For more than 25 years, Park Timber has supplied quality, affordable timber products to customers across the Black Country and Shropshire. Looking to strengthen brand awareness and drive online sales, the business partnered with Bauer Media to remind local tradespeople, builders and homeowners that Park Timber remains a trusted destination for timber and landscaping materials.
The Brief
Park Timber wanted to reinforce its presence in the local market and reconnect with potential customers who may not have considered the business for their latest project.
The campaign had two primary objectives:
- Increase online sales.
- Remind listeners that Park Timber continues to be a leading supplier of timber products in the region.
The business was keen to position itself as a provider of quality, affordable timber, while promoting its extensive product range, including fencing, logs, cladding, tongue and groove boards, decking and sleepers.
To achieve this, the campaign focused on reaching tradespeople, builders and homeowners across the Black Country and Shropshire.
The Execution
To deliver maximum local impact, Park Timber launched a radio campaign across Hits Radio Black Country & Shropshire, reaching audiences while they were commuting, working and planning future projects, and keeping the brand visible throughout the purchase journey.
The goal was simple: keep Park Timber front of mind among people planning home improvement, garden renovation and construction projects, from trade customers to homeowners. The ads showcased the breadth of the range, from pergolas and decking to cladding and sleepers, while reinforcing the company’s reputation for quality products at competitive prices.
But Park Timber wanted ads that would stick in people’s heads. So the team leaned into the one thing radio does better than any other medium: wordplay you can hear.
The scripts run on puns. “My deck is longer than yours…” and “Check out my hard wood” create a very unserious but memorable sonic identity. None of it takes itself too seriously, and that’s the point. A local timber merchant that’s been trading for 25 years doesn’t need to prove it’s credible. It needs to be memorable enough that when someone’s fence blows down, Park Timber is the name they think of first.
The Results
The campaign reinforced Park Timber’s long-standing belief in the power of radio advertising to drive awareness and business growth.
Having advertised on radio for decades, the business credits the medium with playing a significant role in its success. After taking a five-year break from radio advertising, Park Timber returned to the airwaves in October 2025 and quickly saw encouraging results.
According to the client, website visits increased following the campaign, despite the business stopping PPC activity in May. Park Timber reported that radio advertising delivered stronger results than paid search activity, demonstrating the effectiveness of reaching local tradespeople, builders and homeowners through trusted local media.
For the business, the campaign wasn’t simply about generating short-term sales. It was about staying front of mind with customers and reinforcing Park Timber’s position as a trusted supplier of quality, affordable timber products across the region.
Client Testimonial
“Park Timber would not be where it is today if we hadn’t decided to advertise on radio 20 years ago. After taking a five-year break, we returned to radio advertising and saw website traffic increase. We’ve achieved better results through radio advertising than we have with PPC, and Bauer Media have been very easy to work with, offering flexible options and a real understanding of the needs of a local business.”
Summary
After stepping away from radio advertising for five years, Park Timber’s return to the airwaves reinforced just how effective the medium can be. By reaching local builders, tradespeople and homeowners through Hits Radio Black Country & Shropshire, the campaign helped increase website traffic, maintain brand visibility and support business growth.
Want to stay front of mind with your customers and generate measurable business results?
Find out how radio advertising can help your business build awareness, drive website traffic and reach audiences that are ready to take action. Contact the Hits Radio Advertising team.