Go RVing unveiled the details of the Leads-Plus segmentation and prioritization system at the 48th Annual National RV Trade Show on Dec. 1 to a full house of RV dealers, RV state association executives, aftermarket suppliers and manufacturers interested in utilizing the enhanced leads for their own marketing initiatives, according to a news release.
The Leads-Plus program is a mathematical leads prioritization model developed specifically for Go RVing. Beginning in 2011, all consumer leads will be run through a computer program that looks at custom profiling factors for each individual who contacts 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 new data confidentially collected from Equifax, shown to be the most influential in predicting a purchase. These unpublished classification factors will include the consumer’s average retail purchase size, assets, net worth, stated RV purchase intentions and permission to call by phone.
In opening the seminar, Christine Morrison, senior director of marketing communications for the Recreation Vehicle Industry Association (RVIA), told the standing-room-only audience, “By developing this segmentation system, we’ve already sifted the sand for you. We’ve studied the Go RVing leads that have made a purchase, analyzed the characteristics they share, and come up with a predictive model to help you find paydirt.”
The new Leads-Plus segmentation program was designed to help the industry – dealers, manufacturers, suppliers, clubs, campgrounds, show promoters and others – to better work the leads and to match the right product or experience to the prospect’s needs.
“The purpose of the Leads-Plus Program is to make your sales and marketing more targeted and effective by enabling you to identify the most promising leads for your business in order to pursue them in the most cost-efficient way,” said Bruce McDoniel, director of analytics with Richards Analytic, who headed up the research and modeling project.
For general information about enrolling in the Go RVing industry tie-in program, including the new leads-plus feature, contact Margie Spence, advertising manager at (703) 620-6003 ext. 357 or firstname.lastname@example.org.