Jim Rogers, president of Kampgrounds of America Inc. (KOA), challenged the RV industry to be more assertive in promoting itself.
Rogers expressed his opinion on Friday (Feb. 28) during NTP Distribution’s Annual Conference in Palm Springs, Calif.
“I think that the industry you’re in is not proactive enough,” Rogers told RV dealers and others gathered at the firm’s conference. “I think you’re waiting for people to come to your store. You’ve got to think about new ways to get out there, especially if we’re going to go into a dip here, a short term uncertainty.
“I’m convinced that people across this country are seeing the outside of an RV,” Rogers continued. “They’re seeing it on the TV set, but they don’t necessarily get inside of it.”
He suggested putting more RVs in shopping malls and other locations where people gather, so they can more easily view the interiors. He also encouraged dealers to form marketing partnerships with KOA campgrounds in their vicinities.
“We are partners in this business,” he said, adding that KOA campgrounds have access to detailed marketing information on their customers, which could be used for direct-mail campaigns and other promotions.
KOA also will participate in a national marketing promotion with McDonald’s Corp. and Winnebago Industries Inc. later this month in which winners will have an opportunity to take a trip in Winnebago motorhomes to KOA campgrounds. Rogers said the promotion will go a long way toward raising consumer awareness about RVing and KOA.