Go RVing has launched the industry’s national advertising and promotion campaign in magazines, search engines, websites and on TV. According to a press release, dealer subscribers to the Go RVing Leads-Plus program will be “reaping the benefits” as the media campaign reaches consumers.
Go RVing Dealer Leads-Plus accounts for subscribers are now active, allowing dealers to receive weekly notifications of leads availability by e-mail. Dealers just log in to retrieve leads while also having the ability to adjust the lead notification timing.
In addition, all Leads-Plus subscribers will be receiving five free reusable window clings to promote the campaign in the dealership and on units. New for 2013, the 18.75-inch by 7-inch clings feature the Go RVing logo in green and are ideal for placement on units’ windows and windshields, or on windows inside or outside the dealership. They adhere with a little water and can be peeled off and used over and over. The window clings will be arriving in dealerships this month.
An extensive study of past leads helped Go RVing identify the primary factors that distinguish information seekers from RV buyers – average retail spending, income-producing assets, net worth and type of RV being considered. The Leads-Plus system is based on consumers’ answers to demographic and lifestyle questions asked by Go RVing at the time they become a lead, plus additional data confidentially collected from Epsilon Data Management (formerly Equifax). Using these findings, Go RVing created a mathematical prioritization model to process all leads generated by the national advertising campaign.
A computer program examines the profiling factors for each individual who contacts Go RVing and places the resulting lead into one of four categories: Highly likely to purchase; likely to purchase; moderately likely; interested in purchasing.
The Leads Database is just one of the marketing tools available to dealers in the industry-only section of GoRVing.com. There, participating dealers can also access photos and logos to use in marketing materials; the latest Go RVing media plan; and research reports detailing consumer attitudes toward travel and perceptions of RVs and RVing.