A heap of wreckage and a goal.

 

That’s what took Excel Boats from disaster to the forefront of a competitive emerging market in eight years.

 

On March 8, 2008, the Excel Boat plant and the rest of Clinton, Arkansas, were destroyed by an F4 tornado. Dave Reynolds, national sales manager for Excel, said the current company really began that day.

 

“This tornado left Excel a pile of twisted metal and cinder block,” he said. “The new Excel Boat company evolved from this heap of rubble with the goal and determination to produce the toughest and best built aluminum boat that can be made.”

 

Of course, determination is one thing. Making it happen is another, especially in the shallow-water boat market, which has grown substantially and become more competitive in recent years. Reynolds said Excel has succeeded because its employees are avid enthusiasts and maintain high expectations of quality.

 

“Excel boats are manufactured by outdoor enthusiasts,” he said. “We share your passion. We pay meticulous attention to the details to ensure every outing with your Excel is more enjoyable and more successful.

 

“Every Excel boat that comes off the line is built above industry standards. Welds are all by hand, one weld at a time.”

 

Waterfowlers demand more than quality, though. Duck and goose hunting methods and habitat vary greatly throughout the flyways, and hunters have very specific demands for their shallow-water boats.

 

“Every aspect of duck hunting is becoming more specialized,” Reynolds said. “It used to be that a jon boat was all you needed in a duck boat. Now, boats are made specifically for use in shallow water and to get the best performance from a surface-drive motor. The Excel F4 is a prime example of the new-generation of duck boat.

 

“Just as boats and motor are more specialized, hunters demand camo specifically designed for their environment to give them very advantage possible to remain invisible. It’s very rare that Excel gets an order for a hunting boat that is not camo.”

 

In an era of information overload — whether in print, video or social media — reaching customers with information about specialized products can be challenging. Likewise, it can be tough to hear what consumers want. Excel takes a multi-pronged approach for those critical conversations.

 

“Excel advertises in regional hunting and fishings publication as well as national publications such as Wildfowl, American Waterfowler and Ducks Unlimited,” Reynolds said. “Excel is also a sponsor of Migration Nation hunting show. This partnership is valued, as there few mediums as credible as seeing the actual boat in use in hunting situations. Of course, social media is a very important marketing tool for Excel — and is quickly becoming one of the most effective advertising mediums.

 

“Social media provides a window into both the positive and negative feedback from our customers. And as a smaller boat company, Excel can respond quicker to the customers’ needs by modifying our product.”

 

 

 

Reynolds also acknowledged that it helps to be affiliated with the country’s best camouflage company, as customers appreciate having Realtree patterns on their boats. The pictures in this blog show an Excel boat decked out in the stencil version of Realtree’s Max 4 pattern.

 

“It’s critical to be partnered with a major camo brand such as Realtree,” he said. “Excel benefits from Realtree’s tremendous advertising exposure. Realtree’s camo is very effective, and it looks great on our boats, too.”

 

Editor’s Note: Our partnership with Excel Boats represents just one of 2,000 successful Realtree licensing agreements across multiple industries. Click here to read about some notable case studies, and then let’s talk about how Realtree can help grow your business. Contact us today!