Woodall’s Directory Marks 75th Anniversary
Celebrating its 75th anniversary this year, Woodall Publications Corp. is launching a host of new digital products and services to complement its industry-leading campground directory and website.
“It’s cool to be celebrating 75 years,” said Ann Emerson, vice president and publisher of Woodall Publications Corp. “It’s not only 75 years as a print title – Woodall’s North American Campground Directory – but look at all the digital stuff we’re doing today. The RV lifestyle lends itself to the technology that’s coming out now. It’s all about the digital world.”
“It’s very exciting. There are some incredible statistics out there about how many people own cell phones and are texting. The younger demographic is ripe for the digital channel and we are ready to deliver it,” she said.
For example, Emerson noted that in 2010 Woodalls had 277,000 people visit woodalls.com via mobile devices. In 2009, that might have been around 5,000.
Virtually all Woodalls’ readers have cell phones and 79% own two or more. Average age is 57, average income is $85,000, average nights annually spent in parks is 57. And those campers, on average, spent $1,500 on their last RV trip.
“We had a 33% increase in the number of visitors to our website in 2010,” said Emerson. “We get 15 million page views in a year, twice as much as our nearest competitor gets. That’s why we’re doing the mobile version of our website.”
Emerson and her staff rolled out plans for the 2012 Woodall’s North American Campground Directory and a host of related programs at their annual “rep” conference, a term referring to the teams that travel North America visiting campgrounds on behalf of Woodall’s, which was held Jan. 17-20 at the Flamingo Las Vegas Hotel.
The company officially marked its 75th anniversary at a closing banquet attended by an array of industry leaders.
The 27 rep teams, some of whom began their data collection in the field on Feb. 1, were introduced to a host of new cutting-edge digital programs at the Woodall conference to better serve Woodalls’ “affluent, active and tech-savvy” customers, 54% of whom own web-enabled mobile phones.
Packaging its digital assets – mobile and online – is a focus for Woodall’s, allowing consumers to find RV parks and campgrounds through multiple channels and touch points. Many of the enhancements offered on woodalls.com are also available on the mobile application, often optimized for this emerging channel, explained Emerson.
Woodall’s will roll out its first mobile application this spring, which will be available for the iPhone (including the iPad and iPod Touch). This free app will allow RVers to search for campground listings geographically, by name or by nearby attractions. Some of the campground products and features available on the mobile app include:
- Website Link: A direct link from the application right to your website.
- Digital Photos: Up to five digital photos with one’s Listing Details Page.
- Banner Ad: A mobile version of a listee’s state/provincial banner found on the Search Results Page of the application.
- Front of the Line Exposure: Exclusive Woodall feature that “jumps” your listing to the top of the iPhone Search Results Page in a city of your choice.
- Video – A video of your park, optimized for viewing on the application.
- Digital Spotlights: Your story in your own words.
- Visual Tour: This interactive slideshow is located on the Listing Details Page and “paints the picture” of the camping experience you offer guests.
- The above-mentioned products will also be available on woodalls.com, as well as:
- Digital Web Ads: A digital version of a print ad in the campground directory can be activated from the Search Results and Listing Details Pages.
- Instant Email: Customers can e-mail a campground directly from the Listing Details Page.
- Social Media: Accesses a campground’s Facebook and Twitter links from the Listing Details Page
- Rotating Banners: Rotating State/Provincial Banners found on both the Search Results and at the footer of a campground’s Listing Details Page.
- Blogging Opportunities: Three blog posts to draw readers to a given area.
- E-newsletter Editorial Features: Reach the inbox of Woodalls’ most engaged users by telling a story in your own words. Campgrounds may choose the months.
“We are so excited and our rep teams are excited to go out and talk to our campground customers about this technology and marketing possibilities we can all learn together,” said Emerson.
The traditional print directory will include full-color state and provincial travel maps, GPS coordinates and physical addresses on select listings and “One Tank Trip” ideas, among other helpful information for campers.
A scannable QR (Quick Response) Code placed in a campground’s ad connects RVers from their offline print ad to their online Visual Tour via their mobile phones.
The 2011 edition also marked the first year advertisers were able to incorporate an industry-first, four-color process in the listing section advertisements in the Woodall’s directories. “It’s breathtaking, the colors really pop,” Emerson said. “We know for the 2012 edition there will be even more parks that want to do that.”
The 2012 directory will contain ratings of more than 8,000 privately owned and 6,000 public parks across North America.
Woodall’s is the official directory of the Family Motor Coach Association (FMCA), Family Campers & RVers, Camp Club USA and Camping World President’s Club. The Escapees RV Club and the National Association of RV Parks and Campgrounds (ARVC) are also partners with Woodall’s, while Camping Life is its affiliated family camping magazine.
“We are very optimistic it will be a good year for the industry and for Woodalls,” said Emerson, noting that the deadline for data collection for the 2012 directory is Aug. 31. The directory comes off the presses the week after Thanksgiving.
For information, call (800) 323-9076 or visit www.woodalls.com.
Affinity Group Inc. (AGI) is the parent company of Woodalls and RVBUSINESS.com.