AIMExpo is in the rearview mirror and now it is time to look ahead! As I reflect on the current state of our industry, I can't help but think that there must be a hybrid way of doing what we do. To paraphrase Walt Whitman, “We contain multitudes.” What if there was a better way to drive customers/friends/riding partners into our brick and mortar stores? What if we actually took the compelling stories and content we have and utilized the digital highway of mass market via big screen, cable and yes, the Internet?
Phil Ingrassia who heads the R.V. Dealers Association would tell you that Go RVing on Great American Channel has driven their revenues and profits to record after record over the past two decades. The Go RVing program is the consumer-facing voice of the RV industry with a mission to inspire potential RVers, spark curiosity and raise awareness about the benefits and accessibility of RVing through rich, authentic and diverse storytelling. I would argue the powersports industry has a richer, more authentic and much more diverse story to tell!
The national Go RVing campaign aims to educate consumers on the ease of incorporating RVing into activities they are already passionate about from camping, tailgating, vacationing, glamping, road tripping and more. Go RVing’s message is simple: RVs are for everyone; they come in all sizes and price points and are enjoyed by millions of people with varying interests, diverse backgrounds and across generations. Aren’t powersports products all of that and more?
Yes, it is time to think big. Stimulus money is over. Interest rates are on the rise. Consumers are still very much attracted to all we possess…
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