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Audience modelling and a precision direct mail campaign that turned 5,000 targeted companies into £240,000 of confirmed sales.
Mac's Trucks Ltd, a leading UK supplier of new and used trucks, wanted to expand its customer base and generate high-quality leads through direct marketing. With a focus on construction, logistics and utilities, the challenge was identifying and targeting the business sectors most likely to purchase specialist vehicles, so marketing investment went towards high-value prospects.
Mac's Trucks commercial vehicles on a forecourt. Industrial and real.
Integra delivered a data-led analytics and direct marketing campaign. Using advanced audience modelling, we analysed Mac's existing customer data to uncover purchasing patterns and define their Ideal Customer Profile.
That meant matching 94 existing customers to our proprietary business database, segmenting them into two high-value clusters, and creating a prioritised contact universe of 5,000 target companies.
The analysis identified three primary business segments: agents involved in the sale of timber and building materials, wholesalers of construction materials, and matched companies aligned to the modelled profiles. We then executed a precision-targeted direct mail campaign at decision-makers within those sectors, with messaging tailored to each segment.
“The campaign not only delivered measurable sales but also gave us valuable insight into where our future opportunities lie.”
Lewis Ramsden, Marketing Manager, Mac's Trucks LtdBy combining advanced data analytics with highly focused targeting, Integra enabled Mac's Trucks to channel marketing investment towards the audiences most likely to convert. The result was an immediate return on investment and deeper insight into their ideal customer profile, creating a foundation for smarter and more efficient marketing going forward. Additional live enquiries are in progress, representing significant further revenue potential.
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