A Grand Design RVRVillage says that its new partnership with Middlebury, Ind.-based RV manufacturer Grand Design RV Co. is a win-win for both companies.
Grand Design in early May said it had struck up alliances with three customer-focused organizations: RVillage, Harvest Hosts and the FMCA. Grand Design is the first of what RVillage says will be many manufacturers taking advantage of its newly developed Manufacturer Program.
Grand Design invited known owners to join RVillage through a customized join sequence that seamlessly connected them to the RVillage Grand Design RV Community. RVillage also initiated several automated intelligent code features to encourage RVillage users to add the group “badge” to their RVillage experience, further growing the community.
“Grand Design owners immediately found themselves among friends,” said Mark Lucas, business development for RVillage. “And with the Grand Design team supporting the group, we’re seeing enthusiastic response from users. It’s a perfect partnership.”
The RVillage and Grand Design marketing departments worked closely together to create a consumer-friendly join experience that supported rapid integration. Then the social support teams took over, welcoming each new member and promptly responding to questions.
“We’ve been so pleased by the positive reactions,” said Lucas. “I hear from our social support team that this is an enthusiastic, eager group of RVers who love to show off their RVs and are delighted by the rapid feedback from other users and the experts at Grand Design.”
The location-aware social network says it already has more than 230,000 active RVers.
“RVers are connecting on RVillage at record rates,” said Lucas. “Our engagement metrics are skyrocketing, which tells us that even if people aren’t on the road at the same frequency right now, they are still RVers and people interested in RVing, and eager to share their passion for the lifestyle with others.”
A direct benefit to Grand Design is to be a part of a conversation with more than new owners. The RVillage community includes audiences generally unknown to manufacturers, such as people considering a purchase, and people who purchased a Grand Design RV other than through a dealership. This is a win for Grand Design, RVillage says, as brand loyalty is cultivated through all peer-to-peer owner relationships, not just new buyers. A brand-centric manufacturer like Grand Design recognizes that fostering these relationships builds trust among its constituents.
“RVillage isn’t just new owners,” said Lucas. “We are a representative cross-section of the entire RVing ecosystem. We have new owners and RVers with decades of experience. Motorhomes and towables. People who haven’t even purchased their first RV yet. RVillage is a welcoming, high-energy community and we’re delighted to be working with Grand Design to elevate the experience for current and prospective owners of Grand Design RVs.”
