OPINION: Don’t Fall for Digital and Social Marketing

The idea of not falling in love with your digital and social marketing seems a little strange, right? Who doesn’t believe in digital and social marketing?

I am telling you: Before you fall in love with digital and social marketing, you need to see whether your dealership is in the right position to go all-in on both of these effective mediums.

I have worked in RV advertising since 1988 and on many RV industry campaigns for traditional and digital marketing as well as social media. I have conducted more seminars on these topics—get this—than anyone in the history of the world!

I am watching many RV dealers fall in love with digital and social marketing without first falling in love with themselves. Consider this: You are on a road trip and fill up the gas tank for $5 a gallon. You expect to get your money’s worth for the investment, but you have a leak in your tank, your tires are low and your engine is not running well. Instead of getting 25 miles a gallon, you are getting only 15.

That gas mileage seems like a poor return. With a little love for your vehicle, you can be back humming down the road at up to 25 miles a gallon.

For dealerships to realize the maximum digital and social marketing return, they must be clear on who they are, what they stand for and why they are a better choice than competitors. Everyone needs an advantage, and here is how to check yours.

Build your brand and stick to it. Building a brand does not mean merely creating branding marketing messages. Instead, it means quite the opposite. An effective brand enables you to craft your desired messaging while counting on every dollar supporting the next dollar spent.

I know many of you have gone down this path in the past yet others have not. With the changes in your market, I strongly suggest now is an excellent time to address your brand.

The following 15-item list will put you on top of today’s market demands. Let’s get to it.

1. Ask yourself, your team and your customers what obstacles your competitors put in front of you to make competing difficult. Write them down and determine how to convey or overcome these hurdles. Usually, going head-to-head is not the answer. Instead, walk a different path. This is a critical step as you integrate your message through the marketplace.
2. Your Point of View. After the discovery stage, you can define your point of view: who you are, what you stand for and what you promise to the consumer. Reflecting on your point of view should be about your customer’s needs, not talking to yourself. Be sure you can deliver your promise on all fronts. Your point of view will be used through all customer contacts and included in all advertising and marketing materials. Your point of view (POV) must be defendable and believable.
3. Walk the Talk. Next, integrate your view into consumer contact points at the dealership. Begin with answering the phone. Ensure everyone answering the phone includes your point of view. This simple step will go miles. Think about a business you admire; they own this step. Include meet-and-greet introductions. When someone asks your employees, “How are you?” they should always answer the same. For example, if you are selling fun, the response is, “Awesome!” Nothing else should be acceptable. You want to reinforce your POV at every opportunity.
4. Visual Guidelines. You can get incredibly detailed here if you choose. However, simple guidelines will always be easier to follow. To ensure your marketing materials will always have the same visual look, put the following basic brand guidelines. Here is a list of things you should ensure you have in place. Start with your logo.
   • Select your primary marketing colors—usually three or four colors along with black.
   • Select your type font for headlines, subheads and common text.
   • Select some guidelines for your graphics’ background images.
   • Select where your logo appears (upper left, lower left, and so on).

5. Audio Guidelines. There is no right or wrong voice talent. Rule No. 1 is to ensure you always use the same voice. You can add others, but use the same person as your audio events’ MC. In many cases, you might just want to voice all marketing to ensure your point of view is stated. Either way, your audio element should bring your POV to life. As you select talent, music and/or a jingle, be sure the result provides continuity and consistency.
6. Merchandise. For your POV and brand to be believable, you must ensure they are being sold at your dealership. Do what you can to reinforce your brand and unique selling points to employees and customers. You are serving two groups here, and you need to be selling both at all times.
7. Video. At this point, you have done some work building your brand using video. You have your colors, fonts and audio treatments. As you create walk-around videos, YouTube videos, social media videos, branding videos or retail TV spots, make sure your brand is consistent and always includes your point of view is always included. Nothing sells like video, so spend the time managing it.
8. Print. When planning any printed material, give your full attention to your brand guidelines. Besides selling the elements you need to promote, ensure the material fulfills your brand’s goals. This could include brochures, direct mail and point-of-sale materials as well as business cards and letterhead.
9. Website. Here is the big dog! Stop a minute and consider the time, effort and money you spend bringing a consumer to your website. If you have done an excellent job selling your unique points and POV to these buyers, you are only halfway there. Now, you must finish the mission by using your website to differentiate yourself from your competitors. Sell your brand everywhere you can. Video messaging, banners and call-to-action buttons can display your brand. Use your imagination and continually show consumers why they chose to visit your website. Doing so will only help your closing ratio.
10. Digital. You have guidelines and elements to build your brand monthly. Ensure your digital graphics follow the dealership’s guidelines and sell the difference between you and your competitors. Remember, price is not always the factor opening the door to consideration. Confidence, comfort and familiarity can go a long way.
11. Social Media. You have many avenues to social media but only one brand. Whether you are writing a generic Facebook or Pinterest post, ensure your graphics are consistent and your POV is displayed. If you are blogging, include your POV and relate as many blogs as possible to your unique viewpoint.
12. Database. Database marketing has grown significantly in the past few years. This includes your customer base, conquest lists and abandoned shoppers. These prospect lists might sometimes require different messaging, but they all deserve the same brand presentation. Whether you are sending a mail piece or a weekly email, do not lose sight of your audience and the message they need to receive.
13. RV Shows. Most dealers need some help here. You spend a considerable amount of time and resources to go off-site to an RV show. Many visitors do not know your dealership or story. The best approach is to assume consumers have zero market awareness of your dealership. Build your signage to stand out. Use your colors effectively. Put up your silent salespeople banners and boards. Look at your next show to determine where your space starts and your competitors’ space ends. Next, check your display to ensure your products are abundantly clear.
14. Remarketing. By definition, remarketing involves marketing to someone you already engage with. Remarketing without emphasizing your brand and POV is a waste of time and money. Be sure you have your remarketing tied down and secured.
15. Analytics. Finally, track all the critical data points. General GA4 analytics is not enough. Start tracking the one thing all RV buyers do—visit a vehicle detail page (VDP). This data provides a real-time, forward-pacing guide to your marketing efforts. I would encourage you to install the software and track your customers’ journey. Capturing the information will help you get the best out of your money.

So, there you go. Before you fall in love with digital and social marketing, get to know yourself and fall back in love with who you are and what you stand for. You’ll be glad you did.

Ron Wheeler is founder and principal at Wheeler Advertising. Ron has been a speaker at RVDA for more than 30 years and at NADA for more than 18 years.