The Recreation Vehicle Industry Association commissioned an Economic Impact Study on the RV industry, released on June 7, 2016. The study found that the RV industry contributes about $49.7 billion in economic output or 0.28 percent of the Gross Domestic Product. Through its production and distribution linkages, the industry impacts firms in 426 of the 440 sectors of the United States economy.
Nationwide, the industry is responsible for 216,170 jobs, both directly and inderectly, creating an economic impact of $37.5 billion. The full study results, along with each individual state and congressional district's economic impact is available on the website by clicking here .
Mon Dec 5, 2016
The market for recreation vehicles is poised to continue record-setting growth as the industry positions itself to reach new customers with the Go RVing market expansion campaign, industry leaders at RVIA’s annual trade show in Louisville, Kentucky said.
Speaking to a gathering of industry officials at the kickoff Outlook breakfast, Go RVing leaders described the campaign’s marketing and public relations work of the past year and reported on new research by A.C. Nielsen that will be used to accelerate the RV market’s strong momentum.
“This is the largest and most comprehensive consumer research study we’ve done in a decade,” Go RVing Co-Chairman Bob Wheeler says. "The research points us to emerging markets and technologies to embrace for our message to resonate with the right consumers.”
The research identified three key market segments receptive to RV messaging that combined represent 40 percent of the US population.
“The new data will inform us how to keep current owners happy, while also driving new, motivated customers into dealer showrooms,” Wheeler says.
The Nielsen results will help the Go RVing campaign hone its aggressive marketing efforts, co-chair Tom Stinnett told the overflow audience of more than 1,100.
“We know the appeal of RVing increases with non-owners when they engage with our products and actual owners who are passionate about RVing,” Stinnett says. “That’s why we launched the AWAY video microsite to share stories from real RVers. And that’s why we’ve invested in placing RVs at large events around the country — to give people not expecting to see an RV to have an experience seeing one.”
Stinnett also says the growing value of social media in reaching potential customers is huge.
“We know the up-and-coming consumers are a sharing society,” he says. “By turning our messaging into authentic, sharable experiences, Go RVing is building trust and desire within the marketplace.”
Chairman of the RVIA PR Committee Chad Reece discussed the importance of public relations in an evolving media environment.
“The media landscape is being terraformed by the Internet and mobile devices,” Reece says. “The staggering diversity of media outlets is both a challenge and opportunity.”
Reece says the PR team had maintained a successful media relations program with nimble adjustments to the changing environment, and working to secure third party endorsements of the RV lifestyle from mainstream media, and from new media with large audiences.