North Pole residents Anthony and Lorraine Martin traveled 5,001 miles from Alaska to buy a recreational vehicle from Lazy Days RV Supercenter in Seffner, Fla.
A few weeks later, Tom Jaquis and his wife, Ellen, began their honeymoon at Lazy Days. After exchanging vows at the Tampa Marriott Waterside Hotel and Marina, the couple took delivery of a new RV and started their lives together.
According to a report in the Tampa Tribune, Lazy Days’ lure stems from an expansive 1,200-vehicle inventory, a host of unique customer amenities along with an aggressive marketing strategy within the RV industry.
The combination attracts more than 1.25 million visitors to the sprawling 140-acre Lazy Days site.
According to Stewart Schaffer, chief marketing officer, nobody just sells a product anymore, because companies are moving away from traditional mass-marketing channels.
“Lazy Days made the change most companies are making today about seven years ago,” said Schaffer.
The Lazy Days marketing budget is “multiples of millions” of dollars and includes the cost of distributing a proprietary catalog to more than 300,000 people, six times a year, he said.
In addition, the company is moving toward an aggressive e-marketing campaign to capitalize on 300,000 unique monthly visitors to the lazydays.com website.
Schaffer concentrates additional marketing efforts on leveraging the company’s direct-mail capabilities, which utilize a database of more than 2 million records of past and present RV owners.
To measure return on investment, 160 sales consultants input one of 100 possible source codes into a customer database that keeps track of where potential buyers originated and how they were led to the dealership.