Launching a Rebrand to Larger Audiences
Before the existence of Bracketron X, there existed the Trucker Tough line of mounts from Bracketron. Within a single year of launching the Trucker Tough line, it was apparent that the branding was a bit misguided. The idea was that Trucker Tough symbolized a phone or tablet mount system worthy of a trucker’s standards, as this is a dedicated group of people who put on hundreds of thousands, if not millions of miles in their career. However, the failure from within this brand was immediately in the name, and had caused a lack of sales on products that performed very well.
For many, the word “Trucker,” in Trucker Tough gave the impression that the mounts were specifically made for those within the trucking industry. On top of that, the lineup of mounts was fairly slim in terms of flagship products. No one mount stood out among the rest as a means of gaining attention. It also didn’t help that many big rig imagery was used in most of the logo treatments. In mid-2019, VPs and Managers went back to the drawing board, and presented myself and the team with both a new brand, and a new set of products worthy of a much larger market. Bracketron X…
CREATE AN EXPERIENCE WORTHY OF THE MOUNT
With such a highly commoditized market, the solution was to educate professional drivers as to why our products better suit their needs. Creating a landing page with unique content and exclusive design was a necessary step to help generate leads and track conversion rates through external marketing efforts, as well as a tool for the sales team.
RESULTS
- Highest selling series of products on Bracketron.com for four months straight; continuously selling beyond promotional period
- Continual sales utilizing influencer affiliate codes
- Best conversion rate from Google Ads of any product previously advertised
- Longest time spent on landing page with least amount of bounce rates
- Revitalized branding has seen images from customers in plane cockpits, on motorcycles, desks, and uses beyond the intended target audience
Alex Wishard 