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.
Affinity Group Inc.’s (AGI) Affinity Events division has added three new RV shows to its roster in 2011 for a total of 25, including management of the RV component of the prestigious Chicago Boat and RV Show Jan. 12-16 at McCormack Place.
”The RV side of that show has really gone down hill,” said Tom Gaither, AGI Events senior vice president. ”We are taking over the RV pavilion side of the Chicago show, which is a new venue for us. They realize we can make a difference.”
Other new shows include the South Carolina RV and Camping Show March 11-13 at the Greenville Convention Center and the New Mexico RV and Travel Show March 24-27 at the Albuquerque Convention Center. Both shows previously had been organized by local dealers.
In 2010, more than 225,000 consumers attended AGI’s 22 RV shows which spanned the nation from coast to coast.
”We had a 24% increase in attendance at all of our shows last year,” said Gaither, a manufacturers’ rep for 15 years for Fleetwood Enterprises Inc., Pilgrim Inc. and Georgie Boy Manufacturing Inc. ”During the recession as customers went shopping on dealers’ lots, they saw a lot fewer floorplans. At our shows, people can look at all the RVs under one tent so they can compare.”
Gaither predicted that with RV sales on the rise coming out of the recession, show attendance in 2011 will be up across the board. ”I think dealers are finding pretty good leads at these shows — sometimes more than they will see on their lots all year,” he said.
The largest shows are the January Chicago Boat and RV Show, which draws in excess of 35,000 people, the Minneapolis/St. Paul RV, Vacation and Camping Show that brings in some 25,000 attendees and two Denver shows, the Colorado RV Adventure Travel Show in January and the Colorado RV, Sports, Boat and Travel Show, where attendance is in excess of 20,000.
Special programs are available for dealers, including posting RVs in a ”Screamin’ Deals” section on the website set up for each individual show. ”As consumers walk around the show site, they can look for the ‘Screamin’ Deals,” Gaither said.
And dealers participating in shows also can post 30 RVs for free on AGI’s rvsearch.com website for up to 30 days. ”I tell dealers to do it after the show so that they can carry the momentum over,” Gaither said. ”It’s another incentive to help the dealers sell.”
Primarily, AGI shows are staged almost weekly — sometimes more than one each week — between January and early April, and then kick in again in August through October at a somewhat reduced pace.
”The shows are mostly divided between spring and fall,” Gaither said. ”We do the shoulder seasons so that dealers can get a boost. We typically don’t do shows in the summer because dealers usually are busy with their lot traffic. The spring shows set up the summer season and the fall shows help dealers clean out inventory to help them get ready for spring.”
Two types of consumers attend AGI shows, Gaither said. ” There are people looking for RVs and people who have RVs who are looking for things to do with them,” he said.
For consumers buying RVs during a show, Affinity Events awards an ”RV Getaway Gift Package” valued at $500 that includes a one-year membership in AGI’s Good Sam Club along with a six-month membership in the Good Sam Club Emergency Road Service; a dry-camping site at AGI’s ”The Rally;” a one-year membership in Camp Club USA; a copy of the Trailer Life RV Parks & Campground Directory; and a subscription to Trailer Life or MotorHome magazines.
”It’s a nice starter package for somebody who just bought an RV,” Gaither offered.
Also for consumers attending a show, AGI presents educational seminars and activities that promote the RV lifestyle, including the Ultimate Camp Cooking Show with comedians Mike Faverman and Pat Mac; travel adventurer John Holod; and Dave Solberg, the ”RV Handyman” who advises consumers on what to look for when buying an RV, all of whom appear occasionally.
”We want to get people to want to use an RV,” Gaither said.
Here’s a rundown of AGI’s 2011 RV show lineup:
- Jan. 7-9 — 22nd Annual North Carolina RV & Camping Show, Greensboro Coliseum, Greensboro, N.C.
- Jan. 12-15 — 21st Annual Colorado RV Adventure Travel Show, Colorado Convention Center, Denver, Colo.
- Jan. 12-16 — 81st Annual Chicago Boat, RV and Outdoors Show, McCormick Place, Chicago, Ill.
- Jan. 14-16 — 25th Annual Washington Camping RV Expo, Dulles Expo Center, Chantilly, Va.
- Jan. 21-23 — 44th Annual New Jersey RV and Camping Show, New Jersey Convention Center, Edison, N.J.
- Jan. 27-30 — Mid-America RV Show, Bartle Hall, Kansas City, Mo.
- Feb. 10-13 — 44th Annual Minneapolis/St. Paul RV, Vacation & Camping Show, Minneapolis Convention Center, Minneapolis, Minn.
- Feb 11-13 — 26th Annual Richmond Camping RV Expo, Richmond Raceway Complex, Richmond, Va.
- Feb. 17-20 — 57th Annual Kansas Sports, Boat & Travel Show, Kansas Coliseum, Wichita, Kan.
- Feb. 18-20 — 22nd Annual Las Vegas Sportsmen’s RV & Travel Show, Cashman Center, Las Vegas, Nev.
- Feb. 25-27 — 21st Annual North Carolina RV & Camping Show, Charlotte Convention Center, Charlotte, N.C.
- Feb. 25-27 — 16th Annual Atlantic City RV & Camping Show, Atlantic City Convention Center, Atlantic City, N.J.
- March 3-6 — 54th Annual Colorado RV, Sports, Boat & Travel Show, National Western Complex, Denver, Colo.
- March 4-6 — 18th Annual Rhode Island RV & Camping Show, Rhode Island Convention Center, Providence, R.I.
- March 11-13 — 7th Annual Virginia RV Show Hampton Roads Convention Center, Hampton, Va.
- March 11-13 — South Carolina RV & Camping Show, Greenville Convention Center, Greenville, S.C.
- March 18-20 — 22nd Annual North Carolina RV & Camping Show, North Carolina State Fairgrounds, Raleigh, N.C.
- March 24-27 — New Mexico RV & Travel Show, Albuquerque Convention Center, Albuquerque, N.M.
- April 7-10 — 6th Annual Pomona RV & Travel Show, Pomona Fairplex, Pomona, Calif.
- Aug. 12-13 — Colorado RV Liquidation Super Sale, INVESCO Field at Mile High, Denver, Colo.
- Aug. 19-21 — 17th Annual Summer Boat & RV Super Sale, Richmond Raceway Complex, Richmond, Va.
- Sept. 9-11 — 10th Annual North Carolina Fall RV Show & Sale, Greensboro Coliseum, Greensboro, N.C.
- Sept. 23-25 — North Carolina Fall RV Show & Sale, The Park, Charlotte, N.C.
- Sept. 30-Oct. 2 — 14th Annual Fall Rhode Island RV Show, Rhode Island Convention Center, Providence, R.I.
- Oct. 28-30 — 18th Annual Fall Atlantic City RV Show, Atlantic City Convention Center, Atlantic City, N.J.
Woodall Publications Corp. announced today (Oct. 14) that the 2011 Woodall’s North American Campground Directory will be combined with the 2011 Camp Club USA Directory in order to provide a comprehensive listing of campgrounds along with essential information on participating Camp Club USA (CCUSA) parks. Further, the new combined directory — which will retain the 2011 Woodall’s North American Campground Directory name — will be complimentary with every Camp Club USA membership.
The new combined directory will offer a wide range of information for CCUSA members, including detailed state and provincial maps showing participating CCUSA locations along with locator maps of all the nearly 1,200 participating Camp Club USA campgrounds, full park listings, and information on how members can access their CCUSA discounts. The directory also contains ratings of more than 8,000 privately owned parks across North America, ensuring RVers find the most enjoyable and appropriate site for their individual travel plans.
With a distribution of more than 300,000 copies, the directory helps RVers make more informed decisions on selecting a campground and also makes participating campgrounds easier to find, research and book. Each CCUSA campground is featured in the directory on both state/provincial maps and individual campground listings.
“Woodall’s North American Campground Directory and the Camp Club USA Directory are both firmly established as two of the most comprehensive resources available for RVers,” said Joe Daquino, senior vice president and publisher, Affinity Media, the parent company for Woodall’s Publications. “By combining them into a simple, single-volume edition, we have made valuable information on campgrounds nationwide even more accessible. And it’s a great benefit for Camp Club USA members as they now essentially receive two directories in one.”
The 2011 Woodall’s North American Campground Directory will be available in early December at bookstores, RV dealers and Camping World stores. To purchase or receive more information on Woodall’s and its publications, call (800) 323-9076 or visit www.woodalls.com.
“RVers spend vast amounts of time in the great outdoors, so it’s only natural that they want to help preserve and improve the environment they enjoy so much,” said Sue Bray, vice president and executive director of the Good Sam Club. “These two initiatives give participants the opportunity to make a real difference for generations of RVers to come.”
More than 9 million people in the U.S. now own RVs. For thousands of RVers, The Rally is the event and vacation destination of the year. RV newbies and veterans alike will gather to share the wildly popular recreation lifestyle through seminars, exhibits, entertainment, games and meetings with industry experts from around the world.
The Rally is an annual event hosted by the Good Sam Club, the world’s largest RV owners’ group with more than 1.5 million member families nationwide, along with Camping World President’s Club, Camp Club USA, Coast to Coast Resorts, Woodall’s and Trailer Life and MotorHomemagazines. All the organizations are either owned by or affiliated with Affinity, the nation’s largest provider of outdoor recreation clubs, services, media and events, headquartered in Ventura, Calif.
RVBusiness magazine and RVBUSINESS.com are also owned by Affinity.
Going Green contest participants are asked to submit an initial outline of their projects by April 10 to Bob Difley at firstname.lastname@example.org, or by mail to “Going Green” ideas contest 2009, 2575 Vista del Mar Drive, Ventura, CA 93001.
Daily admission is $10 for adults, and a second day’s free pass can be obtained at The Rally site; children 12 and under are free. Admission is also free for Albuquerque area Boy Scouts and their immediate families on Sunday, April 19, provided they wear their Boy Scout uniforms. RV sites start at $169 for two people. Additional information and registration can also be found online at www.therally.com.
For more information, visit www.therally.com. To learn more about Brawdy’s adventure, log onto www.brianbrawdy.com or www.wonderexplorebelieve.net.