Market Expansion Research Shows Campaign is Working As the Go RVing Phase I advertising campaign closed, research of callers to the hotline and visitors to the website promoted in the advertisements offers strong insight on the appeal and impact of the campaign on the target market. After viewing the video, 71% of non-RV owner respondents said they now believed they would enjoy traveling in an RV more. Eight out of 10 respondents indicated they would keep the video for future usage. The survey also indicated that the campaign has helped move prospective owners along in the buying process. After receiving the video, 20% of non-owners indicated they had visited a Go RVing dealer listed in the fulfillment materials. Forty-eight percent said they intended to visit a dealer in the next 6 months while 20% said they would within the year. Fifty-eight percent of non-owners said they planned to attend a retail RV consumer show to learn more about RV travel (32% within 6 months and 26% within one year). Forty-eight percent had already been to a show. On average, seven out of ten non-owning respondents said the video had a direct influence on their plans to visit an RV dealer or RV show. The campaign also is helping influence consumers' perceptions about RV travel. Eighty-four percent of non-owners agree that RV travel provides a great way to escape the stress and pressure of daily life; 82% agree that RVing is a great way for families to spend more time together; 68% agree that RV vacations are more convenient and less stressful than other vacations; and 67% agree that RVs help save money while on vacation. Meanwhile 75% disagree that RVs are primarily for older, retired people. Demographic data collected from all survey respondents indicates the campaign is hitting the target market. Fifty-three percent are within the target baby-boomer ages of 35-54. Nearly 47% have at least one child living in their house with 68% having their youngest child below the age of 12. Among non-owners, 62% are in the target age group; 54% have at least one child in the home with 72% having their youngest child below the age of 12. Robert Hitlin Research Associates conducted the research via a mail questionnaire in May among consumers requesting the "getting started" video through the toll-free hotline and the Go RVing website.
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