Did the pandemic completely change the game for RV dealers who have been slow to warm up to digital?
The results are in, the evidence is overwhelming, and the answer is clear: Yes … and no.
While it is impossible to foresee the future of any industry – and with 2020 proving that certainty is nothing more than a myth – one thing does seem clear: The pandemic has created new opportunities for RV dealers willing to embrace a move online.
Where do these new opportunities begin?
With a term that any RVer should be more than familiar with: Traffic.
Although most RVers are looking to avoid traffic at all costs, savvy RV dealers should recognize that online traffic (visits to their company’s website) holds incredible promise for business growth coming out of the pandemic.
The statistics prove it.
In its annual Digital Compass Report for 2020, market data firm Statista recorded that the percentage increase of households consuming social media during the pandemic increased by 44 percent – with 70 percent of users reporting increasing their smartphone usage.
Mary Meeker, author of the annual “Internet Trends Report” suggests, “We are experiencing digital Darwinism at its most brutal: the coronavirus crisis is separating companies with a strong digital strategy from those that do not have one.”
Statista also reports that global digital advertising spend across industries is expected to rise by more than 30 percent by 2025. This is a strong indication to any business that a company’s online presence is of the utmost importance. Ad spending is always an indication of where an audience’s attention lives.
KOA’s North American Campground Report for 2020 shows that of all generations, Millennials (roughly aged 20 to 40) are over-represented on a per capita basis as a percentage of the camping community. Couple that with their penchant for consuming digital media and this up-and-coming outdoor generation is just waiting to be found by dealers prepared to meet them online.
RV businesses that start focusing on their “top of the funnel” marketing strategy (website, SEO social media presence, content and digital ad spend) will be perfectly positioned to attract this up-and-coming wave of potential RV owners.
Much like the RVs that a dealer sells, it is vital that their website boasts not just great looks but also top-of-class performance.
Effective websites are built with their target audience in mind, fueled by keyword research, backlinking and knowledge of a prospective buyer’s search habits long before they are designed for looks.
That said, gone are the days of the clunky website that shows its age being “good enough”.
Statistics show visitors form an opinion on a website (and a business) within 50 milliseconds of a website visit.
As a positive, this means that substantial brand equity gains await dealers who learn how to leverage online and digital mediums to attract and keep attention. Great websites that educate and inspire visitors before they are expected to dawn the doors of the dealership will pay huge dividends in the new normal post pandemic.
Yes, some renters and buyers are still “kicking the tires” on RV rentals and purchases in person on the sales lot, but a growing number are “clicking” the tires on RV websites instead.
As COVID-19 has forced people to work from home and get used to video calls, prospects are appreciating – and in some cases demanding – virtual sales visits before they head into a dealership.
Dealers who meet the growing demand of consumers to connect virtually before connecting physically can substantially upgrade their customer’s experience.
eCommerce expert Shopify reports that even as late as 2021, more than 80 percent of retail sales will still happen inside physical stores, but it adds,” the vast majority of those sales, however, will be influenced by digital touchpoints.”
Reported pre-pandemic, it is more important than ever for dealers to create digital touchpoints with customers and prospects that build trust, rapport and relationship today, while driving showroom visits and sales tomorrow.
This is where the game hasn’t changed.
Relationship, trust and service, will always be hallmarks of any successful RV dealership. They just need to happen all along the buyer’s journey.
Today, that starts online.
Online marketing and digital strategies aren’t meant to replace relationships, trust and service. They simply enhance them.
Today’s buyers start their journey to the showroom online, making attractive and compelling content (videos, pictures, customer reviews, etc.) and a well-structured, easy-to-use and engaging website, more important than ever.
Thankfully, the innovation, beauty and technology of today’s RVs make them the perfect product to flaunt online.
Virtual RV tours that showcase the design, tiny-living innovations and technology behind the newest RVs are perfect fodder for dealer and aftermarket parts supplier’s video content.
Virtual walk-throughs and product videos that address frequently asked questions or deliver “how-to” information are perfect content to build a reputation and provide great service. With them, RV dealers instantly become more discoverable online and offer better service while alleviating strain on after-sales support systems.
Better service and online engagement mean opportunities for positive online reviews from satisfied clients, drastically improving a dealer’s brand reputation, exposure, increasing website and social channel visits (more traffic) and ultimately, producing more sales.
With the rise in the popularity of road-based vacations, dealers with rental fleets can capitalize on this boom through online platforms like Outdoorsy and their fleet management software, Wheelbase Pro.
Technology partners like these can help dealers deliver a seamless booking experience right from their website, gaining valuable metrics about website visitors to help fuel more successful marketing efforts both online and off.
In 2020 alone, Outdoorsy reported a 100 percent increase on year-on-year bookings, providing evidence that adding online booking functionality to a dealership’s website may become a necessity in order to capture renters looking to book their RV.
Dealers who understand that local RV renters are more likely to become their next set of RV owners should recognize the incredible opportunities at hand and begin an audit on their online presence and strategy as a priority in 2021.
Though the on-ramp to an effective online presence may seem steep, working with a reputable agency partner that has industry insight can be a worthwhile investment. Partnerships like these allow dealers to focus on the bottom of the funnel (in person sales, service and support) while leveraging a digital marketing partner’s industry expertise and knowledge into ROI that can be seen in a matter of months rather than years trying to navigate it themselves.
Has the game changed?
Yes.
The quality and execution of any RV dealer’s online presence and strategy will put them within reach of an unprecedented number of prospective buyers and a whole new generation of RV renters and would-be owners.
Has the game changed?
No.
Reputation, relationship, sales and support will forever be the hallmarks of every successful dealership, today, and in the future.
The real question is, who is going to take the field to play online and who will stay on the sidelines to watch?
Post-pandemic, it’s game on.
Thomas Wood is the VP of marketing at RTOWN, a full-service digital agency focused on helping RV businesses grow. With more than 10 years of experience in digital, Wood has helped hundreds of organizations reach their strategic goals online with cutting edge tactics delivering ROI. You can reach him anytime at tom@rtown.ca.