Success Story: Campers Inn RV
The Challenge
- The RV industry faced a surplus of 2022 model campers on dealer lots as the 2023s were set for release. Supply chain issues were adversely impacting MSRPs YoY as well.
- Campers Inn RV, a leading outdoor industry brand, set a goal to sell as many 2022 models as possible before the arrival of the 2023 lineup.
The Solution
- Watauga Group proposed a strategy of heightened urgency through increased message frequency to support a “blow out” event. Increased media weight in existing channels such as traditional TV and radio plus layering in digital channels to achieve an omnichannel mix to maximize reach as well as frequency.
- Radio remotes were negotiated as added value to radio buys to extend outreach in each market and build promotional buzz.
- Data was layered on to digital media allowing more targeted reach of potential in-market RV buyers. Digital media also employed retargeting strategies and competitive conquesting of shoppers at other dealerships.
- Messaging featured a compelling call-to-action, urging consumers to visit nearby dealerships to take advantage of the limited-time deals.
The Results
- An increase in store visits of 117% and a 79% rise in sales leads was achieved during the promotional period.
- Within two weeks, Campers Inn RV sold over 20% of their 2022 inventory.
