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Go RVing Leads-Plus Program Now Live

Go RVing has launched its sophisticated leads prioritization system designed to increase the value of Go RVing advertising leads to the industry and to help users generate more sales. The Leads-Plus Program has now begun to deliver more qualified leads categorized by RV purchase likelihood, helping dealers, campgrounds and manufacturers to follow up more efficiently and effectively.

The new leads ranking system went live on Jan. 25, well in advance of the March rollout of Go RVing’s major lead-gathering buys in magazines, search engines, websites and direct response cable TV programming.  “Dealers still have time to sign up for the industry tie-in program and get access to the bulk of the leads that come in during the peak spring/summer buying season,” said Tom Stinnett, Go RVing Coalition co-chairman.

An extensive study of past leads provided Go RVing with scientific data showing what the most influential primary predictors - including average retail spending; income-producing assets; net worth and type of RV being considered - are in turning an information-seeker into an RV owner. Utilizing these findings, Go RVing created a mathematical leads prioritization model to process all leads generated by the national advertising campaign. 

A computer program examines the profiling factors for each individual who contacts Go RVing, and then prioritizes the resulting leads into four segments: those who are Highly Likely to Purchase, Likely, Moderately Likely and Interested in purchasing.

The Leads-Plus prioritization system is 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 confidentially collected from Epsilon Data Management, LLC (formerly Equifax), shown to be the most influential in predicting a purchase.

The Leads Database is just one of the marketing tools available in the Industry Only section of GoRVing.com.  There participating industry tie-in partners can also access photos and logos to use in marketing materials; customizable print ads and postcards; the order forms for various Go RVing campaign tie-in materials and advertising tips; the latest Go RVing media plan and research reports detailing consumer attitudes toward travel and perceptions of RVs and RVing.

To participate in the Go RVing industry tie-in program, RV dealers and show promoters should contact Chuck Boyd at RVDA, 703-591-7130 (ext. 113) or cboyd@rvda.org; campground operators should contact Karen Derosa at ARVC, 303-681-0401 or kderosa@arvc.org; RVIA members and all other industry partners should contact Margie Spence, RVIA advertising manager at 703-620-6003 (ext. 357) or mspence@rvia.org.

 


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