The 2014 Jamboree in the Hills country music festival starts today (July 17), and the industry’s national Go RVing marketing campaign has a strong presence at the event.
For over 36 years, more than 100,000 fans have flocked annually to the rolling hills of east-central Ohio near the community of Belmont to take part in the popular “Jamboree in the Hills” country music festival.
As part of this year’s July 17–20 event, Go RVing, which is administered by the Recreation Vehicle Industry Association (RVIA) and co-owned by RVIA and the Recreation Vehicle Dealers Association (RVDA), is hosting two separate RV displays containing Forest River Inc. product that festival-goers are invited to tour — a Rockwood Windjammer travel trailer on display near the festival’s concert stage and an XLR Thunderbolt toy hauler set up in the festival’s campground area.
“This is an extension of our larger strategy, and it’s designed to get as much RV product in front of consumers as we can,” James Ashurst, RVIA vice president for communications and marketing, told RVBUSINESS.com.
“We’re a firm believer in ‘nothing sells a product like the product,’” Ashurst continued. “So this is an organic opportunity for people to have their ‘a-ha moment’ where they can walk inside and say ‘This is great! This would be great for our family!’”
The Thunderbolt toy hauler will also provide the backdrop for a “pop-up concert” featuring C&W entertainer Neal McCoy on Sunday morning, the last day of the four-day festival.
“We’re not trying to compete with the RV consumer shows. They do a great job of getting the product in front of the consumer,” Ashurst noted. “But we are trying to increase awareness of RVs to consumers who would be seeing themselves in an RV for the first time, including tent campers, and to current owners looking to upgrade their RVs.”
Ashurst said the Go RVing sponsorship is an example of “experiential marketing,” bringing consumers into direct contact with the products and themes that Go RVing is promoting, and RVIA plans on similar promotions in the future, including a second round of tailgating events this fall at 10 NCAA stadiums in conjunction with Sports Illustrated.
Go RVing is also sponsoring a Jamboree in the Hills online sweepstakes providing a grand prize of an RV rental and other benefits.
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.