Browns of Richmond tripled their enquiries and saw a 126% increase in website visits within six months of advertising with Hits Radio Advertising.
The Brief
Browns of Richmond based in North Yorkshire saw a 126% increase in direct website visits and Google referrals, tripled enquiries within six months from their local radio advertising with Bauer Media. They came to Bauer Media with two clear goals:
- Increase awareness as a trusted EV specialist and used car destination in the North East
- Drive measurable footfall and boost car sales across their dealership
The team at Browns of Richmond had previous experience with radio advertising but had stepped away. In its place, they leaned on social media and digital channels.
With a growing inventory and an ambitious EV proposition, Browns recognised they needed a medium that could deliver credibility at scale. Local radio advertising via Bauer Media offered exactly that: trusted, local, high-frequency, and difficult to ignore.
The Execution
The team at Bauer Media put together a layered plan for Browns, including:
- Radio advertising on Greatest Hits Radio Teesside
- Digital audio advertising via audioXi targeting local North East car buyers and EV-curious and environmentally aware drivers
Bauer Media’s team of specialist script writers developed a fully bespoke audio creative package for Browns of Richmond. Bauer Media’s in-house production team also composed original music tailored to the dealership’s brand identity.
The result was a campaign with genuine stand-out, reflecting Browns’ positioning as an innovative EV specialist rather than a traditional forecourt.
The same audio assets developed for radio advertising were adapted and deployed across Browns’ social media channels, ensuring a consistent brand voice and message across every touchpoint.
The Results
- 126% increase in direct website visits and Google referrals
- Enquiries tripled within six months of the campaign launching
- Significant footfall increase to the dealership throughout the campaign
- Rapid business growth with car sales recruitment struggling to keep pace with demand
“The campaign was managed by very experienced radio professionals who we trusted to deliver a great result. The ads sound great and the bespoke music really positions our brand perfectly. The results have been outstanding, we couldn’t recruit car salespeople fast enough to cover the increase in customer footfall!”
— Browns of Richmond
Summary
Browns of Richmond’s return to radio is a compelling case study in the enduring power of audio advertising. By combining broadcast reach on Greatest Hits Radio Teesside with the precision targeting of audioXi, Bauer Media delivered a campaign that transformed a growing dealership into a regionally recognised EV specialist.
Whether you’re looking to build brand awareness, drive dealership footfall, or establish your business as the go-to specialist in your market, Hits Radio Advertising has the tools, the talent, and the track record to make it happen. Contact us at hitsradioadvertising.co.uk.