From Element Three:
An association can unite an industry, but it still has to earn support across the channel. How do you grow demand for an entire category when every stakeholder has a different priority?
In this episode, Kyler and John sit down with Jeremy Greene, Vice President of Marketing at the RV Industry Association, to explore how category marketing works across a complex B2B2X ecosystem. Jeremy explains how the association connects industry advocacy with the work required to improve service and build consumer demand.
He shares how Go RVing helped move the category beyond outdated stereotypes. The conversation also examines why cultural relevance matters more than awareness alone and how an association measures growth beyond immediate retail sales.
For OEM and dealer leaders, this conversation offers a practical look at how shared investment and disciplined category strategy can build consideration before a customer enters the sales channel.
Key Takeaways:
- Restock the Future Buyer Pool: Keep investing through down cycles so qualified demand exists three to ten years from now
- Turn Product Discovery Into Content: Capture first reactions to hidden features so prospects can picture the product in their own lives
- Recruit Creators From Adjacent Interests: Reach new buyers through creators whose communities reflect interests people already pursue beyond the RV category
