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Dealers can sign up for an enhanced Go RVing tie-in program that will empower them to successfully implement the national ad campaign’s messages on the local level and more effectively target leads generated by the new Phase III ads.
The tie-in program, developed for dealers and their ad agencies, show promoters and campgrounds, will make its official debut at Outlook 2003, the all-industry breakfast beginning at 6:15 a.m. Tuesday (Dec. 3) in Louisville. The breakfast will be in the Mary Queen of Scots Ballroom at the Executive West Hotel.
The breakfast meeting will take place immediately prior to the opening of the RV industry’s National Trade Show. The show will open at 9 a.m. Tuesday at the Kentucky Fair & Exposition Center (KFEC).
“Responding to dealer input, Go RVing is offering a new local tie-in program that’s flexible, easy to use and customize, and capitalizes on the Internet to deliver resources and information in a very cost-efficient and timely manner,” said Gary LaBella, the Recreation Vehicle Industry Association’s (RVIA) vice president of public relations and advertising.
The program features interactive components, including a password-protected Go RVing extranet site that will serve as a one-stop resource offering three major user-friendly sections, including Consumer Leads, the Marketing Toolbox and Best Practices. The site is being developed by The Richards Group of Dallas, the full-service ad agency hired earlier this year by the Go RVing Coalition for Phase III of the campaign.
Based on additional analysis of Go RVing’s Communications Planning Study by Harris Interactive, Richards is introducing an enhanced leads qualification process to better predict an ad respondent’s willingness to consider an RV purchase. This will help dealers better categorize Go RVing leads for follow-up contact. It also will enable them to take advantage of the new extranet’s advertising tools to specifically target their leads based on personal interests and attitudes of each prospect.