Go RVing reached a major milestone in mid-March when it exceeded 100,000 active followers of its Facebook page. According to a press release, the ever-growing community is a mix of both current and prospective owners who have actively chosen to follow the messaging provided daily by the brand.
Since the page was launched in 2008, the style and content of the daily postings have been remixed to increase engagement with followers. In the past 18 months, the page’s reach has grown dramatically through messaging that regularly resonates with consumers who are decidedly interested in the Go RVing message.
Over the years, numerous analytical sequencers have been created to track the interactions on social media and quantify the organic and viral reach of a brand’s messaging across numerous social media platforms. Go RVing utilizes several different metrics programs to obtain a well-rounded overview of its campaign’s reach, according to the release. In recent weeks, some individual Go RVing posts have been seen by over 168,000 Facebook users through organic and viral sharing.
“Effective use of social media rarely ‘just happens,’” said James Ashurst, RVIA vice president of advertising and public relations, “but when strategically developed and executed, social media can be a powerful and direct link between brands and their intended market.”
He added, “Whether on Facebook, Twitter, or more recently on Instagram and Pinterest, all of Go RVing’s activities are part of an overall digital strategy developed jointly by both our staff and the team at The Richards Group. Everything we do is designed to support and work cohesively with other aspects of our marketing and advertising campaigns each day. Perhaps the greatest advantage of social media is that we can tweak our messaging as we go – we can react in minutes if needed and we can change our content on the fly. Done correctly, social media is one of the most cost-effective ways to maintain a high level of engaged interaction with our audience.”
To recognize the Facebook milestone, Go RVing ran a weeklong “100,000 and Counting Fan Appreciation Giveaway” that attracted just shy of 9,000 entrants for a prize package of RV-camping essentials. The top prize included a $100 debit gift card, Go RVing window decals, koozies, lanyards, glow sticks, and four collapsible campfire roasting forks and the essentials for making s’mores all packed into a heavy galvanized bucket which can be used at the campfire. Several runners-up were also awarded prizes, with each winner being selected randomly by computer.
In addition to all-new creative materials promoting RV ownership at the national level, Go RVing has created new resources for local RV businesses to capitalize on the “AWAY” campaign through the Go RVing Industry Tie-In Program.
According to a press release, the program offers RV dealers, show promoters, campground owners and their agenciesonline access to campaign collateral, tools and consumer leads to use in incorporating the national advertising messages into their local marketing efforts.
Key elements of the program include:
• Go RVing’s Leads-Plus Program – Leads are ranked according to the consumer’s likelihood of purchasing – highly likely, moderately, likely or interested – using a sophisticated mathematical model to analyze confidential credit bureau data.
• Go RVing Image Library – All-new high-resolution images from Go RVing photo shoots of consumers enjoying a variety of RV products are now available for download in the Industry Only section of GoRVing.com. These images are ideal for use in advertising, websites and other promotional materials.
• Go RVing B-Roll – Footage shot during the Go RVing “AWAY” television production shoots will be available in April to download from the GoRVing.com Industry Only section for use in producing local television commercials. The nine-minute video features footage of motorhomes, travel trailers, fifth-wheel travel trailers and truck campers driving along scenic roads. In addition to the new download option, high-definition HDCAM tapes and standard definition BETA tapes of the footage are also available.
• Taggable “AWAY” TV Spots – The three “AWAY” 30-second television spots will also be available to download and tag with company-specific information in the final five seconds of the commercial.
• Go RVing Posters – Participants in the Go RVing Industry Tie-In Program will receive a set of new posters featuring the “AWAY” theme. These are perfect for displaying in a dealership or at special events or shows.
RV dealers interested in learning more or registering for the Go RVing Industry Tie-In program should contact Chuck Boyd at RVDA at (703) 591-7130, ext. 113 or firstname.lastname@example.org. The program cost for dealers is $225. Campground operators should contact ARVC’s Barb Youmans at (303) 681-0401 or email@example.com for registration and pricing information for the program. Other industry members can contact RVIA’s Margie Spence at (703) 620-6003, ext. 357 or firstname.lastname@example.org for more information.