1. Target, Engage, Motivate and Develop
One-to-One Relationships Through
the Power of Radio
And the Reach of WMRC.
Presented to:
Kevin Meehan

2. The Power of Radio…

3. Radio is Pervasive…
Radio is an Essential Part of Nearly 75% of U.S. Consumer’s Day…
– 71% of All U.S. Consumers Listen to the Radio Every Day…
• Consumers Listen to the Radio In the Car, At Work and At Home…
• Consumers Listen to the Radio Throughout the Day and Evening…
– The average consumer spends 32 days per year listening to the
radio
• Despite the increasing selection of media options, listeners continue to turn to
radio for News, Weather, Information and Entertainment

4. Radio Transcends Demographics…
Radio’s Power is Fueled by the Needs of Individuals, Communities
and Regions – Radio stimulates spending at an unprecedented level!
– 94% of Affluent Consumers listen to the radio each week
– 93% of African Americans Consumers listen to the radio each
week
– 93% of the Hispanic American Consumers listen to the radio
each week

5. Radio Empowers Decision Makers
Radio Powers Spending by providing decision makers with
valuable information on virtually every category of products and
services
– Every week Radio reaches consumers who are buyers
• 92% plan to purchase real estate in the coming year
• 91% plan to visit retail outlets in the coming week
• 88% plan to purchase or lease a new car

6. Radio Strengthens Brand Awareness
Combined with other media, radio powers increased recognition,
builds brand awareness and drives ROI
– Radio increases ROI 49% over Television
– Radio increases brand recall 4.5X when used in conjunction
with internet-based online efforts
– 85% of the consumers who read the front page of
newspapers listen to the radio

7. Radio Has a Loyal Audience
Effective Use of Radio creates an emotional engagement which
holds listeners attention and creates loyalty
– On average, commercial breaks hold 92% of the lead in
audience
• Commercials and sponsored segments are an important part of the
experience – and radio listeners stayed tuned in.
– Over the last five years radio had retained 90% of its time
spent listening
• Compare that to other media options

8. Radio is One-to-One…
Only Radio Provides Targeted, Interactive Opportunities that are
Exclusive, Measurable and Affordable!
– The personal nature of radio is reflected in the expectation
that radio advertising is directed personally to the listener,
and that radio advertisers are “trying to reach me personally.”
– Compared to other mediums, Radio’s USP is hand’s down the
most efficient marketing platform:

9. Why Radio?
1. It’s Pervasive
• Radio is virtually everywhere and is the
most accessible media option to consumers
2. It Transcends Demographics
• Radio crosses economic and social barriers
3. It Empowers Buyers
• Radio provides consumers timely
information from a trusted source
4. It drives and supports other media
endeavors
• Used exclusively or in tandem with other
media, Radio is the most efficient way to
promote your business
5. It Builds Your Business
• Radio is the key to developing one-to-one
relationships with local consumers

10. The Reach of

11. WMRC…Community-Driven Radio
The area’s pioneer radio station…
• Operated continuously since 1956, WMRC is one of the oldest locally owned and
operated commercial radio stations in the state.
Three Time Winner of the MBA “Station of the Year” Award…
• Presented for overall excellence in all facets of operation including growth of audience,
client base, and service to the community, WMRC is the only station to win on three
separate occasions (a record never duplicated).
The one station everyone can agree on...
• At home, in the car, or at the office - CNN Radio News at the top of every hour,
outstanding variety of today’s hits throughout the day and overnights with favorites from
yesterday
• Professional, Colligate and Local Sports coverage
• Special Weekend programming geared for the community
The communities’ choice…
• For local news, weather, sports, traffic, event information, local - collegiate and
professional sports coverage and “what’s going on” throughout the region.

12. WMRC Coverage Area…
From Marlborough to
Woonsocket and Millbury
to Walpole, WMRC’s
coverage provides reach
to a diverse population
and communities that
represents the fastest
growing market in
Massachusetts – and one
of the most consolidated
areas of car-buyers in the
state

13. WMRC’s Audience…
WMRC targets the coveted Adult 25-54
demographic – providing Imperial Cars
reach to the most active group of
demonstrated car buys
– Every week Radio reaches consumers
who are buyers
• 34% do not read a daily newspaper on a
regular basis
• 41% earn more then $50,000 annually
• 48% professional management, technical
sales and administrative
• 62% attended and/or completed college or
trade school
• 71% own homes
• 87% listen to radio while commuting
• 92% commute to work by car

14. WMRC’s On-line Extension
On July 1st, WMRC’s New Site Goes Live…Providing Imperial Cars
An Unprecedented Opportunity to Extend Radio Messaging…
On-air promotion guarantees
immediate traffic – which will
continue to grow to support
Traditional CPM-based
opportunities
• ROS Leaderboards, IMUs,
Skyscrappers, text, etc…
Exclusive CPC-based opportunities
• Video, Section Takeovers, Page Peels
Custom opportunities
• Integrated across on-air and on-line

15. Why WMRC Radio?
WMRC provides Imperial Cars a full portfolio of promotional
services designed to overcome challenges and achieve objectives
1. Creates Competitive Advantage
• Rise above competitive chatter
• Creates positive image
2. Generates Continuous Business:
• Attracts New Customers
• Encourages Repeat Customers
• Creates Buyer loyalty
• Integration with new site provides powerful new
reach
3. Solidify Imperial’s Future
• Businesses that advertise consistently (especially in
economic down-turns) grow. Business that don’t
advertise (or cut back during and economic down-
turn) remain flat – or end up like Post Toasties

16. Recommendation…
More often than not, people think about buying new cars when
they’re actually driving…Imperial Cars should leverage Drive Time
opportunities to promote its individual brands…
1. Aggressive Weekly Schedule of :30 Second Spots From June 15th
through September 1st:
• 60 spots per week: 10 spots per weekday placed during morning and afternoon
drive times, 5 spots per weekend day
2. Exclusive Sponsorship of weekly “If You Can Dream It, You Can
Drive It” Segment
• Special segment aired each Friday at 4:00pm promoting offers for upcoming
weekend
• Heavy promotion on www.wrmcradio.com
3. Two Saturday “Celebrate the Imperial Way” Remotes during
Holiday Weekends
• 4th of July:
• Labor Day

17. Power + Reach = Continued Success!
Thanks!