Tracker Marine Group Boat Showroom Reboot

Before we began, showroom messaging only focused on the parent brand, Bass Pro Shops. All boat brands were marketed the same way—the only differentiating feature was price. There was also a matrix of complex messaging about boats and features, making it overwhelming for consumers to shop and make a selection that fits their needs.

The team developed unique positioning for each brand and a strategic shopper journey that mapped key messaging for point-of-sale materials. In addition, we developed comprehensive style guides for design, photography, and tone of voice for each brand. We also developed an easy-to-follow POS guidebook for all new material, ensuring the new standards would be utilized correctly.

The result was full program adoption and a +25% increase in sales year-over-year immediately following the rollout of new materials.