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Lessons A Charlotte Business Can Learn From World's Biggest Advertiser

May 12, 2023 11:07:12 AM / by Larry Julius

There are 92,427 small businesses in the Charlotte-Concord-Gastonia, NC-SC Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $56.2 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Charlotte 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 Charlotte 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 best way to advertise, radio advertising, reach, reach & frequency, advertise on radio, advertising reach, radio commercials, radio listening, advertising on radio, advertise on Charlotte radio, who listens to radio, advertising in Charlotte, am/fm radio

What Marketers Need To Know About Advertising on Charlotte Radio

Apr 21, 2023 3:06:02 PM / by Larry Julius

According to Nielsen, 1,983,988 adults tune in to their favorite Charlotte 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.

Charlotte radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $56.2 billion dollars consumers are expected to spend at retail this year.

However, other local small business owners may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Charlotte.

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

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Topics best way to advertise, radio advertising, television advertising, streaming audio, television, pay-tv, cable television, in car aduio, in-car audio, satellite TV, CTV, cable tv, local television, streaming television, how to advertise, streaming TV, am/fm radio

Advertising In Charlotte: Radio Ratings Exceed TV For First Time

Mar 20, 2023 3:16:19 PM / by Larry Julius

Every week, according to Nielsen, Charlotte radio reaches 1,983,988 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 Charlotte area, there are 1,425,172 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 best way to advertise, radio advertising, television advertising, television, cable television, advertising on radio, cable tv, advertise on Charlotte radio, local television, advertising options, streaming television, streaming TV, am/fm radio

Best Way To Advertise In Charlotte: Furniture & Mattresses

Feb 22, 2023 2:30:37 PM / by Larry Julius

Over the next 12 months, according to Nielsen, 371,860 Charlotte area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $1.11 billion during 2023, a $20.1 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 Charlotte radio.

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Topics radio advertising, roi, reach, return on investment, retail spending, retail, furniture, reach & frequency, retail sales, retail stores, retailer, advertising reach, mattress, advertising ROI

Charlotte Radio: The Best Way To Recruit Construction Workers

Feb 13, 2023 2:50:48 PM / by Larry Julius

Charlotte area construction companies will need to recruit 4,782 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 Charlotte is expected to extend into 2024, with an incremental 2,838 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 Charlotte 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 Charlotte'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 Charlotte Radio may be the best way.

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Topics radio advertising, employment advertising, recruitment advertising, job posting sites, online job boards, blue collar, help wanted advertising, Zip Recruiter, passive job seekers, active job seekers, construction, radio recruitment advertising, hire qualified candidates, construction workers

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

Jan 25, 2023 3:45:34 PM / by Larry Julius

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

Based on per capita spending forecasts from the National Retail Federation (NRF), Charlotte area consumers are expected to spend $226.8 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 radio advertising, valentine's day, roi, reach, return on investment, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertise on radio, advertising reach, radio commercials, advertising ROI, advertise on Charlotte radio

Advertise In Charlotte: Top 5 Articles Of 2022

Dec 12, 2022 11:26:26 AM / by Larry Julius

For Charlotte 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 $42.9 billion at retail. 
 
What has changed during 2022, however, is how adults in the Charlotte 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 Charlotte, many local business owners have found the articles posted at www.AdvertiseInCharlotte.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics radio advertising, online advertising, digital advertising, advertise on radio, advertise on Charlotte radio, internet, advertising options, internet advertising, advertising in Charlotte, 2022

Holiday Spending In Charlotte Will Top $8 Billion In 2022

Nov 10, 2022 1:51:12 PM / by Larry Julius

Economic concerns among Charlotte 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 $8.0 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 Charlotte 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 Charlotte radio.

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Topics consumer spending, radio advertising, roi, return on investment, advertising reach, holiday advertising, holiday shopping, christmas, advertising ROI, advertise on Charlotte radio

Advertising In Charlotte: Is Online Marketing Enough?

Oct 20, 2022 9:32:28 AM / by Larry Julius

According to Nielsen, 2.1 million adults in the Charlotte area have access to the internet. Eighty-three percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Charlotte area adults in the market to buy their goods and services, businesses spent $1.6 billion 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 Charlotte 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 Charlotte 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 radio advertising, online advertising, digital advertising, internet, internet advertising

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

Aug 30, 2022 12:24:36 PM / by Larry Julius

Charlotte 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 Charlotte, however, is local radio.

Every week, according to Neilsen, 1.8 million adults tune-in to their favorite Charlotte radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Charlotte radio over-the-air, an incremental 82,282 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 23.4% of all Charlotte radio listeners listen both online and offline.

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

Charlotte Consumers Still Spending Despite Economic Sentiment

Aug 8, 2022 9:20:04 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 92,427 small business owners in the Charlotte 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). Charlotte consumers were forecast to spend nearly $42.9 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 Charlotte 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 best way to advertise, consumer spending, radio advertising, roi, reach, reach & frequency, recession, advertising reach, advertising ROI, consumer confidence, inflation

Advertising On Charlotte Radio in 2022: Five Things to Know

Jul 20, 2022 8:39:36 AM / by Larry Julius

Local business owners have depended on Charlotte radio to market their goods and services since WBTthe city's first radio station, went on air in 1922. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 92,427 small business owners to create and maintain customers.

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

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Topics best way to advertise, radio advertising, small business, small business owner, small business marketing, small business advertising, advertise on radio, radio commercials, radio listening, charlotte radio, advertising on radio, advertise on Charlotte radio, radio formats, who listens to radio, car radio, am/fm radio, online radio listening

Charlotte Radio Is The #1 Advertising-Supported Medium

Jul 6, 2022 3:32:45 PM / by Larry Julius

Local business owners have been advertising on Charlotte radio since WBT first signed-on in 1922.  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, 1.5 million adults listen to a Charlotte 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 radio advertising, reach, spotify, pandora, reach & frequency, streaming media, streaming audio, advertise on radio, advertising reach, sirius/xm, advertise on Charlotte radio, advertising options, apple, amazon

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

Jun 30, 2022 8:32:49 AM / by Larry Julius

Despite an abundance of media options, Charlotte radio reaches the most consumers every week. 

According to Nielsen, every week 1.3 million adults tune in to their favorite Charlotte 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 Charlotte 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 23.4% of all consumers who listen to a Charlotte 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 8.5% of a station's total audience is listening on a device other than a traditional receiver.

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Topics radio advertising, online advertising, digital advertising, streaming media, streaming audio, internet advertising, am/fm radio, online radio listening

Charlotte Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 10:23:01 AM / by Larry Julius

Each week according to Nielsen, 1.9 million consumers tune in to a Charlotte 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 Charlotte radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.3 different stations each week.

Second, and of particular importance to Charlotte 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 best way to advertise, consumer spending, radio advertising, small business, small business owner, return on investment, small business marketing, small business advertising, retail spending, retail, retail sales, retail stores, retailer, consumer confidence

Advertise In Charlotte: Retail Spending To Top $42.2 Billion in 2022

Mar 21, 2022 4:46:23 PM / by Larry Julius

There are 92,427 small business owners in the Charlotte area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.

Based on new forecasts from The National Retail Federation (NRF), Charlotte-area consumers are expected to spend between $42.2 and $42.9 billion at retail in 2022, a six to eight percent growth over the previous year.

The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Charlotte, could reach as high as $10.2 billion this year. This level of spending would be 13% more than in 2021.

Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year,  pre-pandemic growth rate of 3.7%

To participate in the expected surge in retail spending will require Charlotte business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

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Topics best way to advertise, radio advertising, small business, small business owner, roi, reach, return on investment, small business marketing, small business advertising, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, advertising ROI

Advertise On Charlotte Radio: AM/FM Still Top Choice In Cars

Mar 17, 2022 9:46:09 AM / by Larry Julius

There are about 1,700,000 registered passenger vehicles in the Charlotte area. Some are cars. Some are trucks. Some are Hondas. Some are Fords. Some are Teslas. Some have four doors. Some have two. Some go fast. Some go slow. Some guzzle gas. Some sip. Some are red. Some are blue.

The one thing that almost every car and truck in the Charlotte area have in common, though, is the AM/FM radio smack-dab in the middle of the dashboard.

The first car radio went on sale in 1930. It was an invention of the Galvin Manufacturing Company. The company named the radio 'Motorola,' and its cost was $130, around $2000 in today's dollars. By 1935, more than three million car radios had been installed.

Today, AM/FM radio is part of every car and truck on Charlotte-area roads. In addition to the radio, many of these vehicles also provide drivers with other audio options, including a CD player, Sirius/XM, Pandora, Spotify, podcasts, and easy access to personal MP3 collections.

It is fair, then, for small business owners who depend on Charlotte radio to advertise their goods and services to ask: with all the audio options on today's dashboards, is anyone listening to local AM/FM radio in the car anymore?

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Topics best way to advertise, radio advertising, spotify, pandora, streaming media, streaming audio, automotive, in-car audio, sirius/xm, podcasts, share of ear, podcasting, car radio

Best Way To Fill Construction Job Openings In Charlotte

Mar 1, 2022 10:50:20 AM / by Larry Julius

Construction companies in the Charlotte area will need to recruit 5,539 blue-collar workers on top of the normal pace of hiring in 2022 to meet the demands of the current building market. These statistics are based on forecasts from Associated Builders and Contractors, Inc. (ABC), an association comprised primarily of U.S. firms that work in industrial and commercial construction sectors.

"The construction industry desperately needs qualified, skilled craft professionals to build America," said Michael Bellaman, ABC president and CEO. "The Infrastructure Investment and Jobs Act passed in November and stimulus from COVID-19 relief will pump billions in new spending into our nation's most critical infrastructure, and qualified craft professionals are essential to efficiently modernize roads, bridges, energy production, and other projects across the country. More regulations and less worker freedom make it harder to fill these jobs."

The construction industry's appetite for new hires in the Charlotte area will continue into 2023, according to ABC. It is expected that during that year,  an additional 5,028 blue-collar workers in addition to the normal pace of hiring.

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Topics best way to advertise, radio advertising, employment advertising, recruitment advertising, job posting sites, online job boards, blue collar, help wanted advertising, Zip Recruiter, passive job seekers, active job seekers, indeed, Monster.com, construction, radio recruitment advertising, hire qualified candidates, construction workers

Advertising In Charlotte: Don't Say 'March Madness'

Feb 21, 2022 2:01:58 PM / by Larry Julius

Right now, at least one of the 97,696 businesses located in the Charlotte area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Indian Trail might think it would be clever to use 'March Madness' in its commercials on Charlotte radio to promote a big spring sale. A non-profit in Matthews feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Rock Hill believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Charlotte small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics radio advertising, social media advertising, television advertising, online advertising, OTT, streaming media, streaming audio, CTV, streaming video, streaming television, internet advertising, display advertising, search engine marketing, SEM, streaming TV, copyright, trademark, intellectual property

Best Way To Reach Likely Voters in 2022: Advertise On Charlotte Radio

Feb 11, 2022 11:30:55 AM / by Larry Julius

No matter which Charlotte television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on WBTV, WSOC, WNSC, WCNC, and WJZY the most effective way to reach likely voters in the Charlotte area? Or is advertising on cable channels provided by Spectrum, DISH, DirecTV, and Google Fiber the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Charlotte radio.

Every week, 1.2 million likely voters will listen to Charlotte radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

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Topics best way to advertise, radio advertising, television advertising, political advertising, cable television, voters, registered voters, likely voters, political rates, cable tv, local television, streaming television, democrat, republican

Advertising In Charlotte During A Time Of Inflation

Jan 26, 2022 3:47:27 PM / by Larry Julius

The current high rate of inflation is tempering how much Charlotte business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 92,000 small businesses in the Charlotte area. There is one thing each of the owners of the companies has in common, whether they own a hardware store in Indian Trail, a furniture store in Rock Hill, or a restaurant in Matthews, They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Charlotte area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Charlotte business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Charlotte radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics best way to advertise, radio advertising, small business, small business owner, small business marketing, small business advertising, advertising options, inflation, advertising on a budget

Recruitment Advertising In Charlotte: Best Way To Reach Job Candidates

Jan 7, 2022 1:56:03 PM / by Larry Julius

There are 92,427 small businesses in the Charlotte-Concord-Gastonia, NC-SC Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Charlotte area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Charlotte's "passive" job candidates.

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Topics radio advertising, social media advertising, recruitment advertising, job posting sites, facebook advertising, online job boards, Zip Recruiter, passive job seekers, active job seekers, indeed, Monster.com, radio recruitment advertising

Advertise On Charlotte Radio? 5 Things Business Owners Get Wrong

Dec 30, 2021 1:47:27 PM / by Larry Julius

To ensure success, every Charlotte business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Charlotte radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Charlotte radio, here are the top five things many local business owners get wrong.

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Topics radio advertising, advertise on radio, radio commercials, first radio station in Charlotte, radio history, radio listening, charlotte radio, advertising on radio, advertise on Charlotte radio, radio formats, who listens to radio, car radio

Charlotte Radio Still Reaches More Consumers Than All Other Media

Dec 10, 2021 2:21:15 PM / by Larry Julius

When WBT-AM became Charlotte's first radio station in 1922, there was no Facebook, no Spectrum, no Sirius/XM, no Netflix, and no podcasts. It would be 27 years before there was even a local TV station.  Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.

Over the past 99 years, Charlotte business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Charlotte radio has helped North Carolina companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.

Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Charlotte radio is still the most used advertising medium.

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Topics best way to advertise, radio advertising, spotify, pandora, small business advertising, streaming media, streaming audio, advertise on radio, advertising reach, sirius/xm, podcasts, charlotte radio, advertise on Charlotte radio, advertising options, podcasting

Advertise In Charlotte: Top 5 Articles From 2021

Nov 29, 2021 10:55:05 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Charlotte consumers are on track to spend $38.8 billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Charlotte-area business owners are expected to spend $1.1 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Charlotte business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInCharlotte.com.  

Here are the top five most-read articles on the site in 2021:

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Topics radio advertising, social media advertising, television advertising, co-op advertising, cooperative advertising, online advertising, digital advertising, small business advertising, employment advertising, recruitment advertising, endorsement advertising, facebook advertising, help wanted advertising, effective advertising, advertising on radio, holiday advertising, advertising ROI, advertise on Charlotte radio, advertise in charlotte, advertising options, inter advertising, how to advertise

Advertising On Charlotte Radio: How Smart Speakers Add Value

Sep 28, 2021 11:47:59 AM / by Larry Julius

Since 1922 when WBT-AM first signed on, local small business owners have been advertising on Charlotte radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 663.403 consumers in Charlotte have a smart speaker in their homes, according to Nielsen. This is 30.4% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Charlotte consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Charlotte radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics radio advertising, small business, small business owner, online advertising, small business marketing, small business advertising, streaming media, streaming audio, smart speakers, google home, amazon echo, siri, effective advertising, radio listening, alexa, how to advertise, apple

Best Way To Reach Charlotte Halloween Shoppers

Sep 23, 2021 12:23:41 PM / by Larry Julius

Charlotte business owners who sell goods and services related to Halloween can expect far more treat than trick this year.

Based on estimates from The National Retail Federation (NRF), Charlotte consumers are expected to spend a record $86,409,813 on Halloween. This would be 19.3% more than was handed out in 2020.

The NRF estimates that 65% of consumers intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic.

The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%), and hosting or attending a party (25%).

Charlotte small business owners looking to scare up a share of this Halloween cash will need to advertise to drive local consumers to their stores and websites. But, to make a difference, advertising needs to begin right away.

"This year consumers are shopping for Halloween items earlier than ever," says the NRF, "with 45% planning to shop in September or earlier and another 39% during the first two weeks of October."

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Topics best way to advertise, radio advertising, roi, return on investment, retail spending, retail, children, retail sales, retail stores, retailer, halloween, advertising ROI, pet owners

How To Fill Open Jobs In Charlotte

Sep 10, 2021 3:07:08 PM / by Larry Julius

According to the US Census Bureau, there are 97,696 businesses in the Charlotte area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.

Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Charlotte as well as Davidson, Indian Trail, Rock Hill, Gastonia, and every point in between.

Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.

To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.

Attempting to recruit Charlotte workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.

There are several reasons so many Charlotte workers are not coming back.

First, older workers have opted to retire earlier than expected. Second, childcare issues are making it necessary for some parents to stay home. Third, other workers cite health safety issues for the reason why they chose not to work. Finally, some of the unemployed are choosing to live off the savings they amassed during the pandemic.

So rather than focusing recruitment efforts among former employees and the ranks of the unemployed, local business owners need to target the 1.1 million passive job seekers in Charlotte.

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Topics best way to advertise, radio advertising, employment advertising, recruitment advertising, white collar, blue collar, Zip Recruiter, indeed

B2B Advertising: Why Job Sites Depend On Charlotte Radio

Sep 2, 2021 11:40:21 AM / by Larry Julius

If you were one of the 1.9 million adults who tuned in to Charlotte radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased 1,137 advertisements to air on local stations during the month of August, according to Media Monitors.

ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, more than 2.8 million companies have posted an opening on ZipRecruiter.com

It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Charlotte radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.

If you've heard these commercials on Charlotte radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website.  Rather, the company's goal is to convince local business owners to buy help wanted ads from them.

So, why has ZipRecruiter chosen Charlotte radio as a business-to-business (B2B) advertising resource?  The first reason is revealed in the first line of their commercial.

"According to research," says the announcer, "82% of people remember radio ads."

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Topics best way to advertise, radio advertising, small business, small business owner, small business marketing, small business advertising, recruitment advertising, b2b advertising, business-to-business advertising, Zip Recruiter, indeed, advertising options

Who Listens To Charlotte Radio Stations Online?

Aug 27, 2021 11:49:12 AM / by Larry Julius

When Charlotte's first radio station, WBT, began broadcasting on March 18, 1922, the station needed a tall antenna and lots of buried copper cable to transmit its signal.  Radio receivers at the time were mostly homemade and involved a piece of crystalline mineral and a wire coil.

Over many decades in Charlotte, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Charlotte consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Charlotte radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 32.2% of all consumers who listen to a Charlotte radio station over-the-air will, at some point during the month, also connect to a local station via the internet. 

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Topics best way to advertise, radio advertising, online advertising, streaming media, streaming audio, smart speakers, advertise on Charlotte radio, internet, advertising options

Best Way To Advertise In Charlotte With A Limited Budget

Aug 10, 2021 7:10:00 AM / by Larry Julius

To maximize success, every Charlotte business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

According to the US Census Bureau, there are 92,497 small businesses in the Charlotte area. This geography includes Charlotte, Concord, Gastonia, and every point in between.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Charlotte is achievable, though, with a small budget if the available funds are invested wisely.  Oftentimes, this means selecting one medium rather than spreading money over several.

So which medium makes the most sense for small business owners with limited budgets? By most key advertising metrics, advertising on Charlotte radio is the best option.

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Topics best way to advertise, radio advertising, small business, small business owner, reach, return on investment, small business marketing, small business advertising, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, radio commercials, advertising ROI, duplication

Advertising In Charlotte: Five Amazing Facts About Local Radio

Jul 23, 2021 8:53:34 AM / by Larry Julius

Advertising is crucial to the success of Charlotte business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Charlotte business owners are expected to spend $1.03 billion to advertise the goods and services they sell. This represents a 7.9% increase versus last year.

The majority of these dollars are being spent by Charlotte business owners to capture a significant share of the $38.8 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Charlotte radio. Here are the top five reasons why...

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Topics best way to advertise, radio advertising, small business, small business owner, millennials, roi, reach, return on investment, small business marketing, small business advertising, reach & frequency, advertising reach, radio commercials, time spent listening, advertising ROI

Advertise On Charlotte Radio: Still Best Option For Small Business

Jul 9, 2021 9:37:26 AM / by Larry Julius

Retail spending in the Charlotte area is expected to reach $38.8 billion this year, a 13.5% increase versus 2020. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Since March 18, 1922, when WBT-AM signed on as the first station in Charlotte, local business owners have depended on radio advertising to help market their goods and services to North and South Carolina consumers.  But has the Coronavirus pandemic altered the medium's ability to deliver customers to ring up sales for local retailers?

Two critical marketing metrics indicate that advertising on Charlotte radio remains the best way for a small business to advertise.

The first measurement is reach. This is the number of different consumers who are exposed to an advertising campaign.

The second measure is return-on-investment (ROI). This is the amount of sales a business can expect for every one dollar invested in advertising.

Based on these metrics, here is how advertising on Charlotte radio measures up to other options available to local small business owners.

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Topics radio advertising, small business, small business owner, roi, return on investment, small business marketing, small business advertising, retail spending, retail, retail sales, retail stores, retailer, effective advertising, advertising ROI

Charlotte Retail Sales Expected To Blow Past Forecasts

Jun 24, 2021 1:54:56 PM / by Larry Julius

Earlier this year, based on projections from The National Retail Federation, Charlotte-area consumers were expected to spend more than $36.8 billion at retail this year, a 6.5% increase versus 2020. New data, however, indicates spending will be remarkably higher.

The NRF revised its data this month, and now expects annual growth of 10.5% to 13.5%. Based on these revisions, the Charlotte area retail economy could now top $38.8 billion. Excellent news for North Carolina small business owners.

“The economy and consumer spending have proven to be much more resilient than initially forecasted,” NRF President and CEO Matthew Shay said. “The combination of vaccine distribution, fiscal stimulus, and private-sector ingenuity have put millions of Americans back to work. While there are downside risks related to worker shortages, an overheating economy, tax increases and over-regulation, overall households are healthier, and consumers are demonstrating their ability and willingness to spend. The pandemic was a reminder how essential small, mid-size and large retailers are to the everyday lives of Americans in communities nationwide.”

To put in historical context for Charlotte small business owners, Mr. Klenhenz noted that he anticipates the fastest growth the U.S. has experienced since 1984. The reopening of the economy has accelerated much faster than most had believed possible a year ago.

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach area consumers is by advertising on Charlotte radio.

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Topics best way to advertise, radio advertising, small business, small business owner, roi, small business marketing, small business advertising, retail spending, retail, retail sales, retail stores, retailer, advertising ROI

Advertising On Charlotte Radio Makes Good Sense For Business Owners

Jun 16, 2021 12:34:14 PM / by Larry Julius

Since March 2020, when the first case of COVID-19 was reported in the Charlotte area, more than 307,012 local people have been infected, according to data collected by USA Facts. The measures imposed to contain the outbreak have transformed the way consumers work, shop, commute, and conduct the business of everyday life.

One aspect of daily life in Charlotte that remains little changed due to the pandemic is radio listening. Despite the Coronavirus crisis, radio has held its long-held position as the most used of all local media. This is good news for area business owners who depend on radio for marketing their goods and service.

Each week, according to Nielsen, 1.9 million adult consumers tune-in to a Charlotte radio station.  This is significantly more people than are reached by all other local advertising options, including TV, cable, streaming video, streaming audio, social media, and newspapers.

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Topics best way to advertise, radio advertising, small business, small business owner, roi, return on investment, small business marketing, small business advertising, radio listening, listening location, time spent listening, advertising ROI

Why Charlotte Kitchen & Bath Remodelers Need To Advertise Now

May 19, 2021 7:39:48 AM / by Larry Julius

In 2021, according to Nielsen, 165,302 Charlotte area homeowners are expected to spend $1.3 billion on kitchen and bathroom remodeling. This would be an increase of 16.8% increase over last year. Sales estimates are based on data from The National Kitchen & Bath Association (NKBA).

Because of the ongoing pandemic, 1.4 million homeowners from Rock Hill to Moorseville are in the process of reassessing their living spaces.

According to the NKBA, homeowners cite the kitchen and bath areas as two times more important than other spaces within the home, and the kitchen particularly gained status throughout the COVID-19 pandemic, with 70% of homeowners considering it extremely important compared to 64% before the crisis.

“After such a strong year for home remodeling in 2020, some wondered if we were approaching a home improvement spending ‘cliff.’ We’re pleased to say that’s not what the kitchen and bath market is expecting in 2021,” said Bill Darcy, NKBA CEO.

“Last year, homeowners started the work of improving their living spaces with DIY projects. And this year, with early distribution of the vaccine and other measures to reduce the public health impact of the virus, we expect to see continued renovations and more projects requiring our members.”

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Topics best way to advertise, consumer spending, radio advertising, homeowners, home values, Remodeling, contractors, home improvement, construction

Help Wanted: The Best Way To Recruit Qualified Workers In Charlotte

May 6, 2021 12:56:47 PM / by Larry Julius

The number of job openings in the Charlotte area has exceeded pre-pandemic levels, according to the Bureau of Labor Statistics.  Businesses of all sizes are adding employees in a big way, according to the ADP Research Institute, but still, large numbers of positions remain unfilled.

With the North Carolina unemployment rate still at 5.9%, Charlotte business owners wonder why they are having difficulty attracting applicants for open positions.

According to a recent article posted in The Economist, there are two major reasons why many sidelined workers aren't anxious to come to work. The first is fear.

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Topics radio advertising, social media advertising, employment advertising, recruitment advertising, white collar, online job boards, blue collar, Zip Recruiter, passive job seekers, active job seekers, indeed, Monster.com, LinkedIn

Who Listens To Charlotte Radio?

Apr 22, 2021 3:37:52 PM / by Larry Julius

Every week, according to Nielsen, 89% of adult consumers tune in to a Charlotte radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Charlotte radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why local small business owners depend on Charlotte radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Charlotte small business owners to understand.

The six listener categories as described in the study are:

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Topics best way to advertise, radio advertising, small business, small business owner, reach, small business marketing, small business advertising, reach & frequency, advertising reach, effective advertising, share of ear

How Much Do Charlotte Business Owners Spend on Advertising?

Apr 16, 2021 9:05:37 AM / by Larry Julius

Now is a crucial time for Charlotte small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, North and South Carolina business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Charlotte consumers gain confidence, they are expected to unleash the record $11.1-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Charlotte business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Charlotte business owners are expected to spend $1-billion to advertise the goods and services they sell. This represents a 7.9% increase versus last year.

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Topics best way to advertise, radio advertising, small business, small business owner, roi, reach, return on investment, small business marketing, small business advertising, advertising reach, budget, advertising ROI, ad spending

Why Audio Advertising In Charlotte Drives Purchase Decisions

Apr 8, 2021 11:35:17 AM / by Larry Julius

Charlotte consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, North Carolina retailers will need to advertise.

“Think you have a great product?” asks the US Small Administration. “Unfortunately, no one’s going to know about it unless you advertise.”   

“Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Charlotte consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics best way to advertise, radio advertising, small business, small business owner, spotify, pandora, small business marketing, small business advertising, retail spending, retail, streaming audio, retail sales, retail stores, retailer, sirius/xm, podcasts

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