Are You Encouraging Your Consumers to #OptOutside?

REI has our potential consumers pegged - have you seen their ads? They are awesome. Even if you don’t like to be outside - these ads make you want to strap on some hiking boots and head for the Great Outdoors.

Three years ago - in a particular moment of genius - they rolled out their #OptOutside campaign, where they closed their doors and encouraged both their employees and customers to choose a day outside, instead of one fighting the Black Friday crowds. And to be honest, we can’t think of a campaign that better fits RVers. Now, just because REI came up with this idea doesn’t mean you can’t attempt the same thing - getting some of the great exposure for your dealership with minimal effort.

While you may not be willing to close your doors - even just for the one day - you can easily take to social media to chat with your followers about the #OptOutside campaign and openly encouraging them to hop on the bandwagon. Just doing this will show your followers that you are in tune with popular campaigns and trends, as well as their lifestyle and interests - giving you a level of credibility and relevance, particularly with the millennial audience.

If you want to kick it up a notch - you could encourage your customers to share images with you as they actually opt outside. Again - this is a great way to get some consumer generated content without having to develop a whole campaign from the ground up. You know your followers are out there using their RV - so have them show you how they are using it this holiday season! Last but not least, you could even give away a prize for the best picture depicting what it means to opt outside. This gets a little more complicated because you’ll want to be thorough in developing the rules and regulations for a campaign like this - definitely check in with your legal team - but the engagement you could get from this type of campaign could be huge.

All in all - we just love REI’s campaign because it really feels like the core of our industry. We all want to find more consumers who are turning away from having copious amounts of material things in favor of great experiences outdoors. So whether you want to truly capitalize on this or just help raise awareness for what's already been set in motion, we encourage you to embody the lifestyle you sell - your customers new and old will thank you for it.

The RV Buyer: A Deeper Dive - Brand Loyalty

We all want to think that consumers are loyal. To manufacturers and to us. But the reality is - they aren’t. Not in the RV industry at least. And while you may hope this isn’t true, the statistics don’t lie:

● Overall - only 10% say they are searching for a specific brand or manufacturer
● 82% said that as a first time buyer they were not loyal to a specific manufacturer
● 86% said that as a repeat buyer they were not loyal to a specific manufacturer

So why is that? As you can see from the statistics - brand loyalty doesn’t grow over time. You would think that it would - that only first time buyers would be unsure of which manufacturer they wanted to go with - but despite having a theoretically good experience with one manufacturer - second and third time buyers are also non-committal when it comes to their next unit.

There’s a simple answer.

Consumers’ top priority is getting the amenities they want for a price that fits their budget.

Sure - maybe they like to dream about that high-end unit with amazing floors that look like something out of a museum, has an outdoor TV and a high-end manufacturer name - but the reality is that this amazing unit might be outside of their price range. And because of that - they would rather switch to a different, less expensive manufacturer to get all the things on their wishlist, rather than give something up just for a name on the bumper.

Think about why these buyers are interested in the RV lifestyle to start with - great adventures, more time with family, exploring the outdoors, spending less money on vacations or even house payments. They are interested in getting out there - and they want whatever unit will help them do that comfortably and for a budget they can afford.

This doesn’t mean all hope is lost or your branding efforts are in vain - you just have to be smart about it. Keep these insights in mind when you market these units to consumers. Highlight the lifestyle they are getting when they commit to a particular unit - and in some instances a manufacturer - and make sure it's all about them and not you. This is the ticket to making the sale.

The Future of the RV Industry is Yours for the Taking

I’m not the first person - nor will I be the last - to share with you that the millennial generation, those 18-35 years old, is different than any other generation. They’ve been described as being non-committal, job-hoppers and easily distracted by technology — but they also offer the RV industry a great opportunity to capitalize on their desire for experiences and achieving true work-life balance well before retirement.

The goal for every dealer and OEM is to help them as a first time buyer and earn their loyalty so multiple purchases can be made throughout their lifetime. As a generation raised in the shadow of a recession, making a purchase as large as an RV can at times seem overwhelming. Millennials are often more prone to rental or sharing options rather than purchasing a unit themselves, which is why it is important to offer guidance and options throughout the process. As a dealer for instance, promoting payment options over unit price, developing leasing options, highlighting how your parts and services teams will continue to serve them into ownership and reinforcing that your relationship will continue long after the dotted line is signed. As an OEM, it all comes down to your brands image. These millennial consumers pay attention to brands that align with their values — so think about marketing campaigns that relate to their lifestyle, giving back to the larger community or promoting your brand’s unique value proposition. Focusing your efforts on creating an ongoing, positive brand experience will get you lots of points with the millennial buyer and help position you as a contender when they go to make their first and future purchases.

Even though the millennial generation has it’s “challenges”, they are looking to lead lives in line with the values of the RV industry — family and community focused, adventurous and free to roam. Engaging this generation may take more work on the front end, but they hold more opportunity than any other generation that has come before them.

SEM 101

SEM 101

Search Engine Marketing - or SEM - has become an increasingly popular way to target consumers in your local market. Often referred to as paid search - these campaigns run across all of the major search engines, are incredibly customizable, and should be considered as part of a well-rounded digital marketing strategy.

While Pay-Per-Click campaigns are likely the most well-known type of paid search - there are other varieties that could peek your interest and be a good fit for your dealership. Since this is our 101 guide - we’re going to start by giving you an overview of each type of SEM campaign to help you get a firm understanding of how they work individually and together.

Pay Per Click

The most recognizable type of SEM campaign is a Pay-Per-Click or PPC campaign - you’ve likely seen one of these ads today. When you search for a product or service in Google, for example, PPC ads display at the top and bottom of the search results. They are distinguished from other search results by a small “Ad” icon.

What differentiates Paid Search ads from the other organic search results is that advertisers pay for each click on one of these ads - where you don’t have to pay for a click on an organic search result.

PPC campaigns are built on keywords, ads, and landing pages. Once you’ve identified keywords your customers might use to search for your products - you can bid on these keywords and have your ad displayed when a potential customer searches for one of these terms. You will be able to write custom ads that are relevant to these keywords and choose the webpage that these searchers will land on if they click on the ad.

Display Ads

Display ads are another option when it comes to paid search campaigns. These ads are more traditional banner ads - rather than a designation on a search result - and allow you to target ads to an audience that has been identified as in-market or that show an affinity for certain products or services
that you offer. To give you a real life example - since I am looking to upgrade my HVAC  system and researching that online - I’ve been identified as someone who could be interested in the Nest Thermostat - so now their ads are displaying while I check the weather, even though I've never visited their site.

Remarketing

Remarketing is also powered by banner ads and allows you to target past visitors to your website. Once a potential buyer has left your site - these ads follow them as they browse other sites or do subsequent searches related to your products. I’ve been searching on Amazon - and left that site to check the news on CNN.com – and right there on CNN.com, I see an ad encouraging me to return to Amazon to check out additional products.


And because we always want you to fully understand that value of your partnership with RV Trader - we want to reassure you that we have active campaigns in each of these SEM categories - all with the goal of driving potential buyers to your listings. RV Trader has a strong reputation with search engines and a dedicated team - all with the various certifications to qualify their expertise - focused on constantly improving these results. As we grow and hone our efforts - as a customer, your dealership will also benefit with the major search engines. Rest assured that we are always looking for the latest and most innovative ways to drive connections to you. And that’s just an added perk of being online with us.

The RV Buyer: A Deeper Dive - Communication Expectations

As your partner in this industry - it is our job to provide you with as much insight and educations as possible - and what better thing to focus on than gaining a deeper understanding of your potential buyer? Lucky for you - RV Trader has the ability to run custom surveys to better understand the thoughts and needs of potential buyers - so this will be the first edition of a larger series breaking down some of the insights we’ve learned from these custom polls.* This month we will be focusing on a buyer’s preferences once they’ve contacted you about a particular vehicle.

So - let’s dive in. When it comes to a potential buyer’s contact preferences - they shared that:

• 60% prefer to be contacted via email. 
• 56% would like a response back within the same business day. 
• 48% will wait one day for a response before they move on. 
• 52% will contact another dealer if they don’t hear back in a timely manner.
• Once a dealer contacts them - 55% plan to have the keys within a week. 

While these statistics all have individual implications in terms of how you should interact with a potential buyer - the big takeaway here is that these buyers are motivated. They have done their research, identified the amenities they need, the price they are comfortable with - and you have the unit they want. They are coming to your dealership with their research done and ready to buy.

But - and here is where the rubber meets the road - they aren’t above going to another dealership if your communication strategy isn’t up to snuff. They expect a good experience because this is a big purchase for them - and they want your customer service to reflect that.

Bottom line - these leads are yours to close - and as hard as it can be to get back to consumers quickly, it’s imperative that you do because they are ready to buy and are yours for the taking. 

*Hotjar 2016

Search is King…
...Are You Optimized? 

Search Engine Optimization can seem daunting - but with more than 3.5 billion searches per day on Google alone - it’s an important part of any well rounded digital marketing strategy. To get you started, we’ve compiled 7 helpful tips that will get you started.

1. Never forget that your website is your storefront

Search Engine Optimization begins with your website. It represents your business as a whole and it’s perceived on the worldwide web. The purpose of your website is not only to share your available units - but also rank well within Google’s search results so Internet users can find their dream RV.

A few quick tips:

• 400 words on your homepage at a minimum
• Include all of your dealership addresses, telephone numbers, and cities you serve
• Optimize your metatags: title tags, H1, meta description to emphasize your dealership OEM inventory
• Include a search bar and social sharing plugins to improve your social media marketing efforts

2. Develop a content strategy that focuses on your core business. 

Blogs and news sections are great ways to keep users engaged - especially when you’re providing them with helpful content relating to your product. So, for instance, if your customers are avid travelers - write about popular RV destinations or have them share their favorite trips with you.

Weekly blog entries of around 350-500 words are a great way to get started - but keep in mind that longer articles with relevant details do tend to rank higher in search results. And no matter what - make sure to always tailor your content to your audience: RVing enthusiasts.

Topics may include:

• Local meetups
• RV events
• RV maintenance
• RV reviews

3. Develop your Google My Business page
Google provides a local business page, which is a quick and easy way to put your business prominently within Google’s ever-growing search results. Additionally, these listings ensure your company has the correct information online, making it easier for individuals to find your dealership and view your available inventory.

4. Tell search engines your website sells RVs with schema/rich snippets
Schema mark-up is additional code on your website which not only allows search engines to index the text on the website pages, but also comprehends what they mean. It provides labels to items on the page. This allows you to identify you site as one that sells RVs, rather than a content website which just writes about them.

5. Build up your citations - and no, we are not talking about traffic violations.
Web citations are mentions of your business name on the web and serve to enhance your web authority, reputation - and ultimately, consumer trust. These citations speak volumes to the search engines and will help your website rank better, improving your overall web presence. Taking advantage of Facebook, LinkedIn, local business directories, and Yelp will give you citations and expand your online reputation.

6. Understand where your traffic is coming from
Regularly checking reports to identify your top landing pages, keywords, and referrals driving your traffic can help your business tremendously. Understanding your analytics will give you incomparable insight into how consumers are getting to your website and where they go once they get there.

7. Make sure your site is ready for the mobile revolution
A mobile-friendly website allows users to view your website and inventory no matter what device they prefer. On RV Trader - we have found that 55-60% of all web traffic visits are accessing our site from mobile devices - and we image they are coming to your site the same way. Site speed and design are key factors in keeping your users engaged, allowing them to quickly and easily navigate your website to find their next RV.

By implementing some of these tips and tricks - you’ll be well on your way to an effective SEO strategy, taking away most of the guesswork and inevitably helping your online marketing efforts.

And just so you know - RV Trader spends a lot of time and effort optimizing our listings for search engines - so we’re already doing some the heavy lifting for you. So even if you don’t have an SEO expert in-house, you can rest easy knowing the we’ve got you covered - and motivated, potential buyers will still be finding your inventory through RV Trader.

The Future of Digital Marketing is Not a One-Size-Fits All Strategy

There are so many ways to advertise your dealership in today’s digitally driven marketplace. So, how do you decide what will work best? Should you lead with a social-first strategy, invest all your money in Google Adwords or focus on a tried-and-true traditional media campaign?

And the answer is (albeit potentially expensive), a little bit of everything. A well fleshed out digital marketing strategy is made up of a mixture of these things, simply because consumers have come to expect it. They rely on a variety of resources when searching for an RV — wanting to hear thoughts from friends and family, see what Google reviews have to say and checking out the best pictures of a unit to truly get a feel for a particular unit.

Managing their increased expectations and getting in front of them early and often isn’t something you have to do alone. OEMs have always supported their dealer networks in a variety of ways to drive more sales and grow market share. And now, more than ever, it is critical for OEMs to expose their brand and products to consumers in the digital world. Manufacturer websites have aligned their marketing to better feature their products and educate potential customers on their brands. Social, mobile, and digital media strategies need to synchronize efforts to reach new prospects and continuously engage existing customers.

This is a lot to think about, but the biggest thing to take away is that you should try to put your dealership and the brands you carry in front of the consumer in as many ways as possible. You want them to run across your dealership regularly — so that either consciously or subconsciously, when they are ready to purchase you, and the inventory you carry, is top of mind. So emerse yourself and your brand in the digital marketplace — guaranteeing a consumer knows who you are and what you offer.

In Case You Missed It: July RV Industry News

To help keep you informed with recent leading industry news, upcoming model reviews, and new product launches, we’ve put together a recap of viral RV business stories from the month of July. Check them out and see which story you think was the highlight for this past month.

RVIA announces 18.3% YOY Growth for June Shipments

RVIA’s recent manufacturer survey indicates a healthy RV industry in the month of June with a unit shipment rise to 47,416 from last year’s 40,072 - an increase of over 18%.

Airstream and Tommy Bahama unveil 2018 19CB trailer

Video: The Airstream Store

The new travel trailer is described by Airstream’s Correspondent as “your beach-house-on-the-go,” fully equipped with a dinette, wood blinds, floral accents, and more.

Keystone announced the manufacturing of the 100,000th Montana Fiver

Image: RV News

After finishing assembly in late July, the 100,000th Keystone Montana fifth wheel was successfully delivered to Texas’ Holiday World of Alvarado. First produced in 1998, Keystone reps attribute the model’s success largely to progressively innovative designs over the past 20 years.

RV Sales Explained as a Key Metric for Assessing Economy

According to an economics feature by The Washington Post, luxury goods purchases are a go-to indicator of the health of our nation’s economy - and the boom in RV sales has been deemed a ‘key metric’ for fiscal stability in the United States.

Airstream “B” Line Earned Certified Green Status

The company’s Class B plant reuses or recycles more than half of its manufacturing waste, and most of the wood used is SFI-certified to promote forest sustainability. The Class B’s are energy- and water-efficient, and join the brand’s “Silver Bullet” as certified TRA Green units.

RVIA Introduced 40 under 40 awards program

The Recreational Vehicle Industry Association has announced a new awards program, which will recognize current and future industry leaders under the age of 40. Nominations are open, and can now be submitted via RVIAShow.org.

AAA noted that gasoline prices nationwide are continuing to hold steady

Despite what’s been seen as low recent demand, the American Automobile Association has stated that gas prices continue to remain stable - a likewise positive sign for the RV world.

CNN explained that technology - along with younger RVers - were helping drive sales 

In recent reports, CNN described RV sales as hitting never-before-seen highs, and attributed these industry successes to a ‘flood’ of new technology, as well as increased millennial interest in long-distance, residential travel.

RV Trader introduced their unprecedented Price Analysis Tool

We of course couldn’t go without mentioning that our RV Trader product development experts have successfully created an easy-to-use tool that will give dealers unprecedented access to cross-market pricing patterns, as well as help businesses determine what an ideal price looks like for a specific unit of certain make, model, and year.

Nearly 1.5k Coachmen RVs were recalled due to wiring issue

The National Highway Safety Association (NHTSA) announced that 1,455 Coachmen Cross Country and Encounters from the 2014-2015 manufacturing year were being recalled due to the presence of exposed wire ends.

Airstream showcased a sneak peek of the new Nest Trailer

Image: Casper Star Tribune

In mid-July, Airstream introduced their new “Nest” model, designed with minimalist taste and measuring in at only 16 feet. The simple new unit is estimated to be vastly popular among the growing ‘simple life’ RV crowd, and is predicted to do extremely well once sales begin.

CNN: RVs "Back and Bigger than Ever"

A recent article from CNN explained the currently “booming" condition of the "old school" RV industry. The article explains that two core trends are impacting the industry for the better: RV sales are skyrocketing, and the primary age range of buyers seems to be getting younger.

According to RVIA, approximately 430,000 RVs of various makes and models were sold in 2016, representing a yearly increase of a whopping 15%. This rise in revenue has been consistent over the past 7 or so years, increasing significantly each year since 2009.

What other factors could be driving these patterns? According to CNN, new technology developments (i.e., smartphones) are actually driving younger generations like millennials to be one of the core RV consumer groups. With RVIA explaining that more than 50% of RV buyers are under age 45 now, many new units aim to showcase themselves as highly affordable for first-time buyers.

Take a look at this insightful article - CNN phrases RVs as being "back and bigger than ever," but comment and let us know...do you think they ever left?

Ghost Customers: What exactly are they... and why should you be aware of them?

You may have heard the term “ghost customers” before, but what exactly does this term mean? To put it simply, a ghost customer is equivalent to a ‘mystery shopper’. These hired, anonymous shoppers essentially visit businesses (both in person and online), acting like interested customers, who then report back with ratings of customer service and experiences with the business. In order to properly judge their thoughts on a company’s customer service, they often frequent the store, visiting a business multiple times. These ghost customers are used in nearly every marketplace — the question is, are they present in the RV industry?

The answer is, without a doubt, yes. A growing company, Pied Piper uses a unique and patented process to evaluate a business’ prospect satisfaction, and has focused many of their studies on the automobile, powersports, and RV industries. Industry-leading publications like RV Business have featured the company in their publications, explaining the business’ goal of conducting long-term studies using thousands of mystery shoppers. Their strategy analyzes countless dealerships across the U.S., looking especially closely at these ghost shoppers’ customer service experiences.

Pied Piper’s president and CEO, Fran O’Hagan, warns that online customer service is becoming more and more important in motorized vehicle industries. According to O’Hagan, since the majority of buyers’ research and information gathering happens online, the number of visits a customer makes to a dealership before making a purchase is dropping nearly twofold. Recently, the majority of studies have found that an average of 4+ visits before a purchase has dropped to 2 or less in 2017. O’Hagan went on to explain that the most successful dealerships combine a number of customer service approaches, but all tend to respond relatively quickly to customer inquiries that come through various online portals. Examples of some of these portals may include a dealer’s website, social media profiles, or RV Trader listings.

What’s the point?

At the end of the day, two things are important to remember. First, since ghost and mystery shoppers are just that - a mystery - they are virtually impossible to target, and you can pretty much say goodbye to trying to figure out who they are. Our advice? Treat every single customer like they are a ghost shopper sent by satisfaction ranking companies, and give them your all when it comes to service and commitment to quality. This may seem like common sense, but rather than reminding yourself to “do the best you can” every day, approach each customer like they are the ones who are going to determine your ultimate customer ranking for this year.

Second, but just as important, is to remember to give as much attention to your customer service online as you do to those people who walk through the doors of your dealership each day. You wouldn’t wait hours or days to respond to an inquiry from a potential buyer on the phone, or in person, so why would you do that to prospects online? Check your TraderTraxx platform daily, and make it a habit to field questions and answer inquiries. Check-in with your social media platforms as often as you can, as many buyers can and will find you through shared listings and posts by friends.

Above all, though the idea behind ghost customers can be intimidating, don’t let their presence make you uneasy. These essential and helpful customer service ‘surveyors’ can help keep your business and staff on its toes, hopefully ending in even better customer service each day than the day before.

Prepping for the Mobile-First Market

Mobile devices have changed how we use
the Internet and Google has taken notice

Google is - without question - the world's largest search engine. They process 77% of the world’s search traffic1  — 63% of U.S. search traffic1  — and lately, they’ve seen a major trend that will massively change how they rank your site in search results.

Google’s business model is dependent on guiding searchers to the most relevant and helpful results — better than any other search engine. To do this, they use special algorithms — groups of questions and statistics — to evaluate a page based on a number of factors such as page load time, keywords, and user engagement rates. If a user has a bad experience with a page that Google directed them to, they will ‘bounce’ off the page and look elsewhere. That’s bad for Google, and if it is your site, it's bad for you. That's one customer you can assume won't be coming back, parituclarly because 61% of consumers say they are unlikely to return to a site that they had difficulty using.2

Where Does Mobile Come In?

In recent years, Google has seen the number of mobile visitors overtake the number coming from desktop computers. As visitors become more connected to their mobile devices, they search more often while they’re out and about - and less while tied to their desks. This has raised a big problem for Google.

Websites built for traditional desktop users — or websites that were hastily converted to be ‘mobile-friendly’ at the cost of losing content  — do not provide a good experience for mobile searchers. Mobile searchers are clicking through links on Google and then becoming frustrated by pages that don’t display well, don’t contain the information promised, or flat out don’t work on mobile devices. Google's current algorithms don't currently take mobile friendliness into account. Rankings are based on the factors traditionally used to evaluate desktop websites. That’s all about to change.

The Solution? Mobile-First Indexing.

In order to ensure that users are getting the content they were promised, Google began to experiment with new algorithms that look at the content and experience in mobile websites before looking at the desktop experience. Websites with mobile content relevant to the users' search term will be ranked first and then desktop content will fall second. Now, once the algorithm is dialed in, users will be less likely to become frustrated by missing or irrelevant content when they are browsing on a mobile device. Less frustration for users means more trust for Google and more user engagement on your site.

What Does this Mean for You?

Google’s Mobile-First Indexing changes, — once fully implemented — will be a boost for you if you already have a mobile-friendly website. Sites like RV Trader are built to maximize usability on whatever device a user is on. This means your listings are optimized for mobile users and will adjust based on the device being used to search. Your listings will get ranked higher on Google than competitors' without a mobile presence — or with poorly designed mobile experiences.

If your page isn’t responsive — or you are missing content in your mobile site — your listings will become much harder to find on Google (even if the majority of your users are browsing from the desktop). While search engine optimization and targeted search engine marketing services — such as those offered by RV Trader — can help keep you from falling off completely, your site will ultimately rank behind similar content from competitors with mobile-friendly sites. Mobile optimization is imperative.

What can you do?

Google is looking to release Mobile-First Indexing sometime this year. Though they haven't released a specific timeline, rumor has it changes are coming as of July 1, 2017, but we now know changes won’t take effect until 2018. From Google’s advice, the number one way to prepare is to take the time to ensure the content you want to rank highest exists on your mobile site and is easy to use. Fortunately, by listing your inventory with RV Trader, your content is shown on the leading responsive web platform and is available to 2.25 million monthly unique visitors.3 Your inventory listings will rank higher in Google search results than competitors not following the algorithm set forth by Google  — and that means you’ll be moving more inventory quicker.

While RV Trader will do much of the leg work for you regarding listings, your dealership website is still extremely important. Your website serves as an extension of your dealership — if your website is a mess, a potential buyer can assume that your physical location (and customer service) is too. Ensure that you are working with a website provider that will build your website from the ground up to be mobile-friendly and compatible with Google’s big changes. Remember, 61% of consumers are unlikely to return to a site that they had difficulty using.2 Don’t let your dealership’s site — and inventory —become part of that statistic.

1www.smartinsights.com, 2017.

2 Google Surveys, 2016.

3 Omniture, 2017.

Connecting with Customers Redefined

The Internet has changed how buyers shop, providing them with more information when and where they want it.  In the past, consumers relied heavily on dealerships to help them determine what RV best fit their lifestyle and budget. Now, 86% of consumers research online before making a major offline purchase decision and rely on over 18 different sources to find their perfect unit.1

Armed with nearly all the information they need to make a decision before ever contacting you, today’s consumers are well researched and arrive on your lot further down their path to purchase. So, how do you know if a consumer is interested in your dealership if they aren’t walking through the front door?

They connect with you in other ways — like texting, emailing or mapping to your dealership. It’s hard to adjust to being looped into the purchase so late in the game, but this is the new reality of the ever-evolving, digitally engaged consumer. We have  to think differently about our online presence and know how easy it is for consumers to connect with, even if you don’t know they’re there.