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Go RVing Announces New Leads-Plus Program to Segment Leads for Industry Users

To increase the value of Go RVing advertising leads to the industry and help users generate more sales in these tough economic times, Go RVing has developed a new leads prioritization system.  This new Leads-Plus Program, to be launched in 2011, will deliver more highly qualified leads categorized by RV purchase likelihood, helping dealers, campgrounds and manufacturers follow up more efficiently and effectively. 

An extensive study of nearly 6,000 consumers who contacted Go RVing for information between 2007 and 2009 has provided scientific data showing what the most influential primary predictors are in turning an information-seeker into an RV owner.  The study revealed that one of every five Go RVing leads purchased a new or used RV after becoming a lead, and that Go RVing leads purchase a higher percentage of new units than the general RV-buying population studied by the University of Michigan.  In short, those who contact Go RVing are highly engaged in the RV buying process.

Armed with this data, Go RVing created a mathematical leads prioritization model to process all leads generated by next year’s national advertising campaign.  Beginning in 2011, all leads will be run through a computer program that looks at the profiling factors for each individual who contacts Go RVing, and then prioritizes the resulting leads into four groupings: those who are Highly Likely to Purchase, Likely, Moderately Likely and Interested in purchasing.

This Leads-Plus prioritization system will be based on the consumer’s answers to demographic and lifestyle questions asked by Go RVing at the time they become a lead, plus additional data collected from Equifax, shown to be the most influential in predicting a purchase. 

The new Leads-Plus segmentation program was designed to help the industry – dealers, manufacturers, suppliers, clubs, campgrounds, show promoters and others – to better work the leads and to match the right product or experience to the prospect’s needs.
 
“The research conducted to create the new Go RVing Leads-Plus Program shows that the campaign has been delivering high-quality leads. Perhaps one of the most important findings of this study is the positive impact that follow-up contact by an industry third party has on the purchase rate.  This shows the importance of signing up to receive the leads and working them,” said Bruce McDoniel, director of analytics with Richards Analytic, who headed up the research project.

Jim Shields of Pan Pacific RV Centers, Inc. said, “This program is a huge advance.  Dealers wanted to know just how qualified the Go RVing leads were, especially at a time when staff and resources are limited. Now every penny can be well spent by dealers in converting the Go RVing leads into RV sales.”

“The ability to sort and prioritize the leads is a major step forward for the program,” said Chad Reece, director of marketing, Winnebago Industries, a long-time user of the Go RVing leads database. “This will help the entire industry.”

For general info about the Go RVing industry tie-in program, contact Margie Spence, advertising manager at 703-620-6003 ext. 357 or mspence@rvia.org.

The Go RVing Coalition, formed in 1994, consists of RV manufacturers, component suppliers, dealers and campgrounds. Go RVing works to provide the public and media with pertinent information about the benefits of RV travel. For more information visit GoRVing.com. 


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