On Wednesday, June 23, RV Industry Association members are invited to participate in an in-person workshop designed to provide a comprehensive understanding of RV owners, particularly new RVers who entered the market in the past year and those intending to buy an RV in the next five years.
Based on the results of the Go RVing RV Owner Demographic Profile and the 2020 RV Buyer Survey, a panel of research, marketing, and advertising experts will provide actionable insights into how the RV industry and individual companies can keep the demand for RVs momentum going and continue to bring new consumers into the RV market while also balancing the needs and expectations of current RVers.
Panelists include Ipsos’ Tim Reimer who oversaw the Go RVing RV Owner Demographic Profile Study, Cairn Consulting’s Scott Bahr who conducted the 2020 RV Buyer Survey, FCB’s Annie Lopez Kiperman who leads her agency’s creative work for Go RVing, and Universal McCann’s Garrett Self who manages Go RVing’s media buying. The panel will be moderated by Go RVing Vice President of Brand Marketing Karen Redfern and RV Industry Association Senior Director of Membership & Research Bill Baker.
Panelists will discuss key research results and how to best utilize these learnings to create impactful connections through targeted messaging and customer service. This workshop is a must-attend for any RV Industry Association member looking to better understand today’s RV owners and the best ways to reach and convert a more diverse customer in the future.
Workshop: Deep Dive Into The Go RVing Owner Demographic Profile
Date: Wednesday, June 23, 2021
Time: 1:00-2:30 PM Eastern
Location: Lerner Theater, Elkhart, Indiana
Tim Reimer leads Experiential CX Research programs at Ipsos, with a concentration in automotive brand sponsorships and marketing initiatives of varying scales and clientele targets. His prior experience includes managing national automotive dealership branding and performance monitoring study. He oversaw the segmentation and Demographic Profile research recently conducted with the RV Industry Association and the Journey Mapping research planned for 2021.
Annie Lopez Kiperman brings more than 20 years of experience in global advertising and marketing for industry leading brands – such as American Airlines, SC Johnson, M&M’s, AT&T and Boeing. She leads the Go RVing business at FCB as the agency of record tasked with brand strategy efforts, creative campaign development, social and influencer content, as well as, groundbreaking activations and partnerships. Annie is an expert in the consumer goods space, multicultural marketing and in the retail consumer experience and has successfully launched multiple new products over the years. She has worked on numerous award-winning campaigns including the very recent Reggie winning Honeymoon InteRVention campaign.
Garrett Self is responsible for leading the media business at Universal McCann (UM), bringing a unified service model to Go RVing across all Mediabrands capabilities, including all digital & traditional media channels, analytics, audience & data strategy, as well as leading cross-agency integration. He leads Universal McCann’s Chicago office and oversees client engagement across all clients. He has a diverse set of agency experiences both globally & domestically, as well as 4 years in client leadership roles at Kimberly-Clark & SC Johnson. Garrett is an expert in leveraging data, media planning, and creative use of media to drive business outcomes for his partners across the marketing landscape.
Scott Bahr has over 25 years of market research experience in outdoor recreation which has included researching both the outdoor products and hospitality sectors. In particular he has been the research partner with KOA for the North American Camping Report over the past seven years. As president of Cairn Consulting Group, he has also worked with RV manufacturers, suppliers, dealers, and associations, as well as outdoor products retailers in their marketing and branding efforts, strategic planning, customer experience, corporate social responsibility, services/amenities and employee development. His work has also included public opinion polling, public health, healthcare, and hospitality.