Salesmanship

SILLY SEASON:

Show up, Show off, Show what?

Bob Zagami

The first time I heard "Silly Season" it was in reference to a particular time of the year in NASCAR Winston Cup racing. It's that time of the year when drivers go looking for new rides and owners go looking for new drivers. Some become lame-duck drivers just wanting to finish the season and others get a sense of urgency about their future once they realize they have been fired or told that their contract will not be renewed.

Each year, Silly Season gets talked about earlier in the season. So much so, that now there doesn't seem to be a Silly Season because something is always happening in the driver/owner ranks of this sport.

You can almost relate it to the RV industry and the continued confusion over new model year introductions and the proliferation of consumer-oriented shows at all times of the year.

Just about this same time last year I wrote an article that was titled: Show Off, or Turn Off? We didn't get much feedback at the time the article was printed. However, during this show season in New England I had quite a few conversations with dealers and one show promoter about that article.

The show promoter jokingly questioned whether or not he should give me a press pass given the nature of the article and my argument to cut down the number of shows. He could have commented last year and chose to remain silent.

Many of the dealers I spoke with at the shows this year agreed with my position: There are just too many shows -- especially in New England. These same dealers could have commented last year, but they also chose to remain silent.

Therefore I will challenge you all once again and write some thoughts about what I will now call the RV industry Silly Season.

Can the RV Industry continue to do "business as usual" every year? Most people agree that some changes should be made, but nobody is stepping up to the plate or taking a leadership position to drive the changes required to meet marketing challenges.

Are you going to continue to "sign up" for all the local shows just because that is the way you have always done it? Just because all your competitors do it?

Are you going to continue to "show up" for all the local shows and conduct your business at the shows the very same way you have done it for the past ten or fifteen years?

Are you going to continue to display a few of last year's leftovers and a bunch of the new year introductions and post signs showing pictures or listing your previously-owned inventory back at the lot?

Are you going to continue to show up and show off despite decreasing attendance at some shows?

Are you going to continue to allow show promoters to have split venues that take prospects and customers away from the building you are exhibiting in and forcing you to make the costly decision of actually having displays in more than one location?

Are you going to participate in shows that have everything from a $3,000 pop-up to a $600,000+ luxury motor coach?

I don't know of any other industry that continues to showcase such a broad range of product to such a diverse group of prospects.

You won't see a 3/4" drill at a building construction show that highlights large earth moving equipment.

You won't see microwave popcorn being demonstrated at a show dedicated to restaurant chefs.

And you won't see a two-door S-10 short bed pickup being demonstrated at a truck show for fleet owners and independent truckers.

But the RV Industry doesn't seem to want to change.

I have a feeling that there were a lot more prospects for the $3,000 pop-up then there are for the $600,000+ motor coach that I saw at the Boston show this year.

I'm still wondering how much business Foretravel of Tennessee thought they were going to generate at the Rhode Island Show when they brought in a $485,000 luxury unit. Don't get me wrong, it was a beautiful motor coach ... but let's be realistic here -- just how many of the attendees do you think came in there looking for a top-of-the-line luxury motor coach? And how many of them would buy from an out-of-state dealer that they know nothing about?

I think most people shopping the high-end of our industry gave up on local RV shows a long time ago.

Many of the dealers openly questioned why they should continue to support the Hartford show that uses two locations and shuttle buses to transport attendees between the exhibit halls. Most dealers admit that once they leave the hall, you've lost them. Even when they return to the original starting point, they simply get in their vehicle and go home -- they don't go back into the hall to compare what they just saw at the second location.

The New Hampshire show also used two locations and shuttle bus service. This show only had three motorhomes displayed and in most cases the dealerships sent in their "B" sales team and low-end products. Southern New Hampshire is growing fast and has done an incredible job of attracting new Internet-related businesses, well paying jobs, and more families opting for a slower pace than the big cities provide -- but the dealers show up with low-end trailers and assume it's business as usual in New Hampshire.

The Worcester, MA show continues to be small and insignificant -- perhaps a local newspaper isn't the most appropriate choice for sponsorship of an RV show! The Marlboro (MA) show wasn't much better with a small venue and one dealer dominating almost half the show. Why did the other guys bother to show up?

On the other hand the Springfield, MA show continues to grow and although located in three buildings -- they are all on the same lot and connected with covered walkways to make sure that attendees visit all exhibitors. This show almost had as many units as the Boston show this year and continues to provide good show promotion and seems to provide a good return on investment for the dealers.

Shows are expensive and somehow you have to pass that cost on to your customers.

I don't think New England is that unique and would guess that similar problems exist elsewhere in the country.

Prospects and customers are increasingly turning to the Internet to do their initial investigation of products they choose to buy.

How many dealers have truly changed their marketing philosophy in light of the rapidly changing web-based technologies and marketing opportunities?

How many dealers have actually sat down with their local competitors to discuss the show problems they openly discuss with the trade press?

One thing is certain -- nothing is going to change until the dealers decide to change it. Dealers bring the product to market and they should dictate market conditions, not show promoters.

Here are a couple of off-the-wall thoughts that might stimulate your thinking and provoke some responses this year.

Why not have one big show, per state, per year? If all the dealers got together and said they were only going to do one show, and selected what show that would be, then they could significantly reduce their show costs and time away from the lot.

Why not have one "towable" show and a completely separate "motorized" show? Somebody truly on the fence for product selection would go to both shows. However, my guess is that most prospects pre-qualify themselves long before they go to an RV show and know exactly what kind of unit they want and how much money they have to invest in the RV lifestyle.

Why not divert some of your show dollars into a more professional web presence that will bring new prospects and experienced RVers to your dealership.

Why not invest more dollars in local lot promotions that will continue to bring a steady stream of prospects and customers back to your dealership to build brand awareness and customer loyalty.

Why not boycott shows with multiple locations in two distinctly different locations that require shuttle bus service? If you are going to make your prospects travel, then they may as well go directly to your lot.

Why not invest more marketing dollars in radio, television, direct mail, lot promotions, web-oriented advertising, newspapers, local business journals, and off-site (within your franchise marketing area) dedicated dealer shows for only your dealership?

I'm not against shows -- they are an important part of the RV industry. However, next time you decide to Show Up, Show Off and Show What -- you should demand some changes or; don't show up, don't show off, and don't show anything.

Oh yes -- the reason we write is to create a dialog. If you don't agree with our position, then you have every opportunity to call, write or e-mail your side of the story and we'll provide you the space to make your arguments just as I have made mine here.

Good luck and good selling.

RVN