RV Advertising: 100 Motor Home Leads In 10 Days

April 12, 2010

Numbers like these seem unreasonable today.

The market has just shrunk to the point this type of traffic isn’t possible right?

The answer is a big fat NO!

The numbers are in your favor. Motorhomes haven’t lost their appeal. In fact the desire to use one is only growing. There is a also a market out their of motorhome wanta-bees waiting for you to make them an offer that allows them to say YES! 

Industry Insights had this to say about fractional jet ownership.

As the fractional companies grew, the number of clients grew faster.

According to Wichita-based AvData, the number of fractional shares held by shareholders increased from three in 1996 to 4,731 in 2001. 

The potential is even greater for the RV industry.  To drive this kind of motorhome interest you’ll have to open your mind to fractional ownership.

This proven concept has finally made it’s way to the RV industry. The time is right.

Fractional ownership has made a huge impact in the aviation and marine industry. It’s opens the door to an incredible market expansion.  

  • It also gives you a marketing dream!
  • A competitive edge!  
  • Something unique to your dealership!

If all these positive things have perked your attention the profit and cash flow will knock your socks off.

The company making this a reality for the dealers and motor home lovers is FlexRV.

The benefits for the consumers is really outstanding and create the type of traffic numbers displayed above.

The only disclaimer to those number is they happen in just the first 10 days of marketing this for a local dealer..  

 If you’re a manufacturer this seems like an opportunity you want to be able to offer your dealer body.  Check it out… FlexRV!

Take a look and let me know  what you think. 

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It’s Time To Put Video Email In Your RV Advertising

March 30, 2010

You know by now  that emailing to your customer base is one of the best ROI activities you can put into your monthly marketing plan.  

You also know how to buy targeted lists for direct mail.  

“But are you aware that you can now buy filtered email lists?”

 

 

It’s true GM’s and Dealers are  learning that you can now filter email lists in your market with the same filters used in direct mail.  

The filters are endless eg. age, income or credit scores even RV Owners and enthusiasts.   So if you’re  wanting to drive traffic to your dealership but have worn out direct mail try video email as a new marketing tool.

 In fact, if you run the numbers, the cost comparison is a little scary.  Lets say you want a simple list of  RV Owners in your market area.  You have a budget  of $3800 for your direct mail piece.  Your completed piece costs 76 cents a piece mailed first class.  For this price you’ll get around 5000 pieces.

  • For the same $3800 you maybe shocked with  how much you get with  video email.  First, you’ll get a list of RV Owners.  Second, you’ll get 20,000 emails mailed out twice.  Thats a total of 40,000 emails sent to RV Owners in your market area.

Next, you’ll get a custom email piece with a custom landing page for the offer.  

When your prospect hits the landing page you’ll  have a variety of short videos selling your offers and your dealership.

This intrusive use of video is a strong dealership traffic builder.  You put the use of audio and video into the equation.  These two powerful tools will influence one’s behavior at a greater rate than standard text.

The fun you can have with your message is up to you and your RV Advertising Agency.  So as you plan events in the coming months consider using conquest email marketing.  The numbers are in your favor.

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Re-Target Your RV Advertising With Targeted Banner Ads

February 27, 2010

Re-targeting has to be one of the best online RV Advertising tools available to the dealer.    

Re-targeting simply means following people around the web that have been to your website with an online ad from your dealership.

Remember you have two types of visitors to your website.  Those that are going to buy from you and those that choose to buy from someone else.  Re-targeting will help you capture more overall buyers.

Statistically anyone going to your website  is an active shopper. 

If they follow the trend they have visited several RV related sites before landing on yours.  

When they land on your site ask yourself these questions.

1) How valuable are they to me?

2) Do I have an investment in this shopper?

3) Do I really want their business?

The answer is yes they are very valuable to you.  They have raised their hands as someone who is in market.

Yes, you have invested money in them.  They found your site so you have made an investment in them.

Finally, do they really know you want their business?  This is usually a NO!  

That’s where Re-Targeting comes in.  You can place strategic ads in front of these individuals reminding them of why they should do business with you.  Keep your value proposition in front of them.

It’s a prospect list you want to stay in front of at all costs!

The key to making these ads really payoff is the creative.  These ads need to reinforce your unique selling propositions.  Here are some examples.

  • Easy Financing
  • Priority Service
  • Free Storage
  • Top Dollar For Your Trade
  • We’ll Buy Your Trade
  • 30% Off
  • After The Show Specials

Try to stay away from price points.  Don’t let your RVAdvertising agency push you in this direction. They have either gotten a price or they’re already in the process of getting one.  Use this opportunity to sell your brand and your dealership.  

Re-targeting is a small expense to track these valuable prospects.  Give yourself a competitive edge over you competition. 

Let me know if you think you’re being Re-targeted.  I know I have been. 

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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: 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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RV Advertising Should Start With Branding

February 15, 2010

If you want your advertising dollars to go further you need to be sure your branded.  Branding your dealership is not rocket science.  All you need is a few instructions and you can get started today.  Branding your dealership, actually translated, means having a consistent message presented in a familiar fashion.

  Branding is about relationships.

With the growth of social media branding is even more important to your dealership.

Branding doesn’t mean you are giving up on  retail advertising.  In fact, it is quite the opposite.  Good branding simply means your retail advertising will be even stronger.

In fact, the worst branded dealership is better than the dealership with no brand.

It’s easy to get started but it requires a little work on your RV ad agency.   I suggest you do this with a series of focus group.  For a brand to work it needs buy-in and the quickest way to do this is by inclusion.

Here’s how you  get started.

  • Have an independent representative conduct the focus groups.
  • Schedule a series of 25 minute meetings.  Depending on the size of your store, I would suggest having one for sales, service, office personnel and one for managers.
  • In the first three focus groups no managers are allowed.  This gives everyone permission to speak freely.  The facilitator will ask a series of open ended questions about the dealership. These questions will focus on what’s good in their opinion and what’s bad when it comes to all areas of the dealership.
  • These will all be listed on white sheets.  After about 10-15 minutes you’ll have a significant list of positive and negative items.  The group is then asked what are the positive assets of the dealership.
  • These assets are listed on a sheet titled you got it assets.  Some of these assets might be things you are currently doing and some might have a little dust on them.  But overall, the staff believes they are assets.
  • After the assets are agreed upon you choose only the assets you believe are unique to the dealership.  This list rarely gets as high as six and many times it is as few as 2 or 3.
  • After each meeting goes through this process, including the mangers, you have four sheets of unique assets.  In the final meeting with  the mangers you reveal all the asset sheets for them to review.  This allow for some deeper thoughts by the managers.
  • It’s these unique assets that will drive your point of view.  Your point of view is also called a slogan by many.  It should drive the theme of your marketing and be able to include your unique assets.

Build you brand and increase the effectiveness of your marketing dollars.

Let me know if you have any thoughts on this process.  I’ve conducted it over 200 times and it really works.

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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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