“When I arrived here at the end of last year, a lot of the foundational pieces had been put in place, but the marketing strategy hadn’t been developed in a way that really told that story,” says Trent Marsh, Marketing Director at Riton. “We had to refine the tone and voice of the brand overall, but going through that exercise we wanted to highlight the product families as well. Now we talk about things very deliberately within the Primal, Tactix, and Conquer families. We’re creating an identity across the overall brand and within the sub-brands to make them more marketable for our partners,” he adds.
To that end, 2024 saw renewed focus on the Primal family of products.
“Primal is our hunting lineup,” Marsh explained. “While the roots of Riton draw more from the tactical or precision portion of the industry, we’ve brought a lot of those lessons and thought processes to the hunting side of the house. It makes the entire lineup more robust and delivers a more fine-tuned product to the market and the consumer. I think anyone can appreciate that.”
The 3 Primal 3-15 Lightweight is a perfect example of that thinking. With influence from the Conquer line of long-range-focused scopes, the 3 Primal 3-15 is a true lightweight crossover scope, with 2MOA holds, a 30mm chassis, while weighing less than 21.5 ounces. It has an MSRP of just $599.
“Chris Varas is our Assistant Director of Product and he’s done a fantastic job of stepping in this year and getting products to market that aren’t just filler, but are really cornerstones we can build the lineup around,” said Marsh
The remake isn’t just in the product and
marketing efforts. The sales team, led by Vice President of Sales Brian Young, had some things to update as well.
“We had a pricing integrity issue we needed to address when I got here a couple years ago. We took the time to do it right, build a better policy, build in mechanisms to enforce that policy, and go about working with our partners to protect them and the Riton brand,” said Young.
“We see the change every day talking to our partners. The perception isn’t changing, the reality is changing. We’ve put a lot of time into making sure the foundation is laid for Riton to be a good partner to our friends in the industry. If you haven’t looked at Riton in a couple of years, it’s worth your time. This isn’t the brand you’ve known in the past,” Young concluded.
For Riton, 2024 has been a year of evolution. With changes across the entire brand in the last 24 months, Riton is bringing new products to marketing in new ways, fostering quality relationships with dealers, and an aggressive marketing strategy that reaches users of all kinds.
“We’re building something here, and people are noticing,” Marsh concluded.
ABOUT:
Riton has an unwavering passion for offering high quality optics at competitive prices and matched by incredible service.
Riton Optics’ goal is to bring quality and affordability to the optics industry with the greatest focus being the customer. We focus on market research, unique design and detail product testing to ensure all Riton optics meet the demands of all shooters. With a staff of avid shooters and hunters, the product line focuses on practical, real world applications providing customers with quality and functionality needed in a variety of applications. Every optic runs through two series of quality control before landing in the end users hands, this is done by internal experts, who are competitive shooters and hunters. We are confident as soon as you look through our HD glass you will truly See the Difference and why thousands of shooters and hunters are making the switch to Riton.
