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Crisis Marketing: What CSRA Small Business Owners Should Know

Apr 1, 2020 7:10:00 AM / by Larry Julius

Last week, Gordon Borrell, CEO of Borrell Associates, shared insights with Central Savannah River Area small business owners on the value of marketing to consumers during a crisis. A video replay of the teleconference is available by clicking here.

Mr. Borrell is the CEO of Borrell Associates. His company is one of the most trusted sources of trends and forecasts for local media today.

According to Mr. Borrell, despite social distancing and economic jitters induced by the Coronavirus chaos, consumers are still spending money.

He points to research from Ibis that consumer consumption continues in almost every crisis, including depressions, recessions, floods, hurricanes, earthquakes, fires, and, now, pandemic.

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

Advertising On Augusta Radio Helps A New Small Business Double Sales

Mar 30, 2020 5:57:20 AM / by Larry Julius

"I can tell which weeks we are advertising on the radio," says Colby Orr, "because our showroom gets busy and phones start ringing."

Mr. Orr and his wife April opened Olympus Granite on Bobby Jones Expressway last June.

Before buying the store, both Mr. and Ms. Orr had considerable experience in granite countertop retailing and as entrepreneurs. They purchased the current business from a struggling owner, changed its name, and locations.

"The store had been on Washington Road in Evans. But we wanted to be in a location with more traffic. Now, we have 100,000 cars a day pass by," says Mr. Orr. "That's interstate type traffic."

For the first few months, most visitors were drawn into the showroom by the giant slabs of polish granite placed along the side of the road.

"They are like giant billboards," says Ms. Orr. "Curious drivers would pull in to see what we were all about.  That's how we got most of our first customers."

"During our first three months our sales were averaging $100,000," says Mr. Orr. "We were paying the bills, but we needed more to help us to grow."

Mr. Orr believed radio advertising could accelerate sales. But, his wife was skeptical".

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Topics best way to advertise, return on investment, roi, radio advertising, small business owner, small business, home improvement, home owner, home repair, new business, kitchen remodel, bathroom remodel

Augusta Radio: Who's Listening During The Coronavirus Crisis

Mar 27, 2020 4:13:08 PM / by Larry Julius

In a typical week, 412,000 adult consumers tune-in to Augusta radio stations.  But, since the onset of the Coronavirus, the weeks have not been typical.

Before social-distancing and work-from-home orders, 221,000 Central Savannah Area consumers would drive to-and-from work each day. More than 94% of these commuters could be reached by radio.  

CSRA 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, augusta small business owner, retail, radio advertising, small business owner, small business, coronavirus, corona, covid 19, crisis marketing, crisis management

Coronavirus: Advertising In The CSRA For Small Business Survival

Mar 25, 2020 8:41:01 AM / by Larry Julius

Central Savannah River Area 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 CSRA 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 Augusta radio.

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Topics best way to advertise, newspaper advertising, restaurant advertising, retail, social media advertising, facebook advertising, radio advertising, small business owner, television advertising, small business, streaming audio, retailer, retail stores, coronavirus, corona, covid 19

Keeping Your CSRA Small Business Healthy During The Coronavirus Crisis

Mar 16, 2020 1:27:25 PM / by Larry Julius & Bob McCurdy

The top concern of every Central Savannah River Area 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 CSRA 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 cand fend off tough times was shared by The New Yorker magazine financial columnist James Surowiecki.

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

How Well Does Social Media Work For CSRA Retailers?

Mar 13, 2020 9:58:39 AM / by Larry Julius

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

Each month, an estimated 348,000 CSRA adults use Facebook, Instagram, or Twitter. This equates to 78% of consumers.  This reach is rather anemic compared to Augusta 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 Augusta 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, retail, facebook advertising, radio advertising, small business owner, small business, reach, retailer, retail stores, twitter, facebook, instagram, engagement

Why CSRA Mortgage Lenders and Brokers Need To Advertise Now

Mar 6, 2020 3:03:32 PM / by Larry Julius

There are over 362,000 consumers in the Central Savannah River 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 CSRA 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 Augsuta Georigia, more than 855,000 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 owner, small business, african american consumers, financial services, financial planning, home buyers, mortgage, bank, mortgage broker, home value, refinance, home owner

Small Business Advertising In Augusta: Target The Spenders

Mar 3, 2020 10:33:13 AM / by Larry Julius

Central Savannah River Area consumers spent more than $9.3 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, 46.7% of retail dollars are spent by Augusta area consumers over the age of 50. This may surprise many small business owners because older consumers comprise only 36.9% of the area's adult population.

These older consumers account for a substantial 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 CSRA small business owners to advertise.

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

CSRA Retail Boom: How Your Small Business Can Benefit

Feb 28, 2020 8:18:48 AM / by Larry Julius

Retailers in the Central Savannah River Area rang-up $9,337,776,000 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 $383 million 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 CSRA 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, millennials, Pandora, Spotify, newspaper advertising, store traffic, retail, consumer spending, facebook advertising, radio advertising, small business owner, television advertising, small business, reach, retail sales

Advertising On Augusta Television vs. Local Radio

Feb 24, 2020 5:29:15 PM / by Larry Julius

There is alarming news for Central Savannah River Area small business owners who advertise on Augusta television stations: broadcast TV viewers are disappearing at an alarming rate.

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, millennials, consumer spending, radio advertising, small business owner, television advertising, small business, reach, television, branding, generation X, generation Y, media usage, frequency

Augusta Small Business Advertising: Reach Millennial Parents

Feb 15, 2020 10:34:07 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen projections, 55% of all Central Savannah River 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 over 130,000 children under the age of 18 living in the CSRA. That means the local parenting economy is worth upwards of $30 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For CSRA 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 Augusta radio is the best way to reach this audience.

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Topics best way to advertise, millennials, Pandora, Spotify, newspaper advertising, mothers, women with children, social media advertising, facebook advertising, radio advertising, small business owner, television advertising, small business, parents, children, kids

Why CSRA Used Car Dealers Need To Advertise Now

Feb 11, 2020 2:15:08 PM / by Larry Julius

March is the biggest single month for used car sales in The Central Savannah River Area. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $21 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $58 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in the CSRA.

Although most Augusta area used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 72,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $210 million used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Augusta radio.

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Topics best way to advertise, Pandora, Spotify, newspaper advertising, social media advertising, online advertising, facebook advertising, radio advertising, small business owner, small business, digital advertising, automotive, used cars, pre-owned cars, used vehicles

Advertising In Augusta: Reach Mother's Day Shoppers

Feb 5, 2020 2:58:08 PM / by Larry Julius

As Valentine's Day sales begin to dwindle, that's when Central Savannah Area 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, CSRA consumers spent more than $5.9-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 Augusta radio is the best choice.

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Topics best way to advertise, newspaper advertising, consumer spending, social media advertising, online advertising, radio advertising, small business owner, small business, digital advertising, streaming audio, mother's day

What CSRA Consumers Listen To On Their Smart Speakers

Jan 30, 2020 7:19:45 AM / by Larry Julius

Over 100,000 consumers in the Central Savannah River Area 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 CSRA small business owners depend on Augusta 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 best way to advertise, consumer spending, online advertising, radio advertising, small business owner, small business, digital advertising, streaming audio, smart speakers

How To Advertise Insurance Products In Augusta

Jan 25, 2020 7:05:00 AM / by Larry Julius

If you were one of the 412,144 consumers who tuned-in to an Augusta 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 the Central Savannah River Area.

Each year, CSRA consumers spend $780-million to insure their homes and cars. That's almost $1500 for every area adult.

There is good news and bad news for the 990 local insurance agents who are competing to earn a substantial share of the home and auto premiums consumers are paying.

According to Nielsen, 42,000 policyholders in the CSRA are planning to switch insurance providers during the next 12 months.

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Topics best way to advertise, insurance agent, consumer spending, radio advertising, small business owner, small business, car insurance, insurance, auto insurance, home insurance, home buyers, automotive, car shoppers

How Augusta Radio Compares To Pandora And Spotify

Jan 21, 2020 11:13:00 AM / by Larry Julius

In 1930, WRDW became the first radio station to serve the Central Savannah River Area. Today, 412,144 adult consumers tune-in to Augusta radio stations every week. This is significantly more than watch local TV or read newspapers. 

CSRA small business owners, however, also want to know how local radio compares to streaming audio platforms like Pandora and Spotify, especially as it relates to advertising. The answer could surprise many of them.

Pandora was created to provide a personalized radio station catering to the musical preferences of each user.  The playlists were determined by a proprietary algorithm and then streamed directly to each listeners' computer. Over the next few years, the service became available on iPads and smartphones.

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Topics best way to advertise, millennials, Pandora, Spotify, radio advertising, small business owner, small business, streaming audio

How To Advertise To Furniture Shoppers In Augusta

Jan 16, 2020 9:09:00 AM / by Larry Julius

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for furniture stores in the Central Savannah River Area.

In 2019, local consumers in the Augusta area spent $219 million 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 CSRA 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, newspaper advertising, consumer spending, social media advertising, online advertising, radio advertising, small business owner, television advertising, small business, digital advertising, furniture, mattresses, home decor

Advertising on Augusta Radio: 5 Facts To Know

Jan 9, 2020 11:27:13 AM / by Larry Julius

Small business owners have been advertising on Augusta radio since the first station, WRDW, went on the air in 1930.  By almost every metric, the medium remains the best way to successfully market goods and services to local consumers.

Before  Central Savannah River Area businesses finalize their marketing plans for this year, here are five facts they should know about radio advertising.

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Topics best way to advertise, Pandora, Spotify, newspaper advertising, hispanic consumers, black consumers, social media advertising, facebook advertising, radio advertising, small business owner, television advertising, small business, african american consumers, streaming audio

Advertising: Build A Larger Share of Home Improvement Market In CSRA

Jan 2, 2020 6:54:00 AM / by Larry Julius

Consumers in the Central Savannah River Area spent a record $638-million on home improvements in 2019. This level of spending is projected to drop modestly next year, according to Harvard University’s Joint Center for Housing Studies.

“Declining home sales and home-building activity coupled with slower gains in permitting for improvement projects will put the brakes on remodeling growth,” says Chris Herbert, the center’s managing director.

“However, if falling mortgage interest rates continue to incentivize home sales, refinancing, and ultimately remodeling activity, the slowdown may soften some.”

If Augusta area small businesses that sell home improvement products and services would like to continue to grow despite the softening market, then advertising will be required.

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Topics best way to advertise, home builder, newspaper advertising, social media advertising, online advertising, radio advertising, small business owner, television advertising, small business, digital advertising, streaming audio, home improvement, remodeling

Advertise In Augusta: Options For CSRA Small Business Owners

Dec 30, 2019 10:13:51 AM / by Larry Julius

Advertising is critical to the success of every Central Savannah Rivera Area 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 Augusta 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, newspaper advertising, consumer spending, black consumers, social media advertising, online advertising, radio advertising, small business owner, television advertising, small business, african american consumers, reach, digital advertising

Employment Advertising: Reach 96% Of Qualified Candidates In The CSRA

Dec 19, 2019 10:20:00 AM / by Larry Julius

Central Savannah River Area 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 Augusta area appears to be the root cause of local hiring woes. The metro area's jobless rate stands at 3.0%. 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 Augusta radio.

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Topics best way to advertise, recruitment advertising, newspaper advertising, social media advertising, facebook advertising, radio advertising, small business owner, television advertising, small business, employment advertising, online job boards

Reaching Valentine's Day Shoppers In Augusta Area

Dec 17, 2019 1:26:42 PM / by Larry Julius

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

Based on estimates from the National Retail Federation, 249,000 CSRA consumers will be participating in the holiday this year. This is 20% fewer than ten years ago.

There is good news, however, for Augusta  area business owners. Although there are will be fewer customers, local Valentine's Day spending is expected to grow to $40.4-million. This is 28% higher than a decade ago.

So, how does a CSRA 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 Augusta radio.

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

Advertising In Augusta: How To Reach Savers and Investors

Dec 13, 2019 9:59:20 AM / by Larry Julius

When Central Savannah River Area  consumers make their New Year's resolutions, many will have money on their minds.

A new study by Fidelity Investments finds that 67% of adults are considering a financial resolution for 2020. This is 10% more than last year.

The top financial resolution, among those considering one, is, 'saving more'. The study found that, when asked to choose, a vast majority of consumers would rather save $5000 than lose five pounds.

This fervor for finance is excellent news for CSRA small business owners who cater to savers and investors. This includes financial advisors, insurance agents, bankers, accountants, and mortgage brokers.

To compete for a fair share of these resolution dollars requires business owners to advertise. By any metric, the best way to reach potential savers and investors is on Augusta radio.

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Topics best way to advertise, insurance agent, newspaper advertising, consumer spending, social media advertising, radio advertising, small business owner, television advertising, small business, financial services, financial planning, stock broker, household income

Marketing To African American Consumers In Augusta

Dec 10, 2019 4:11:21 PM / by Larry Julius

The buying power of Black consumers in the Central Savannah River Area is now $4.8 billion. Over the past 19 years, according to Nielsen, the pace of spending by African Americans has grown 28% faster than by White consumers.

If a CSRA area small business owner would like to earn a larger share of this spending, the best place to start is with advertising.

"For African American consumers, advertising of all types is an important touchpoint in their shopping journey," says a recent study by Nielsen. "African American consumers are more likely than the total population to agree that advertising provides them with meaningful information about the product use of other consumers."

"African Americans are avid media consumers, across multiple media channels, which gives advertisers ample opportunities to connect with them."

The best advertising medium, though, for small business owners to reach the CSRA's African American consumers is local radio.

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Topics best way to advertise, newspaper advertising, consumer spending, black consumers, facebook advertising, radio advertising, small business owner, television advertising, small business, african american consumers

CSRA Small Business Advice: Top 10 Advertising Articles Of 2019

Dec 6, 2019 2:17:20 PM / by Larry Julius

Small business owners in the Central Savannah River Area must advertise to claim a fair share of the $9.3 billion retail economy.

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

During 2019, many CSRA small business owners sought advertising guidance on the advice pages of www.AdvertiseInAugusta.com. Below are the top ten most-read articles from the past 12 months.

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

Advertise In Augusta: The Value of Marketing To College Graduates

Dec 4, 2019 3:43:17 PM / by Larry Julius

There's a reason many Central Savannah River Area small business owners target their advertising towards consumers who have completed a four-year college degree. It's because, typically, university graduates earn $29,106 more per year than those with only a high school diploma, according to The Federal Reserve.

There are, according to estimates, 108,911  college graduates living in the Augusta area. In total, this population generates $8.5 billion in annual take-home pay.

To tap into a similar pool of spending power, a marketer would need to reach 188,780 consumers who did not go beyond high school. The problem is, there is only about three-quarters of that number in the CSRA.

The number of people reached by a campaign is, generally, what determines the cost of advertising. So, for a CSRA small business owner operating on a tight marketing budget, spending can be kept in check by targeting those consumers with the most money to spend. In this case, college graduates.

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Topics best way to advertise, newspaper advertising, consumer spending, social media advertising, facebook advertising, radio advertising, small business owner, television advertising, college graduates, small business

How Does Advertising On Augusta Television Compare With Local Radio?

Nov 29, 2019 4:31:04 PM / by Larry Julius

For many generations of marketers, advertising on Augusta television was considered the "gold standard". For a Central Savannah River Area  small business owner who craved massive reach, TV used to be the medium that could deliver.

Over the past few years, however, viewers have been abandoning local TV stations in vast numbers. This has propelled Augusta radio into being the most potent reach medium among local consumers.

Every week, 93.% of adult consumers tune-in to their favorite Augusta radio stations. This is significantly more than the 78% reached by local television.

For the past 39 years, Augusta radio has reached more than 90% of all consumers. But, look what has happened to TV's audience.

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Topics best way to advertise, radio advertising, small business owner, television advertising, television ratings, television reach, radio reach

Advertising On A Budget? Why Augusta Radio Makes Sense.

Nov 26, 2019 2:54:00 PM / by Larry Julius

Over the next 12 months, Central Savannah River Area consumers are expected to spend $8.6 billion at retail.  To capture a larger share of this cash,  local small business owners should consider advertising.

The US Small Business Administration recommends that every SWFL small business advertise consistently.  “Think you have a great product?” asks the SBA. “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."

CSRA business owners have depended on Augusta radio to market their goods and services since June 25, 1930.  That's the day William Davenport and Clark Jack put WRDW, the first Augusta station, on the air.

Today, Augusta radio, by any key advertising metric, is still the best way for business owners to reach local consumers.

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Topics advertise in augusta, best way to advertise, cooperative advertising, co-op advertising, radio commercials, commercial length, augusta radio, small business owner, time of day

The 5 Biggest Shopping Days Of The Year: Is Your CSRA Business Ready?

Nov 21, 2019 12:23:59 PM / by Larry Julius

Attention Central Savannah River Area small business owners. The five busiest shopping days of the year are imminent.

Based on data from the National Retail Federation, more than 318,000 CSRA consumers are likely to shop beginning on Thanksgiving Day through Cyber Monday.

“The tradition of Thanksgiving weekend holiday shopping has become a five-day event with consumers spending money in stores, supporting local small businesses, and online with their mobile devices and computers,” NRF President and CEO Matthew Shay said. “Even as people are starting to purchase gifts earlier in the season, consumers still enjoy finding good Thanksgiving deals and passing time shopping with family and friends over the long holiday weekend.”

Based on the NRF findings, here are the number of shoppers local business owners can expect on each of these five days:

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Topics best way to advertise, newspaper advertising, store traffic, holiday shopping, christmas shopping, social media advertising, facebook advertising, radio advertising, small business owner, television advertising

Why CSRA Fitness Club Owners Must Advertise Now

Nov 20, 2019 6:56:00 AM / by Larry Julius

Almost 102,000 adult consumers in the Central Savannah River area belong to a fitness club. These memberships bring in close to $200 million in sales to local gym owners.

January is critical for the small business owners that operate gyms in the Augusta area. According to the International Health, Racquet, and Sportsclub Association, this one month alone, accounts for 10.8% of annual membership sales. New Year's resolutions are the reason for this early year spike.

To capture a larger share of the $20.4 million CSRA consumers  will spend on gym memberships in January, requires fitness center owners to advertise. The best way to do this is on Augusta radio. Here's why.

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What Is The Best Way To Reach CSRA Consumers?

Nov 16, 2019 12:54:47 PM / by Larry Julius

Ask any Central Savannah River Area small business owner how to measure the success of an advertising campaign. The answer will almost always 'sales.'

According to Nielsen research, the media-element of a campaign that has the most significant effect on sales is reach. This is the number of different people exposed to the advertiser's message.

There are more ways than ever to advertise. But, which of those options has the largest reach among CSRA consumers?

Doug Schoen, an advertising professional with 35 years of experience, writes in Forbes: "You wouldn’t know it from all the media coverage focused on streaming video and streaming music, but radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference."

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Topics best way to advertise, best way to advertise in augusta, Pandora, Spotify, newspaper advertising, augusta radio, retail, consumer spending, social media advertising, online advertising, television advertising

Small Business Advice: Why CSRA Tax Professionals Must Advertise

Nov 12, 2019 10:01:52 AM / by Larry Julius

By April 15th next year, 204,541 residents of the Central Savannah River Area will file a tax return.  More than 53% of these returns will be completed by the taxpayer themselves, either by hand or with the help of an online provider like Turbotax.

Every season, CSRA small business owners who specialize in tax preparation services lose customers to the do-it-yourself options.  This year, 935,316 local consumers will spend $18,300,000 with professionals. But, based on the average cost of services, more than $21,000,000 will stay in the wallets of the DIY crowd.

To clawback this enormous amount of money from the DIY market, CSRA tax services will need to advertise the valuable benefits of using a professional.

The best advertising option for professional tax professionals is on Augusta radio stations. Here's why.

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Topics advertise in augusta, best way to advertise, newspaper advertising, retail, consumer spending, social media advertising, radio advertising, small business owner, television advertising, tax preparation

How To Create Top Of Mind Awareness For A CSRA Small Business

Nov 8, 2019 3:30:00 PM / by Larry Julius

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Central Savannah River Area small business owner who wants to grab a share of the area's $9.3-billion retail market.

Advertising on Augusta radio provides local business owners with the most affordable way to move to the top of customers' minds. But, before discussing how to get remembered, we must understand why consumers forget.

Every second, local consumers are exposed to 11,000,000 pieces of data. A consumer's brain, however, is only capable of dealing with about 50 pieces of this data at a time. So, if my calculus is correct, a consumer forgets approximately 10,999,950 things every second.

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Topics advertise in augusta, best way to advertise, advertise in CSRA, return on investment, augusta radio, store traffic, retail, consumer spending, small business owner, top of mind awareness

Where Will CSRA Consumers Do Their Holiday Shopping This Year?

Oct 31, 2019 8:08:00 AM / by Larry Julius

Central Savannah River Areas shoppers are expected to spend $1.3 billion this holiday season.  This will be approximately 4% higher than last year. These estimates are based on forecasts by the National Retail Federation and Deloitte.

To claim a fair share of the Christmas cash, local small business owners will need to battle some giant competitors. Advertising on Augusta radio stations may be the perfect weapon to ensure success.

According to information published in the retail trade magazine Chain Store Age, as of right now, here is where consumers are planning to shop...

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Topics best way to advertise, augusta radio, store traffic, retail, holiday shopping, consumer spending, radio advertising, small business owner

Marketing To CSRA Pet Owners: A Small Business Guide

Oct 28, 2019 9:43:00 AM / by Larry Julius

Central Savannah River Area small businesses that sell products or services to pet owners should sit up and take notice.  Local consumers will spend $126.6 million this year on behalf of Fido and Fluffy. This amount has increased 323% since 1994, with no sign of letting up.

According to the American Pet Products Association, here's how local spending on furry companions breaks down:

  • Food: $51,896,000
  • Supplies/OTC Medicine: $27,846,000
  • Vet Care: $31,644,000
  • Live Pet Purchases: $3,797,000
  • Other Services: $11,391,000

The biggest month for sales of pet-related products and services in the Augusta area is, by far, December. That is when 10.5% of all annual spending happens in this category.

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Topics best way to advertise, advice, retail, consumer spending, august television, social media advertising, online advertising, facebook advertising, radio advertising

CSRA Business Owners Target Drivers To Increase Store Traffic

Oct 24, 2019 10:37:00 AM / by Larry Julius

In 1930, the Galvin Manufacturing Corporation put the first car radio on the market. They called it the Motorola. This in-car entertainment would have setback a Central Savannah River Area consumer about $120. That would be equivalent to $1300 today.

But, if you had that kind of cash back then, you would be able to cruise around in your Ford Model-A, DeSoto, Packard, or Studebaker and hear the music of the day from radio stations in Charlotte, Raleigh, and Atlanta.

Today, there's a radio in almost every vehicle on the streets of the CSRA. Despite the competition on the dashboard from other sources of entertainment, AM/FM radio remains the dominant choice among consumers for in-car entertainment.  This is great news for local business owners who depend on Augusta radio to market their goods and services.

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Topics advertise in augusta, best way to advertise, advertise in CSRA, augusta radio, store traffic, retail

Social Media Advertising: How Does It Compare To Augusta Radio?

Oct 21, 2019 10:09:00 AM / by Larry Julius

The first radio station in the Central Savannah River Area, WRDW, went on-the-air in 1930.  Seventy-four years later, Facebook inaugurated the social media era.  Twitter, Instagram, YouTube, Snapchat, Pinterest, LinkedIn, and hundreds of other sites quickly followed.

As social media matured from a novelty to part of consumers' daily rituals, some CSRA small business owners began to experiment with advertising.

By every key advertising metric, though, Augusta radio remains the best choice for a small business to market their goods and services. Here's why.

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Topics advertise on augusta radio stations, best way to advertise, CSRA small business owner, augusta radio, retail, social media advertising, online advertising, facebook advertising

5 Facts CSRA Business Owners Need To Know About Radio Advertising

Oct 18, 2019 10:55:00 AM / by Larry Julius

Central Savannah River Area small business owners have depended on radio advertising to market their goods and services since June 25, 1930.  That's the day William Davenport and Clark Jack put WRDW, the first Augusta station, on the air.

Today, there are 28 radio stations that serve the CSRA. Each provides a unique blend of music, information, and entertainment.  Some stations focus on politics or sports. Some play country music. Some play the hits. Some play classic rock. Some are on the AM dial. Some are on FM.

When Mr. Davenport and Mr. Jack began broadcasting, there were no TV stations in Georgia. Those would come 18 years later. Also, there was no social media, YouTube, Sirius/XM, Pandora, Spotify, or smartphones. Each of those would all be products of the next millenium.

With an overabundance of advertising options now available to small business owners, does advertising on Augusta radio still make sense?  Here are five facts that serve to answer that question.

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Topics advertise in augusta, advertising in augusta, CSRA small business owner, best way to advertise in csra, newspaper advertising, hispanic consumers, black consumers, august television, social media advertising

Where Do CSRA Consumers Spend Their Money?

Oct 14, 2019 10:14:00 AM / by Larry Julius

Central Savannah River Area consumers are expected to spend $9.3 billion at retail this year, according to Nielsen. This means that every household, on average, will be paying out $41,705.

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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How CSRA Retailers Can Earn A Larger Share Of Holiday Spending

Oct 10, 2019 9:04:00 AM / by Larry Julius

Central Savannah River Area consumers are expected to spend $1.3 billion on this year's holiday shopping, based on predictions by The National Retail Federation.  This would be a 4% increase over last year.

Deloitte, one of the world's top four accounting firms, forecasts similar growth.

"The projected holiday season growth is, in part, due to the current health of the labor market,” said Daniel Bachman, Deloitte's U.S. economic forecaster. “Near record-low unemployment rates, coupled with continued monthly job creation, may encourage people to spend more during the holiday season. The economy is still growing, albeit at a slower rate. Additionally, we continue to see consumer confidence elevated, which also helps boost holiday spending."

For most CSRA retailers, holiday spending brings in about 20% of annual sales But, long gone are the days when the bulk of this shopping occurred between Black Friday and Christmas.

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Topics advertise in augusta, best way to advertise, advertise in CSRA, CSRA small business owner, augusta small business owner, return on investment, retail, holiday shopping, christmas shopping

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