When it comes to building and sustaining your rv park or campground’s customer base, marketing is the key to success. Since there are so many ways to reach your audience, you may be wondering what kinds of marketing you need. The answer is simple: ALL of them. And the secret to making them as impactful as possible is an Integrated Marketing Strategy.
Integrated Marketing is basically a cohesive campaign across all potential customer channels in which your brand is recognizable, your messaging is consistent, and each marketing element works seamlessly together.
For example, let’s say your property is offering a special Labor Day Weekend package. You want to get the word out to as many potential guests as possible. The first thing you do is work out the inclusive features (i.e. length of stay, site location, local activity like ziplining or bicycle rentals) and set up your promotional pricing. Next, you start your marketing plan!
- Highlight the Package Prominently on your Website
- Create an Engaging Blog Post about the package
- Promote on Social Media (Facebook, Instagram & Twitter)
- Send Out targeted Email Marketing (Eblasts)
- Promote on Third Party Booking Sites
- Send Out a Press Release About Package
- Advertise in Local Publications or Post Flyers at Local Businesses
As you build each piece out, remember the golden rules across the board:
Keep Design and Branding As Uniform As Possible
Design all ads for your promotion with the same color scheme, same or similar looking graphics, same fonts and same logo position. You want the campaign to have a cohesive feel that’s instantly familiar. So, if someone receives your Labor Day Campground eblast and then comes across your (similarly designed) ad on social media, the visual recognition will keep your campground at the forefront of their mind.
Communicate Well
Make sure the text on every platform has the same tone (friendly, informative, engaging) with similar messaging, the same package name (i.e. Labor Day Camping Special), and accurate details. In the same vein as the design, the wording from piece to piece should be in the same voice and style.
Have A Clear Call to Action
What do you hope to gain from this promotion? Whatever it is—that’s your CTA on all corresponding pieces. In the case of a weekend package for example, the call to action is most likely BOOK NOW—and don’t forget to place it where it won’t be missed.
Link Out for Maximum Integration
Adding hyperlinks (aka: words or graphics that link to another website page) is a must for digital marketing platforms. Use links to connect multiple marketing pieces together for a truly effective campaign. For instance, you might link a social media post to a corresponding blog post with further details. Or you could (and should!) link your call to action to the appropriate webpage—such as a BOOK NOW action directly on your campground’s reservation page. It’s a great shortcut that can inspire campers to make the leap from “should I?” to “booked” in no time.
Sound complicated? It’s not. Especially when you have RMS’s tools behind you. Between features like the RMS Book Now Button (aka: your CTA destination), Dynamic Pricing (where setting your pricing parameters is a snap) and Guest Marketing Solutions —your integrated campaign can be off the ground in no time. For example, take a look at how straightforward (and dare we say enjoyable) the EDM (Electronic Direct Mail) feature is.
Ready for this? If you want to create and send professional looking, effective guest marketing for an integrated campaign, you subscribe to the EDM feature, add it to your Dashboard for quick access, and get your design underway.
With the EDM tools, "drag and drop" technology is the name of the game—so it’s incredibly simple to use. Select a template and make it your own by dropping in customized titles, images, text boxes, hyperlinked CTAs and more with a quick drag of your mouse. Once you’re happy with the design and the text is proofed, use our test email function to ensure things look great on all browsers and screens.
Now you want to send it to the right audience. So…you create your own targeted recipients list! And when we say “targeted,” we mean you have the ability to micro-focus on exactly who you want to reach. RMS's Electronic Direct Mail tool allows you to narrow down your recipients based on everything from geographic location, marital status, and accommodation preferences (cabins, yurts, etc.) to personal interests, pets, kids and more. It’s that precise.
PLUS, there’s an aspect of RMS’s email marketing suite that can affect how you target —and FYI, your campers are going to love it. With the Email Categorization feature, recipients have the ability to choose exactly what kind of emails they receive from you. So, if they’re interested in year-round promotions, family-friendly packages, or general campground news—they select their preference(s) and only receive the eblasts that matter to them.
Once you have the recipients list nailed down—all that’s left is to schedule the eblast and get it sent right away. You'll event be able to track the campaign’s effectiveness in real time such as seeing when messages are opened, which recipients interacted with the eblast, and when someone clicks a link. You'll also see who unsubscribes from future emails to make sure you're only sending marketing to those who want to receive it. Accessing this insight into your customers' response to your marketing efforts is a great way to understand what campaigns succeed or fall flat—and you’ll learn from both scenarios. You'll become better and better at marketing with these tools.
Inspired to get started, aren’t you? Just remember—with Integrated Marketing, every piece supports the other and it’s important to have at least four in place. The most powerful being your campground’s website, a targeted eblast, social media and your blog. If you have partnerships that will be part of the promotion, such as a water sport company promoting 50% off Jet Pack Adventures for your campers, be sure to cross promote on all fronts. It’s a great way to further the integration and reach your biggest audience.
