Manufacturer Dutchmen RV launched a new website and a marketing campaign targeting the “Soul of RVing” through more resources, lifestyle images and an updated shopping experience.
The Thor Industries division unveiled a new navigation menu on its website, including model descriptions and price ranges. Other new features include the ability to compare models, take a “Match Me with the Perfect RV” questionnaire and email Dutchmen’s home shopping team with questions.
“Through extensive research, we realized many key areas of the website were not being utilized due to their placement on the page,” Dutchmen Director of Marketing Angelia Peterson said. “We relocated key shopping tools and resources to help visitors easily navigate to find the desired information and help them along the purchasing decision.”
The manufacturer’s president, Kyle Kwasny, said the company’s website traffic increased more than 80% compared with last year.
“We wanted information easily available yet visually appealing to the buyer, so they could make an informed purchasing decision at the dealership,” Kwasny said.
Dutchmen’s “Soul of RVing” campaign aims to visually share the company’s core message through enhanced images that appeal to RV lifestyles, Peterson said.
“RVing is about feeling boundless excitement as you reach your next destination,” Dutchmen stated. “Whether you are boondocking off-the-grid or hooked up at a campsite, each new day unfolds and limitless adventure awaits. RVing is about immersing yourself in laughter and storytelling with family and friends around the campfire… This is the soul of RVing.”
Dutchmen’s new website is the first campaign component. Throughout the year, the Soul of RVing initiative will include new corporate videos and marketing deliverables.
