In a push to combat a sluggish economy, Affinity Events has partnered with participating dealers in the company’s 11 fall shows, promoting the events through six high-profile outdoor consumer magazines.
“We all know the economic climate we’re in, so it’s necessary to get creative and effectively market the shows,” said Tom Gaither, vice president of Affinity Events, a division of Ventura, Calif.-based Affinity Group Inc (AGI). “Our strategy is to heavily promote the events as fall blow-out sales to try to draw in qualified customers.”
In addition to magazine advertising, Affinity Events is marketing the shows through direct mailing to area RV owners while also employing Good Sam VIP Insurance to sponsor the events. Good Sam is also a division of AGI, parent of RVBusiness.
“This will increase the media reach even deeper into the Good Sam member community and increase our consumer reach dramatically,” said Amber Viehauser, marketing manager for Affinity Events.
Gaither reported that the strategy proved successful at the recent Denver RV Show held at Invesco Field, home of the Denver Broncos.
“Our show attendance was around 2,500 to 3,000 people, which is normal,” he said. “But they came to buy.”
Gaither said several dealers reported strong sales from the event, including Windish RV Center in Lakewood and Steve Casey’s Recreational Sales, Wheat Ridge, which sold 31 and 20 units, respectively.
Jeff Haughton, vice president, Affinity Events, noted that over 60 dealers are participating in the “full-force” marketing effort for upcoming shows in Richmond, Va., Des Moines, Iowa, Kansas City, Kan., Greensboro, N.C., Edison, N.J., Chantilly, Va., Providence, R.I., Atlantic City, N.J. and Minneapolis, Minn.