Harris Research Mined for Purchase Predictors 

In order to help dealers utilize their Go RVing leads more effectively in Phase III, The Richards Group and Harris Interactive have conducted further analysis of the 2001 Go RVing communications planning study. The goal was to identify specific attitudinal "predictors" that indicate whether ad respondents are more or less likely to consider buying an RV and why, and provide insights to dealers on how to follow up more effectively on these leads. 

In many cases, these predictors are emotional clues that, once identified, can help dealers deliver marketing and advertising messages targeted to these newly defined prospects. 

Harris and Richards agree that the absence or presence of children under 18 in the home is the major factor for differentiat- ing among the leads. The predictors that are specific to the two demographic groups indicate that: 

• People with children who want to travel more are almost a third more likely to buy; 
• People with children who believe that owning an RV is more attractive than renting a vacation home or condo are 17% more likely to purchase; 
• People with children who feel RVs are expensive are 20% less likely to buy; 
• Empty nesters who feel that owning an RV would simplify their lives are 27% more likely to buy; 
• Empty nesters who like to camp or enjoy outdoor sports are 20% more likely to purchase; 
• Empty nesters who don't like driving or feel there are too many tasks associated with RV travel are 12% less likely to buy; and 
• Both groups are 25% more likely to consider purchasing if they have rented, or even considered renting an RV. 

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The analysis also shows that prospects with children under 18 at home tend to fall into categories including: the "Wannabes" who dream of taking more trips in an RV; the "Family-Minded" who need to be convinced that their kids would love RVing; the "Practical" who are concerned about storage and parking; and the "Penny-Pinchers" who need to be sold on the affordability of RVing and ease of financing. 

Empty-nester prospects include "Stress Avoiders" who want a simpler life but are concerned about driving and tasks associated with RVing; "Outdoor Lovers" who enjoy outdoor sports; and "Animal Lovers" who place a priority on traveling with pets. 

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To deliver more valuable insights on prospects via the Go RVing leads program, Richards has developed an improved qualification process. Questions will be added to the current telemarketing script to predict an individual's willingness to consider an RV purchase based on the predictors identified in the new research. "This additional qualification and assessment of Go RVing leads will make the new Go RVing dealer tie-in program even more valuable," said Gary LaBella, RVIA's vice president of public relations and advertising.

Award-Winning Director and Photographer to Capture Passions

Two award-winning creative talents have been selected by The Richards Group to capture the essence of RVing passions during the September and October Go RVing ad production shoots in the Pacific Northwest. 

Directing the new television spots is renowned television commercial director Ian MacKenzie. His company boasts a client list that includes Volkswagon, Compaq, Subaru, Citigroup and McDonalds. MacKenzie's work has earned numerous awards including the Cannes Awards, Singapore Creative Circle Award, New York TV Awards, British TV Awards and AWARD in Australia. 

"MacKenzie was a clear choice among some very impressive candidates," said The Richards Group's Glenn Dady. "The diversity of award-winning commercials that he directed told us that he was a director who himself had a 'passion' for excellence." 

Finding a photographer for the print ads who could capture the beauty of varied locations, appeal of the products and the facial expressions that tell of a person's passions resulted in the selection of Bob Mizono. 

Mizono's talents have been recognized by the likes of Nike, Saturn and SAAB, and can be recognized in his photographs of Bill Clinton, Muhammed Ali, Joe Montana and Shaquille O'Neil. His work has won the highest honors in photography and design circles. 

"We are confident Mizono will capture the passions radiating from the faces and actions of the people in our ads, all in settings of incredible beauty reached by RV," said Dady. 

RVIA staff and The Richards Group's team converged on the West Coast along with a fleet of 13 RVs plus tow vehicles to begin shooting the ads on September 3. Depending upon weather, the print and TV ad shoot schedule will run to approximately October 9. 

Location scouts recommended the Pacific Northwest and California because the varied, highly scenic topography there is ideal for various "Pursue Your Passions" activities (e.g., fishing, camping, hiking, beachcombing and tailgating) to be depicted. There will be one side trip to the desert southwest to shoot an RV- focused mountain biking spot and increase the geographic diversity of the campaign. 

The real stars of the shoots are the RVs that were recently selected through a vehicle lottery, offered to all RVIA member manufacturers in early August. The resulting "cast" includes: Alpenlite/Western RV, Carriage, Centurion Vehicles, Chevrolet, Coachmen, Fleetwood, Gulf Stream, Home and Park, Jayco, Lance Camper, Sun Valley and Winnebago. As is customary, logos will be removed to make the ads generic. 

The new print and TV ads will be unveiled at the December 3 Outlook 2003 Breakfast at the Executive West Hotel in Louisville.

2003 Media Plan Will Boost Go RVing Reach 

The $13 million Go RVing advertising buy for 2003, currently being negotiated by The Richards Group's media team, will enable the campaign to reach more of Go RVing's target, more often and over a longer time period than in prior campaigns. Richards projects increased broadcast, national magazine and web advertising will cause leads as well as awareness to rise. 

With media spending rising by roughly $3.5 million in 2003 as a result of RVIA's higher assessments on larger RVs, Go RVing will be adding high-profile network television exposure to the Phase III plan. The new campaign will kick off during the Daytona 500 broadcast on Fox in February, followed by four weeks of exposure during the new ABC "Family Viewing Hour" including popular shows like My Wife and Kids, and on other family-friendly fare such as Wonderful World of Disney. 

Cable advertising will continue to provide staying power during the months of May through September on virtually all net- works that reach Go RVing tar- gets. Examples include productive lead-generators such as Discovery, The Learning Channel, Travel Channel and The Weather Channel, along with promising newcomers like National Geographic TV, TV Land and the TV Guide Channel. Spots will be purchased on FX- NASCAR for 12 weeks and potential opportunities are being explored with ESPN, ESPN 2 and Fox Sports. 

Richards is also in the final stages of negotiations for an aggressive new national print advertising program. For the first time, Go RVing will run ads in special editions of Time and Newsweek, providing extremely high reach along with highly relevant editorial: a special editorial section by 2002 RVIA Journalism Award winner Arthur Frommer in Newsweek, and a special National Parks section in Time. 

Arthur Frommer's Budget Travel, Better Homes & Gardens, Family Fun, Field & Stream, Good Housekeeping, Midwest Living, NASCAR Tailgate Guide, National Geographic Adventure, National Geographic Traveler, Newsweek - Family Edition, Official NASCAR Preview & Press Guide, Outdoor Life, Outside Family Vacations, Parents, Popular Mechanics, Readers Digest, Southern Living, Travel Holiday, Woman's Day and Yankee are also on the plan to reach various target market segments between March and October 2003. 

An entirely new facet of the Phase III media plan upon which Richards has built a strong reputation is national network radio. Plans are to be on the air from March through August 2003 with 60-second spots that may feature a nationally known celebrity voice, depending on cost.