Achieve Some Great ROI For Your RV Advertising

September 1, 2010

One of my basic rules for social media:

  • Inject social media into traditional advertising. 

Although digital marketing might not be as old as television and radio it gives you a great opportunity to reach out to your customers.  Creating a newsletter using your Blog content will connect with your database.

These three examples are taken from a Social.Motive sldie show.  They demonstrate regardless the size of your database you can expect some great results.  Each of these newsletters would cost $500 to $ 1,000 if created from scratch.  In a good social media program they are just an added benefit.


  • Open rate in these three examples ranged from 18% to 32%.   You really should be doing this once a month if you want to effectively own your customers and grow your market share.  This is great ROI! 

If your RV Advertising agency or staff is not prepared execute give us a call.  We can get you on track in a very short time.



What’s Your Motive For Social Media?

April 1, 2010

I’ve gained a lot of insight by listening and by engaging in online conversations particularly through my blog and Twitter

I love that it is still evolving and we are figuring it out.  I’m appreciative to the early social media adopters and for their continued influence within this new space. 

My motive in social media is from a communications, marketing and a customer retention perspective.  The potential of social media is limitless.

Social media is having a direct impact on RV Advertising and marketing.

However please remember, broadcast, outdoor, print, direct mail and radio are not going to go away.  If you don’t believe me, along with people like Seth Godin, you should also be reading Bob Hoffman’s blog, The Ad Contrarian.

However advertising  is and will continue to be greatly influenced by social media.

Brand Management  is one of the primary benefits to social media. 

It’s not what a brand means to the company or what your dealership’s brand means to you, it’s what it means to the RVer, to your prospective customer. 

Perhaps the reason so many RV dealerships have difficulty with their own branding is that they live in a silo. When you live in a silo you usually don’t know how to listen to your customers.  

This is where your social motive should step in!

Social media is time intensive but it is affordable and allows us to learn so much from our audiences. 

Social allows us to tap into the minds of your  RV audiences unlike anything I have ever seen before.

Social media provides RV dealerships with affordable research on an even grander scale than we’ve ever been able to conduct in the past and it is almost instant feedback.  It is affordable, timely and easier to measure than traditional  media.

 It forces us to lead with benefits and to create an appealing brand from our clients perspective.  To be successful with social each dealership will have to narrow it’s focus, declare who they are and how they are different.

I don’t claim to be a social media expert.  But, I have immersed myself into it in a big way and have been professionally enriched beyond my initial comprehension.  

From a new business perspective RV dealerships should recognize social media will be the greatest tool you will ever use. I hope you’ll get on board and find out for yourself.  I am always here to help you along the way.

Let me know what you think of social media today.


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.


RV Advertising: Power Points And Social Media!

March 7, 2010

I have a friend who is a social guru.  He received this email early one morning.

“Your presentation is currently being featured on the SlideShare homepage by our editorial team.

We thank you for this terrific presentation, that has been chosen from amongst the thousands that are uploaded to SlideShare everday.”

He wrote saying he posted this at 6:13 AM and in less than an hour of his presentation, he had received over 1,259 views. The results are terrific.  The simple lesson here is don’t neglect SlideShare as a tool to promote your dealership. It takes only minutes to upload your presentation and allows you to do a number of things with it:

  • Embed slideshows into your own blog or website
  • Share slideshows publicly or privately.  There are several ways to share privately.
  • Synch audio to your slides.  I have used this tool and I really like it.
  • Market your own events on SlideShare.  This is an easy way to get people’s attention, make a strong believable proposition, relate the value and ask for the order.
  • Have your customers upload slide shows of there latest trip.

Join groups to connect with SlideShare members who share your interests.  Soon you will see some groups set up like this amongst dealers to share ideas.  We’re going to call this Dealer Share.

Download the original PowerPoint / Pdf file

SlideShare is the world’s largest community for sharing presentations.  It is a great tool for fun presentations of dealership products.  Creatively you can have alot of impact with this tool.

Here are a few SlideShare presentations that might be of interest:

If you have a unique selling proposition this would be the first place to start.  Sell the relevant value to your customers and how they can take advantage of it.


Relationship Selling Through On Line Communities

March 5, 2010

Social media reinforces the art of relationship selling.  

The RV market responds as well as any to relationship selling and social media is simply “relationship selling on steroids”.

I owe Mack Collier, author of the blog, The Viral Garden, for the inspiration for this post.  He provides some straight talk regarding the lack of growth to individual and company online communities.

Many dealership and RV Advertising agencies  struggle with building an online community.  I’ve discovered a number of them that have the attitude “if I build it, they will come” but that isn’t the case.  There is a lot of work involved to generate traffic to an online community.

Below are five pot holes to avoid on the road to relationship selling with online communities:

1. You are thinking of income first (and your prospective clients aren’t dumb, they can sense it.)

Many dealerships are anxious to sell.  Generating income for their dealership is first and foremost in their minds before paying their dues and earning their way with social media.

We are in a business where relationships are important.  People want to do business with people they know, like and trust. I’m a strong advocate that a dealership can build and sustain a pipeline of new business leads for their business  through social media, but it must be done the right way, with the right motive and with genuine transparency to be effective.  Be a friend first.

2. A lack of value/benefit to your audience.

Your audience will  let you know if your content  is beneficial and of value to them.

You can’t blame your audience if they don’t respond!  It’s your responsibility to figure out what is appealing and what isn’t. You have plenty of tools in social media to provide you the information just use them!

You will need to dig deeper to figure out how you can best be of value and benefit to them.   It’s not about you or your dealership it’s about them.

3. Don’t wait around and hope someone finds you

Your blog has to be well optimized for my target audience.  Search should be a distant third in generating traffic to your blog site.

First should be generating  most traffic from by repurposing your blog posts  through Twitter.

Secondly, I generate traffic with a monthly email newsletter and an opt-in strategy for sign-ups.    The point is, don’t sit around waiting to generate traffic to your blog through search.  Be proactive in reaching out into a number of online communities that target your audience.

4. Lack of appreciation for those that are helping promote you.

There are scores of people that are willing to be of help to you online but they’ll be quickly turned off if you don’t show appreciation. Your dealership’s credibility rests upon what others are saying about you.  Be sure to show your love to those who go out of their way to promote your company.  Always be willing to reciprocate.

5. You could care less about the prospective audience you are trying to reach.

Matt really hit the nail on the head when he wrote about the reason why many companies and individuals are having a problem building their online community,

“You don’t give a damn about the people you are trying to reach.”

Matt said it first and I totally agree,

 “The key to successfully building an online community is to genuinely care about the people that you want to reach.”

If all you want out of social media is to make money, then social media is not for you.  Don’t waste your time and effort.

But, if you are willing to be transparent, open, honest and caring then social media can teach your dealership how to do new business development the right way. The way we should have been doing it all along. 

Relationship Selling!


Social Media Case Study For RV Advertising

February 11, 2010

Build Your Fans, Friends and Followers!

When you finally decide to invest in social media you’ll need to grow your social networks. 

Every dealer regardless of strategy must build facebook fans and twitter followers.  

Without fans, friends, or followers you have no where to push your content.

There are many ways to grow  your networks. Here is an out of the box idea that really worked.

Classic Chevrolet in Grapevine Texas is the number one volume Chevrolet dealer in America. But like everyone else is just getting started in social media.  And as a part of their  plan is to add fans to facebook.

The idea was simple:

1) Do a fundraiser for Haiti relief

2) Increase  facebook  fans     Classic Chevrolet

  For every fan of Classic Chevrolet added by a certain date they would donate $1 to Haiti relief.  

Immediately an effort was put out by dealership employees and managers to connect with friends through social networks to get the word out.  The response was tremendous.   

Over 783 fans were added to the dealership in just 8 days.  The total donation was $2,500.

But it didn’t stop there.   The effort went viral with free PR from multiple sources.

Ft. Worth Star Telegram 

The Car Guy radio show on local WBAP 

Fast Company 

This is a terrific case study of one social media idea with three great outcomes:

1) Raised $2,500 for Haitian relief

2) Classic Chevrolet added over 700 fans

3) Classic Chevrolet received extensive Free Publicity 

There are a lot of ways to add to your social networks get thinking or get your ad agency on the ball.  This is just one idea.

If you’ve had some success stories like I would love to hear about them.


Social Media: You Have To Check This OUT!

January 17, 2010

The key to social media is doing rather than deliberating

If you think social media is a fade take a look at this video! 

“You can’t buy social media.  Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play.  Social Media first and foremost will only give you back what you put in.  

You’ve got to be willing to PLAY to play.” – Alex Bogusky, Co-Chairman of Crispin Porter + Bogusky

Drafting off the success of the Socialnomics:  Social Media Revolution Video with over 1.2 million views, this newest video Socialnomics:  Social Media ROI showcases what social media success looks like.

You Have To Get In The Game!  Just remember this: Social Media is Relationship Selling not Retail Selling.