Editorial

  Preparing for the Future

      Don Magary, Editor

 These are exciting times in the RV industry. Doing business nowadays is filled with great opportunities as well as unprecedented challenges. In the past few years we have seen changes take place that have and will dramatically affect how we will do business in the 21st century.

Certainly the potential for growing the market has never been better. The long-awaited first wave of baby boomers is spilling over into the demographic group that has traditionally been the best market for those receptive to adopting the RV lifestyle. As an industry we have taken the initiative to reach out to these new buyers through the Go RVing national advertising campaign.

As we stand at the threshold of this great new era, we also see huge challenges, not the least of which is making sure that our message is received favorably and will prompt a positive response from our new audience -- and more importantly whether or not our products and services will meet the expectations of this new audience. We need to better understand what this new buyer is looking for and how to service those needs.

Another of the challenges is how the Internet is going to affect how business is done in the future. While this technology is still in its infancy as far as marketing potential, it is already having an impact on buying decisions. The impact will grow exponentially as more and more baby boomers contemplate what leisure activities to pursue in their retirement years.

But the Internet is more than a tremendous marketing phenomenon. The Internet offers businesses the opportunity to have instant communications with their customers, and this is especially important in the business-to-business community. Programs that are available today, for example, offer an RV dealer the ability to search his distributor's warehouses for the availability of parts and accessories, then order those items on line. In addition, the programs integrate warranty submissions, inventory reordering, and a variety of other time saving and cost saving programs. And this is only the tip of the iceberg -- the Internet is still defining itself, but it is a fact of life that the Internet will impact each and every business. We need to understand how the Internet works, what its potential is, and how to take advantage of evolving technology.

Especially for dealers, another challenge is the new synergy created by the Affinity Group's acquisition of Camping World. For an RV dealer to compete effectively for aftermarket parts, accessories and service with this new entity he or she is going to need to find better ways to manage and promote these important areas of the dealership.

As we count down to the 21st century and look at the great potential for companies in the RV industry, one thing is abundantly clear. The old way of doing business isn't going to work in the new era. More than any other time in our history, the challenges facing businesses are formidable and only those who prepare today will be around tomorrow to reap the benefits.

So what should we do? Prepare, prepare, prepare. And that means educating yourself. And the time to take action is now. Fortunately, within the next several months the opportunity to begin the process is easily accessible. We are entering the major trade show season. Every company, large and small, should make a decision to attend these national events and take part in the opportunities presented. Even if you have never attended a national trade event, you should start this year. Even if you have never joined a national association, you should start this year. Sign up for seminars, talk to your manufacturers and suppliers about what they are planning, and learn what you need to do to prepare for the future.

The opportunity for success has never been better. And while we all hope to tap into the potential that awaits us, we should never lose sight of the fact that the challenges of doing business are filled with nuances and pitfalls -- maybe more than ever before. We urge you to dedicate yourself to prepare for this exciting future.

  RVN