Rhino Hospitality - Competitive + Pass-by Intelligence

Why This Pattern Works

Two Reusable Plays for Local OOH Sales

Both stories below run from inputs an operator already has - the prospect's location and the name of one competitor. The platform handles segment derivation, trade-area overlap, inventory scoring, and visualization. The sales rep packages a sentence and a map.

01

Competitive Intelligence is the most direct value a prospect understands - 'where is my competitor reaching customers I'm missing'.

02

Pass-by Intelligence converts inventory into insight - 'these segments physically walk past your location every day'.

03

Both plays end in a value-driven email. The pitch is the audience insight; the proposal is downstream.

04

The drip campaign carries the relationship even after the proposal goes quiet. New traffic data drops monthly. Each drop is a fresh reason to follow up.

Story 01: Competitive Intelligence

Rhino Hospitality vs. River Street Restaurant Group

Same trade area. Same segments living in the same zip codes. Different visitation outcomes. Population Intelligence quantifies the gap and surfaces the inventory that closes it.

Prospect

Rhino Hospitality

Portfolio operator across the Savannah trade area.

vs.

Competitor

River Street Restaurant Group

Direct competitor concentrated in River Street and surrounding zip codes.

Zip 31419

The Gap in Zip 31419

Both operators draw from the same zip code. Rhino's visitation under-indexes against the segment population available - which means the audience is there, but River Street is winning more of it.

Top Segment Available

White Picket Fences

Population in 31419

~9,000 households

River Street Capture

Higher than Rhino

Rhino Opportunity

+2,300 incremental weekly trips

Visitation Share - Top Segments by Operator

Share of segment visitation captured by each operator across the four shared top segments in the Savannah trade area. The wider the gap, the larger the segment-level opportunity.

Rhino Hospitality

River Street Restaurant Group

9K

9,000 households in zip 31419 belong to Rhino's top segment - and River Street is capturing more of them.

Population Intelligence quantifies the size of the prize before any media spend. A sales rep walks in with a defensible, segment-specific gap analysis instead of a generic 'reach more people' pitch. The conversation moves from cost to opportunity.

Inventory in Zip 31419 That Reaches the Gap Segment

Faces in zip 31419 scored against the White Picket Fences segment. The operator can short-list 17 over-indexing units that deliver 350K weekly impressions to the exact segment Rhino is under-capturing.

17 Over-Indexing Units

Result350K wkly impressions

DetailAll scored above 1.5x DMA index for White Picket Fences.

9 Mid-Index Units

Result175K wkly impressions

DetailScored 1.0-1.5x. Useful for frequency lift, not lead unit.

12 Below-Index Units

Result120K wkly impressions

DetailScored below 1.0x. Exclude from the proposal lead.

17

17 over-indexing units in zip 31419 deliver 350K weekly impressions against the exact segment Rhino is under-capturing.

Inventory scoring against the gap segment surfaces the small cluster of faces the operator should lead the proposal with. A 17-unit short-list grounded in the audience analysis is more defensible than a 200-unit market sweep.

Outreach 01 - Curiosity Trigger

To: Rhino Hospitality - Marketing

From: Local OOH Operator

We see a 9K-household opportunity in zip 31419

Hey Rhino Hospitality -

Our research shows River Street Restaurant Group is doing really well for zip code 31419, even though there's a population of about 9,000 from your top audience segment living there.

Let me know if you want any more info on the potential customers or how to reach them.

Curiosity-drivenAudience-ledNo proposal yet

Outreach 02 - Value Delivery

To: Rhino Hospitality - Marketing

From: Local OOH Operator

Re: 31419 opportunity - here's the segment + the boards

The segment they seem to be capturing more than you for that zip code is called White Picket Fences. We actually have 17 units in this zip code that generate 350K impressions weekly against this exact segment.

Those aren't just eyeballs. They're people eating dinner at your competition - and the inventory we'd lead with reaches them at home, on the commute, and on the way to dinner.

Specific segment namedInventory short-listedSets up proposal

Story 02: Pass-by Intelligence

Who Walks Past Each Rhino Location Every Week

Run against Rhino's restaurant locations only. The platform returns market reach, weekly frequency, the share of traffic that is local, and the top indexing segments. This becomes the foundation for a value-driven drip campaign.

Top Location Reach

4.4%

of total Savannah market

Average Weekly Frequency

1.58

exposures per local resident

Local Traffic Share

93.1%

of pass-by is Savannah-resident

Monthly Pass-by

~900K

across the Rhino footprint

4.4%

Top Rhino location reaches 4.4% of the entire Savannah market - 93.1% of which is local resident traffic.

Reach percentages for individual faces are usually reported in fractions of a percent. Rhino's top location operates at the upper end of single-asset reach in the market, and the overwhelming majority of that traffic is local - which is what restaurant operators care about.

Segment Index vs. Savannah DMA Baseline

Visual rank of the same five segments. Each bar shows how concentrated the segment is among Rhino pass-by relative to the DMA baseline. Above 100 means the segment is over-represented.

Top Indexing Segments at Rhino Locations

Segments physically passing the Rhino restaurant footprint every week, sorted by index. The top segment indexes 4.74x the Savannah DMA baseline.

Segment	Total Traffic	Index
White Picket Fences Upper-mid suburban families, school-age kids, dual income.	36,999	474
Small-Town Collegiates Recent grads anchoring smaller cities, social and digital-native.	11,302	313
Networked Neighbors Mid-income suburban and exurban, civic-minded, community-event participators.	4,756	246
Kid Country, USA Younger families, value-conscious, weekend-driven entertainment.	10,058	226
Country Squires Affluent rural and exurban households, established careers.	11,719	216

4.74x

White Picket Fences over-indexes 4.74x against the DMA baseline at Rhino locations.

The same segment showing up across the competitive analysis (story 01) shows up here. Pass-by Intelligence and Competitive Intelligence converge on the same audience - which means a single segment-level activation message carries both stories at once.

The Drip Campaign

Setting Up a Value-Driven Drip Campaign

Same workflow re-run monthly produces fresh comparative data. Each refresh is a reason to follow up - whether the proposal is open, stalled, or signed. The sales rep is selling insight, not just media.

Stage: Initial Outreach

From: Local OOH Operator

900K people passed your locations last month - here's the top segment

Hey Rhino Restaurant Group -

Did you know 900K people passed by your locations last month and the top audience segment is White Picket Fences? Forty thousand of them last week alone. Based on our research, that's a 5% gap from the share of that segment that actually visited.

Stage: Follow-up After Proposal Stalled

From: Local OOH Operator

Traffic in front of your locations is up 12% - here's the mix

Hey Rhino Restaurant Group -

Know you're still evaluating the proposal. Quick value drop: traffic in front of your locations is up 12% from last month, but the segmentation of that traffic is mixed.

Are you seeing the uplift? Updated the proposal to include 5 boards that over-index for your top segment - happy to walk through it whenever you're ready.

+12%

Monthly traffic refresh is the drip-campaign hook: +12% pass-by lift with a mixed segment shift.

When the proposal goes quiet, the rep does not chase with discounts or one-sided urgency. They drop fresh, prospect-specific traffic data into the inbox - which positions the rep as a source of value rather than a source of pressure.

What the Sales Rep Did

Two inputs - prospect locations and one competitor name. Two outreach plays. One drip cadence. The rep does not commission research, request prospect data, or build custom reports. The platform runs the trade-area comparison, scores the inventory against the gap segment, derives pass-by composition, and refreshes monthly. The rep packages the punchline and sends the email.

Two Stories Converge on the Same Segment

Story 01 (competitive) identifies White Picket Fences as the segment Rhino is under-capturing in zip 31419. Story 02 (pass-by) shows the same segment over-indexing 4.74x at Rhino locations. The rep can sell either story alone, or stitch them into a single audience-led conversation that carries from first email to signed proposal.

Value-Driven Follow-up Beats Polite Follow-up

Polite follow-ups, discounts, and one-sided urgency all signal that the rep has nothing new to say. Value-driven follow-up - 'traffic is up 12%, here are the boards that over-index for your top segment' - signals that the rep is still doing work for the prospect even before the contract is signed. That is the relationship the operator wants to be remembered for.

These Are Operational, Not One-Off

The same workflow runs against any prospect, any competitor, any market. Motionworks Placecast covers all U.S. DMAs; Popcast carries 800+ population segments; Viewcast scores any operator's inventory against any cohort. A list rep can stand up a competitive-intelligence + pass-by-intelligence + drip pipeline for every prospect on their list.

Rhino Hospitality:Competitive Intelligence and Pass-by Insights

Two Reusable Plays for Local OOH Sales

Rhino Hospitality vs. River Street Restaurant Group

The Gap in Zip 31419

Visitation Share - Top Segments by Operator

Who Walks Past Each Rhino Location Every Week

Segment Index vs. Savannah DMA Baseline

Top Indexing Segments at Rhino Locations

Setting Up a Value-Driven Drip Campaign

Rhino Hospitality:
Competitive Intelligence and Pass-by Insights