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Go RVing Web Visits, Leads Surge

Go RVing’s 2011 print and Internet advertising launch in March brought a surge of visitors to GoRVing.com, generating 80% more consumer leads for industry partners than last year at this time.

Overall website traffic is up approximately a fourth over 2010.  “More media spending has made the industry more visible in the marketplace during the important spring selling and travel planning season,” said James Ashurst, RVIA vice president of public relations and advertising.

In March, ads with business reply cards began running in national magazines including Arthur Frommer’s Budget Travel, Family Circle and History Channel Magazine.  Internet advertising began on leading travel sites including Away.com, BudgetTravel.com, Frommers.com, RandMcNally.com, Sherman’sTravel.com, and TravelChannel.com.  Go RVing also advertised for the first time in popular new media including Facebook and Hulu.  High-performing advertising on weather sites and search engines was resumed.

Dealers and campgrounds that participate in the Go RVing tie-in program are benefiting most from the increased advertising and resulting leads generation.  Go RVing leads downloaded by dealers are up 70% compared to last year, and campground downloads are up 35%.  

Of the 23,700 new leads posted to date in 2011, just under half fall in the” likely to buy” categories under Go RVing’s new Leads-Plus segmentation system.  This sophisticated mathematical model was developed last year to qualify the leads and make them more effective and attractive to industry users.

So far, two percent of this year’s leads ranked highly likely to buy, 14% scored likely to buy, and 32% ranked moderately likely to buy.  Statistically, over half of all leads in these categories (61%) are expected to buy within the first three months of becoming a lead.  Over three-fourths (77%) should buy within six months.

About a fourth of leads are ranked as interested, but scored lower against the RV purchase predictors analyzed.  Other leads have insufficient information available to score.

Leads are ranked using confidential Experian data on average retail spending, income-producing assets and net worth, combined with information gathered by Go RVing about intended purchase timing, purchase type, marital status and permission to contact by phone.

Since the Leads-Plus ranking system was introduced, the number of dealerships registered to access the leads has risen 14%, for a current total of 399 U.S. dealers.  “Using the new leads ranking information, these dealers can focus their sales and marketing resources on consumers most interested in their product lines and customize their follow-up contacts to each potential buyer,” said Ashurst.




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