People buy RV’s for many reasons. The overwhelming reason is they have the same lifestyle. Lifestyle marketing is the most under used tool in RV Advertising.
Clearly, no one has taken the time to explain to you how today’s technology, the access to data and reduction of costs can provide you the opportunity to improve your advertising through lifestyle marketing.
Back in the good ole days you had only 6 broadcast television stations and you could buy enough TV to saturate the market.
Today trying to saturation your market is very difficult because there are hundreds of media outlets. Yet the media continues to present analysis from the same boring demographic position. You know what I mean, one size fits all. Demographic of adults 25-54 will match about every product being sold today.
So what come into play next is peoples opinion. This input into media selection usually provides for an interesting and usually poor outcome. I know many of you have fallen into this trap!
So why hasn’t the media taken lifestyle marketing to the market?
Well the short answer is they haven’t had to.
You haven’t required them to act any different. The one size fits all demographic presentation works for any type of business so it doesn’t focus on the lifestyle of your customers.
Lifestyle marketing begins and ends with the people who have bought from you.
You have in your data base the perfect picture of the people most likely to do business with you.
Their profile can be matched household by household to provide you with an audience of clones.
If you want to drive more dealership traffic then simply talk to the people most likely to do business with you.
The ROI for demographic buying gets more difficult every year.
Given a choice to drive more dealership traffic without spending more money is a no brainer. Lifestyle media buying can be implemented quickly. Why wait? Your burning dollars if you don’t!
30% Improvement! Go getter done.