July '18

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rv-pro.com July 2018 • RV PRO • 149 tion in continuing to propel Go RVing and boost RV sales. "It's easy for certain industries or brands to fall into a line of thinking or marketing strategy that feels safe or cookie-cutter. But in order to attract new fans and bring new people into the lifestyle, you have to break through that sea of sameness to get their attention," says Young, who counts herself as a "big fan" of Go RVing. "The hardcore RV fans are already bought in. It's how you grow beyond that core, while still speaking to the core authentically, that will really resonate." Kent Lewis, president and founder of Portland, Ore.-based marketing firm Anvil Media, says that in order for the messaging of Go RVing to resonate, it's important to keep in mind that the RV sector represents a hybrid of luxury, travel and transportation. "For a vast majority of buyers, RVs are a discretionary purchase, but they have more utility than pure travel like hotels and cruises, as there is an ownership oppor- tunity that is often more affordable than timeshares, condos and vacation homes," says Lewis, the proud owner of a pop-up. "Smart marketers must understand the nuanced difference in the buying behavior, which is similar to powersports – ATVs, boating and so on – versus automotive or home purchases." Staying the Course Given that the RV industry competes with many other industries for those discretionary dollars, RVDA's Ingrassia says it's critical to consistently keep Go RVing's messaging in front of consumers. Notably, while the media budget was cut after the Great Recession struck, Go RVing didn't go dormant. "The key to any great campaign is repetition; you've got to stay out there," Ingrassia says. "I certainly would advise the RVDA board that you can never get complacent, that you cannot not be out in front of folks. As we move for- ward, we need to continue to push the envelope and help the industry expand. We've got to keep priming the pump to bring in new people." Although the current number of RV owners in the U.S. – an estimated 10.3 million households – is robust, Ingrassia notes that millions more people are in the pool of prospective RV buyers. "There's a lot more opportunity out there, and Go RVing is well-positioned to keep new buyers coming into the market," he says. "I don't think the industry can afford to be complacent about it at all." All Products Made in the USA New DuoPrint™ Technology printed bath walls by DUO Form, available to the aftermarket exclusively through Specialty Recreation, Inc. BRINGS A FULL LINE OF REPLACEMENT ORIGINAL EQUIPMENT SKYLIGHTS AND BATH PRODUCTS TO THE AFTERMARKET INDUSTRY 619.593.9360 www.SpecRec.com

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