Sandles Car Supermarket, based in King’s Lynn, is a trusted name in the automotive market with over 50 years of experience. Offering one of the largest selections of used cars and vans in Norfolk and across East Anglia, Sandles is a go-to destination for quality vehicles and outstanding customer service.
About the Campaign
To showcase the power of radio advertising for car dealerships, Sandles partnered with Bauer Media for a blended airtime campaign on Greatest Hits Radio West Norfolk and Digital Audio in selected postcode areas.
This campaign gave Sandles a trusted voice on a national brand with local reach, making it a standout example of how radio advertising for car dealerships can build awareness and drive local footfall.
The Digital Audio element of this campaign, used Bauer Media’s advanced targeting tools to reach key audiences:
EV Buyers (aged 35+)
Family Car Buyers and Parents
First-Time Buyers (aged 18–34)
Each group received a unique audio creative to speak directly to their needs. Using postcode targeting based on Sandles’ actual customer data, impressions were delivered only to areas known to convert, a tailored approach that showcased the precision of digital and radio advertising for car dealerships.
The campaign also included audio tracking pixels, offering real-time insights into performance and return on investment.
Client Testimonial
“Working with Bauer Media’s digital audio marketing platform has been a game-changer for Sandles Car Supermarket. Their innovative approach and advanced targeting capabilities allowed us to reach our target audience in a new and effective way. We saw a significant increase in website traffic and conversions, and our sales data showed a notable uplift in purchases and finance checks from the specific postcode areas we targeted. The results exceeded our expectations, and we’re thrilled with the ROI. Bauer Media’s expertise and cutting-edge technology have helped us stay ahead of the curve in the automotive industry. We are excited to be working with Bauer Media on a new campaign to celebrate 50 years of trading, it’s the perfect partnership to help us mark this milestone and continue to drive our business forward.”
Laura Sandle, Director, Sandles Car Supermarket
Success Measures
The campaign for Sandles Car Supermarket clearly demonstrated the effectiveness of radio advertising for car dealerships, combining trusted on-air messaging with hyper-targeted digital audio. Key outcomes included:
Campaign successfully demonstrated the impact of radio advertising for car dealerships
With a balanced media mix, tailored messaging, and postcode-level targeting, the Sandles campaign set a new benchmark for automotive advertising effectiveness in the region.
- 98.50% Listen-Through Rate: An exceptionally high percentage of listeners completed the full digital audio ad without skipping. This indicates that the content was engaging and well matched to its audience. In digital audio advertising, anything above 95% is considered outstanding.
- 5.52% Conversion Rate: Using Bauer Media’s audio tracking pixel, Sandles recorded a 5.52% conversion rate from listeners who heard the ad and went on to visit their website.
- Website traffic and conversions rose significantly: As a result of both airtime and the targeted digital audio ads, Sandles saw clear uplifts in website activity, engagement, and customer action.
- Clear uplift in purchases and finance checks: Postcode tracking confirmed that targeted areas matched those that converted, proving the value of local targeting in radio advertising for car dealerships.
- Strong ROI from both radio and digital audio elements : The combined strategy delivered measurable return on investment, reinforcing that localised radio, paired with digital precision, is a powerful tool for the automotive sector.
Summary
Sandles Car Supermarket’s partnership with Bauer Media proves how powerful radio advertising for car dealerships can be when combined with digital targeting. By aligning with a nationally recognised presenter and delivering hyper-local creative through digital audio, Sandles reached the right people at the right time. The results speak for themselves, a well-executed campaign that not only delivered ROI but also reinforced Sandles’ position as one of Norfolk’s leading car retailers.
Ready to Drive More Sales?
If you’re looking to boost enquiries, increase conversions and reach real car buyers in your local area, Bauer Media can help. Our combination of trusted radio advertising for car dealerships and hyper-targeted digital audio campaigns ensures your message is heard by the right audience at the right time.
Get in touch today to start planning your next campaign.