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

Jul 30, 2020 2:10:23 PM / by Larry Julius

More than one-third of Charlotte 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, Charlotte 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 748,000 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 best way to advertise, radio advertising, small business, small business owner, television advertising, small business marketing, small business advertising, television, pay-tv, cable television, advertise on radio, radio commercials, cord-cutter, cord-never, satellite TV

Advertising On Charlotte Radio: What Consumers Want To Hear

Jul 16, 2020 2:09:25 PM / by Larry Julius

If you were one of the 1.8 million adults who tuned-in to a Charlotte 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 Charlotte 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 radio advertising, small business, small business owner, small business marketing, small business advertising, advertise on radio, commercial length, write a commercial, writing a commercial, effective advertising, radio commercials, creative, scripts

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