MarCum Technologies
Integration of WorkWise, marketing messages
convince customers to take the bait
About
One of the industry leaders in fishing electronics, MarCum underwater cameras and sonar products are aimed at the serious sport fisherman. They pride themselves on staying at the pinnacle of technology, which maintains their status as the preferred brand among tournament anglers and fishing guides.
The Challenge
The technological excellence of MarCum's products and the company's advanced WorkWise Enterprise Resource Planning software didn't extend to the company's underwhelming e-commerce system on the Web. In addition, the marketing messages from MarCum's ad agency weren't coming across. The marketing team wanted to use video to dramatize product benefits, then provide a clear opportunity to order products online.
The Solution
Brilliance engineered a complete redesign of the MarCum site from front to back, beginning with an attractive visual design and continuing through complete integration between a new e-commerce shopping cart system and the company's WorkWise ERP software. Brilliance professionals incorporated video clips from MarCum's outside video producer into product pages, and cooperated with the company's marketing communications agency to keep visual style and messaging consistent with MarCum's other marketing materials.
The Result
- Far less staff time and effort spent maintaining the e-commerce site
- Excellent satisfaction with the look and message of the new MarCum site
- Skyrocketing sales, despite a launch late in the 4th quarter gift-giving season. Web based sales were so strong that they created product shortage