July '18

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148 • RV PRO • July 2018 rv-pro.com B U S I N E S S RVs is twice as high through leads generated by Go RVing com- pared with the overall rate among U.S. households, according to an IHS Automotive study for RVDA. To improve outreach and, therefore, lead generation, Go RVing tracks the performance of online, TV and print ads, Redfern says, and can tweak spending plans and marketing platforms based on those metrics. Outside Experts Weigh in on Go RVing Daniel Lobring, vice president of marketing communi- cations at rEvolution, a Chicago-based marketing firm who counts Winnebago as a client, applauds Go RVing as a "great example of an aspirational lifestyle campaign." "The campaign does a nice job of showing consumers – who are either already interested in RVing or those who would consider RVing – why the lifestyle is so appealing and also how Go RVing can serve as a resource to get them into the lifestyle," Lobring says. "Perhaps most important is how the campaign has a consistent call to action back to the Go RVing website, which serves as a central hub for the campaign and as a deep resource." He describes Go RVing as "a great top-of-the-funnel awareness play" for rolling out the welcome mat to potential buyers. However, he adds, that the "heavy lifting" falls to RV manufacturers and dealers to convert that awareness into sales. Redfern says that while RV dealers advertise in their local markets, most RV man- ufacturers lack their own branded marketing initiatives, so Go RVing fills a vital need in the RV marketplace. Jen Young, co-founder and chief marketing officer of Austin, Texas-based online rentals platform Outdoorsy, advises Go RVing to study other industries for inspira- Karen Redfern, vice president of brand marketing and communications for Go RVing, says the Go RVing campaign has helped raise awareness for the RV lifestyle. RVDA President Phil Ingrassia (second from right) makes a point during a meeting of the Go RVing Coalition, which includes representatives for RVDA, RVIA, ARVC and other groups. He praises dealers, manufacturers and others for being fully onboard with Go RVing and for being consensus-driven regarding its end objectives.

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