AGI En Route to Becoming ‘Web-Centric’ Firm
Affinity Group Inc. (AGI), the nation’s largest provider of outdoor recreation clubs, services, media and events, announced today (Sept. 16) that the results of major Internet efforts it has undertaken have exceeded expectations.
“We’ve implemented a number of online initiatives over the last 18 months with the mission to become an online-centric company, and the results are far surpassing our expectations,” said Mike Schneider, president and CEO of Affinity, headquartered in Ventura, Calif. “This direction will enhance our extensive line-up of well-established publications, such as 70-year-old Trailer Life magazine, that have enjoyed a great following in communicating to RV enthusiasts nationwide.”
The Good Sam Club (www.goodsamclub.com), a division of Affinity and the world’s largest recreational vehicle owners’ organization with nearly 1 million members, reports that online member acquisition is up 32% and is climbing. Online renewals have also increased by 64% over the previous year.
Affinity’s Ventures group, which includes its road service, warranty and RV insurance units, is showing great online strength as well. Online sales for all three are up over previous years, with RV insurance sales leading the way with a 104% increase.
Helping to bolster these online efforts, Affinity has retained the services of an international business consulting firm to help drive the company’s aggressive efforts in becoming online-centric.
Another major initiative for Affinity is a new Web Content Management System. Affinity has chosen a state-of-the-art system from Ektron Inc. of Nashua, N.H. All of the company’s 54 websites are scheduled to be converted to the new system, with redesigned websites for each planned in the upcoming months.
The first website to go online under the new system is MotorHomeMagazine.com, which is expected go live within 30 days with new interactive, social media features and functions to engage MotorHome’s audience.
Community efforts are strong as well, with Facebook fan pages for the Good Sam Club, MotorHome, Trailer Life, Woodall’s, Camping Life and others gaining thousands of fans and showing increased activity. Earlier this year, the number of fans of the Good Sam Club Facebook page (www.facebook.com/TheGoodSamClub) surpassed 10,000 and it continues to grow each month.
Also this year, Affinity introduced apps in Apple’s iTunes store for MotorHome, Trailer Life and Camping World magazines; its RV Buyers Guide; and will soon release apps for additional titles.
“We’re obviously very excited about the success these online efforts are having and the direction we’re headed as a company,” said Schneider. “We expect to see even further growth with these efforts in the months and years ahead as we continue our goal of becoming an online-centric company.”
AGI is the parent company of RVBUSINESS.com.