Case study
How Pintarget delivers effective local marketing strategies with InSite
Summary
Pintarget creates and delivers precise, targeted local campaigns for brands and businesses across multiple media channels. The firm achieves exceptional results for clients using three principles: access to the best data, using technology to create efficiency and applying insight to understand how to reach local consumers.
Pintarget clients include big-name brands like SodaStream, Coca-Cola, The Southern Co-op, McCarthy & Stone and Greene King. The company partners with leading technology, customer marketing and data providers to power its unique service. Recently acquired by The Specialist Works, Pintarget’s highly awarded team has decades of experience in the media industry, working at the cutting edge of regional and digital media.
Company size
250
Industry
Media & publishing
Products used
Challenge
Targeting campaigns with exceptional precision
Pintarget needed to find an audience of households with children aged 5-11 whose behaviours and characteristics made them a good fit for the brand’s services.
Solution
Pintarget uses InSite to drive sales performance and increase market share for online, bricks and mortar and hybrid clients. Using InSite, the team mapped this audience around the centres, to find areas with potential for growth.
Pintarget’s unique proposition depends on excellent demographic and geographic data that’s easy to model and analyse. The team identified that CACI’s InSite software coupled with Acorn data could give the most granular and detailed view of the areas and consumers they wanted to target for clients.
Lead location and data analyst Rob Fogg explains:
“InSite is integral to our approach and modelling: we use it to investigate where existing customers come from, to identify similar customer bases elsewhere and to detect missed opportunities where our clients could achieve better market share and impact. Our results come from a strong and sophisticated methodology.”
Working with Meantime Brewing and The Southern Co-op, Pintarget looked at five-minute drivetimes around 200 stores and overlaid demographic information about likely craft beer consumers. The team recommended the stores to prioritise in a campaign for Meantime designed to draw customers into their local Southern Co-op store to buy a product that matches their known preferences.
Using existing customer data provided by clients, Pintarget uses InSite to classify customers by Acorn type. With this data, Pintarget can identify the most prevalent Acorn types among existing customers. These are then mapped using InSite to reveal where similar customers may be concentrated.
Pintarget planned and executed highly targeted local marketing across multiple channels for Silent Pool Gin to specific households in catchments away from their Surrey base. The campaign achieved excellent uptake because it focused on households with a known propensity to purchase and behave like the client’s existing customers.
Results
Campaign innovation from trusted InSite data, tools and expertise.
Using geodemographic targeting at a granular level, there’s less wastage in marketing communications, which means that Pintarget’s clients get more for their money. Rob and the team can build campaigns that use a range of channels to reach individual households, so the brand and message resonates and has good frequency. That puts relevant brands and offers firmly in the front of consumers’ minds, so they’re primed to purchase when the opportunity arises, either in a local physical outlet or online.
