Six months into the Go RVing “Pursue Your Passions” national advertising campaign, an all-time record 717 dealers have signed up for the enhanced tie-in program and usage of the GoRVing.com extranet has surged to three times what it was during the same portion of last year.
“More dealers are clearly taking advantage of the tools they asked for and extending the reach of the Go RVing campaign to their local markets,” said RVIA Recreation Vehicle Industry Association (RVIA) President Dave Humphreys. “The tie-in program is the most comprehensive to date and we hope to see many more dealers sign up and further their local marketing efforts.”
Developed at the request of dealers and their agencies, show promoters and campground owners, the enhanced tie-in program offers convenient access to online resources that allow registered users to implement the national campaign messages on a local level. Upgraded features include an innovative Ad Builder and Marketing Toolbox, an Image Library and access to new prospects through lead management tools that are available 24 hours a day, seven days a week.
“The tie-in program allows us to repeat the messages of the national campaign all around the dealership and in our ads and promotional materials,” says Tom Stinnett of Tom Stinnett RV Center in Clarksville, Ind. “Add the ability to identify more prospects through Go RVing leads and you have a win-win opportunity for a very reasonable annual base cost of just $250.”
Since its January debut, traffic to the program’s password-protected extranet site has more than doubled and users are taking full advantage of all the enhanced options. Dealers have been accessing leads to qualified prospective owners at a record rate, jumping ten-fold in the last six months and more than three times the rate during the same period last year.
For example, the new print Ad Builder provides easy access to an online database of print ad components, including headlines and images, with space to customize the ad with specific location information. The work can be downloaded to the user’s computer or e-mailed directly to a print publication. The Image Library contains a database from which participating members can download high-quality images for use in advertising, direct-mail pieces, collateral materials, even yellow-page ads.
The tie-in program also offers participants access to versions of the national radio and TV ads featuring the voice of actor Tom Selleck. The radio ads can be downloaded right from the extranet site and can be customized with the addition of local taglines. The TV ads, available in an optional cable advertising package, include four 30-second TV spots, each with space for a five-second local tag. This package is available for an additional $250.
“We are pleased that the number of RV dealers signing up for the tie-in program represents such a huge portion of average annual new RV sales,” said Recreation Vehicle Dealers Association (RVDA) President Mike Molino. “We will continue our efforts to convince all dealers to realize the enormous benefits of this program.”
For more information or to sign up for the Go RVing tie-in program, dealers should contact RVDA’s Chuck Boyd at (703) 591-7130, ext. 113.