Your Park Survived COVID, Now Its Time to Step on the Gas
Angel Fire RV Resort
By Michael Moore of AGS Guest Guides
Every Business Has Been Affected By COVID-19
Thereโs not a business in America that hasnโt been effected by COVID-19 this year. Most were especially impacted during those rough months in Spring where no one knew what was happening, communities were on lockdown and the future looked bleak. And while weโre certainly not out of the woods, and a long way from returning to normal, all signs point to a more positive outlook.
The campground industry is one of the more fortunate ones. Being outdoors and socially distanced is an inherent camping experience and has been deemed one of the safest things to do during the pandemic. This has resulted in a boom for those campgrounds in cities and states that have re-opened and allowed people to move more freely than they had. The busy summer has also allowed campgrounds to feel better about their business heading into 2021.
Parks that made it to this point have something to look forward to
As the general manager of an advertising company in the hospitality industry, Iโve come across thousands of businesses this year who usually take ads out in campground guides. Itโs certainly a tougher economic climate than weโre used to but entering fall, itโs clear which of those businesses will be sticking around next year. Whether itโs PPP money or just a pivot to another sector, businesses that made it to this point have something to look forward to.
With that said, there is a natural inclination for any business owner to start cutting expenses with so much uncertainty around. Marketing is typically the first to go. But should it be? Sure, you can save a few bucks but the point of advertising is to bring in more than you spend.
Take these examples of successful companies and how they handled economic crisesโ:
- Kelloggโs: During the Great Depression, the market leader in breakfast foods, Post, cut back significantly its advertising budget and rival Kelloggโs doubled its advertising spend, investing heavily in radio and introducing a new cereal called Rice Krispies, featuring โSnap,โ โCrackleโ and โPop.โ Kelloggโs profits grew by 30% and that campaign was the catalyst that allowed Kelloggโs to become the category leader.
- Toyota: During the recession of 1973-75, the US government issued its first miles-per-gallon report in whichย Toyota Corollaย was second to Honda Civic in fuel efficiency. By adhering to its long-term strategy and not cutting back its marketing, Toyota surpassed Volkswagen as the top imported carmaker in the U.S. by 1976.
- Pizza Hut: In the 1990-91 recession, Pizza Hut and Taco Bell took advantage of McDonaldโs decision to drop its advertising and promotion budget. As a result, Pizza Hut increased sales by 61%, Taco Bell sales grew by 40% and McDonaldโs sales declined by 28%.
- Amazon: Amazon sales grew byย 28% in 2009ย during the โgreat recession.โ
The fact of the matter is as your competitors scale back and remove themselves from the conversation, thereโs an opening for you. Getting one size larger of a print ad or adding a few bucks to your Digital Marketing or PPC budget can go a long way.
15% of Americans Plan to Take RV Trip in Next Year
And what about the pie weโll all fighting over? According to recent Ipsos research, 46 million Americans plan to take an RV trip in the coming year. How many of those 46,000,000 Americans do you need to have a record year?
And donโt forget to look beyond 2021. Every businessesโ top source of businessโ are repeats and referrals. If you give someone a good experience, theyโre your customer for life. Thatโs especially relevant now. According to RV rental site Outdoorsy, 93% of their bookings in May and June were first-timers. If youโre able to show a first-timer an amazing experience, donโt you think theyโd come back?
Thatโs why itโs crucial to get your name out front. The market is literally flooded with RVers who are looking at places to stay for the first time. Most industries would kill for the opportunity to welcome so many new leads. Donโt fall asleep at the wheel.
Michael Moore is General Manager of AGS Guest Guides, a division of Texas Advertising.
Email him with any questions or concerns at michael@texasadvertising.net,
call him at 877-518-1989
or visit www.AGSPub.com
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