Seasonality: How to Guard Yourself in the Winter Months

While in some ways we’re lucky in the RV industry because there are plenty of people who choose to RV all year long, you can’t deny there are less people heading outdoors in the dead of winter than there are in the warmer months. And since we all can’t head south for the winter, these tips will help you capitalize on these colder - and often slower - months of the year so you’re better prepared for the busy selling season that’s just around the corner (thank goodness).

Don’t stop your advertising campaigns

Just because the weather turns cold doesn’t mean that RVers stop dreaming about their next great adventure. If they can’t get outside - they are definitely thinking about when and where they’re headed next - and what unit is going to take them there. They are spending the long, cold months inside trying to decide what unit will best fit their lifestyle and budget come spring.

And here’s the cold hard truth - if you stop advertising during the winter months, you risk not being seen by them at all. Dealerships that choose to advertise all year long have continuous momentum - they continue to have their inventory online, continue to be found in searches, continue to connect with buyers, and continue to nurture sales. And it may seem as easy as turning your inventory back on to get back in the game - but in the interim, these buyers may have decided to work with another dealership, simply because you weren’t present during their online search.

Engage your current community

The off-season is a great time to build brand awareness and engagement within your current community. You know they won’t be distracted by an amazing trip they just can’t wait to take - so help build their passion for the industry and your dealership while you know you can capture their full attention.

Think about hosting an event with helpful tips and tricks any RVer could do on the road or have first time buyers come by the dealership for some advice on getting started in the RV community. This is a really powerful community for you to engage because they chose to buy from you - instead of someone else - making them more likely to become true brand advocates for your dealership. Spend the winter months showing them how much you appreciate their business and how you will continue to serve them post-purchase.

Plan for busier months

Once warmer months roll back around - your dealership will be busy and it gets harder and harder to continue with your engagement and marketing plans because you are focusing on sales. We get it - that’s what keeps your dealership afloat. Take advantage of the quieter season to build out as many plans as you can - so when the busy season rolls around, you can just “pop them open”, so to speak, and they’re ready to go.

Think about creating evergreen content that you can easily use when the time is right. You could write a number of generic unit descriptions for popular makes and models you carry so that they can be adjusted slightly for a specific piece of inventory - taking some of the work out of putting up listings during the busy season. Or work on developing a content repository for your social media efforts so you have some of your posts already scheduled.

You can also take this time to evaluate the pictures you’re using on your inventory. If most of your imagery is stock photography - take the time to update those with actual pictures of your units. Then as you receive new inventory you can photograph those on the fly. By doing this work ahead of time - it will alleviate some of the stress come high season - so you can focus on implementation and selling.

By viewing seasonality as a time to build and refine - you’ll see that these quieter months can actually be some of the most beneficial for your dealership. It’s your time to distinguish your dealership against the competition and get ready for the inevitably busy season to come. If you back off during the colder months you’ll lose momentum - and it can create a gap between your and your competitors who chose to capitalize on seasonality. And as we all know, it’s hard to catch up once you’re behind - so, don’t risk it.

Featured Resource: RV Owner's Guide

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Click HERE to get your FREE copy of this exclusive owner's guide, and share the info you learn with your customers today!

The Importance of Employee Appreciation

With Thanksgiving right around the corner, it’s a great time to reflect on what you’re thankful for this season. Friends, family, health are top of the list for most - and rightfully so - but we think your hardworking employees should also be included on this list as well. Your employees are the life of your business, big or small, and it’s important to make sure they feel valued. Employee appreciation is crucial in the workplace, and while we think it’s an amazing idea to honor your employees during the upcoming holiday season, it’s also important to keep that momentum going year-round. So, we’ll give you insights into why employee appreciation is so important and few ideas on how to show your team your gratitude. 

First off, why is employee appreciation so important?

Employee appreciation is important for a multitude of reasons, but one simple point stands out to us - happy people translate into happy employees. It may sound obvious, but when you facilitate a positive and productive working environment employees feel valued, safe, and motivated. According to a survey by Recruiter Box, the number one reason most Americans leave their jobs is that they don’t feel appreciated. The same survey said, organizations with effective recognition programs have 31% lower voluntary turnover than organizations with ineffective programs. Does your team have a program in place? If not, you could start small and build upon your ideas. Below, we’ll show you a few easy ways to recognize employees year-round.

Public Praise - Everyone loves a deserved pat on the back, and praising your employees publicly provides a motivational boost to the entire dealership. This could be as simple as sending a company-wide email saying job well done or you can highlight the employee’s efforts at a staff meeting. A modern take on this idea is shouting out your team on your dealership’s social media page or website thanking them for their hard work.

Provide Fun Benefits - If employees are doing exceptional work, they should be rewarded. Providing bonus benefits to employees has the power to keep up morale and will ideally motivate your team to work harder in the long run. Hosting a team lunch or happy hour, providing a paid day off, or giving gift cards are just a few ideas on how to show employees your appreciation. Feel free to get creative with your ideas, after all, you know your employees best.

Get the Whole Team Involved - Letting team members recognize each other is a great way to increase employee appreciation in the workplace. Try asking employees to nominate their peers for employee of the month, or set up a board somewhere in the dealership where fellow coworkers can recognize other team members. It’s always great to hear from the boss, but getting peers to come together allows greater involvement in your recognition program.

Make Small Dealership Updates - If financially possible, making a few simple upgrades to your dealership can go a long way for employees. There’s no need for a full remodel, but adding a new state of the art coffee maker, or updating your break room can be a real motivational boost for your employees. Creating a dedicated space for your employees to gather and relax shows your team that you care about their well being and enjoyment at work.

These are just a few ideas to get you started, and if you haven’t started an employee appreciation program at your dealership, we encourage you to start small and see what works for best for your employees. Once you figure out what helps to motivate your team, you can build on that as time goes on.

Winnebago Debuts New Products at Open House

It's getting to be a habit. Last year, Winnebago used the industry Open House in Elkhart to launch the sleek new Horizon and the ground-breaking 4WD Revel adventure van, as well as the Class A Intent and Minnie Plus fifth-wheel.

This year, Winnebago repeated the feat, revealing five more new products at the dealer-only event.

The motorhome side saw the launch of the all-new Class C Vita and Porto, as well as the return of a storied nameplate, the Class A gas Adventurer. At the same time, Winnebago Towables debuted the Micro Minnie fifth wheel and the Spyder toy hauler.

Vita

Porto

The Vita and Porto are compact Class C diesels built on Mercedes-Benz Sprinter chassis. Each of the two floorplans features best-in-class galley, storage, solar power, and holding tank capacity. Also notable: the new SuperShell Sleeper Deck, which is quieter, lighter and stronger than typical cab-over sleepers.

Interior highlights include the panoramic galley window, expansive counter space, double-bowled sink, and user-configurable storage.

“At under 25 feet, the Vita and Porto allow you the freedom to explore everything from a major metropolitan area to a remote forest,” said Russ Garfin, product manager. “Throughout the coaches, we have implemented features for customers who are looking for a high-quality, easy to drive, durable and efficient base camp to support mobile and active lifestyles.”

Vita

After an absence of several years, the Adventurer is returning with new styling and five floorplans designed to meet a variety of tastes and needs. Built with Winnebago’s renowned SuperStructure construction, the Adventurer comes fully equipped with premium features normally reserved for diesel pushers, including Corian countertops, a Versa driver seat and Primera furniture coverings. Standard exterior features include an entertainment center, pet leash tie down, and full-body paint with chrome mirrors.

Adventurer

“The Adventurer is packed with user-friendly features, and more value than ever before,” noted product manager Niles Whitehouse. “Family-friendly floorplans offer spacious living, and ample storage space to provide all the comforts of home.”

With the launch of the new Spyder line, Winnebago has reentered the toy hauler segment. The Spyder lineup comprises four travel trailer and two fifth-wheel floorplans. “The end user was our main focus. We included several functional features that will be appreciated long after the thrill of the purchase,” commented Ron Brown, engineering manager. Large windows provide increased ventilation, while the innovative ceiling-ducted air conditioning system provides a comfortable retreat when the thermometer spikes.

Spyder

Capitalizing on the success and growth of the 7-foot wide Micro Minnie travel trailer, Winnebago Towables has extended the concept into the fifth-wheel category with the launch of the Micro Minnie fifth-wheel. “While the industry promotes 7,000, 8,000, and even 9,000 pound fifth-wheels as half-ton towable, the new Micro Minnie fifth-wheel, which weighs in the 5,000-pound category, will not only be best in class, but will also pair well with the rapidly growing midsize truck category,” said Adam Christoffersen, product manager.

Microfifth

The new fifth-wheel is equipped with upgraded features more typically found only in premium-level towables, including the flush-mount cooktop with glass cover, and stainless-steel sink. Outside, the true gel-coat fiberglass sidewalls and large windows will amplify the appeal of the compact Micro Minnie fifth-wheel.

Retargeting Explained

If we’re being honest, the sheer amount of technology available to us can feel quite daunting, and even overwhelming at times - especially in the business world. There are so many ways to reach customers, but it can be hard to figure out which strategy might work best for your specific business. The words retargeting and remarketing are flooding the digital space, and if you’re not familiar with those types of marketing strategies, we’re here to help. We’ll give an in-depth breakdown of the two strategies, review exactly what retargeting is, and talk about how it’s being used to best reach customers.

So, what is the difference between retargeting and remarketing?

Remarketing and retargeting can get a little confusing sometimes because people often use the terms interchangeably. And while they are similar, they do have one major difference - the actual strategy that’s used to reach consumers who have left your site. Retargeting is focused on engaging consumers that you may or may not be aware of, who have left your website without completing a desired action (ie: making a purchase, completing a form, etc.) and typically relies on cookies to serve them ads. Remarketing, on the other hand, usually relies on email to reach customers again, but it can also encompass any marketing to a consumer already known to your business. Both remarketing and retargeting strategies are great options, rather than just blind advertising, because the consumer has already shown that they are somewhat interested in your brand or product - upping your chances of a conversion down the road.

Let’s look into retargeting a bit more...

As we mentioned above, retargeting is a form of online advertising with the goal of reaching individuals who have visited and interacted with your website, but didn’t complete the desired call to action you had in mind. According to Outbrain, the average conversion rate for first-time site visitors is a staggering 2% - hence why retargeting strategies were created. Have you ever clicked on a website or product without making a purchase? It’s pretty common, if not a daily occurrence for most. Have you then seen that same product or website featured in an ad space while browsing other websites? That’s retargeting at work trying to reach the other 98% of people who didn’t originally convert while visiting your website.

Check out the image below to see the flow of retargeting at work:

Image: Retargeter.com

Is retargeting a successful strategy?

Retargeting is becoming an increasingly popular marketing strategy for businesses, both large and small. In fact, according to a survey by Invespcro, retargeting customers are three times more likely to click on your ad than people who haven’t interacted with your business before. In the same survey, 26% of customers said they will return to a site through retargeting and these numbers are expected to grow as 50% of marketers say their retargeting budget will increase in the next six months.

Are you interesting in retargeting?

If so, you’re in luck. We’ve just released brand new retargeting offerings for our dealers, and many have already seen huge success. We are offering the following retargeting product offerings: 

• Display Retargeting 
• Dynamic Retargeting - Unit Ad Listing 
• Dynamic Retargeting - Social Unit Ad Listing (Facebook & Instagram specific) 

If you haven’t talked to your RV Trader representative about integrating retargeting into your package, what are you waiting for? The best part of our retargeting product is that we do all the work for you. Call your RV Trader representative today at 1-877-354-4068 - they’d love to walk you through our various retargeting products to find which will best fit your needs.

Tips for Hiring the Right People

Customer service is everything in the business world, and that’s why it’s becoming increasingly important to have a solid team in place at your dealership. The right team can either make or break your business - plain and simple. We do know finding the right employee for the job isn’t always easy, but we’ve got 5 quick tips on making a great choice for your next hire.

Be straightforward and honest about all job responsibilities - It all starts with a job posting, and it’s important to be crystal clear about all of the tasks, duties, and responsibilities in your initial post. We suggest including even some of the less glamorous tasks the position will require so the candidate won’t be surprised by these requests down the road. It’s also a good idea to include “other duties as assigned” just to make sure you leave some wiggle room for additional tasks not explicitly covered in the description.

Keep your options open - Don’t have a ton of applicants for your role? Don’t worry - it’s more than okay to hold out for the perfect candidate. Sometimes talking to candidates who might not be the right fit for your role can help show you what you are looking for. We also encourage you to interview more than one person for the position, even if you feel like the candidate you interviewed first would be a suitable option. You never know who could walk through your door next, so it’s important to keep an open mind and entertain a few options.

Know what you want - It can be a bit overwhelming when job applications come rolling in, but it’s important to keep a laser focus while weeding through potential candidates. It’s crucial to know exactly what you’re looking for in an employee and it’s a good idea to have a list of non-negotiable qualifications that you’d like to see on a resume (ie: sales experience, customer service experience, familiarity with the RV industry, etc.). If the applicant doesn’t have all of the qualifications you require, simply move on to the next. Remember, it’s okay to be picky.

Be prepared for the interview - The candidates shouldn’t be the only ones getting ready for their interview. As the interviewer, it’s a good idea to have questions you plan on asking candidates written down so you can easily keep track and compare answers later - this will ensure candidates remain on an even playing field throughout the interview process. We suggest asking a variety of different questions. For example, scenario questions are great options that can help you get a real feel for the candidate and to see exactly how they would react in a specific situation. We also like to mix the questions up by asking a few abstract questions - like what’s the best compliment you’ve ever received - to see how quickly a candidate can think on their feet.

Personality is important - Of course, you want your potential hire to have the experience and qualifications you desire, but it’s also important to keep in mind personality. When interviewing, make sure to get a feel for how the candidate’s personality traits align with the potential job, as well as the company culture. We also encourage you to get your team involved in the hiring process to make sure everyone meshes well together - and helping your current team feel more invested when their new co-worker starts.

Every dealership needs a strong team in place, and it all starts with the hiring process. We hope these tips will help you take a deeper look at your own process to see what’s working and what might need updating when it comes to hiring your future employees.

Top Makes and Classes of Q3 2018

Can you believe we’re already in Q4 of 2018? This year has flown by, but to slow things down a bit, we’re going to take a look into what consumers were searching for in Q3 on RVTrader.com. We’ve seen some consistencies, as well as a few differences, from the previous quarter that we think you’ll find interesting. Check out our 2018 Top Makes and Classes of Q3 report.

Top 5 searched classes of Q3 2018:

• Travel Trailer 
• Class A 
• Class C 
• Fifth Wheel 
• Class B 

Travel trailers took the top spot in Q3 with 23% of all total searches - this equates to more than 6.3 million consumers searching for this type of RV! With that in mind, it’s no surprise they have remained consistent in the top spot and we predict that trend will continue into next quarter. Class As came in second place making up 20% of total searches, while Class Cs took third with 14%. Fifth wheels came in fourth place with 12% and Class B rounded out fifth place with 9% of total searches. All top classes remain consistent in their rank as compared to Q2 2018 and Y.O.Y. comparisons are very similar as well.

Top 5 searched makes of Q3 2018:

• Forest River 
• Keystone 
• Winnebago 
• Jayco 
• Coachmen 

Forest River remains in the top spot for top searched makes coming in at 13% - the exact percent they were at last quarter. Keystone came in second place with 7% of total searches - roughly 3.1 million consumers searched for the manufacturer. Winnebago isn’t far behind in third place with 6.4% of searches and Jayco comes in fourth with 6%. Last, but not least, Coachmen comes in fifth place representing 5% of total searches. These rankings also remain consistent with last quarter and numbers Y.OY. are similar. We are interested to see if and how the rankings change in Q4.

It looks like consumers have remained very consistent this quarter when it comes to their search habits. Stay tuned for our Q4 report coming this January and let us know how your dealership compares with our findings in the comments below.