February '20

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40 • RV PRO • February 2020 rv-pro.com RV D E A L E R S Adapting to New RV Buyer Demographics DEALER TRENDS: RV dealers across the country report they are making modifications to their inventory and changing the ways they retail RVs as the buying demographics increasingly shift to younger consumers. Cara Boggs, president, and Ken Boggs, general manager Amazing RVs Houston "Changes in demographics have definitely led to changes in the way we market. We have tried several different methods of reaching our audience, but nothing works as well as online mar- keting. We focus a lot of our resources on SEO (search engine optimization) to ensure that we organically appear on the first two pages of any search that is relevant to our business. We use Facebook, Twitter, Instagram and YouTube extensively. We've also had success with Google AdWords. None of our marketing investments have reaped the ROI that internet marketing has. "We have also changed our pricing structure so we give our best price upfront, taking out the 'dealing' that many people – especially Millennials – dislike about making a large purchase like this. We give our customers the price of the camper including all fees, so they have an out-the-door price upfront, and they know the total price they will pay if they don't add anything, such as a hitch. "Because of this change, we can have all of our pricing avail- By Lisa Dicksteen Data from both the RV Industry Association and KOA Campgrounds indicate that Millennials are replacing Baby Boomers as the driving force in RV purchasing. With that in mind, RV PRO recently asked dealers across the country how the change in buyer demographics has affected the way they market themselves, what they stock, and how customers are financing their purchases. Here are their responses: PHOTO COURTESY OF RVIA

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