RVIA’s scheduled presentation on leveraging social media for aftermarket suppliers and RV manufacturers is the first virtual endeavor of its kind the association has ever undertaken. The social media presentation is part of the larger online event that was created to replace the annual Aftermarket Executive Conference, which was canceled due to the pandemic.
Curtis Coleman, founder and CEO of RVillage.com, says the most compelling reason for suppliers and RV manufacturers to attend the webinar is to learn how to leverage social media to reach consumers effectively to boost brand awareness and increase sales.
“People don’t just buy your product. They do it either it from your website or from another funnel. The information about your product has to be digitally relevant,” Coleman said. “If you are not digitally relevant, you are not relevant.”
Coleman plans to talk about how creating and engaging with groups on social media platforms provides businesses with timely access to and feedback from product users. He also plans to offer insights into effective marketing strategies – spoiler alert: He believes guerilla marketing is not the answer – based on the different algorithms that social media platforms like RVillage and Facebook use to determine how content is shared among users.
Coleman said reaching consumers through digital media is “not a fad. It’s not going away.”
John Hawkins, director of aftermarket sales at BAL / Norco Industries, approached Coleman about presenting the topic because of its timeliness, both in with regard to the digital age and due to the ways in which social distancing affects how people are doing business.
“I love talking about this stuff. I live for it,” Coleman said.
He said the webinar will be a success, regardless of attendance numbers, if attendees come away having learned one or two things they did not know before.
Coleman’s presentation is one of five webinars scheduled to take place between Tuesday, August 11 and Thursday, August 13. The programming is meant to offer RVIA members, especially members in the aftermarket, information about consumer trends and a way to engage with each other from afar.
“Next week RVIA will present three days of virtual programming for the RV Aftermarket,” said RVIA President Craig Kirby. “While we were forced to make a difficult decision in the cancellation of the RV Aftermarket Conference, which would have been its 50th anniversary, I’m extremely pleased how members and staff have worked together to deliver timely information designed to help better understand, connect with and serve the RV customer. With more and more RVers joining our family every day, keeping the focus on delivering an exceptional customer experience could not be any more critical.”
To register for the RV Aftermarket webinar series, click here.