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Go RVing Strategy on Target

Go RVing is continuing to build demand and steer prospects to dealers as a result of a 2009 media plan targeting proven audiences with newly expanded information about the affordability of RV travel and the value of RV ownership.

 

While leads have fallen, they are outpacing the funding cuts Go RVing has withstood as the amount of industry funding available for media declined – and leads quality has held up.  Thus far in 2009, 51 percent of respondents to the Go RVing ads said they were very likely to visit a show or dealership within the next year, compared with 33 percent in 2008.  This year, 33% of consumers say they’re somewhat likely to visit a show or dealer, compared with 45% last year.

 

“This shows that primary demand continues to be fed by Go RVing, and we are reaching the low-hanging fruit with our messages,” said Gary LaBella, RVIA vice president and chief marketing officer.

 

Go RVing’s new affordability messages were touted this week by The Boomer Project, a research and consulting group widely regarded as an authority of marketing to boomer consumers.  Said Matt Thornhill, president:  “Go RVing, a coalition of manufacturers, component suppliers, dealers and campgrounds, is making the case that RVs are a practical, cost-competitive means of taking a vacation. … Kudos ….for being so quick to reposition its product in the marketplace…At the Boomer Project, we were writing about the demise of the spend-and-borrow consumer economy last year, coining the phrase ‘the new fru’ [frugality] to describe the shift to more parsimonious behavior, especially among Baby Boomers.  Visit the Go RVing website to see how one industry has retooled its sales pitch.”

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