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When the Go RVing Coalition sits down in early June during RVIA Committee Week in Washington, D.C., to review its options for the fourth phase of the all-industry marketing campaign – running from 2006 through 2008 – it’s a sure bet that all eyes will be on the draft creative proposals drawn up by the coalition’s Texas-based agency, The Richards Group.
Accordingly, the latest RVBUSINESS.com Industry Poll asked visitors for their thoughts regarding the “shape and direction of the market expansion campaign’s next phase” in terms of its creative aspects.
What we found among the around 200 responses was a general approval for the direction the current campaign has taken, along with some more pointed suggestions regarding the specific emphases the next set of ads should take.
What do respondents hope to see more of in the next set of TV, print and Internet ads?
All in all, 31% of the dealers, suppliers, distributors, manufacturers and “other” registrants feel the next wave of the campaign should place a strong emphasis on family togetherness as a focal theme.
The second largest category (16.5%) of respondents – mirroring a consistent criticism of the campaign since its inception – want more exposure relating to RV parks and campgrounds. More travel destinations (14.4%) placed third and showing more recreational vehicle products (13%) was the fourth highest individual concern.
In terms of demographics, the next wave of Go RVing ads should target more of which categories?
Although the grand majority felt the coalition should attempt to project its message to all ages and ethnic groups, the largest single group (22%) wants to address a younger crowd and the second largest (18%) hopes to keep a vigilant marketing eye on the nation’s Baby Boomers.
Specific comments:
* “For immediate growth, we need to find a means to attract the Baby Boomers,” said one unnamed dealer. “But long term, we should be focusing on the yuppies… RV’s, sadly, are not ‘trendy’ in their minds, and ‘trendy’ is important to them. A popular TV series that would depict the RV lifestyle as ‘trendy’ would go a long way toward creating this impression in their minds.”
* “Continue more of what we’ve been doing,” another dealer added. “Stay focused on the uniqueness (the special times) of the RV experience, the marvelous destinations available, and the family bonds RVing most always creates. RVING IS FAMILY.”
* “Show RV’s using campgrounds and national destinations responsibly rather than beaches, backwoods, etc.,” adds another retailer.
* “Tom Selleck as the voice-over was an incredible match to the message (and an incredible stroke of good fortune, as I understand it),” one supplier noted. “A familiar, well-respected voice adds a lot to the campaign and, if at all possible, should be incorporated into the new ad program.”
* “The current format includes nice image ads that do nothing to compel,” one distributor said. “Unfortunately, RVIA is using an ad agency filled with a lot of young, active people with little knowledge of sales. Couple sales strategy with advertising and evolve a true marketing strategy, and everyone will get more results.”
* “Our image is not coming across as something the average American wants to do anymore,” a manufacturer maintained. “We need to make our product appear to the mainsteam public as exciting, a way of getting away form computers, cell phones, offices, traffic, airplanes, etc. Our product needs to have a ‘sexy’ allure. Look at what the auto industry did with SUV’s.”