To increase the value of Go RVing advertising leads to the industry and help manufacturers, dealers and park operators generate more sales in tough economic times, the Go RVing Coalition has developed a new leads prioritization system.
The new “Leads-Plus” program, to be launched in 2011, will deliver more highly qualified leads categorized by RV purchase likelihood, which should help dealers, campgrounds and manufacturers follow up more efficiently and effectively on leads generated by the marketing program’s varied advertising placements, according to release from the Recreation Vehicle Industry Association (RVIA), which administers the marketing program for the pan-industry coalition.
An extensive study of nearly 6,000 consumers who contacted Go RVing for information between 2007 and 2009 provides scientific data showing what the most influential primary predictors are in turning an information-seeker into an RV owner.
The study revealed that one of every five Go RVing lead prospects purchased a new or used RV after becoming a lead, and that Go RVing leads purchase a higher percentage of new units than the general RV-buying population studied by the University of Michigan.
In short, the study indicates, those who contact Go RVing are highly engaged in the RV buying process.
Armed with this data, the Go RVing Coalition created a mathematical leads prioritization model to process all leads generated by next year’s national advertising campaign.
Beginning in 2011, all leads will be run through a computer program that looks at the profiling factors for each individual contacting Go RVing and then prioritizes the resulting leads into four groupings: those who are Highly Likely to Purchase, Likely, Moderately Likely and Interested in purchasing.
This Leads-Plus prioritization system will be based on the consumer’s answers to demographic and lifestyle questions asked by Go RVing at the time they become a lead, plus additional data collected from Equifax, shown to be influential in predicting purchases.
The new Leads-Plus segmentation program was designed to help the industry – dealers, manufacturers, suppliers, clubs, campgrounds, show promoters and others – better work the leads and match the right product or experience to the prospect’s needs.
“The research conducted to create the new Go RVing Leads-Plus Program shows that the campaign has been delivering high-quality leads,” said Bruce McDoniel, director of analytics with Richards Analytic, who headed up the research project. “Perhaps one of the most important findings of this study is the positive impact that follow-up contact by an industry third party has on the purchase rate. This shows the importance of signing up to receive the leads and working them,”
“This program is a huge advance,” said Jim Shields of Pan Pacific RV Centers, Inc. “Dealers wanted to know just how qualified the Go RVing leads were, especially at a time when staff and resources are limited. Now every penny can be well spent by dealers in converting the Go RVing leads into RV sales.”
“The ability to sort and prioritize the leads is a major step forward for the program,” said Chad Reece, director of marketing for Winnebago Industries Inc. and a member of the Go RVing Coalition. “This will help the entire industry.”
To learn more about the new Leads-Plus program, a free informational seminar (with full breakfast) will be held on Wednesday, Dec. 1, in conference room C105 at the 48th Annual National RV Trade Show in Louisville, Ky., with breakfast at 7 a.m. and the workshop from 7:30 to 9 a.m.
For general info about the Go RVing industry tie-in program, contact Margie Spence, advertising manager at (703) 620-6003 ext. 357 or firstname.lastname@example.org.
The Go RVing Coalition, formed in 1994 and consisting of RV manufacturers, component suppliers, dealers and campground operators, works to provide the public and media with pertinent information about the benefits of RV travel. For more information, visit GoRVing.com or contact Christine Morrison, senior director of marketing communications for RVIA at email@example.com or (703) 620-6003, ext. 344, or Karen Redfern, director of marketing for RVIA, at firstname.lastname@example.org or the same phone number, ext. 347.