Go RVing has been conducting social listening to find out what consumers have to say about camping and RVing, and is adjusting its online engagement accordingly. From March 24 to April 17, Go RVing observed a total of 27,729 mentions and 21,889 posts regarding campgrounds and RVing amidst COVID-19. Here’s what the organization learned:
- Positive conversations have revolved around many applauding campgrounds and parks for taking action for the safety of the public, as well as general positive conversations regarding the RV lifestyle.
- Negative conversations mostly stem from updates on campground closures and individuals sharing their frustration with having to postpone travel plans.
- Many individuals who have found themselves with cancelled camping plans or RV trips have turned to at-home alternatives.
- Disapproval of those who travel despite shelter-in-place mandates.
As a result of this social listening and the ongoing health crisis, Go RVing has shifted its online messaging by pivoting the conversation to inspire and entertain while most of our audiences are at home and there is a lot of positive engagement as a result of the temporary shift. This includes:
Go RVing has shifted language to be more inspirational and acknowledge that folks are not traveling now. Audiences are being asked to show off their backyard RV/camping sites, share their RV and camping games, share pictures of their adventures, and share camping recipes and crafts.
Additionally, there is a Virtual AWAY content series on Instagram each Friday with a new road trip to inspire RVers and plan for future trips.
Food-related content continues to drive high engagement and there is still a desire to cook over the campfire and for grilling recipes.
Current and past partners are working with Go RVing for a Q&A series that shares recommendations for future travel and family-fun activities. Influencers and partners are sharing their future RV plans for 2020, reliving favorite RV trips, and discussing work/life balance and tips for family living in a smaller space.
Also, Go RVing bloggers are going live with RVers through Go RVing’s social media channels to share their tips and tricks and discuss topics such as work/life balance, campfire and campsite lessons, and DIY RV projects you can do now.
When the timing is right, Go RVing will be extensively promoting the virtues of RVing and driving consumers to dealerships to find an RV that fits their lifestyle.