Go RVing is committed to keeping you up-to-date on trends and insights that impact the RV industry. One recent trend is brand-led marketing.
Brand-led marketing leads with story, which means connecting your organization’s purpose, beliefs and uniqueness with the unmet needs of an audience. It focuses on using resonance to shape experiences that customers want to be a part of.
Brand-led marketing helps increase your brand awareness and visibility in the market. By pursuing this approach consistently, you can massively improve your authority and establish yourself as a thought leader in your field.
Brand-led marketing also allows companies to gain deeper insights into the preferences of their customers, allowing those companies to make informed product-related decisions, create tailored marketing campaigns that resonate well with customers, and, ultimately, successfully retain their customer base.
According to Zeno Group, consumers are four times more likely to purchase from purpose-driven brands — and six times more likely to defend them during a crisis.
Harvard Business Review confirms that companies aligned with a higher purpose outperform the market by over 5x over a 10-year period.
The RV industry can leverage brand-led marketing strategies by continuing to form a community with its customers, the RV Industry Association (RVIA) said.
- Define Core Values: Define your core values and share them on every customer-facing platform — from product packaging to your “About” page. Consistency is key!
- Engage on Social Media: Engage with your audience on social media by promptly responding to questions, comments and reviews. This will help build a sense of community around your brand. Companies can also launch social media ads.
- Community Partnerships: Engaging in community partnerships that reflect your mission provides opportunities to give back to the community and deepen connections with your audience.
- Content Marketing: Provide valuable, engaging and educational content including blogs, video series, DIY guides and more. Position your brand as a trusted resource.
- Events and Promotions: Host events like themed weekends, live music, or engaging workshops at dealerships or RV parks to offer hands-on experiences and build connections.
Another example of this strategy is experiential events. For instance, Go RVing’s experiential event marketing campaign provides consumers with real-world opportunities to directly engage with RVs, leading them to share their experience with friends, while also becoming more likely to make a purchase.
During Go RVing’s most recent experiential event, the company held an RV giveaway contest for any participant who scores a hole-in-one on the scenic fifth hole. This sponsorship avenue offered new opportunities for promotion of Go RVing and the RV lifestyle.
When brands authentically communicate their purpose, they create emotional connections that drive loyalty.
Brand-led marketing indicates a return to core principles, including establishing a clear identity and fostering genuine relationship-building, In an era where consumers increasingly value a brand’s principles, businesses that communicate authentically will gain their audience’s trust.
