Creating a Successful RV Show Brand Presence

RV shows offer a unique opportunity to connect intimately with future buyers and customers who are ready to purchase. While some dealerships and RV manufacturers diligently plan to capitalize on this sales opportunity, others have room for improvement. Here is an explanation of many common mistakes, plus ideas on improving your brand presence at RV shows.

Problem No. 1: Insufficient RV Model Information

One of the most common issues is the lack of easily accessible information about RV models. Customers often have to hunt for the model number and price, and key standout features that make a particular manufacturer unique are often not highlighted. If a customer is touring a model that has specific build features that make the unit unique, it is frustrating if there isn’t any information provided about these features.

Solutions for Problem No. 1:

• • Ensure that basic model information, especially length and weight, is readily available for customers to find.
  • Provide printed handouts with model information, allowing customers to take them home to help remember the layout and features.
  • Include QR codes on all materials, linking to the model specifications page or the model page on the dealership’s website for quick access. This provides additional information and allows customers to compare the show pricing with regular dealership pricing.
  • Highlight what makes a brand or specific model unique by placing signs directly on features that draw attention, such as a pullout pantry, trash can storage, motion sensor lighting or hidden storage.

Problem No. 2: Untrained Sales Staff

Another issue is that sometimes customers know more about the units than employees. RV shows frequently showcase newly released models, which can further contribute to the staff’s lack of knowledge. Sales staff may struggle to showcase distinguishing model features effectively without a way to verify or look up model information quickly. It’s beneficial to have staff available to demonstrate convertible features, which are key selling factors but not always intuitive to the customer.

At the 2024 Florida RV Show, ATC Trailers stood out with knowledgeable employees who demonstrated convertible features as well as what makes ATC a quality standout. Signage posted around the exterior of models provided in-depth features and brand information.

In contrast, a veteran travel trailer brand missed an opportunity by not having a dedicated show employee present to demonstrate a folding and setup process. While this brand offers one-of-a-kind engineering, there was a lack of signs and marketing materials showcasing its unique features or communicating why buyers should choose this brand.

Solutions for Problem No. 2:

• • Provide training on new models before the show.
  • Use QR codes that lead to model specifications for easy and quick information access for both customers and employees.
  • Create a quick reference employee document listing the show models and their standout features.
  • Ensure that an employee is available to demonstrate convertible features.
  • Treat industry days like regular RV show days, putting your best brand foot forward with information displays and properly trained staff during media presence. This can result in additional positive exposure in content produced prior to the show’s official opening.

Problem No. 3: Sales Staff Using Tour Units as a Mobile Office

Despite often having designated tent areas with tables for employees to meet with buyers and work during the show, employees are often found sitting in RVs on phones or computers or visiting with each other in RVs open for tours. These employees aren’t greeting or helping customers, creating an unprofessional atmosphere similar to taking a home tour with the owner sitting on the couch.

Solutions for Problem No. 3:

• • If employees aren’t showcasing unit features or helping customers, having them in another location is more professional.

Problem No. 4: RV Units Needing Repair

Keeping units in top shape with a high traffic volume of RV tours can be challenging, but nothing looks worse than brand-new units already broken on the showroom floor. Believe it or not, this is often seen at RV shows, and it’s a considerable buyer turnoff.

Solutions for Problem No. 4:

• • Consider having a team on-site ready to address unit repairs as needed daily throughout the show.
  • It’s better to pull a unit from tours than to showcase a new unit in disrepair and create quality concerns.

Problem No. 5: Not Promoting Show Special Pricing

Many shoppers mistakenly believe they have to buy the display model. Not all buyers are comfortable purchasing a show display, which can be a deal breaker. There is also often a lack of information and urgency communicated regarding show special pricing.

Solution for Problem No. 5:

• • Increase team sales communications training regarding incentives to buy during the show versus after.

Problem No. 6: Not Creating a Buzz To Draw Customers Into Your Display Area

Have you considered what makes people want to stop in your dealership/manufacturer area versus others at the show? Don’t make the mistake of having a boring, lackluster display and presence.

Solutions for Problem No. 6:

• • Create a fun, upbeat, party-like atmosphere with music, photo props or photo displays that grab the attention of people who may otherwise keep walking by.
  • Host contests or offer free giveaways such as rain ponchos, shopping bags, drink cozies and T-shirts. Consider placing a larger freebie deep within your display area so people have to walk all the way through to grab it.
  • Set up camping atmosphere displays outside of RV models, including camping chairs, faux fires and yard games to help buyers visualize how it would feel to go camping in this RV.
  • Draw additional traffic to your show area by hosting camping influencer meet-and-greets or by providing RVing informational seminars.

RV shows offer a valuable opportunity to connect with potential customers, both those ready to make an immediate purchase and those considering a future investment. By addressing the common mistakes outlined in this article and implementing the solutions, dealerships and manufacturers can capitalize on this chance to showcase their products, engage with customers and ultimately drive sales. Remember, the key to success at RV shows is creating an inviting, informative and memorable experience for attendees. With proper planning, staff training and attention to detail, your brand can stand out from the competition and leave a lasting impression on buyers.