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Charlotte Radio: Who's Listening During The Coronavirus Crisis

Mar 27, 2020 2:49:14 PM / by Larry Julius

In a typical week, 1.8 million adult consumers tune-in to Charlotte radio stations.  But, since the onset of the Coronavirus, the weeks have not been typical.

Before social-distancing and work-from-home orders, 1.2 million Charlotte-area consumers would drive to-and-from work each day. More than 90% of these commuters could be reached by radio.  

Charlotte small business owners who depend on radio advertising to market their goods and services, therefore, might be concerned that the disruption in commuting patterns could depress the amount of time consumers spend with local radio.

According to market research, however, radio listening remains an important part of the daily life of consumers. Even amid the current chaos.

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Topics best way to advertise, radio advertising, small business, small business owner, retail, corona, coronavirus, covid 19, crisis marketing

Coronavirus: Advertising In Charlotte For Small Business Survival

Mar 25, 2020 8:31:28 AM / by Larry Julius

Charlotte small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let North Carolina consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Charlotte radio.

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Topics radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, online advertising, digital advertising, retail, restaurant, retail stores, retailer, facebook advertising, corona, coronavirus, covid 19

How Well Does Social Media Work For Charlotte Retailers?

Mar 19, 2020 6:40:00 AM / by Larry Julius

Charlotte retailers spend a considerable amount of time and money marketing their small businesses on social media.  Is this effort paying off?

Each month, according to Nielsen, 1.5 million Charlotte area adults use Facebook, Instagram, or Twitter. This equates to 72% of consumers.  This reach is rather anemic compared to Charlotte radio and TV, which attracts considerably more users in a single week than these social media platforms do over 30 days.

Among local millennials, the monthly reach of Facebook, Instagram, and Twitter is eclipsed by the weekly reach of Charlotte radio.

The number of consumers reached by an advertising campaign, according to Nielsen, is the media consideration that has the most significant effect on increasing sales. 

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Topics best way to advertise, radio advertising, social media advertising, instagram, small business, small business owner, facebook, reach, retail, retail stores, engagement, retailer, facebook advertising, twitter

Keeping Your Charlotte Small Business Healthy During The Corona Crisis

Mar 16, 2020 3:29:25 PM / by Larry Julius & Bob McCurdy

The top concern of every Charlotte small business owner is the health and safety of their families and employees.  Local information and breaking news regarding the Coronavirus is available by clicking here.

Of course, a secondary concern is tending to the health of their business amid an overabundance of social and financial disruptions. 

There is one prescription that helped many Charlotte area businesses survive the Great Depression of 1929, the economic crash of 2009, and every recession in between.  The Rx for keeping a business healthy during chaotic times is to continue advertising.

The best example of how advertising can fend off tough times was shared by The New Yorker magazine financial columnist James Surowiecki.

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Topics best way to advertise, radio advertising, small business, small business owner, retail spending, retail, restaurant, retail stores, recession, corona, coronavirus, covid 19

Local Non-Profit Drives Donations With Advertising On Charlotte Radio

Mar 13, 2020 12:33:29 PM / by Larry Julius

"As a non-profit, we have to be very thoughtful about how we spend our marketing funds," says Emily Cook, Marketing and Communications Director at The Humane Society of Charlotte.

"That's why we invest the biggest chunk of our budget in advertising on Charlotte radio. I have the data that proves it works."

Founded in 1978, The Humane Society of Charlotte, HSC for short, is a no-kill animal shelter that takes in more than 3000 homeless cats and dogs each year. "We are able to place nearly every pet taken in into a loving and caring family," says Ms. Cook.

"In addition to pet adoptions, we also have a huge commitment to community outreach," she says. "This includes having three full-time vets on staff who perform more than 12,000 low-cost spay and neuter surgeries per year. This really helps reduce the population of the  homeless animals in the area."

HSC also works with members of the community who are temporarily unable to care for their dogs and cats, primarily due to financial hardship. This includes stocking a pet food bank.

"Our goal is to keep these loved animals out of the shelter and in their homes with their families," says Ms. Cook.

It costs HSC more than $4 million each year to fulfill its mission of delivering effective, innovative services that strengthen the human-animal bond and improve the lives of companion animals and the people who care about them.

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Topics best way to advertise, radio advertising, television advertising, online advertising, digital advertising, social media, non-profit, charity, animal welfare, analytics, attribution, billboard advertising

Charlotte Small Business Owners Grab A Big Slice Of Pizza Business

Mar 9, 2020 7:28:00 AM / by Larry Julius

Seven years ago, the first Bisonte Pizza Co. location fired-up its ovens.

"Advertising on Charlotte radio really accelerated our growth," says Jim DaPolito. He and his older brother Steven are the owners and co-founders of the small business.

"Injust three years, with the help of our radio commercials, we had already achieved our year five sales goals."

The brothers were convinced to move to North Carolina from their native Buffalo, New York, by Steven's son, who had moved to Charlotte in 2007.

My son believed that someone could do very well down here serving up Buffalo-style pizza and wings," says Steven. "So, when he told me my first grandchild was on the way, I decided to quit my job in the automotive business in New York and move to Charlotte to open a restaurant."

Fortunately, Jim, who had 38 years in the food business, including running the largest pizza restaurant in the country, decided to make the move with his brother.

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, online advertising, digital advertising, restaurant, pizza

Why Charlotte Mortgage Lenders And Brokers Need to Advertise Now

Mar 6, 2020 3:26:02 PM / by Larry Julius

There are 1.3 million consumers in Charlotte who own their own home. 

According to Zillow, more than 60% of homeowners carry a mortgage. A record number of owners are considering refinancing  now, which means millions of dollars in fees for local lenders and brokers are up for grabs.

Why the sudden urgency for Charlotte homeowners to refinance their mortgages?

According to The Federal Home Loan Mortgage Corporation (aka, Freddie Mac), "The average 30-year fixed-rate mortgage hit a record 3.29% this week, the lowest level in its nearly 50-year history."

"Meanwhile, mortgage applications increased 10 percent last week from one year ago and show no signs of slowing down. Given these strong indicators in rates and sales, as well as recent increases in new construction, it’s clear the housing market continues to be a positive force for the broader economy."

If a consumer Googles 'refinance my mortgage in Charlotte', more than 8.1 million results come back, So, to set themselves apart, lenders and brokers will need to advertise.  By, any key metric, advertising on local radio is the best way to reach area homeowners.

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, real estate, homeowners, financial services, home values, mortgage, mortgage rates, refinance, bank, mortgage broker

Small Business Advertising In Charlotte: Target The Spenders

Mar 3, 2020 1:40:54 PM / by Larry Julius

Charlotte consumers spent more than $49 billion with retailers last year. The National Retail Federation forecasts 4.1% more will be spent this year.

Who are the shoppers that will be spending all this money?

According to Nielsen, 47.8% of retail dollars are spent by Charlotte area consumers over the age of 50. This may surprise many small business owners because older consumers comprise only 36.6% of the area's adult population.

These older consumers account for the largest share of spending in almost every retail category. This includes furniture, cars, pet supplies, fast food, and electronics.

To earn a share of these massive dollars spent by these older consumers requires Charlotte small business owners to advertise.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, retail spending, retail, store traffic, retail sales, baby boomers, retail stores

Retail Boom: How Your Charlotte Small Business Can Benefit

Feb 28, 2020 9:33:47 AM / by Larry Julius

Retailers in the Charlotte area rang-up $49,607,009,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $2.1 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require Charlotte small business owners to advertise.

“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.”  

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials, reach, spotify, pandora, online advertising, digital advertising, retail spending, retail, store traffic, retail sales

Advertising On Charlotte Television vs. Local Radio

Feb 25, 2020 8:22:37 AM / by Larry Julius

There is alarming news for small business owners who advertise on Charlotte 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 best way to advertise, consumer spending, radio advertising, small business, small business owner, television advertising, millennials, reach, frequency, branding, reach & frequency, television, generation y, generation x

Advertise In Charlotte: Reaching Millennial Parents

Feb 20, 2020 9:12:00 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 51% of all Charlotte area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 566,078 children under the age of 18 living in the Charlotte metro area. That makes the local parenting economy worth upwards of $131 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For North Carolina small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Charlotte radio is the best way to reach this audience.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials, spotify, pandora, parent, children

A Small Business Builds Its Brand With Advertising On Charlotte Radio

Feb 18, 2020 7:16:00 AM / by Larry Julius

"In the 24 years I have owned my business, I never advertised," says Andy Huneycutt, founder of Indian Trail based Huneycutt Mechanical Services. "But last year I realized my company was standing still. So, we started advertising on Charlotte radio."

"I did a lot of research," he says, "and I found out that the most successful local companies were investing 8-10% of their gross sales back into advertising. They would do this consistently every year. The more money they made, the more they would advertise."

"As I was growing closer to retirement, I had to ask myself if I could really afford to invest that kind of money into advertising," he says.  "Then, I looked at the commitment my son made to take over the business in a few years and realized I couldn't afford not to advertise."

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, spotify, pandora, online advertising, branding, Heating, brand building, homeowners, HVAC, Cooling

Why Charlotte Used Car Dealers Need To Advertise Now

Feb 14, 2020 7:07:00 AM / by Larry Julius

March is the biggest single month for used car sales in the Charlotte area. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $101 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $282 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in Charlotte.

Although most Charlotte used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 349,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $1.1 billion used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Charlotte radio.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, television advertising, newspaper advertising, facebook, millennials, online advertising, digital advertising, small business marketing, used vehicles, automotive, used cars, used trucks

Advertising In Charlotte: Reach Mother's Day Shoppers

Feb 10, 2020 7:01:00 AM / by Larry Julius

As Valentine's Day sales begin to dwindle, that's when Charlotte small business owners start thinking about Mom.

Mother's Day, which happens on the second Sunday of May, is second only to Christmas in terms of holiday spending. Last year, Charlotte area consumers spent more than $213-million celebrating the women in their lives. That number is expected to grow again in 2020.

To claim a significant share of this Mother's Day cash, local retailers and restaurants will need to advertise.  By almost every key metric, advertising on Charlotte radio is the best choice.

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, newspaper advertising, facebook, spotify, pandora, online advertising, digital advertising, retail spending, retail, social media, restaurant, mother's day

Radio Advertising Drives New Clients To Charlotte Law Firm

Feb 7, 2020 7:02:00 AM / by Larry Julius

Like all small business owners, Charlotte area law firms need to bring in new customers to survive.  Unlike brick-and-mortar stores, the first contact many attorneys have with potential clients is on the telephone.

"Every day we advertise on Charlotte radio," says attorney Chris Hall of the city's Emory Law Firm, "we receive 10-12 calls from listeners seeking representation."

"We can track each of these calls back to our radio commercials," he says. "Around 25% of these callers will become paying clients. This is a very high rate of return for the money we are spending."

In the Charlotte area, there are almost 7000 practicing lawyers who compete to represent the 216,000 households who will seek legal representation this year. In all, these services will generate more than $540,000,000 in attorney fees.

To earn a fair share of this billing, area attorneys need to advertise.  As Mr. Hall has learned, by most metrics, radio advertising is a powerful way to reach potential clients.

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Topics best way to advertise, radio advertising, small business, small business owner, television advertising, newspaper advertising, facebook, online advertising, digital advertising, social media, attorneys, lawyers, legal services

Smart Speakers: What Charlotte Consumers Are Listening To

Feb 3, 2020 9:09:00 AM / by Larry Julius

Over 500,000 consumers in the Charlotte are now own a smart speaker. Ownership of these devices, including Amazon Echo and Google Home, has grown five-fold since the beginning of 2017.

According to Adobe Analytics, significantly  more consumers are asking Siri and Alexa to play music than any other activity.

Many North Carolina small business owners depend on local radio to advertise their goods and service. So, how does the use of smart speakers as an audio device affect their radio advertising's ability to reach local consumers? The answer is: none at all.

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Topics radio advertising, small business, small business owner, spotify, pandora, streaming media, streaming audio, smart speakers, google home, amazon echo, alexis, siri

Best Way To Advertise Insurance Products In Charlotte

Jan 29, 2020 8:41:12 AM / by Larry Julius

If you were one of the 1,827,300 consumers who tuned-in to a Charlotte radio station last week, then chances are you heard at least one commercial from GEICO, Progressive, or Liberty Mutual. That's because insurance is big business in North Carolina.

Each year, Charlotte area consumers spend $3.8-billion to insure their homes and cars. That's almost $1500 for every area adult.

There is good news and bad news for the 4900 local insurance agents who are competing to earn a substantial share of the home and auto premiums consumers are paying.

According to Nielsen, 236,000 policyholders in the Charlotte area are planning to switch insurance providers during the next 12 months.

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Topics best way to advertise, radio advertising, small business, small business owner, insurance, insurance agent, car insurance, home insurance, home buyers, real estate, real estate agent, car buyers

Advertising In Charlotte: How To Choose The Best Radio Stations

Jan 27, 2020 12:31:45 PM / by Larry Julius

There are many ways for Charlotte small business owners to advertise. Options include newspapers, magazines, television, social media, and streaming media.

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 Charlotte radio.

"At least 40% of our new customers come because of our advertising on Charlotte radio," says Deb Filkins, co-owner of Cougar Run Winery in Concord, NC. "Eighty percent of these first-time customers will become repeat customers."

Ms. Filkins and her husband Tom, who produces all the wine, opened Cougar Run in December 2012 with an inventory of 1500 bottles. The retail store is located in a historic Coca-Cola bottling plant on the city's Church Street.

"Since we started advertising on the radio, almost half of our business comes from outside the Concord area, much of it from Charlotte." says Ms. Filkins. "We now sell more than 9000 bottles of wine every year.  Our monthly sales have grown from $100 a month when we opened to almost $14,000 today."

So, how can a local small business owner choose the best Charlotte radio stations to advertise on?

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Topics best way to advertise, radio advertising, small business, small business owner, reach, frequency, reach & frequency

Small Business Proves Advertising On Charlotte Radio A Sound Investment

Jan 24, 2020 3:32:00 PM / by Larry Julius

"I can prove that advertising on Charlotte radio works because I have seen firsthand what happens when we don't use it," says Bradley Byrd, General Manager of Queen Park Social in the city's South End.

Queen Park Social opened in March of 2017. The venue encompasses 22,000 square-feet of fun-and-games including eight bowling lanes, shuffleboard, ping-pong, vintage board games, a restaurant, and bar. 

"In our first year, we heavily advertised our Halloween event for an entire month on Charlotte radio stations. We sold the event out," says Mr. Byrd.  "The following year, we used only social media to promote the event. We ended up selling 800 fewer tickets."

"I mostly blame the lack of radio advertising for the shortfall of ticket sales," he says. "There are a lot of clubs in Charlotte where people can spend Halloween. Without radio, we really could not invite people to celebrate with us."

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Topics radio advertising, small business, small business owner, facebook, digital advertising, branding, bar, restaurant, nightclub, south end, promotion

Advertise In Charlotte: Reaching Furniture Shoppers

Jan 20, 2020 11:30:00 AM / by Larry Julius

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for Charlotte area furniture stores.

In 2019, local consumers spent $1.2 billion on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a Charlotte area small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, online advertising, digital advertising, retail, furniture

Wine Business Boosts Sales With Advertising on Charlotte Radio

Jan 16, 2020 6:57:00 AM / by Larry Julius

"At least 40% of our new customers come because of our advertising on Charlotte radio," says Deb Filkins, co-owner of Cougar Run Winery in Concord, NC. "Eighty percent of these first-time customers will become repeat customers."

Ms. Filkins and her husband Tom, who produces all the wine, opened Cougar Run in December 2012 with an inventory of 1500 bottles. The retail store is located in a historic Coca-Cola bottling plant on the city's Church Street

"During our first full month in business, we rang up $100 in sales. Tom and I were ecstatic," says Ms. Filkins.

The winery began to grow modestly drawing customers primarily from the Concord area.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, retail, wine, winery, store traffic

Endorsement Advertising Builds Brand For Charlotte Small Business

Jan 14, 2020 6:51:52 AM / by Larry Julius

There is probably not a week that goes by when the 1,827,300 listeners to Charlotte radio don't hear about Sona Dermatology & MedSpa. The company's advertising runs nearly every day.

"We will probably never stop using radio advertising in Charlotte," says Meigan Alexander, Director of Marketing for the company. "Radio has been a part of the company's identity since the beginning."

Sona was founded as a single location MedSpa in 1977 by Byron Ashbridge. "In the beginning," says Ms. Alexander, "most of what we did was laser hair removal."

Today, Sona has 20 offices across the country including one in Charlotte, Huntersville, and Ballantyne. In addition to hair removal, the company now offers CoolSculpting, Botox, skin rejuvenation, and MiraDry. 

Although Sona had been advertising successfully on radio for two decades, it became even more critical three years ago.

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Topics best way to advertise, radio advertising, small business, small business owner, television advertising, endorsement advertising, medspa, dermatology, skincare, DJ endorsements, branding, OTT

Political Advertising In Charlotte: How To Reach Likely Voters

Jan 10, 2020 6:15:00 AM / by Larry Julius

Many times the difference between winning an election and losing is a handful of ballots. This is true in races for almost every elected office, referendum, and issue on the national, statewide, and local level.

To win a modern election requires advertising. Successful advertising requires reach. In the Charlotte area, the most potent way to reach voters is on local radio.

The Charlotte area includes the North Carolina counties of Anason, Cabarrus, Cleveland, Gaston, Iredell, Lincoln, Mecklenburg, Rowan, Stanly, Union, plus Chester, SC Lancaster, SC and York, SC.

Last week, for instance, 89% of all registered voters in these counties tuned-in to a Charlotte radio station.  This is significantly more than were reached by local TV, local newspaper, or the major social media sites like Facebook and Instagram.

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Topics best way to advertise, radio advertising, social media advertising, television advertising, newspaper advertising, facebook, online advertising, digital advertising, political advertising, issue advertising

Business Owners Ask: How Do Charlotte Consumers Spend Their Money?

Jan 7, 2020 2:42:55 PM / by Larry Julius

Charlotte consumers are expected to spend $49.6 billion at retail this year, according to Nielsen. This means that every household, on average, will be paying out $45,800.

To capture a larger share of these dollars, local small business owners need to know the answer to two questions.

The first question is, where is this enormous amount of cash being spent?  The list below details the answer.

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, small business advertising, retail spending, retail

Employment Advertising: Reach 90% Of Qualified Candidates In Charlotte

Jan 2, 2020 8:14:18 AM / by Larry Julius

Charlotte small business owners need employees...desperately.

According to a report from the National Federation of Independent Business, 26% of small business owners say finding qualified workers is their number one problem. 

The report goes on to say that 88% of small business owners looking to hire new employees are finding there are no qualified candidates.

The historically low unemployment figures in the Charlotte area appears to be the root cause of local hiring woes. The metro area's jobless rate stands at 3.2%. There are just not enough qualified workers to go around.

Most small business owners have exhausted the traditional methods of recruitment. These include online job board posts, newspaper ads, referral bonuses, and help wanted signs. All to no avail.

To successfully attract the qualified applicants they yearn for, local small business owners need to command the attention of 'passive' job seekers. The number one source for these candidates is Charlotte radio.

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, online advertising, digital advertising, employment advertising, recruitment advertising, job posting sites

Advertising Options For Charlotte Small Business Owners

Dec 27, 2019 5:05:10 PM / by Larry Julius

Advertising is critical to the success of every North Carolina small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Charlotte radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, charlotte observer, online advertising, digital advertising, small business marketing, small business advertising

What Is The Best Time To Advertise On Charlotte Radio

Dec 27, 2019 10:05:01 AM / by Larry Julius

You've done the research. You now know that by every measure, radio advertising is the most effective way for your Charlotte small business to market its goods and services.

You have learned, for instance, 1,827,300 adult consumers regularly tune-in to their favorite Charlotte radio stations.  This is more than watch local TV, read a newspaper, sign-in to social media, or log-in to streaming audio services like Pandora and Spotify.

You've also learned that, on average, adults spend almost two hours per day listening to local radio.

If you dug deep enough, then you know radio advertising delivers, on average, a $10 lift in sales for every $1 invested. This is a remarkable return for any local small business owner.

What you may not have figured out, however, is what is the best time of day to advertise on Charlotte radio?

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Topics best way to advertise, radio advertising, small business, small business owner, roi, reach, return on investment, time of day, daypart, frequency

How Does Advertising In Charlotte Newspaper Compare To Local Radio?

Dec 24, 2019 8:03:40 AM / by Larry Julius

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where Charlotte radio has become, by far, the advertising medium with the largest reach among local consumers.

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Topics best way to advertise, radio advertising, small business, small business owner, newspaper advertising, charlotte observer, newspaper readers

Charlotte Small Business Owners Can Advertise For Free On Local Radio

Dec 24, 2019 7:01:12 AM / by Larry Julius

It is not a gimmick. Many North Carolina business owners qualify for free local advertising on Charlotte radio. They pay nothing. Zero. Zilch. Zip. Bupkis. Free.

Henry Ford understood that the continual investment in advertising was necessary for a business to be successful. “Stopping advertising to save money," he said, "is like stopping your watch to save time.”

Sometimes, though, when daily expenses challenge their cash flow,  small business owners must prioritize spending.

When that happens, unfortunately, Mr. Ford’s advice is ignored and buying commercials on Charlotte radio will move down the list behind making payroll, maintaining delivery vehicles, and replenishing stock.

Many times advertising doesn’t make a list at all.

Some Charlotte business owners have discovered that their radio advertising doesn’t have to be sacrificed at all when belts need to be tightened. It turns out there’s a deep pool of “free money” that can be dipped into for the singular purpose of advertising. These funds are called cooperative funds, or co-op for short.

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Topics best way to advertise, radio advertising, small business, small business owner, advertise for free, co-op advertising, cooperative advertising

What Is The Best Way To Advertise In Charlotte?

Dec 23, 2019 6:28:32 PM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way to advertise in Charlotte is on local radio.

A vital 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 Charlotte area are expected to spend at least $50 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."

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials, roi, reach, spotify, return on investment, pandora

Do Millennials Listen To Charlotte Radio?

Dec 23, 2019 5:43:29 PM / by Larry Julius

It's time to set some misguided North Carolina small business owners straight: When we say everybody listens to Charlotte radio stations, we mean everybody.  Generations X, Y, and Z. Also, Boomers, and, yes, the millennial generation.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is, debatably, either 2000 or 2001).  This means 18-34-year-olds. 

In the greater Charlotte area, 628,000  millennials make-up 29% of the adult population and will deliver $16.5 billion to local cash registers.

But here's the thing about millennials that many local small business owners get wrong: millennials listen to the radio.  Almost all of them...85.6% of them, to be exact.

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials

How To Reach Valentine's Day Shoppers in Charlotte

Dec 18, 2019 2:32:13 PM / by Larry Julius

For Charlotte area business owners who depend on Valentine's Day to spike first-quarter sales, this year could be a battle as the decline in celebrants is expected to continue.

Based on estimates from the National Retail Federation, 1.3 million Charlotte consumers will be participating in the holiday this year. This is 20% fewer than ten years ago.

There is good news, however, for Charlotte  area business owners. Although there are will be fewer customers, local Valentine's Day spending is expected to grow to $215-million. This is 28% higher than a decade ago.

So, how does a local retailer or restaurant win the battle for the hearts and wallets of romantic consumers?  Advertising is a necessary weapon to win this war.

No weapon is as potent as advertising on Charlotte radio.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, instagram, small business, small business owner, valentine's day, television advertising, newspaper advertising, facebook

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