A panel of marketing and strategic planning experts will lead a workshop in the sales track at the 2021 RV Dealers Convention/Expo that previews 2022 and Go RVing’s strategy to keep the industry’s momentum going.
The convention/expo will take place Nov. 8-12, 2021, at Paris Las Vegas.
Go RVing is preparing for what could be a rocky road ahead, RVDA stated. The workshop will show dealers how the Go RVing team is prepared with effective strategies around creative advertising and targeted, strategic media buying to continue driving foot traffic into RV dealerships.
The panel is titled “How Go RVing is Playing the Long-Game to Keep the RV Buying Momentum in Motion” and takes place from 2-3 p.m. Nov. 11. The workshop examines what happens when the RV honeymoon begins to fade and retail sales begin to settle into a new normal.
The panel consists of Courtney Bias, director, strategic marketing & communications, Go RVing; Sarah Neely, senior manager of strategic marketing & data analytics, Go RVing; Garrett Self, executive vice president, client business partner, Universal McCann; Annie Kiperman, senior vice president, management director, FCB Chicago; Jennifer Asai, senior vice president, strategic analytics director, FCB Chicago; and JP Palmer, vice president, director of strategic planning, FCB Chicago.
Learning objectives for the session include:
- What “Real Vacation” is and how is the campaign reaching diverse audiences and a younger demographic to future proof the industry and plant the seed with younger buyers to spark future interest in RVing?
- How Go RVing is taking a new “full-funnel” approach to media buying, moving beyond the awareness campaign where it began, to being a data-driven advertiser, sending more foot traffic and qualified buyers into your showrooms.
- How can you utilize Go RVing at your dealership? How is Go RVing improving the all-new Industry Portal with more tools to sell more RVs?
The RVDA Convention/Expo Committee is working to provide a variety of workshops and networking events that will aid dealers in building on an expanding market and interest in RVs and RV travel. The convention/expo is sponsored by RVDA, the National RV Dealers Association, RVDA of Canada, and the Mike Molino RV Learning Center.
