Top

Go RVing AWAY Campaign Heads into 3rd Year

February 26, 2014 by · Leave a Comment 

Editor’s Note: The following article appeared in the Winter 2014 edition of RVIA Today detailing initiatives and plans for the Go RVing “Away” campaign in the coming year.

On the heels of two successful years, Go RVing’s “AWAY” national advertising effort is back for a third campaign.

Expanding the proven mix of integrated advertising in the nation’s top television, print, digital and social media outlets, the campaign utilizes emotion-evoking messages and images designed to resonate with the target markets and continue to propel the demand for RVs forward.

The $13 million 2014 media budget is highlighted by the campaign’s first-ever tie-in with a live music festival – Live Nation’s Jamboree in the Hills, known as the “Super Bowl of Country Music.” The 38th annual festival in Morristown, Ohio, will attract 100,000 attendees and feature country music notables including Keith Urban, Tim McGraw, Little Big Town, Montgomery Gentry, Darius Rucker and Diamond Rio. With most attendees camping on the festival grounds for the four days, two custom vignettes featuring headliners and Go RVing-provided RVs will be part of the sponsorship package. Those vignettes will air on CMT.

Product integrations continue to be an important element in Go RVing efforts and will include a spring RV sweepstakes with the Outdoor Channel and consumer events with Garden & Gun and Country Living where consumers will be able tour RVs for a hands-on experience.

Last summer, Go RVing produced 30- and 60-second “Victory” TV spots depicting family tailgating traditions that were the centerpieces of widely successful college football/tailgating initiatives that extended the campaign’s reach well into the fall. That effort will be expanded and repeated in the fall of 2014 with ESPN, Sports Illustrated and CBS Sports.

With race fans being another target market whose interests easily align with RVing, Go RVing will air TV spots on the JumboTron at the main entrance of the Indianapolis Motor Speedway for the 2014 Indianapolis 500 where over 1 million people will see the ads over the three day event.

Go RVing’s television portion of the media buy includes a partnership with Destination America, a Discovery network, to air custom profiles of real RVers. With its focus on exploring the place, people and stories of the United States, it offers a great fit for the emotionally-driven messages of Go RVing’s television commercials. Throughout the year, Go RVing spots and custom-produced programming will also be seen on FS1, National Geographic, National Geographic Wild, the Outdoor Channel and CMT.

The broadcast plan also includes direct response advertising on many other popular networks from January through December. All of these outlets have a solid record of running Go RVing spots at optimum times of day and delivering strong lead response.

Digital media advertising is constantly evolving and remains a centerpiece of Go RVing’s effort. In addition to banner ads appearing on top websites and search engines, this year Go RVing will launch ads that are tailored to individuals through native advertising.

Native ads allow advertisers to bring a custom message to online viewers through a variety of mediums including video, providing a uniquely individualized experience. Consumers are able to link directly to Go RVing.com through ads that are running on lead-generating sites such as Google, Bing, Yahoo, and Facebook as well as over a dozen popular consumer sites.

The print portion of the 2014 plan includes magazines that offer a strong demographic for the ads and a good editorial environment. Issues featuring Go RVing ads began to appear in January and will continue through September.

Go RVing continues to seek multifaceted partnerships with its advertisers and seven of the print publications are providing added components like custom vignettes, pull & save sponsored booklets, tablet apps and branded websites. As part of the partnership with Woman’s Day, the popular Casserole Queens produced two videos demonstrating casserole recipes to make ahead and bring on an RV vacation.

The “AWAY” campaign will continue to drive consumers to GoRVing.com, where prospects are provided comprehensive information to help guide them through the purchase process and RV travel experience.

Go RVing’s “AWAY” emotion-driven campaign has proven to be very effective since launching in 2012. An Advertising Effectiveness Study conducted last year found that 39% of the core target market (families age 30–49 and empty nesters age 50–64) recalled seeing RV advertising in 2013 and 20% remembered seeing Go RVing ads specifically, up slightly from 18% in 2010.

In examining the likeability of the ads, 75% of core families (up from 64% in 2010), 68% of empty nesters (up from 50%) and 73% of Latinos (up from 57%) viewed the ads favorably. The ads also moved the needle on consumer motivation with 37% of core families and 27% of empty nesters saying they were more likely to consider buying an RV.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

RVIA Schedule in Place for 2014 Annual Meeting

January 15, 2014 by · Leave a Comment 

Park Hyatt Aviara

The Recreation Vehicle Industry Association (RVIA) has scheduled its 2014 Annual Meeting for March 4–7 at the Park Hyatt Aviara in Carlsbad, Calif.

According to a press release, Annual Meeting attendees will have the opportunity to discuss association activities, attend informative seminars and network with business colleagues.

The tentative schedule includes the arrival of Executive Committee and board members on March 4. The following day will be the major day of arrival for Annual Meeting attendees and will also feature the Executive Committee and RVIA board meetings, the First Timers and Welcome receptions, and an Annual Meeting Alumni Dinner.

A seminar session, featuring three presentations, will take place the morning of March 6. RVIA’s Annual Membership Meeting will be held that afternoon and feature reports on association activities from RVIA Chairman Doug Gaeddert and RVIA President Richard Coon. The day concludes with the Chairman’s Reception and Dinner.

Friday is an open day with attendees able to play golf or tour the area.

“The Annual Meeting is the ideal venue for our members to come together and develop the relationships that are so crucial to success,” said RVIA President Richard Coon. “I’ve heard from so many people that attending this event opened their eyes to all the association does on behalf of the industry and influenced them to become more active in the organization.”

The Park Hyatt Aviara is an award-winning property set on 200 acres approximately 40 minutes north the San Diego airport. It offers state-of-the art meeting facilities as well as a wide range of activities and dining options.

For more information about the RVIA Annual Meeting, contact the association’s Meeting department at (703) 620-6003, ext. 305.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

RVIA Pilot Program Aims to Boost Tech Training

November 1, 2013 by · Leave a Comment 

(L-R) Sara Pierce, Connie Acord, Wade Greenwood and RVIA President Richard Coon

The Recreation Vehicle Industry Association (RVIA) has unveiled a one-year pilot program designed to increase the awareness of and participation in industry technician training and certification programs by having field representatives call directly on RV dealerships to educate management and technicians about educational opportunities.

RVIA has hired Wade Greenwood and Connie Acord to serve as RVST in-field representatives. The two began visiting dealerships the week of Oct. 23 after undergoing orientation sessions on industry education programs at RVIA headquarters the week of Oct. 7.

Greenwood, who has experience on the RV manufacturing side handling RV warranty and service issues after working for Forest River Inc. and Skyline Corp., will cover the Pacific Northwest, including Washington, Oregon and Idaho. Acord will focus on the South Central area, including Texas and Louisiana. She has previously worked for Keystone/NTP, Bumper Manufacturing and Valley Industries.

The pair will collect contact information at dealerships, identify the training that each tech has received to date, and work with service managers to determine the technician training needs. Service training will be coordinated with RVIA members with the goal to bring training directly to the dealerships. Research has found that service managers like the RVST training, but sending technicians away for a week at a time is not feasible.

“We are very excited about the potential of this program to invigorate our RV service tech training efforts,” said Bruce Hopkins, RVIA vice president of standards and education. “RV dealerships are busy throughout the year now and can’t afford to send techs away for periods of time for training. New ways have to be found to get this important training to the dealerships, and we think offering training on site is the way to go.”

In addition to the technician pilot program, RVIA is also creating an on-line, controlled access technical library that will be available to participating technicians, invited subject matter experts, and others.

RVIA has hired Sara Pierce to serve as the RVST librarian to specifically find wanted technical information, and, more importantly, to serve as a resource for RVIA supplier and manufacturing members who will be able to manage their own information in this library. She has been working on the structure of the online library, populating it with technical data that RVIA had on file, and contacting member manufacturers and suppliers to gather data and documentation.

Pierce previously worked for the National Sporting Library in Middleburg, Va., and holds a master’s in library and information Studies.

“The overall goal of the library and in-field program is to increase RVST training and certification. RVIA has never tracked training in the past and technicians don’t currently have an available mentor to help them plan and obtain the training they want and need. These programs are designed to resolve these issues,” added Hopkins.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

SI’s Peter King to Offer NFL Insights at ‘Outlook’

November 1, 2013 by · Leave a Comment 

Sports Illustrated's Peter King

Sports Illustrated senior writer Peter King will provide an insider’s view of the NFL and share tales from his three-week RV tour of NFL training camps this summer at the Recreation Vehicle Industry Association’s (RVIA) Outlook 2014: EVERYWHERE, the popular opening breakfast kicking off the National RV Trade Show on Dec. 3 from 7:30-9 a.m. in the Kentucky Exposition Center (KEC) South Wing Ballroom.

Go RVing teamed with Sports Illustrated to provide King with a Jayco Precept Class A motorhome for his Monday Morning Quarterback (MMQB) Training Camp Tour this summer. He and other Sports Illustrated writers and staffers enjoyed a three-week RV odyssey that visited 19 training camp sites. Along the way, King and other writers wrote and blogged about their RV adventures in addition to their normal football reporting on the widely-read MMQB.com site as well as other Sports Illustrated properties.

“John Madden used to say it all the time, and I am merely copycatting him by saying what a beautiful country this is, and I’m lucky over the past weeks to be driving through it instead of flying over it,” King wrote in one column.

King is one of America’s premier pro football writers and his MMQB column on SI.com, which began in 1997, has become a must-read for fans, league insiders and anyone who loves the NFL. The column regularly draws more than 12 million page views, and based on its popularity, Sports Illustrated and King expanded the column this summer to become a stand-alone site.

Hosted by RVIA Chairman Doug Gaeddert, Outlook 2014: EVERYWHERE will offer an overview of the industry’s successes over the past year as well as a look at the industry’s promising future.

RVIA President Richard Coon will share his thoughts on the state of the industry and where it is headed in the year ahead in a presentation titled “Growing Everywhere.”

The industry’s Go RVing and media relations team will deliver “Seen Everywhere,” a multimedia report highlighting the most impactful advertising and public relations achievements in 2013 and previewing what’s in store for 2014. The presentation will feature Go RVing co-Chairmen Bob Wheeler and Tom Stinnett as well as RVIA Public Relations Committee Chairman B.J. Thompson and RVIA Vice President of Public Relations and Advertising James Ashurst.

The Outlook 2014: EVERYWHERE program and breakfast are free for attendees on a first-come, first-served basis. All National RV Trade Show attendees are welcome, and no reservations are necessary. Show registration will be available in the South Wing Lobby C Entrance prior to the event.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

RVIA, Learning Center Relaunch Tech Program

October 28, 2013 by · Leave a Comment 

A new internet platform and updated curriculum to prepare RV technicians for industry certification and recertification is now available, thanks to the joint efforts of the Recreation Vehicle Industry Association (RVIA) and the Mike Molino RV Learning Center.

According to a press release, the new RV Technician Certification Prep program features updated online materials and test preparation resources that reflect the changing needs of the RV industry, which relies on professionally trained and certified technicians to maintain the latest RVs on the road today.

The online program also allows every technician access to individual self-study training and certification preparation for all sections of the RVDA-RVIA RV Certified RV Technician Career Ladder.

The new platform is designed to track, train, and prepare RV technicians at all levels to be able to pass a certification exam or to prepare to be recertified. All content and testing is online and there is no need for other program materials.

“RVIA and RVDA have worked together to develop this new training site for the benefit of all service technicians, dealerships, manufacturers, and suppliers,” said Bruce Hopkins, RVIA vice president of standards and education. “This new platform really enhances the accessibility and convenience for techs readying themselves for certification which is vitally important in today’s RV market where there never seems to be any down time. As we are all aware, a well-functioning technician training effort is a key element in the overall health of the RV industry.”

“Certified technicians are in great demand today and this program is designed to help meet that growing need,” said RVDA President Phil Ingrassia. “Our industry is on the rebound and this improved program will help technicians successfully navigate the path to certification.”

The goal of the RVDA-RVIA technician certification program is to identify professionals who have demonstrated the knowledge and ability to satisfy established, respected standards on RV diagnostic and repair procedures. Technicians must pass a rigorous testing process designed to measure technical competency and recognize those who meet or exceed industry standards.

To register for RV Tech Cert Prep Courses and industry certification, visit www.rvtechnician.com.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

RVIA Schedules Agenda for ’14 Annual Meeting

October 21, 2013 by · Leave a Comment 

Park Hyatt Aviara

The Recreation Vehicle Industry Association (RVIA) has scheduled its 2014 Annual Meeting for March 4 – 7, 2014, at the Park Hyatt Aviara in Carlsbad, Calif.

According to a press release, Annual Meeting attendees will have the opportunity to discuss association activities, attend informative seminars and network with business colleagues.

The tentative schedule includes the arrival of Executive Committee and board members on March 4. The following day will be the major day of arrival for Annual Meeting attendees and will also feature the Executive Committee and RVIA board meetings, the First Timers and Welcome receptions, and an Annual Meeting Alumni Dinner.

A seminar session, featuring three presentations, will take place the morning of March 6. RVIA’s Annual Membership Meeting will be held that afternoon and feature reports on association activities from RVIA Chairman Doug Gaeddert and RVIA President Richard Coon. The day concludes with the Chairman’s Reception and Dinner.

Friday is an open day with attendees able to play golf or tour the area.

“The Annual Meeting is the ideal venue for our members to come together and develop the relationships that are so crucial to success,” said RVIA President Richard Coon. “I’ve heard from so many people that attending this event opened their eyes to all the association does on behalf of the industry and influenced them to become more active in the organization.”

The Park Hyatt Aviara is an award-winning property set on 200 acres approximately 40 minutes north the San Diego airport. It offers state-of-the art meeting facilities as well as a wide range of activities and dining options.

For more information about the RVIA Annual Meeting, contact the association’s Meeting department at (703) 620-6003, ext. 305.

 

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

California Moves to Resolve Fifth-Wheel Length

October 10, 2013 by · 2 Comments 

California Gov. Jerry Brown has signed into law legislation backed by the Recreation Vehicle Industry Association (RVIA) that “brings clarity to the state vehicle code and will allow longer fifth-wheel travel trailers in the state,” according to a press release.

RVIA, working closely with the California Department of Motor Vehicles (DMV), the California Highway Patrol (CHP), and the RV Dealers Association of California, was able to get legislation enacted that permits fifth-wheel trailers to be up to 48 feet in overall length, provided the kingpin to rear axle length is 40 feet or less for a fifth-wheel with two or more axles. If there is only one axle, the kingpin to axle length may not exceed 38 feet.

The legislation clarifies an ambiguity in the law that arose in late 2012 by instituting a uniform process to measure fifth-wheels. The issue surfaced last October when the California DMV issued a “Vehicle Industry News” bulletin to its field offices instructing that a registration application form for a fifth-wheel trailer must include its length and width in inches, and that any unit exceeding 40 feet in length from the “foremost point of the trailer hitch to the rear extremity of the trailer body” would not be considered a vehicle.

At that time there was no measurement standard for fifth-wheel trailers included in any California statute or regulation, and the new DMV enforcement position created problems for the RV industry because models in excess of 40 feet – measured according to the method in the DMV bulletin – could no longer be titled or registered as a vehicle with DMV.

As part of the new law, a manufacturer of a fifth-wheel trailer of any size must include in the delivery documents to the dealer the information necessary to register that fifth-wheel travel trailer, including the vehicle’s overall length and a declaration that the vehicle is in compliance with the kingpin to rear axle length provision. An RV dealer would have the right to refuse acceptance of the trailer if this information is not provided.

“Officially, the law takes effect on January 1, 2014,” said Director of Government Affairs Mike Ochs, who led the effort for RVIA. “However, since we worked closely with DMV and CHP in crafting this bill, it is not likely that a DMV field office will refuse to register or title a fifth wheel that falls within the new length requirements prior to the effective date.”

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

RVIA to Conduct Webinar on New NHTSA Regs

October 10, 2013 by · Leave a Comment 

The Recreation Vehicle Industry Association (RVIA) will be holding a webinar on Oct. 17 outlining “Early Warning Reporting and Recall Reporting Rulemaking Changes and Requirements” regarding the National Highway Traffic Safety Administion’s (NHTSA) Final Rule of Aug. 20, 2013.

According to a press release, the changes are of importance to RV manufacturers, suppliers and anyone with compliance responsibilities. It will outline how the reporting and rulemaking changes and requirements of NHTSA affect products made within the industry.

Presented by Richard Boyd, a former NHTSA division chief, and RV industry consultant Von Lindsey, the webinar will cover an early warning reporting history, current requirements and rulemaking changes; Part 573, Defect or Non-Compliance Reporting and Part 577, Owner Notification Letters.

The cost for attending will be $149 per terminal site, and registration is available on a first-come, first-served basis. To register, forward the registration form (found at http://www.rvia.org/?ESID=UpcmgMtgsSmnrs) to Gatie Gore at ggore@rvia.org or fax to (703) 620-5071.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

Calif. RV Show to Feature ‘Rock My RV’ Vehicles

October 3, 2013 by · Leave a Comment 

"Scum Scouts," a used Coachmen motorhome revamped on "Rock My RV With Brett Michaels"

Fueled perhaps by the ongoing resurgence of the RV market, viewers of the popular reality television show “Rock My RV With Brett Michaels” tune in weekly to watch as used recreational vehicles are updated in with unique interiors and wild exterior designs.

At the upcoming 61st Annual California RV Show, hosted by the Recreation Vehicle Industry Association and held Oct. 11-20 at the Fairplex in Pomona, Calif., followers of the Travel Channel series can view several of these creations in person.

As noted in a release, all of the RVs featured in the show had to be unique in several ways. First they had to be older than 10 years and still being used by the owners. Secondly, the RV owners had personal stories related to how they use their RV for vacations, traveling or to live in most of the time. Finally, each owner had to allow Bret Michaels and his team of engineers and designers to scrap the interiors and start from an empty shell.

Among the RVs redesigned by Michaels and his crew:

• Dan Caldwell’s Tapout. The RV has a gatling gun mounted on the roof — but instead of bullets, it shoots out t-shirts. A one-of-a-kind spiral stairway allows the owner to get to the top of the RV.

• Gypsy, owned by photographer Meeno Peluce, which features a rear slideout built to give the motorhome an unusual bed that looks like a gypsy’s caravan. The exterior graphics also reflect the gypsy theme.

• The Scum Scouts RV, a Coachman model owned by Tracy and Juanita Mendonsa that was a special dedication to their son, Zach, who passed away. His drawing of a Scum Scout was used as the exterior graphics while the interior incorporates all the bright colors in Zach’s design.

The West Coast’s largest RV show, the California RV Show will feature more than 1,000 RVs on display plus entertainment, food and educational seminars. Show hours are 10 a.m. to 6 p.m., Sun. – Thurs. and 10 a.m. to 7 p.m., Fri. and Sat. Adult admission is $10; kids 17 and under are free. For more information, call (818) 248-6600.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

Go RVing Eclipses 200,000 Facebook Followers

October 3, 2013 by · Leave a Comment 

As increasing numbers of RV enthusiasts gravitate to social media, Go RVing finds itself in rarified company.

In June, Go RVing announced that its Facebook page had reached 100,000 followers — putting the page in an elite group of brand pages who achieved that large a following. Facebook reports only 1% of all its brand-affiliated pages reach that status.

Just three months later, Go RVing has doubled its following to over 207,000.

The biggest boost in the organic growth of the fan base is attributed to the sharing of the daily posts which average more than 300 shares per week — meaning current Go RVing followers are enjoying the posts and choosing to repost them on their walls for their friends to see.

Additionally, the current #RVTailgateSweeps has proven popular and has contributed an estimated 5,000 new followers since the partnership with Sports Illustrated and coordinating sweepstakes launched at the end of August. The sweepstakes entry form is available through an app on the Go RVing Facebook page.

“As more and more consumers opt to consume their media via digital platforms, Go RVing continues to up our game in terms of producing compelling content that consumers can both access as well as share. With this kind of growth, that recipe is clearly working,” said James Ashurst, RVIA’s vice president of advertising and public relations. “With many of Go RVing’s Facebook posts also linking to our Instagram, Pinterest and Twitter properties, the viral nature of digital marketing is putting Go RVing’s message in front of more consumers and potential buyers.”

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]

« Previous PageNext Page »

Bottom