Marketing Is About To Get Really, Really Hard!

August 22, 2011

Put a Post-It note right where you can see it and write down:

Marketing Is About To Get Really Hard!  What Am I Doing About It?

It’s the calm before the storm.  

Are dealers about to be caught unprepared?  The answer is a resounding YES!

If you thought marketing was challenging in 2009 watch the next few years closely!


There’s a dealer or two in your market who is preparing to dominate your market.  They’re developing an integrated marketing strategy that focuses on relevancy.  They understand the change in the air.

Here’s what they know!  The market place wants you to be relevant to their information needs and their communication preferences.

Many experts are calling it circle marketing or small town marketing.  Either way the consumer wants more relevant information and on their terms. 

For example this is going to affect:

  • How you approach Google Ad Words
  • Where you send  your consumers
  • What offers  you make
  • How you connect via Social Media, Digital or Traditional Media

Every message and path needs to be Integrated!

Social Media has forever changed the landscape.  It has empowered people to get relevant information and to share their experiences.  They’ve  discovered they can dictate how they wish to be communicated with.

Stop and write down  Social Media is my friend not my enemy.  It’s the missing link.  The link that will allow you to fully integrate your marketing efforts.  It will allow you to reach the circles and to be the leader in small town marketing.

Don’t think I’m talking about Facebook.  Facebook is only a tool.  I’m talking about the entire social media world.  It’s a place not a tool.

Integration strategists understand by expanding your frequency and interaction between media channels,  you’ll expand both your reach and your frequency while maintaining your brand and retail message.

Remember this>>> “The early adopters of integration strategies are thrilled about the reluctance of it’s competitors to keep pace.”

Don’t stick your head in the sand.  Marketing is about to get REALLY, REALLY HARD!

If your  RV  ad agency is not taking to you about integration they might just be too old school.  Don’t let their lack of vision affect your future.  Ask about small town marketing. Ask about relevancy.  

Give me a shout if you want to talk integration.. I love it!


Adding Social Media To Your RV Advertising?… Do It Right Or Don’t Do It At All.

August 30, 2010


If your looking to add social media to your RV Advertising be sure you’re ready to do it right.  You won’t find out your doing it wrong for several months.   Avoid the frustration!


The New Marketing Triangle For Your RV Advertising

July 16, 2010


The Master Merchandising Triangle has been the corner stone of  retail advertising programs for the past 30 years.  Inventory, Sales Staff and Advertising were the three legs to the Master Merchandising Triangle.  Each need to be in place for an effective marketing plan.

The concept is this:

Inventory:  Desirable inventory at the right price point is in place and ready to be promoted.

Sales Staff: A well trained and informed staff is ready to sell the promotional vehicles.

Advertising:  An attention getting  message and a good buy with lots of frequency is in place.

When all of these were aligned you could count on a successful promotion. Today; however, the advertising leg of this triangle has changed drastically. When Lee Galles created PRA (Planned Result Advertising) the only marketing channels available were broadcast television, radio, newspaper and direct mail. 

As a result I would like to share with you the new RV Marketing Triangle.

The three legs of great automotive marketing are now:

   Traditional Media “TV, Radio, Direct Mail, Newspaper”

   Digital  ”Websites, Text, Email, Banner Ads”

   Social Media   “Blog, Facebook, Twitter”

   You can’t ignore  these three critical marketing channels.

 One doesn’t replace the other, they only enhance each other. When all three areas are
working effectively the integration is magical.  They grow in strength with
each other and are enhanced far beyond their singular strength.

Today, many dealers are questioning traditional media.  If you want to make
your traditional media stronger, add digital and social to your marketing
plan.  If you want to make your digital marketing more effective, get
involved in social.

One reason dealers are hesitant to execute under this New Marketing Triangle is budgeting.  

Budgets are tight and dealers are just not sure how to integrate the three.  Here’s some simple but effective advise.

  • 70/25/5 Budget Plan

        70% of  your budget should be in traditional media.

         20% percent in digital.

         5% percent in social media.

Reality is this:  Social Media doesn’t cost a lot of money just a lot of
time.  You only need to budget $2,500 to have the most powerful plan in your
market.  It’s really a no brainer.

Your RV Advertising needs to focus on the New Marketing
Triangle.  Three good legs are a lot better than two.

How are you doing on your new triangle?

Social Media Will Big A Part Of Your RV Advertising Future.. If You Want To Survive!

June 28, 2010


What does survival cost?  That’s what we are really talking about.    

Social Media is being looked at by many dealers as an expense they  can’t afford.   If you’re questioning your investment into social media you and your RV advertising agency need to address two questions.

1) Do you want to be competitive in 3-5 years. In just a few years several of your competitors will own the social media market.  You won’t be able to compete  for this space.  That’s right , you’ll be out of the game and there’ll be very little you can do about it.

So look in the mirror and ask yourself can I really afford not to be engaged in a serious social media plan?

2) Are you really in social media or are you just pretending to be a player. It’s easy to spot the pretenders. You just can’t hide. You’re either in or your out. You’re either doing it right or your doing it some other way.

Don’t be fooled by pretenders. CAUTION!  They’re everywhere!  They’re knocking at your door.  Many live right inside  your store.  Pretenders will fool you into believing you’re on the right path.


This person can’t keep up. Trust me. If your store has passion and purpose this individual will not have enough time to keep you on point. This requires a full time effort.  

  • After all we’re talking about survival!

I encourage you to review your social media implementation strategy.  Time is critical.  Do it right.

No imitations and no half baked efforts.

  • The cost of a great program really is not very much.

Ask yourself right now do you have the
time, resources, and expertise to run a social media program everyday?

  •  The clock is ticking. 

STOP asking yourself how can I afford social media and start asking how can I NOT afford social media.


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.

RV Advertising: 10 Things You Should Do In Social Media

May 14, 2010

Feel free to walk down this path.

 If you’re looking at social media you need to know when and where you should walk.  And yes you should walk before you run.   I’ve  attached a great list  of DO’s when joining the conversation.

This were provided by  Dave Nelson a social associate of mine.  He gave me his permission to share them with you. Take a look let me know what you think.  


Do the up-front planning as you would for any important new business or RV Advertising initiative.   Define your target audience, detail how you intend to create value for them, and map out how you expect them to create value for you. Document your approach and objectives per medium (blog, Twitter, Facebook, etc.).

Do read and listen first. In the beginning, listen and learn for a few weeks before responding. In general, spend twice as much time listening as responding.

Do display your Personality, and keep the content Interesting and Entertaining (the old radio adage “PIE”). Remember that people buy from people; show your professional self.

Do be authentic. Never before has a medium and its participants been more skilled at smelling a rat and turning against the perpetrator.

Do remember that social media is about two-way conversation. Conversation builds trust; trust leads to sales.

Do favor timeless content over the time-sensitive (note: this varies based on the medium and there are exceptions). We live in a time-shifted “Tivo” world and there’s wonderful leverage in creating a blog post (for example) that will have value to new readers weeks, months, or even years from now.

Do remember that “push” is out; “pull” is in. In today’s information-rich world, people want to opt-in, choosing where they spend time. Give them a reason to choose your content.

Do keep your eyes open. Use Google Alerts,, Linkedin Groups, Ning networks, and more to listen to the conversation about your company, your competitors, and the best practices in your industry.

Do exhibit the patience of Job. As the party with more power (a business relative to a customer/prospect), attacking or being critical will frequently backfire and word will propagate quickly.

Do learn from your audience (as they will learn from you) and rapidly evolve your products and services to meet their needs. They’ll suggest valuable ideas you’d never think of.

This is a terrific list.  The last point reminds of a quote.

“Survival of the fittest.”  Not really true!  It just means you’ll last longer than others but in the end you’ll fade away as well.

You really need to think like this quote!

“The one’s that have the ability to change and adapt are the ones that survive!”

Let me know your thoughts.  Let me know which points you like the best!



How Much Are facebook Fans Worth To Your RV Advertising Budget?

April 19, 2010

Let’s do the math!

 According to a recent study by Virtue your facebook fans is worth $3.6 to you in advertising value.  This is a general number and in a niche market like RVing the number is higher.

 A general wall post to a fan ratio has been determined to be equal to a 1: (.96 ratio).  The actual range is .44 to 3.6 depending on the niche market.  We’ll use a 3:1 ratio since RVing is the ultimate niche market.

 This means one fan is equal to three impression with each wall post.

If you have a two wall post strategy you would double the impressions.  So what is a fan worth to an RV dealer?

 Here’s an example:

 2000 fans = 6000 impressions

6000 impressions x 2 posts per day x 30 days = 360,000 impressions

360,000 impressions / 1000 x $5 CPM =  $1,800 worth of monthly value  or

$21,600 annually.

 With good content you can hope to even double this number.

 This means you could actually be getting close to $43,000 worth of on line value.

 This means each fan in a well executed social program could be worth 2000 / $43,000=  $25.50

 Bottom Line: More Fans More Value. 

  So the more fans you add the more you increase your marketing value.

 Your out of pocket cost stays about the same.

 Remember, this is just one value point of a strategic social media program.  Who ever is doing your RV advertising  should be aware this additional value:

  •  Twitter Impressions
  • SEO Rankings
  • Pubic Relations
  • Word of Mouth
  • Media Connections
  • Re Posts
  • Re Tweets

 What is the overall value of a strong social program? 

Let me know what you think and I’ll tell you what I think.

 But lets just say the advertising value of social media should be very easy to justify!

 This is one opportunity you just shouldn’t miss!