Salesmanship |
Change your marketing focus ... By: Bob Zagami
Just how big is the market for new trailers and motorhomes? Probably a lot larger than most of you would expect. I make that statement from my own personal experiences of learning how few people really understand the variety of recreational vehicles that are manufactured, and the many ways that people use RVs in business, family vacations, touring, and retirement. I read many RV industry trade publications and consumer magazines ... they are filled with full-page color advertisements month in and month out, sending the message out to an audience that already believes in the RV lifestyle. Now I am not advocating that everyone stops their advertising campaigns, but perhaps they should take some of that money and put it into publications or events that are "different" from the traditional methods employed by most companies in the RV industry. The market expansion programs are a giant step in the right direction and will certainly be expanded if the industry continues to support these much needed efforts. Dealers must also get creative about their own marketing programs. When was the last time you did something that was truly "different" in the area of marketing, shows or public relations? Let's take a look at some different options that you may consider expanding your exposure in your local area, some may work some may not, but one thing is sure ... none of them will work if you don't try them. Large Corporation Employee Associations Most major corporations, banks, insurance companies, educational institutions and medical facilities have an in-house employee association. Traditionally these associations make arrangements with local vendors to offer discounts or special services to the employees. Have your receptionist or customer service representative contact these associations and make arrangements to visit with them to explore how you can introduce their employees to your company and the RV lifestyle. See if they will let you bring two or three units to their location for a lunch-hour showing of various RV units. Set up a program that offers the employees a small discount to do business with your parts, accessories and service operations. Talk to the employee about setting up a camping club among the employees. You will find that many of them have different types of clubs (travel, camera, sports, etc.) based on the preferences of club members. Blacks and Hispanics It is acknowledged and accepted that the RV lifestyle is an excellent way for families to spend quality time together in the great outdoors. If we also believe that, then why do we see so few blacks and Hispanic families in our campgrounds and RV resorts. Let's reach out to these communities and find ways to bring them into the RV world. Go into their neighborhoods and seek out their community leaders. Invite them into your dealership and show them what the RV industry is all about. Ask them how we can introduce these ethnic groups to a lifestyle that will allow them to spend more quality time with their families. If blacks and Hispanics are not enjoying the RV lifestyle, then it is the industry's fault. We must all share in this and find unique ways to include them in advertising programs and promotions that will bring them into your company. Many ethnic groups have their own local newspapers or bulletins that are community focused and may offer inexpensive advertising opportunities. I don't think any company has so much business that they can turn away any potential customers. Blacks and Hispanics represent a tremendous growth opportunity for the entire RV industry and somebody is going to wake up some day and find out how to bring them into the RV lifestyle. Boy Scouts and Girl Scouts Last time I checked there were not too many boy/girl scouts who could drive an RV, never mind buy one. However, their parents can. The very nature of the boy scouts and girl scouts associations is team building, group activities, and achievement awards. Set up a program with your local groups to have some of their badge earning programs conducted in cooperation with your dealership. Establish a special day when you invite the children and their parents to your dealership for a special camping program. Conduct seminars or programs that are in concert with the local group's current activities. Arrange for tours of various models on your lotand teach them how RVs work. You could also set up a special Girl Scout "cookie day" at your dealership. Everyone loves Girl Scout cookies and very few of us can say no when they come knocking at our door. Many troops sell excess inventory at the local supermarket parking lot. Invite them into your parking lot and advertise it in your local paper. You get special credit for helping the girls out, and you generate more traffic on your lot. Soap Box Derby Contest The Soap Box derby is alive and well. Find out who is responsible for the program in your town and invite them to hold the competition on your lot. Every parent wants to attend so they can see how their child is going to do with this creative and challenging program. Set up a special time before or after the event with refreshments and tours of the RVs on your lot. Hold a seminar while you have them all there to introduce them to the RV lifestyle. Shopping Malls and Shopping Mall Parking Lots I first saw this when a dealer from Western Massachusetts brought about twenty units to a shopping mall parking lot in Central Massachusetts in an area that did not have any RV dealers. Everyone showing up at the mall that weekend was amazed to see a whole section roped off for this display. One creative dealer and he had the show all to himself. Talk to the shopping mall management office and see what arrangements you can make to have a dedicated display of RVs either inside or outside the mall. Inside is better because you get a chance to see everyone versus hoping that they find the outdoor display while trying to find a parking space. Everyone goes to the mall ... so take your units to the mall. Set up your own RV show and invite local camping groups, campgrounds, and manufacturer sponsored travel groups. Merchants want people in the mall. You may be able to get them to help with local advertising or a special promotion for the giveaway of an entry-level pop-up trailer for people who sign up during the show. Local Television Programming Many local television stations produce their own programming on a variety of topics. Your local public television affiliate may work with you on a special camping series. You may be able to get them to do a program on the RV lifestyle. It may be a local 30-minute type program that would feature the RV lifestyle and have the program include sections on camping, family values enjoyed with RVs, and have a review of various RV models in all price ranges. Good ideas and storylines are what makes successful television programs ... be the first RV company in your area to get some free television exposure and hopefully a lot of new customers. Political Clout Many cities, towns and states will establish a proclamation declaring a particular day or week in observance of a special event or industry. If you are participating in industry open house programs then get to your local politicians before your competitors do and find out how to have an RV Week or RV Month proclaimed by your elected officials. Make the announcement in front of city hall or the state house and bring your RVs for the local press to cover the event. Politicians vary rarely say no to their constituents ... use this to your advantage and get some additional free publicity for your dealership. Everyone Loves A Parade When was the last time you saw an RV in a parade? Find out when the next parade is in your town or city and see if you can enter an RV in the event. Put signage on the RV that tells how many people the unit can sleep or how the unit can be rented for the next family vacation. As you can see, none of these ideas are standard fare for the RV industry in most parts of the country. That is exactly the point. Do something different, be creative, get out there and introduce the RV lifestyle to people who don't know anything about it. Find a new audience and you will find a new customer. Good luck and good selling. RVN
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