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.  

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Social Media Now You See It Now You Don’t!

September 16, 2010

Don’t be fooled!  It’s jut invisible.  

Social media is growing like a wildfire.  Get in the conversation.  

Today, there’s no better way to expand your marketing reach without significantly increasing your  budget.   

Give me a call if you’d like to share some thoughts or just drop me a comment.

Your RV Advertising must have a Social Media program.  Your competition is stepping up.

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Territorial Disputes Are The Number One Killer Of Social Media Programs!

June 25, 2010

Why do so many social media plans never really get of the ground?  I’ll let you in on a little secret.

Do you think I’m right or wrong?  I’m excited to hear about your experiences.


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!


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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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How To Use Contextual Ads In Your RV Advertising

January 31, 2010


With the growing interest in RVing and pent up demand Contextual Campaigns sound like a no brainer.

 

Contextual Campaigns match keywords in your ad to keywords in articles on the web.  When a key trigger word or phrase is identified, your ad pops up in the article being read.  

This is a great way to target shoppers on the internet.  But there are some things to look out for.

For example, let’s say you want to run  a campaign on camping and you select camping as your trigger word.  

Sounds like a good idea.  An outdoor enthusiast is reading an article on camping  and boom your ad appears.

You let this valuable prospect see your ad on how easy and affordable camping is with you.

STOP!   You want your ads appearing next to appropriate articles.  Camping is way to broad.  Suppose an article was published on a local mugging.  The article talks about how the suspect was camping out near the local college.  The use of the word camping  is way too loose.  

  • The design of a good contextual marketing program is that your ad appears next to articles that are relevant to your prospects.

Do a test yourself.   Look at the example about and see if you can pick out the key trigger word.

Here’s a good tip for your RV ad agency.  Locate sites you would like your ad to appear on and look for unique words and phrases that are used frequently on these sites.   After this process you might choose outdoor camping, motor home camping or family camping.    

If you target a product name  you run the risk of being up next to anyone who mentions that name.  Imagine where you could end up targeting the name Montana.   This is not the targeted contextual marketing you signed up for.

Better solution is to mention Montana 5th Wheel.

Do a little research and  your ROI on contextual marketing will be much higher.  Yes, we want impressions but the more we can target the better.  Used properly this is a great tool for the RV dealer.

Let me know if you have tried this great tool or would like more information on it.

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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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