An improvement in Go RVing’s new unit assessments in March is allowing the industry campaign to start earlier with the direct response cable TV and Internet advertising in its limited 2009 budget, according to a news release.
Instead of June, Go RVing direct response cable advertising will now begin in mid-April, providing a boost to kick off the spring RV selling season just as consumers slightly relax their grip on their wallets in response to deep discounting and lower energy prices.
The five most cost-efficient lead-generating networks in Go RVing’s media plan were selected for the April launch. These include The Weather Channel, Travel Channel, Outdoor Channel, History Channel and DIY.
Direct response TV spots cost significantly less because the networks are able to place them wherever time is available within the dayparts selected by Go RVing. More networks will be added over the course of the summer as Go RVing’s income allows. The direct response cable buy will now end in September rather than November 2009.
Internet advertising will now begin May 1 on Google and Yahoo’s search engines and Advertising.com, and end in October rather than November.
“Direct response cable and Internet advertising are effective Go RVing web traffic and lead builders, which should help dealers and campgrounds identify more prospects for this crucial summer travel season,” said Gary LaBella, RVIA vice president and chief marketing officer.
“We need to be in the marketplace with the Go RVing message now, competing for people’s discretionary dollars,” he added. “RVIA’s recent Campfire Canvass survey shows that consumer interest in buying an RV is still strong, so the time is right to motivate buyers to act through our advertising.”
“Because Go RVing new unit assessments were better than originally forecast for March, we had the cash flow to be able to start more ads this spring sooner than originally scheduled – which we believe will help the industry get back on its feet sooner.”