Go RVing Launches New Leads-Plus Program
To sign up for the 2011 Go RVing program Click
Here.
To increase the value of Go RVing advertising leads to dealers
and help users generate more sales, Go RVing has developed a new leads
prioritization system. This new Leads-Plus Program delivers more
highly qualified leads categorized by RV purchase likelihood, helping
dealers, campgrounds and manufacturers follow up more efficiently and
effectively.
In March, Go RVing launched major lead-gathering buys in
magazines, search engines, websites, and direct response cable TV
programming.
A study of nearly 6,000 consumers who contacted Go RVing
for information between 2007 and 2009 has provided scientific data about
the most influential predictors in turning an information-seeker into an
RV owner. The study revealed that one of every five Go RVing leads
purchased a new or used RV after becoming a lead, and that Go RVing
leads purchase a higher percentage of new units than the general
RV-buying population. In short, those who contact Go RVing are
highly engaged in the RV buying process.
Armed with this data, Go RVing created a mathematical
leads prioritization model to process all leads generated by next
year’s national advertising campaign. A computer
program reviews all leads who contact Go RVing and prioritizes them into
four groups: those who are highly likely to purchase, likely, moderately
likely, and interested in purchasing.
This Leads-Plus prioritization system is based on
consumers’ answers to demographic and lifestyle questions asked by
Go RVing at the time they become a lead, plus additional data collected
from Equifax, shown to be the most influential in predicting a
purchase.
“The research conducted to create the new Go RVing
Leads-Plus Program shows that the campaign has been delivering
high-quality leads,” says Bruce McDoniel, director of analytics
with Richards Analytic, which headed up the research project.
“Perhaps one of the most important findings of this study is the
positive impact that follow-up contact by an industry third party has on
the purchase rate. This shows the importance of signing up to
receive the leads and working them.”
To sign up for the 2011 Go RVing
program Click
Here.
