RV Advertising: Technorati Will Add Value To Your RV Blog.

February 26, 2010

It’s time to think about TAG!

One thing for sure, social media is thriving in the RV space because RVer’s want to interact with RVer’s.  

We know RV consumers want to share opinions and experiences.

 Technorati will help you connect with people searching for content like yours.

What isTechnorati? ……..Technorati is a search engine for blogs.  

As your blogs are written and published  your key phrases need to tagged to the content of your blog.  As people search opinions on a given subject your blog has the opportunity to be discovered if  you have tagged it properly.

This will help you search out content for your blog as well.  Find blogs that spur your thought process. 

It is important to remember when writing  your blogs or if your RV Advertising agency is assisting in drafting your blog be sure key words are included in your content. If it appears in your content then it can appear as a tag.

To give you an idea here are the most popular tags for the letters A-C for a recent  month on Technorati.  

You can see the rest of the popular tags used on Technorati.com.

A

apple android amazon american league advertising australia aol adobe allen iverson arsenal africa al qaeda aids adam wainwright afghanistan army avatar andre iguodala

B

blogging business berlin barack obama browsers brian kelly blogging during crises brendan haywood bing baseball baltimore ravens barnes noble blogging and the bottom line bad ideas blake gopnik

C

celebrity christmas crunchpad cnn china charlie weis california carrie prejean cloud computing canada cyberbullying cricket children cleveland browns copenhagen charlize theron car crash chrome cincinnati crime college curtis granderson career search career search advice corporate blogging conspiracies cloud hosting

Technorati is another great tool for the RV social media space.  

What do you think are the best tag words for an RV dealership?  Let me know I am compiling a list to share at a later date.

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Why So Many RV Advertising Ads Don’t Work!

February 22, 2010

The person writing ads forgets selling is a one to one proposition!

The basics of selling are one person selling to another. But many dealerships and RV ad agencies are getting lost.    If there’s one mistake dealers make it’s the 30,000 foot print.  

The 30,000 foot print means  selling to everyone but you don’t sell to anyone.

 Don’t talk to the entire market imagine you’re talk to one perosn.  

More money is wasted by agencies and dealers talking at a group of people  instead of talking to a single person.

It’s a simple fact!   To resonate with a consumer they need to feel  you’re talking to them.  That one individual needs to believe  you’re the answer to their wants and needs.  

Your ads must maintain a one to one  perspective.  

If your message has the 30,000 perspective  you’re not getting the most for your money.  The only path that is worse is when you start talking about yourself. But we’ll tackle that topic another day. 

A typical 30,000 foot message  sound like a listing of facts and features.  There is no selling of  the  benefits. Benefits are what motivate  customers to take action.  Your RV ad must  make their  life more fulfilling, more fun, less stressful or just generally better. 

When you write your next ad see if  it passes the One To One Test.

1) Have you identified my need?

2) Do you have a unique solution?

3) How is it going to BENEFIT me?

4) Did you ask me to come buy?

When you review your next ad from your RV ad agency envision it selling someone across the desk from you.  Would it motivate them to buy or not.  If not re-write.  

Selling is one to one.  One to one requires a personal sales message.  A form letter is not personal.  A hand written note is personal.  I know you can’t  write a personal note to all of your customers but do you get the picture?  

Make your next message a one to one message.  What will actually happen is you’ll connect with that large audience.

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RV Advertising: 97 Articles On How To Write Your Blog

February 21, 2010

Don’t get frustrated with writing your own blog.  It just takes a little different approach.

Use these tips to ease the pain.

Rule #1: Never stop reading and learning.! 

Rule #2:  Content comes from reading and never forger Content is king!

Rule #3:  Writing style matters!  Write to your market and make it friendly.

To convert content to new customers you must learn to write effectively for the web.

Writing for blogs requires a different type of writing style.  

A lot of dealers,  RV Advertising agency and dealership personnel  have  difficulty with the transition from print to web.

Here is the most useful tip I have received:  Use the inverted pyramid style….taught to me by Michael Gass

He has pounded into me the most important information, the take-away or the benefit from your post should be in the first paragraph.

In searching for additional resources that help me to become a better writer for web, whether it is for my blog, Twitter or other social media platforms.

I recently came across a post written by  Robin Broitman, chief internet and social media strategist for Interactive Insights Group, IIG,  titled: HOW-TO: Write Effectively for Twitter & The Social Web.

This post contains a collection of 97 articles that are a tremendous resource for your online writing. If you want to make social media work for your dealership and drive traffic this is a must read.  The articles are conveniently organized in the following 4 categories:

  • General Web and Social Media Writing Principles
  • Writing Strong Headlines and Titles
  • Writing for Twitter
  • Writing for Search Engines

Click Here for the links to Robin’s collection of “how to” articles for writing effectively for Web.

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RV Advertising: Don’t Leave These Keys At Home!

February 16, 2010



Are you using your competitive advantages in this  challenging market place?  Grab the keys of success and be sure your RV advertising is working for you.

Most dealers are locking up their true competitive advantage and this is just the opposite of what you should be doing.  If your wanting more traffic here are six steps to take.

KEY ONE:  CONQUEST SALES

Don’t stop your conquest marketing efforts.  You must still invest in this process.  With all the tools you have available there is no excuse to abandon conquest sales. RV market place is growing.  . 

Steal sales from the competition.

KEY TWO: THREE-FOLD DEFINITION OF ADVERTISING

1. Get the message to the masses – But speak one to one.

2. Provide a valid opportunity to respond – Provide a call to action.

3. Achieve results & sell product – Make your effort trackable.

YOUR ADVERTISING SHOULD SELL… NOT JUST TELL.

KEY THREE: PRINCIPLES OF EFFECTIVE ADVERTISING MESSAGES

1. Attention Getter  3.   Logical Reason

2. Strong Statement  4.   Urgent Call to Action

KEY FOUR:  CHARACTERISTICS OF CAMPAIGN EXECUTION

1. Planning  3.   Continuity

2. Contrast  4.   Believability

 Be creative and contrast. Nothing expands an advertising budget like good creative.  If your cutting your creative budget  you maybe doing more damage than helping.  Finally  people are more cynical that ever and if your message is not believable your leaving traffic at the door.

KEY FIVE:  ELEMENTS OF IMPACT PRODUCTION

1. Intensity        3.   Execution

2. Consistency  4.   Different

If you really want effective creative make sure it has these elements.  I have always found that skimping on production makes no sense.  Why put the entire media budget at risk because you want to save a few hundred dollars on production.

KEY SIX:  MAXIMIZE THE SALES DRIVERS

1.   Desirable Inventory

2.   Motivated, Informed and Professional Sales Force

3.   Honest, Ethical and Effective Advertising for Results

If you can’t say yes to these three items you might consider holding off on your campaign until you can yes to all three!

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Internet Copy Points For RV Advertising

January 24, 2010

What does the internet shopper want from you?

I’m sure you have  many opinions at your dealership.

 That might just be why your confused!  

Be careful listening to opinions which are just opinions.  

Before you plan your digital strategy understand what your customers are looking for on the internet.  

I am not aware of an RV survey that soley addresses the RV dealership  but I did find one I agree with.

 eMarketer Daily has very helpfully published a piece on Lightspeed Research's “Global Web Index.”  I suggest you review this research.  My big take away from it was this:

When it come to social media you’ll want relevant non selling information and when it comes to your web site you’ll want offer some deals.   Give the shopper something for their time.

Bottom line, I think the results are easily translated to the RV consumer.   Make sure your RV ad agency is learning about Social Media and how it relates to this research and make sure your web site is selling value.

Here you go……….

What do customers want from the brands they love?

Information mostly (well, after a good discount anyway.)  Ultimately, they want value. Most importantly  you just need to ask yourself is my message relevant to them?  If it is they probably want more of it.

Something to think about as you plan your online strategy.

 eMarketer Daily has very helpfully published a piece on Lightspeed Research’s “Global Web Index.”

Actions Brands Can Take that Are Most Relevant to US Internet Users, August-September 2009 (scale of 1-5*)

Let me know what you take from this.  Sure looks like Social Media is on everyones mind.

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The Big 3 Of Successful RV Advertising

January 18, 2010

The basics to driving traffic to a dealership have never really changed. In fact in the last year the big 3  have been more important than ever.  

1)  IT ALL STARTS WITH INVENTORY!

It may sound simple but you must stock your best-selling units.  YOU HAVE TO WORK HARDER TO GET BETTER BUYS.  You’re going to get a lot of pressure from the manufacturers to carry other models, but don’t focus as much effort on them.  Really think if old relationships are going to be worth maintaining.

2) HAVE A MOTIVATED AND INFORMED SALES FORCE!

Your sales force is the link between your customer and the dealership.  Be sure you keep them informed.

1. Inform them about every ad campaign and get them motivated.

2. Develop a prospecting program that gives them a purpose and incentive.  

3. Train them on how to use your ad campaign as a closing tool.  

If there is logic in your campaign and a real reason to buy, your staff should know it.

3)  HAVE A SOLID RETAIL MESSAGE!

Focus your advertising on getting Conquest Sales.

1. Communicate one clear message. Don’t create a lot of offer clutter.

2. Relate the value to the targeted buyer.  What does it mean to them.

3. Create urgency, not distress. 

4. Ask for the order and make it time sensitive. 

BE SURE TO ASK YOURSELF BEFORE EVERY CAMPAIGN- DO I HAVE THE INVENTORY, DO I HAVE MY STAFF READY AND IS MY MESSAGE BUILT TO DRIVE TRAFFIC.

Follow these three steps and you’ll have many more winners than losers.

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