Business View Magazine September 2018

254 255 keting Director, recently hired with a mandate to get the word out about the company and its offerings. “I believe that we need to own our backyard and be the dealership of choice in our communities,” she explains. “Although the com- pany has been here for 40 years, Florida gets a lot of turnover of people and new people coming into town. If they don’t drive past the dealership, or don’t know someone that owns an RV, or they are not in the lifestyle, they might not know that we’re even here. So, we’re spreading our corporate message through involvement with communi- ty events, supporting local businesses, having a presence, and interacting with our customers where they work, play, and do business.” “We choose to participate in local events that benefit the community in some capacity or a not- for-profit organization,” Kelly continues. “We want our name associated with programs and events that are relevant and impactful to the audiences that we’re trying to reach.We want to be top of mind for people who are in the market for pur- chasing an RV or might be open to learning about the lifestyle. Being in front of our customers, participating in local events, and supporting our communities go a long way to building custom- er loyalty.We’re creating opportunities to build new markets by participating in local events and engaging with the public. “It’s a casual atmosphere where we can educate people about RV ownership and the exclusive programs we offer to our buyers, versus waiting for people to come to the showroom or attend a trade event that is focused solely on an RV audi- ence.We bring the concept to people who might not have considered it before. Florida has many beautiful parks and areas of interest where trav- eling and vacationing by RV, instead of cars and GIANT RECREATIONWORLD We choose to participate in local events that benefit the community in some capacity or a not- for-profit organization. We want our name associ- ated with programs and events that are relevant and impactful to the audiences that we’re trying to reach. LAUREN KELLY MARKETING DIRECTOR