Challenge: The World of Outlaws, a dirt track, Sprint Car, racing series, came to RMG3 needing an Internet solution for its series. It was looking for a website that fans could come to for fresh, updated content and the latest stats and standings for the series. It also needed a way to not only sell more of its products, but to also increase its amount and range of product offerings.
Approach: RMG3 set up a new website for World of Outlaws using its RacingOne.com network and site template to allow for premier exposure of the circuit to the millions of monthly visitors to RacingOne.com. This also allowed for multiple writers to update content at any time, even trackside, during a race. By hosting worldofoutlawsracing.com, RMG3 also ensured that the web site could handle not only the many fans already coming to the site looking for World of Outlaws news and information but also the growth in this already substantial fan base created by the exposure to the RacingOne.com audience.
To increase product offerings and sales, RMG3 used its merchandising expertise to license World of Outlaws products so that multiple distributors could sell goods. RMG3 created multiple designs and held focus groups with World of Outlaws fans in order to determine which designs the fans preferred. RMG3 outsourced the products to manufacturers overseas in order to create lower production costs, resulting in lower prices to be competitive with other Motor sports products. Products are now sold trackside, online, and through multiple distributors.
Results: The World of Outlaws racing website has gotten the exposure it wanted and traffic numbers have grown tremendously since the launch of the site. Fans come to worldofoutlawsracing.com for all of the latest World of Outlaws news and information. In addition to the online sales, merchandise sales trackside and through multiple distributors have produced sales five times what both RMG3 and the World of Outlaws originally projected. Fans love the new logo and the new product offerings and are excited about new product offerings in the future.
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