March '19

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20 • RV PRO • March 2019 rv-pro.com S P E C I A L S E C T I O N – R V X P R E V I E W they launch product," Crawford adds. "If you look at national trade shows like SEMA and the Consumer Electronics Show ... they're preaching and they're promoting to the world at large. This kind of event attracts buyers, media, it attracts consumers, and it gets consumers interested in going to visit dealerships." New Tool for Navigating More Sales Another major development to come out of RVX is the launch of RVX Sales Navigator, a proprietary web-based dealer toolkit that RVIA developed in conjunction with a large retail marketing and consumer engagement firm to help dealers iden- tify and market to a large untapped pool of customers. "I spend a lot of time on social media and online doing research into this market. Dealers are incredibly successful in selling folks RVs," Crawford says. "However, how do we help dealers reach consumers they don't already know (that) live in their markets? How do dealers engage with people who may not even know that there are RVs out there?" In those cases, potential customers generally are not searching for a specific type of RV, such as a truck camper or Class B motorhome or a toy hauler, according to Crawford. Instead, she says they are looking for something that will let them experience the outdoors or connect with family and friends, in which case they may conduct online searches using terms like "family friendly" or "tailgating". "Those terms are how consumers are searching for expe- riences. Those are key words we identified through the Go RVing and other research, so those segments were chosen for a reason," she says. The RVX Sales Navigator is designed to help dealers identify brand new prospects and employ marketing tactics designed to connect with those previously unidentified consumers, resulting in more sales, according to Greene. RVX Sales Navigator lets RVIA is bringing back the Top Tech Challenge for RVX while promising to amp up the excitement level. 2017 Tech Challenge winner Brandon Galbreath of Alabama-based D&N RV Service will return in an attempt to retain his title. continues on page 22

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