May '20

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16 • RV PRO • May 2020 rv-pro.com critical customers understand what you're trying to do for them and difficulties dealerships can face." Mount Comfort RV's latest introduction is inTech, which Eckstein says is appealing to Millennials. "They're small, lightweight units that are easy to pull and store. It's a different type of product and we've been very pleased with their quality. They don't build 5,000 units in a year, but they build high-quality products that won't cost an arm and a leg. We're real happy to be growing with them." Generating Buzz Through Social Media Eckstein's son, Russell ("Rusty"), joined the business soon after it launched, armed with an MBA degree, and is now president and part owner. He encouraged his father five years ago to hire a social media manager. "I told Rusty, 'Are you crazy? That's just throwing money away,'" Eckstein recalls. But the younger Eckstein explained the position wouldn't just upload content to the website, but create new material every day to post, make videos and be proactive as an information manager in social media. "I was very hesitant, but we went ahead and did it," Eckstein says, "and the new hire paid for himself over and over just in the first year. We've continued to build a strong online presence since then, whether it's through Pinterest, Facebook or YouTube." Mount Comfort RV's YouTube channel now has more than 3,000 subscribers, all of whom have asked to be notified when the dealership uploads a new video. Two to three times a week, the team will get together to discuss new ideas for its social media platforms. "We'll produce 'how-to' videos, camping videos and, of course, product videos – all of which are often infused with some humor. Sometimes it's just a small and silly light-hearted piece," Eckstein says. "With all the competition out there, we want material people will watch for three or four minutes. "It's not just about putting a low price out there on the internet – it's offering something of value and it's an inexpensive method to get in front of people," he adds. Early Beginnings Paid Dividends In 1972, Eckstein traded high-school pickup basketball games for a job washing RVs at his friend's family dealership for $2 an Thanks to its expanded new facility, Mount Comfort has more space to host educational events for its customers.

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