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GoRVing Offers More Local Sales Tools for Tough Times

To help RV dealers, campgrounds and retail show promoters reach today’s budget-conscious consumers, Go RVing has expanded the industry tie-in program with more resources for 2009. 

Those who sign up can build on consumer recognition of the Go RVing national advertising campaign by downloading customizable, value-themed spin-off ads for local use with just a few clicks of the mouse.

“When times are tougher like this, it is more important than ever for us to be more vocal in getting the message out that RVs are affordable, and what they can do for people,” said RV dealer Reinie Lehberger, Rousseau’s RV Center, Lakeville, MA.

Developed for RV dealers, show promoters, campground owners and their agencies, the Go RVing tie-in program offers online tools including an Ad Builder, Direct Mail Postcard Builder, Image Library and Leads Database.

“The leads are a great plus for the dealers who use them.  Not every lead is going to lead to glory, but I do think that the awareness of all the places and all the different things you can see in the ads is great,” said Bob Toby, Right Stop RV Center in Lebanon, KY.

New in 2009, tie-in participants can also find:

• step-by-step directions to create their own Facebook fan page that links to Go RVing’s successful fan page

• tips on how to market the benefits of RV travel to the rapidly expanding Latino market

• green RV travel do’s and don’ts for customers

• the complete Vacation Cost Comparison and Carbon Footprint studies conducted for the RV industry, offering important customer selling points for the times. 

These new features will be uploaded and available for use in late January and early February.

The Ad Builder section provides headlines, coordinated messaging, and several optional photo images that allow dealers or campgrounds to create personalized ads and direct mail pieces in a variety of sizes for their own marketing use.               

In response to changing economic conditions, the updated Ad Builder section now offers four value-based headlines to choose from:

“You shouldn’t have to spend a lot on something called free time.”

“Spend the time of your life, not your life savings.”

“Priced to go. Anywhere.”

“You can after all put a price on happiness. Turns out it’s very reasonable.”

The Industry Only section’s Image Library contains a collection of high-resolution photos shot in conjunction with the national advertising, for use in local marketing materials ranging from yellow page ads to e-mail blasts.

The tie-in program also offers participants access to the “What Will You Discover? Go RVing” national TV ads featuring Tom Selleck’s voice.  The optional TV ads package includes four 30-second spots, each with space for a five-second local tag.  Stock footage from Go RVing production shoots and copies of the free consumer DVD are also available at cost.

 “I’m very pleased with the program.  We use all of the display items that are provided.  We use the big Go RVing banner that was with the last package; we have it right beside our front door,” said David Hayes, Hayes RV Center, Longview, TX, a tie-in program participant.  “We use all of the TV ads and have found them to be very effective, blending them with our own call-to-purchase ads.”

Gary Elliott of Valley RV Sales LLC., Corbin, KY agrees. “The campaign shows that RVing is something that people will want to do.  We need to keep it up.  We do, of course, participate in Go RVing and absolutely, we need to spend every available dollar on it.”

Dealers interested in signing up for the 2009 program should contact Chuck Boyd at the Recreation Vehicle Dealers Association (RVDA) at (703) 591-7130, ext. 113. Retail show promoters looking to purchase tie-in materials and stock footage should also contact RVDA. Campgrounds interested in accessing the Industry Only section should contact Grant Barnett at the National Association of RV Parks and Campgrounds (ARVC) at (303) 681-0401to become a participating campground.

 

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