February '19

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rv-pro.com February 2019 • RV PRO • 61 nizing marketing and lead generation efforts through three layers. The first layer involves solving that big problem through its program connecting manufacturers and dealers in what Brenner says is the right way, under the right context. "Our marketing automation platform allows the client to nurture the customer on their site," he says. "On our plat- form, if someone expressed interest in Winnebago or Keystone, the next step would be to maintain that relationship and create good communication with the dealers. They're not always following up right away, or as quickly as a customer would like. With this platform, the man- ufacturer can help bring them in." The second layer works to build a better connection between the dealer and the customer. The platform helps the dealer communicate price in the con- text of trust built between dealer and customer, according to Brenner. " We base th is com m un ication on how a modern consumer wants t o b e c o m m u n i c a t e d t o. T h e re's t r u l y a n 'A m a zo n e f f e c t' o n h ow c o n s u m e r s s h o p t o d a y, " h e s a y s . That communication starts by training customers to understand that the RV industry is different from others. "You can't buy direct from the man- ufacturer. You have a manufacturer who can't sell anything," Brenner notes. At the Chris Yeloushan (left), director of national sales for Rollick, recently made a site visit to ExploreUSA RV Supercenter spend time with the staff, including Amber Friedman. same time, he says, "You have a dealer network selling multiple lines, and a con- sumer trying to figure out, 'why don't I have the ability to buy direct?' "If they give their information to a manufacturer they expect to be com- municated to quickly and the way they want. If they send a message asking about price or availability, they expect infor- mation back."

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