Building eCommerce and a Brand
Branding Design + eCommerce Development + Market Research & Planning + Social Media
RCAmerica is a distributor of surface remote control products. Their sole focus is on racing and do not distribute any products into the toy category. RCAmerica and Xray have been partners for 15 years and have developed a mutually beneficial approach to RC Racing Sales in the Americas. Xray is a car manufacturer in Slovakia.
- RC America
- Hobby / Remote Control Racing
- https://www.rcamerica.com
Although they will root for an underdog they will passionately side with a repeat champion. They identify with the brand called -- winning.
– John Sawyer / RC America CEO
In the past the RC America was dismissed as an option because it was considered expensive. Focus on elegance and sophistication continues to fuel the perception that the brand is too expensive. The brand needed to change its message and give a consumer confidence that their purchase can improve their results. RC America also needed to do a better job socializing with its consumers and creating a team atmosphere where consumers could find solutions.
After some work on the market research side, we began a search to find an e-commerce partner. Because of their inventory management software, we were a bit limited in choices, but eventually found a team that could deliver on our punch list. After I had a chance to review the entire product line I spent a great deal of UI/UX time identifying the correct ways to divide the products for successful searching.
Factory Support and Test Drives
On-site professional help from top-tier factory drivers can really help a racer that is struggling with their car. It is also an enormous opportunity to drive an actual factory pro’s car. Most people are really surprised at how incredibly hard it is to drive a pro’s car. Part of the marketing plan I presented was to utilize email and social media to take advantage of these types of opportunities. We also created a few opportunities by sending Pros to certain events for coverage in areas RC America had less market penetration.
Win on Sunday Sell on Monday
Showing that a piece of racing equipment can win at the highest level proves that it can be successful in a consumers hands. RC cars are no different and the credibility from winning with the right message can significantly influence a market. I suggested RC America take full advantage of marketing the National Event Wins, and encourage the hobbyists to share their victories. It is very impressive when you see a particular car model won on multiple tracks with a variety of drivers over the weekend.
Product Promotion
Keeping an eye on inventory trends allowed us to make some recommendations for promotional sales. We built website pages and populated social media with the targeted message that includes a how-to video from a factory pro. This has worked very well time after time.