Revamp Your Strategy: A Guide to the RACE Model Action Plan

Defining the RACE Model

The RACE model is a framework for the strategic planning of digital marketing activities or omnichannel communication plans. The model consists of four stages, each aimed at customers in a different stage of the customer lifecycle, with the aim of building relationships and increasing customer loyalty [1]. The key focus goes to these particular stages; Reach, Act, Convert and Engage (RACE). The RACE Model is essentially an action plan that guides businesses on how to interact with customers based on their purchase journey. The RACE Model can also be defined as an action plan that establishes how to act in front of the consumer depending on the phase of the purchase process in which they are.

The RACE Framework was developed by Dave Chaffey from Smart Insights to help marketers integrate digital marketing with more traditional marketing activities.

The Four Phases of the RACE Methodology  

The idea behind the RACE marketing planning model is to provide a simple structure for companies to develop a digital marketing or omnichannel communications plan which meets the challenges of reaching and engaging online audiences to prompt conversion to online or offline sales. It is structured around the classic marketing funnel with the goals shown in this diagram [2]. Now let us explore the structure of the RACE Model, using the diagram provided below:

Reach

We begin with the impact phase, the moment in which we must attract the attention of our potential client. In this first step of our marketing strategy, we have to get our brand, product, or service to the target we have planned. The goal of this stage is to expand your visibility and reach out to potential customers, and the main idea here is to increase awareness about your brand, products, or services among potential customers. In the digital space, the reach can be translated into advertisements on different social networks such as Facebook, Twitter, or Instagram and in the dissemination of viral content that makes our company known to the public to whom we appeal.  

Before suggesting any actions to achieve our target, we need to acknowledge that if we are starting from scratch, which could be either because we are a new company or launching a new product in the market, our primary focus should be on generating interest to introduce ourselves and our services. Aiming to increase traffic to our eCommerce platform could be a feasible objective during the reach phase.

Act

In the second phase, we have already made contact with our potential client to introduce ourselves. Now, it's time to assist a potential consumer in navigating through your eCommerce platform. This will allow them to browse the store, view offers, and explore different menus and categories. In the action phase, multiple digital marketing tools can be used to facilitate a customer's interaction with your website: from promoting direct links to your products on social networks to launching contests that require the participation of the target audience.

During this phase, it is important for the client to fully understand what your company offers. It is essential that you explain what sets you apart from competitors and why your products or services are valuable. Once you have captured their attention, it is crucial to make the interaction with your company as engaging as possible, as this will lead to the next and most important phase.

Convert

The process of conversion involves buying or hiring services, which is the ultimate objective. However, before achieving this goal, it is important to make your brand visible and encourage potential clients to engage with your website. Social media platforms, such as Facebook and Twitter, offer tools for creating targeted 'conversion' campaigns that aim to simplify the purchasing process. These campaigns can involve minimizing steps or providing detailed explanations until the customer receives their product or begins to enjoy the service. It's important to remember that not all marketing campaigns are designed solely for selling products or services. In fact, some campaigns may aim to gather customer feedback through satisfaction surveys or market studies.

Engage

In a previous discussion, we emphasized the significance of acquiring brand advocates instead of just customers. This concept is referred to as the 'hitch' or retain phase. After initially gaining a client, it is crucial to provide them with exceptional care to encourage repeat business. This approach is not solely focused on increasing sales, but also on fostering positive word-of-mouth about your product or service. In the engagement phase, we find multiple strategies, such as offering discounts to customers who have already purchased your products and launching special promotions for them.

One effective tool for keeping your clients engaged with your latest offers and products is a personalized newsletter. By tailoring the content to their preferences and previous purchases, you can increase the chances of them staying loyal to your brand. However, there are also other strategies you can use to build customer loyalty. The image below shows a newsletter sent out to individuals regarding a special Father's Day giveaway where the winner can win a summer BBQ upon entering the giveaway. Such a newsletter increases engagement between customers and the business.

Using the RACE system in a Digital Marketing Strategy

Let us create a scenario where the RACE framework can be applied to benefit your knowledge further. Imagine that you're starting a new eCommerce business that focuses on selling leisure and fashion items from the 80s. It's a great idea because Retro is making a comeback and is here to stay. During the first two months of engaging in eCommerce, you will develop a strategy focused on making your brand known to the immediate target audience—the millennials. To do this, you can choose outreach and dissemination actions on the main social networks.

As your social media accounts (Instagram, Facebook, Twitter, TikTok) gain more followers, you can start implementing strategies to engage your audience and drive traffic to your website. For instance, you could share blog posts about popular topics from the 80s and encourage your followers to read them. You could also conduct surveys to gather feedback from customers about the products they want to see in your store. These are just a few examples of ways to interact with your followers and increase engagement.

Gradually, you can add direct links to buy products that you deem important. Additionally, you may opt for implementing a discount plan centered around specific holidays like Halloween or Valentine's Day. Throughout this process, do not overlook the loyalty phase. Plan ahead and strategize different actions to encourage customers to revisit your website from the moment you get your first client. You could utilize a loyalty point system, offer special purchase discounts or create an exclusive newsletter to ensure that customers rely on you for their future purchases. For more deep insights on the RACE Model, be sure to immerse yourself in our Digital Marketing Strategy Online Training.

The RACE planning system assists you in organizing your marketing efforts and, more importantly, in clearly defining your objectives at all times.

References

[1]  https://shout.com/digital-marketing/race-model-for-digital-marketing

[2] https://www.davechaffey.com/digital-marketing-glossary/race-marketing-planning-model/

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