Marketing Is About To Get Really, Really Hard!

August 22, 2011

Put a Post-It note right where you can see it and write down:

Marketing Is About To Get Really Hard!  What Am I Doing About It?

It’s the calm before the storm.  

Are dealers about to be caught unprepared?  The answer is a resounding YES!

If you thought marketing was challenging in 2009 watch the next few years closely!


There’s a dealer or two in your market who is preparing to dominate your market.  They’re developing an integrated marketing strategy that focuses on relevancy.  They understand the change in the air.

Here’s what they know!  The market place wants you to be relevant to their information needs and their communication preferences.

Many experts are calling it circle marketing or small town marketing.  Either way the consumer wants more relevant information and on their terms. 

For example this is going to affect:

  • How you approach Google Ad Words
  • Where you send  your consumers
  • What offers  you make
  • How you connect via Social Media, Digital or Traditional Media

Every message and path needs to be Integrated!

Social Media has forever changed the landscape.  It has empowered people to get relevant information and to share their experiences.  They’ve  discovered they can dictate how they wish to be communicated with.

Stop and write down  Social Media is my friend not my enemy.  It’s the missing link.  The link that will allow you to fully integrate your marketing efforts.  It will allow you to reach the circles and to be the leader in small town marketing.

Don’t think I’m talking about Facebook.  Facebook is only a tool.  I’m talking about the entire social media world.  It’s a place not a tool.

Integration strategists understand by expanding your frequency and interaction between media channels,  you’ll expand both your reach and your frequency while maintaining your brand and retail message.

Remember this>>> “The early adopters of integration strategies are thrilled about the reluctance of it’s competitors to keep pace.”

Don’t stick your head in the sand.  Marketing is about to get REALLY, REALLY HARD!

If your  RV  ad agency is not taking to you about integration they might just be too old school.  Don’t let their lack of vision affect your future.  Ask about small town marketing. Ask about relevancy.  

Give me a shout if you want to talk integration.. I love it!


RV Advertising Needs Real Integration

June 18, 2011


What does Integration mean to  you?  

More Traffic

More Traffic, Less Spend

More Traffic, Less Spend, More Prospects

More Traffic, Less Spend, More Prospects, Greater Market Share

MORe Traffic, Less Spend, More Prospects, Greater Market Share, and a

HUGE Competitive Advantage!

The results are in.  Integration of traditional, digital and social media is the perfect storm. Yes, the market will always be fluid but when you harness the power of integration you really have something.

Integration requires you to look at things differently.  You must stop evaluating traditional, digital and social media as independent silo’s.  They can no longer be single tools.  They must interact!  They must be connected.  

The power of integration is simple. You stay connected with your prospect and customer through the buying cycle.  Your marketing is more viral, more interactive, more responsive and more effective.

Here’s how Wikipedia describes integration.

Integrated marketing communications – Wikipedia, the free encyclopedia

Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a …..
You Get The Picture!
Here’s your starter rules to get started.
  1. Stop treating each media channel as a stand alone tool.  
  2. Ask your self how can I integrate this.
  3. Live by the motto… I Integrate Everything!
Believe me there’s a way to integrate everything.  All  you have to do is ask the question!
Ask your RV ad agency or search google for more help.  But what ever you do start integrating today!


Facebook Guns for Google and Others with New Patent

March 21, 2011

Last year, when Facebook purchased its defunct competitor Friendster, some questioned the wisdom of such a seemingly frivolous purchase. After all Facebook has 500 million active users around the world and Friendster, couldn’t buy 500 likes if they tried. However, the ever clever and forward thinking Mark Zuckerberg  has chosen now to show his hand to Google and the world.

A patent granted last month to Facebook describes an approach to search that combines any type of search engine results with the popularity of each result among members of a user’s social network. Although some social media gurus thought the patent was on photo tags, it isn’t. The implications are much broader and could affect searches for special interest topics like travel, publishing, online selling and more!

The patent is called Visual tags for search results generated from social network information. Here’s the premis:

Search results, including sponsored links and algorithmic search results, are generated in response to a query, and are marked based on frequency of clicks on the search results by members of social network who are within a predetermined degree of separation from the member who submitted the query. The markers are visual tags and comprise either a text string or an image.

In other words, Facebook knows that recommendations are key tools in marketing. This is the automated version of word of mouth that is supposed to sit atop search engines.

Much like LinkedIn shows potential connections, Facebook would combine search results for a user with how others connected to the user in a social network responded to the same search results. If most people clicked on a handful of results, the user could see those links with some visual indication of their relative popularity. The system would work either fielding requests from third parties or for with the social network creating or obtaining the search results and delivering them to users.

Powerful, I think so! What do you think? Could this be the game changer Microsoft and Google have been afraid of?

The Science behind Viral Videos

February 21, 2011

Over the last few years, viral videos have taken over and create quite a buzz on the internet. Businesses have recently tried to jump on the viral bandwagon to help market their business without being too pushy. 


What is surprising about viral videos though, is that their success isn’t usually an accident. Mashable has a great article that addresses the logistics in launching a possible viral video. The content does have to be creative, but there are much more important factors like where you launch, your target audience, and sharing on facebook and other sites.

How videos get passed around the web — in other words, how they “go viral” like the latest strain of influenza — is more a science than an art. Certainly, creativity is a factor; but there are also tried-and-true formulas for online video success. And the most important factor of all is optimizing for shareability.

For example, on average, a 15-second clip will get passed around nearly 37% more than a slightly longer clip, and Facebook accounts for three-quarters of online shares of video clips — by far more than e-mail and Twitter combined. You’ll also have more luck if you aim your clip at 18- to 34-year-old adults and/or at women; both those groups share far more video content than their peers.

They also have a great infographic that was created by Brian Sieber with the Jun Group that shows how these videos get blasted all over the web.

If you are curious about getting your own viral video up and running Social Motive is a great place to start!

Is Your Web Provider REALLY On Your Team?

January 15, 2011

A general rule of human behavior is when someone gets really defensive and angry they’re hiding something.

It might be a lack of knowledge, lack or understanding or they feel like they have failed.

I have seen an up swing in web providers usually the smaller ones who are becoming very defensive toward marketing integration.  They hold there web sites as sacred ground.  They don’t see the big picture and who traditional, social and digital all come together and create a significant advantage for the dealer.

What I am witnessing is simply mind numbing!  

Ask yourself a series of simple question:  

  • Is my web provider helping me integrate or are they creating an obstacle I really don’t need to deal with?
  • Can I afford to have someone not on my team?

Can I really count on this valuable part of my business to be isolated because my web provider doesn’t get it?

Here are somethings to look for:

1) Does my web provider make sure MY web buttons are above the fold on MY on page?

2) Does my web provider make sure MY social icons are big enough to be seen?

3) Does my web provider include an invitation to join MY social networks?

4) Does my web provider make it easy for me to include my social promotions on MY website?

If you answered NO to all these your web provider knows very little about social media.   There confusion is displayed by their territorial behavior.  If your RV Advertising Agency  or web provider is not helping they hurting.  It’s really that simple!


RV Advertising and The New Google Search

December 9, 2010


 Google Has Combined It’s Local Map Search With Organic Results!

If  you haven’t noticed yet the Google map has been pushed to the right side of the screen above the sponsored links. Businesses no longer are listed directly to the right of it. Moving the map to the right has allowed the organic results to move up.
This is an effort by Google to put more emphasis on local searches.  Place Searches will become a big player in your future.
 If a business that’s listed well in the organic results has a Google Places account set up, its listing will be enhanced from the photos, reviews and contact information pulled from Google Places. 
You’ll also notice on the left side of the page, beneath some of the organic search listings a button that say Places.  If a consumer clicks on this bottom they’ll see all the Google Places Results.  
Important to notice the review sections here.  This is going to become really important to you!

So how does this effect you…

  • Since you do business locally you need to get all over Google Places.
  • Traditional search engine strategies (Bloging for one) that help a website rank high will have more importance.  
  • Reviews will be easier for consumers to find. You must work on good Customer service and getting reviews published.
  • You may see less website traffic because addresses and phone numbers are easier to find in the search engine results. .

What the Dealer Should Do?

It will be hard for you to rank well for local search without a well-optimized website, a claimed optimized Google Places page and social media program centered around a blog.

  • Set up or claim your Google pages/local account at Fill out your listing as completely as possible, including images. Add as many categories as you can (five as of now).
  • Start asking people to leave reviews on your Google Places page as well as on third-party sites.
  • If you don’t have a social media program get one started today!
 Google is making “local and relevant” a priority.  If you need some help with your RV Advertising  give us a call.
Thanks to for the their insight in this subject.

The Digital Customer and RV Advertising

September 20, 2010

The digital customer is becoming more and more important to your business.  

The digital customer continues to  evolve.  How they shop and how they use the internet should be of great interest to you.  Just having a website isn’t enough.

Your RV Advertising needs to evolve with the shopping habits of today’s consumers.

If you need more insight and marketing ideas give me a call.  A good marketing program needs to incorporate traditional advertising, digital and social media.  Just remember market share is up for grabs.