Contrary to the classic fable “Jack and the Beanstalk,” crops do not sprout into massive, twisting vines overnight. Seedlings require extensive care and attention. Months of water and sunlight yield towering vibrant rose bushes, cascading wisteria vines and billowing lilac shrubs.
Similar to a gardener tending his plants, General RV is taking time to nurture consumer leads through its three-month-long marketing campaign.
The dealer chain planted its “America Needs A Vacation” campaign in September. The campaign includes more than 5,000 RV discounts and three RV giveaways. Three participants will receive a free RV at the campaign’s close in November.
In the first month, General RV accumulated more than 14,000 giveaway entries and more than 40,000 leads. General RV Director of Marketing and Advertising Alicia Gewinner said that amid economic challenges and other life stressors, the company wanted to invite consumers to break away from reality by purchasing an RV.
Gewinner said, “The longer that we have campaigns that are out within the marketplace, we see a greater return on them.”
She said the 90-day campaign gives consumers space to consider a commitment to buy an RV, rather than rushing the process.
Gewinner said, “We really want to be able to support people and to know that they have a home here at General RV, and that we are a trusted partner.”
The timeframe gives the dealer time to learn about consumers’ differing wants and needs to match them with a vehicle.
General RV is refining and adapting its content based on marketing campaign performance data. Gewinner said the company created a new landing page because so many consumers entered the giveaway.
According to Gewinner, General RV’s email campaign, Google ads and search campaigns have been the company’s most successful tools during the campaign.
She said the campaign is meant to attract consumers to the dealer’s website and let RVers know that the dealer will support them before and after the RV purchase.
The campaign has over six weeks left.
