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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

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

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

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 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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