That is what we call “lackluster advertising” and not marketing. Marketing takes effort but it will definitely pay off. Here are some simple ideas that you can put in place with a little effort and should give you some real return in the way of sales.
If you are an RV dealer, find a local RV park that you would be happy to promote to your customers, and of course the reverse is true for RV parks. Maybe you don’t want to go to the expense of moving new units to the park and staffing them for people to walk through, but how about sending one of your experienced techs to the park for a couple of hours to answer any questions that people in the park may have?
2.) “Selfie” Campaign
With digital cameras in phones, tablets or self-contained, people enjoy taking photos of themselves, their friends and families and then posting them on their social media sites. Take advantage of this by putting together a quick campaign that allows people to upload photos of themselves enjoying their RV’s. Post these prominently and even better, have them rotating on a TV screen in your reception area.
3.) Create a scavenger hunt
Start a number of miles away from your business. The hunt can be as easy as identifying unique landmarks on the way to your business or as complicated as having to bring in a scavenger token from the particular clue.
Either way, make sure that your prize at the end of the hunt is one that people want. This is really no different than any other contest. If your prize isn’t worth the effort, people won’t participate.
4.) Create New Content
If you haven’t heard that content is king by now, you must not be listening. Everyone is looking for new and interesting stories to tell about their business. Let’s do a change-up.
Start the story off and then ask your customers to fill in the next paragraph. For example, start the story with “As I was walking in the door at XYZ, I was relieved to see…..” then let the story go where it may.
You can continue this effort by taking the best of the first five submittals and using those to create the first line of the next paragraph.
You are going to get a lot of insight into what your customers truly think, what they are looking for from you and how they want to tell their friends about your business.
5.) Create a Drip Campaign
If you don’t want to take the time to create a newsletter, consider using an email marketing program that sends out short and simple emails with links in them.
For instance, send out an email that links to a checklist for getting the RV ready for storage for the winter. A link to a camera tips site or to a recipe for cooking outdoors works well also. You want to give your customer information that they will hold onto and even send to friends and family.
6.) Concierge Services
Put together a well organized area of things to do and see in the area. Make sure any area brochures are current and get rid of the old ones. Don’t limit yourself to just the immediate area; add in information for attractions that are a short drive from you.
7.) Survey Your Customers
It is easy and inexpensive to create your own customer survey that you can send out in an email. Most of the email marketing services give you the ability to create and receive responses to a custom survey. Make the survey short, seven or less questions. Make the last question a Net Promoter Score (NPS) question.
This is a very basic Yes/No question that simply asks, “Would you recommend us to your family and/or friends?” Your survey should be anonymous so that people are willing to give you a truthful answer. Your NPS will give you an idea of how healthy your word of mouth is.
While this isn’t a marketing campaign tactic, it is critical to achieving results that mean something. Take the time to review your email list on a regular basis. If an address hasn’t opened your last three emails, it’s time to send them a final email asking if they want to continue hearing from you. If you don’t hear back, definitely take the address off of your list. It is only serving to drive your costs up and your response rates down.
One last point you need to remember for these campaigns to be successful. Make sure that you have a means of measuring how successful each campaign is. Use a unique code for any special offers so that you can put numbers to the results and determine whether it is something worth doing again.
Hope this helps you get started thinking about quick and easy campaigns. Give me a call at 800.478.0516 to brainstorm some other ideas that you can make your own.
Still don’t know what you need to do? Give me a call at 800-478-0516 and let’s talk about what would work for you. Be sure to follow me on Twitter: @RVStops and @FocusedWords and join my group on LinkedIn, “Social Media in the RV Industry” and “RV Park Management Software User’s Group”. Check out my blog at www.FocusedWords.com/blog for more articles about doing business in the RV world. Copyright by FocusedWords. If you would like to reprint, please email pwright@FocusedWords.com with your request.