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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

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

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

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

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