A New Road
Yesterday’s RV core audience: retirees and motorhomes. Today’s: young families and towables. As the market shifts, we drive the manufacturer to consumer connection - online.
As a manufacturer’s association, RVIA holds supersized RV shows and retail events to bring producers, dealers and consumers together. For RVIA’s largest event, the California RV Show, we leveraged RV affinity across social media and search to reach RV lifestyle fans and new buyers in new geographic markets. The result? We busted the gate, driving a record 42,000 visitors over 10 days and 9.6% increase in show traffic. Event digital marketing? We do that.
A Key Platform
Canvas ads. Carousels. Custom Audiences. Retargeting. Paid social (Facebook) delivered active RV enthusiasts and motivated show shoppers. And with ecommerce tracking pixels in place, we captured clicks, conversions and a healthy online ticket sales ROI.
Nearly 50% of the core geographic target is Hispanic. How couldn’t we? Though precise language-preference targeting and online media integrations, we delivered a huge new audience.
Results To Brag About
With a totally integrated 360 campaign and an all-star manufacturer line up, the show was a major success. Tens of thousands of online ticket sales. Record attendance. And best of all, record RV transaction volume.