fayetteville Business Can Learn From World's Biggest Advertiser

May 12, 2023 4:13:12 PM / by Larry Julius

There are 8,690 small businesses in the Fayetteville, NC, Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $24.8 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Fayetteville small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Fayetteville may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics reach, radio effectiveness, best way to advertise, radio commercials, effective radio advertising, fayetteville radio, radio advertising, reach & frequency, advertising reach, radio listening, advertise on fayetteville radio, who listens to radio, am/fm radio

What Marketers Need To Know About Advertising on Fayetteville Radio

Apr 24, 2023 2:28:08 PM / by Larry Julius

According to Nielsen, 877,056 adults tune in to their favorite Fayetteville, North Carolina, radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Fayetteville radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $24.8 billion dollars consumers are expected to spend at retail this year.

Other local small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Fayetteville.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics television, fayetteville television, best way to advertise, effective radio advertising, in-car audio, in-car listening, how to advertise, radio advertising, television advertising, cable television, satellite television, local television, online radio advertising, am/fm radio

Advertising In Fayetteville: Radio Ratings Exceed TV For First Time

Mar 21, 2023 9:33:09 AM / by Larry Julius

Every week, according to Nielsen, Fayetteville, North Carolina, radio reaches 282,794 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Fayetteville area, there are 204,319 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics millennials, Streaming Audio, television, TV, fayetteville television, best way to advertise, radio advertising, television advertising, millennial parents, generation y, cable television, satellite television, streaming video, streaming media, streaming TV, local television, am/fm radio

Best Way To Advertise In Fayetteville: Furniture & Mattresses

Feb 23, 2023 3:26:55 PM / by Larry Julius

Over the next 12 months, according to Nielsen, 60,489 Fayetteville, North Carolina area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $165.9 million during 2023, a $3.1 million dollar increase over 2022.

Although the forecast growth of furniture and bedding sales is expected to moderate a bit versus 2021, what retailer would not want to grab a share of the multi-million dollar category growth this year?

To capture a bigger share of the increased spending on chairs, couches, beds, tables, and mattresses will require local stores to invest in marketing. And according to most key metrics, the best way to reach local furniture buyers is with advertising on Fayetteville radio.

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Topics Retailer, reach, roi, return on investment, retail, mattress, furniture, radio advertising, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, retail spending, advertising return on invesment, advertising return on investment, advertising roi

Fayetteville Radio: The Best Way To Recruit Construction Workers

Feb 15, 2023 10:08:41 AM / by Larry Julius

Fayetteville, North Carolina, area construction companies will need to recruit 717 more workers in 2023 in addition to the normal pace of hiring. This forecast is a per capita estimate based on research from Associated Builders and Contractors (ABC).  

The frenetic pace of recruiting construction workers in Fayetteville is expected to extend into 2024, with an incremental 426 workers needed next year, as well, in addition to the normal pace of hiring.

Overall, the demand for construction workers in America has been increasing at an epic rate.

According to ABC, the construction industry averaged more than 390,000 job openings per month in 2022, the highest level on record, and the industry unemployment rate of 4.6% in 2022 was the second lowest on record, higher than only the 4.5% unemployment rate observed in 2019. In addition, national payroll construction employment was 231,000 higher in December 2022 than in December 2021.

Right now, filling open jobs at any Fayetteville company is a struggle.

A recent survey by the National Federation of Independent Business Owners found that after inflation, the most critical problem facing these businesses is the inability to recruit and retain quality employees.

Right now, says the Federal Reserve,  unfilled jobs remain near an all-time with 1.7 openings per unemployed person.  As a result, only one person is being hired per every four job openings.  To put this dismal hire-to-opening ratio in perspective, ten years ago, there was one hire per every job opening.

Compounding the recruitment woes of Fayetteville's small business owners is the very stubborn quit rate.  According to the Federal Reserve, for every ten hires made, seven current employees quit. 

So, how can local builders and contractors fill the open jobs at their companies? Most metrics indicate that advertising on Fayetteville Radio may be the best way.

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Topics recruitment advertising, help wanted, radio advertising, employment advertising, blue collar, online job boards, job boards, active job seekers, passive job seekers, indeed, construction, ziprecruiter, radio recruitment advertising, hire qualified candidates

Valentine's Spending In Fayetteville Expected To Grow 8.4% in 2023

Jan 26, 2023 2:15:58 PM / by Larry Julius

Fayetteville business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Fayetteville area consumers are expected to spend $34.1 million on their Valentines this year, 8.4% more than they did in 2022.

Overall, says the NRF, 52% of consumers plan to celebrate Valentine's day this year. On average, each celebrant will spend $192.80 on holiday gifts and outings. This is $17 more than last year.  Here is the most interesting part, though.

"While spending on significant others and family members is in line with last year, many consumers are looking to show appreciation for the other meaningful relationships in their lives," says the NRF. "Of the $17 increase in per-person spending, $14 comes from gifts for pets, friends, and co-workers, along with classmates or teachers."

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Topics Retailer, reach, roi, return on investment, Valentine's Day, retail, radio advertising, reach & frequency, retail sales, retail stores, retail traffic, retail store traffic, advertising reach, retail spending, advertising return on invesment, advertising return on investment, advertising roi

Advertise In Fayetteville: Top 5 Articles Of 2022

Dec 14, 2022 10:47:58 AM / by Larry Julius

For Fayetteville, North Carolina area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $6.7 billion at retail. 
 
What has changed during 2022, however, is how adults in the Fayetteville area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Fayetteville, many local business owners have found the articles posted at www.AdvertiseInFayetteville.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics advertise in fayetteville, best way to advertise, advertising in fayetteville, internet advertising, digital advertising, online advertising, media options, radio advertising, advertising options, 2022

Holiday Spending In Fayetteville Will Top $1.3 Billion In 2022

Nov 11, 2022 5:02:28 PM / by Larry Julius

Economic concerns among Fayetteville, North Carolina area consumers are not expected to subdue holiday shopping in in 2022.  Based on forecasts from The National Retail Federation, local shoppers are projected to spend at least $1.3 billion this year. This would be 6% more than was spent in 2021.

“While consumers are feeling the pressure of inflation and higher prices, and while there is continued stratification with consumer spending and behavior among households at different income levels, consumers remain resilient and continue to engage in commerce,” NRF President and CEO Matthew Shay said. “In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”

The biggest challenge facing Fayetteville business owners is keeping holiday spending local. NRF expects 10-12% of purchases to happen online from retailers like Amazon and Walmart.

To lay claim to this expanding pool of holiday spending,  and keep business local, small business owners will need advertising. By, most marketing metrics, the best way to advertise is on Fayetteville radio.

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Topics roi, return on investment, radio advertising works, holiday shopping, christmas shopping, consumer spending, radio advertising, advertising reach, holiday advertising, advertising return on invesment, advertising return on investment, advertising roi

Advertising In Fayetteville: Is Online Marketing Enough?

Oct 23, 2022 10:49:57 AM / by Larry Julius

According to Nielsen, 328,122 adults in the Fayetteville area have access to the internet. Eighty-six percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Fayetteville area adults in the market to buy their goods and services, businesses spent $260 million in 2021 on digital adverting, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

This mammoth pool of online advertising dollars targeted at Fayetteville consumers is being spent on a variety of digital resources including search engine marketing (SEM), search engine optimization (SEO), display ads, video ads, audio ads, email, and social media. Each of these tools can precisely target consumers who are currently in the market to buy whatever it is a business is selling.

Most forms of online advertising are designed to compel Fayetteville consumers to click on a digital ad that will transport them to the website of a company that sells whatever it is consumers are in the market to buy.  Is investing only in digital advertising enough to drive sales for a local business? 

Many marketing experts believe that online advertising needs to be part of a broader marketing strategy to be successful.

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Topics internet advetising, internet advertising, digital advertising, online advertising, radio advertising

Best Way To Advertise In Fayetteville: AM/FM Radio Still Rules

Aug 30, 2022 3:31:46 PM / by Larry Julius

Fayetteville, North Carolina area small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in Fayetteville, however, is local radio.

Every week, according to Neilsen, 301,668 adults tune-in to their favorite Fayetteville radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Fayetteville radio over-the-air, an incremental 7120 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 22.9% of all Fayetteville radio listeners listen both online and offline.

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Topics roi, return on investment, small business, small business owner, fayetteville small business owners, best way to advertise, radio advertising, small business marketing, small business advertising, advertising return on invesment, advertising return on investment, advertising roi

Fayetteville Consumers Still Spending Despite Economic Sentiment

Aug 9, 2022 10:01:27 AM / by Larry Julius

Local consumers may have a gloomy feeling about economic conditions, but their spending has not tapered. This is good news for the 8,690 small business owners in the Fayetteville, North Carolina area.

According to the latest University of Michigan's Survey of Consumers, sentiment about current economic conditions remains near the all-time low. Concerns about volatile gas prices, rampant inflation, and a looming recession have driven the survey's index down 37% versus a year ago.

Despite these dim consumer sentiments, the U.S. Bureau of Economic Analysis's July report shows that real personal consumption expenditures are pacing well above pre-Covid levels. According to Morgan Stanley research, consumers' ability to spend is being driven, in part, by a massive amount of excess savings accumulated over the course of the pandemic.

Earlier this year, based on per capita spending data from the National Retail Federation (NRF). Fayetteville consumers were forecast to spend nearly $6.7 billion at retail this year. The current level of spending suggests that shoppers are on track to hit that number.

Of course, for local business owners to successfully compete for a share of this record spending requires marketing. By most key marketing metrics, the best way to advertise is on Fayetteville radio. This is especially true among business owners who must limit the number of marketing channels that can be used because of economic restraints.

Of all media, advertising on the radio provides the greatest return on investment.

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Topics reach, roi, best way to advertise, recession, consumer spending, radio advertising, reach & frequency, advertising reach, consumer confidence, inflation, advertising roi

Advertising On Fayetteville Radio in 2022: Five Things to Know

Jul 20, 2022 3:45:14 PM / by Larry Julius

North Carolina business owners have depended on Fayetteville radio to market their goods and services since WFNC, the city's first radio station, went on air in 1939. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 8,690 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Fayetteville radio in 2022.

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Topics small business, Radio Listener Profile, small business owner, fayetteville radio stations, fayetteville small business owners, best way to advertise, fayetteville radio, radio advertising, small business marketing, advertising on radio, small business advertising, radio history, radio formats, who listens to radio, car radio, radio recruitment advertising, online radio advertising, am/fm radio

Fayetteville Radio Is The #1 Advertising-Supported Medium

Jul 7, 2022 10:17:59 AM / by Larry Julius

Local business owners have been advertising on Fayetteville, North Carolina radio since WFNC first signed-on in 1939.  But, back then, there were only two options for reaching a mass audience: newspapers and radio.

Today, though, advertisers have an over-abundance of marketing options both over-the-air and online. But every week, according to Nielsen, 301,668 adults listen to a Fayetteville radio station, giving the 101-year-old medium, by far, the biggest reach amongst local consumers.

A new report released last week by Nielsen underscores AM/FM radio's durable reach among all media.

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Topics reach, Streaming Audio, Pandora, Spotify, Sirius/XM, media options, radio advertising, reach & frequency, advertise on radio, advertising reach, streaming media, advertising options, apple, amazon, online radio advertising

Advertise In Fayetteville: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 1:09:20 PM / by Larry Julius

Despite an abundance of media options, Fayetteville, North Carolina radio reaches the most consumers every week. 

According to Nielsen, every week 301,668 adults tune in to their favorite Fayetteville stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Fayetteville radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 22.9% of all consumers who listen to a Fayetteville radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 11.3% of a station's total audience is listening on a device other than a traditional receiver.

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Topics Streaming Audio, internet advetising, digital advertising, online advertising, radio advertising, streaming media, online radio advertising, am/fm radio

Fayetteville Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 3:34:47 PM / by Larry Julius

Each week according to Nielsen, 323,000 consumers tune in to a Fayetteville, North Carolina radio station. This is significantly more adults than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

There are two traits Fayetteville radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 1.8 different stations each week.

Second, and of particular importance to Fayetteville small business owners, radio listeners are returning to 'normal' at a faster rate than the general population after more than two years of pandemic.

Since the onset of the COVID-19 crisis, Nielsen has been measuring consumer sentiment in regard to normal behaviors. In a survey conducted in March of this year, 83% of adults say they are "ready to go and feel life is becoming more normal". This is up dramatically from the same time last year.

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Topics Retailer, retail, small business, small business owner, fayetteville small business owners, best way to advertise, consumer spending, radio advertising, educated consumers, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, consumer confidence, retail spending

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