News from RVDA News Highlights •
Registration Still Open—RV Dealers International Convention / Expo
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Check Inside ! RVDA Members New Programs and Benefits— Telus Business, John Deere & Perkopolis
Inside this issue: Canadian retail sales statistics
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Should Your 6-7 Dealership Spend More Ad Budget on Google or Facebook? By John Nelson, 9Clouds Registration Still Open—RV Dealers International Convention / Expo
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Question and Answer for Sales Leaders By Dave Kahle
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Telus Business— Savings for RVDA Members
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John Deere Platinum 18 Rewards for RVDA Member Benefit Perkopolis — RVDA 19 Members and Staff Perks Program
Newsletter Newsletter
October 2021
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Dear Members, As I sat down to write this message, it occurred to be that this would be my final message to you in the role of Chairman of the Board for the RVDA of Canada. The past 2 years have gone by remarkably quickly in some ways and incredibly slowly in others! Unfortunately I haven’t had the opportunity to get out there and meet as many of you as I would have liked but hopefully I will see many of you at future events when travel becomes a bit less restricted. My time as chair has been a rewarding experience. In fact, the benefits of volunteering can be enormously satisfying. I would really encourage all of you to become involved in some manner. There are lots of ways to become involved and they don’t have to be huge time commitments. Through my involvement, I have gained valuable knowledge, industry insights and many great friendships. So we had a federal election. During the election process, we made an effort to meet with as many local candidates as possible. I’m not sure much has changed since Parliament was last adjourned but for the RV industry, the election results will continue to bring opportunities and challenges. When Parliament resumes, the RVDA of Canada will actively work to educate all new MPs on the challenges faced by our industry and the importance of the RV sector to Canada’s economy. In this minority government scenario, grassroots engagement becomes even more crucial to our advocacy goals. Please let us know if you would like to participate in our grassroots efforts. Have you registered yet for any of our Parts Department Product Sales Training Webinars? Please make sure your staff is made aware of these product sales training opportunities. Different suppliers will be featured throughout the fall and winter. Check out the event listings on the RV Careers site!
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The next event around the corner is the 2021 Convention/Expo in Las Vegas. And it’s not too late to register. We want to assure you that all of the appropriate and required safety protocols will be adhered to and that we will do everything possible to minimize any risks. Featured are many new speakers and a lot of the content addresses how to best position your business during the road to post pandemic recovery. The RVDA of Canada will also be holding its annual meeting there. Please join me for this annual assembly, sponsored by iA Dealer Service /Services aux concessionaires as we give a brief report on current association activities and programs. This meeting gives us a chance to review key association initiatives undertaken over the past year, and give you the opportunity to meet the RVDA of Canada Board and staff, as well as to network with your fellow Canadian participants. During this year’s meeting, we will feature Jered Sobel President of Sobel University. Jered will show you how to break the barriers of what customers believe they need, versus the service they actually need. Understanding what kind of service your customers have received elsewhere is essential to changing how customers see your staff. Learn how to be more productive with phone and internet leads. Jered will show you what it takes to stop customers from feeling like they need to reach out to other dealerships. There’s bound to be some great information for you. In closing, I want to thank you again for your trust, for the meaningful experience and the exceptional opportunity I have had! Warm regards,
Gord Bragg, Chairman of the Board RVDA of Canada
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Canadian retail sales statistics are now available for both motorized and towable recreational vehicles. These statistics will allow dealers to better manage the inventory on their lot by knowing which units are selling in their area, which price points are attracting buyers as well as knowing the local trends affecting their marketplace. The RV retail sales statistics compiled by Statistical Surveys Inc. are the result of matching manufacturer VIN numbers with RV registrations. The RVDA of Canada endorsement agreement includes free access for national monthly figures only, for members only. Going forward, these figures will be published in the RVDA of Canada bimonthly newsletter and archived at the “RV Statistics / National RV Sales” link on the member side of www.rvda.ca. This information is copyrighted to Statistical Surveys Inc. and for your use only, not for distribution. In order to protect your endorsement benefit, please honour that confidentiality. To purchase more detailed statistics – by province, region or city – please contact Scott Stropkai of Statistical Surveys Inc. at 616-281-9898 ext 128 or sstropkai@statisticalsurveys.com. To learn more about Statistical Surveys Inc., visit www.statisticalsurveys.com.
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Elite Insurance Company is a subsidiary of Aviva Canada Inc., one of the leading Property and Casualty insurance groups in Canada which provides insurance protection to more than 3 million Canadians. Aviva Canada is on a mission to change insurance. "At Aviva, we listen to our customers' views and opinions because by listening and acting on your feedback, we become better at what we do. We want Aviva customers to feel they are being treated as people, not as a number. We want our customers to be confident and comfortable that they have the right insurance to cover their needs. And we want our customers to have a positive experience at Aviva. We've already started the change by introducing our claims service satisfaction guarantee which you can learn more by visiting www.ClaimsGuarantee.com Elite Insurance Company is Canada's largest insurer of specialty personal insurance products since 1954, covering recreational vehicles, mobile homes, antique & custom cars and pleasure crafts. To learn more about Aviva Elite and their mission to change insurance visit their website: www.avivacanada.com Aviva Elite
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The 2021 First Quarter Economic Review is intended to deliver a comprehensive look at the economic indicators affecting the RV Industry in Canada. These products are intended to provide members with current economic information, which can assist them in gaining insights into the changing economic dimensions of the RV industry and the economy at large. Download this report on RVDA of Canada member site under Member services / Industry Relations tabs (login required)
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Should Your Dealership Spend More Ad Budget on Google or Facebook? By John Nelson, 9Clouds In 2019 alone, Google and Facebook earned $135 billion and $70 billion in ad revenue, respectively. This begs the question: To which of these should your dealership’s ad money go go? With the continuing growth of both of these platforms, small businesses — including RV and
car dealers — are making tough decisions about how to balance their marketing budgets.
Google Ads vs. Facebook Ads: Which One Deserves More Money? This is a common question we get from customers and contacts, and it has a common answer: It depends. Before a dealership marketing manager dives in and builds a campaign on either of these platforms, they should look at the expected outcomes. While both platforms will send plenty of visitors to your website, they each have unique attributes and capabilities that will help you decide where to stack your precious advertising
dollars.
Budgeting for Ads on Google and Facebook Before you set the budget on your first campaign on either of these platforms, you need to answer these two important questions regarding your store’s digital marketing strategy: 1. What is the goal of this campaign? While this seems obvious, we’ve seen many independent marketers make the mistake of diving into Google Ads without a clear view of the desired outcome (or KPI). Knowing what the finish line looks like is key to beating competitors and winning the race. You need to know the numbers on your website. For example, if you want 10 new customers, and you know your visitors have a 10% conversion rate, you need at least 100 visitors. 2. What is the expected CPC? Keywords are the foundation of Google’s search campaigns, while targeting is essential for Facebook ads. Identify the right keywords and then analyze the expected CPC. This will help you calculate how many visits could happen within a certain budget. On Facebook, use the audience insights tool to forecast your performance for certain kinds of campaigns. With these two questions answered fully, you can then calculate your daily or monthly budget on either platform. https://9clouds.com/resource/how-balance-your-digital-ad-budget-post-pandemic-world/
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Key Differences Between Advertising on Facebook vs. Google Both of these platforms work together quite well for auto dealers. Our agency regularly uses Facebook to gain top-of-funnel brand awareness, and Google Ads to nurture visitors over time. Both platforms offer great features for retargeting visitors. While both platforms offer significant benefits for maximizing reach, there are some fundamental differences that impact the budget for each.
Paid Social for RV and Auto Dealers Ads on social networks allow you to reach audiences based on location, browsing behavior, interests, and demographics. Layering all of these aspects allows marketers to talk specifically to their high-value audiences. These targeting parameters are based on data that is given to Facebook by the users themselves. The rich library of user data allows Facebook to show hyper-relevant ads to every user. Paid social platforms like Facebook also have several unique placement options. For example, anyone creating a Facebook ad in Ads Manager can distribute their campaign to Instagram at the click of a button. Plus, Facebook offers several visual formats, including static images, scrolling carousels, full-screen catalogs, videos, messenger prompts, and even conversion forms built right into the ad. The social nature of Facebook also applies to its ads, where people can leave reactions and comments. For that reason, it’s important for someone at your business to monitor your ads and respond to comments throughout the lifetime of the campaign. Paid social is also relatively cheap. Agency Analytics reports that the average cost-peracquisition (CPA) across all industries on Facebook came to $18.68 in 2019, while the CPA for Google Ads levitated up to $48.96. The value of paid social is also in the details. As we reported in our most recent Automotive Performance Benchmarks Report, the average cost per click (CPC) for paid social is $1.82, while the CPC for Facebook ads was down at just 63¢. But before you choose your horse in this race, it’s important to know the unique value of search ads.
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Paid Search for RV and Auto Dealers Platforms like Google and Bing allow advertisers to target customers based on the keywords they search.
This straightforward approach comes with unique benefits: 1. Advertisers can constantly research the performance of certain keywords over time, and even choose similar keywords that will bring in the same quality of traffic. 2. Because of the sheer volume of traffic on Google — more than 40,000 search queries every second — advertisers have the luxury of being able to set specific bids for each keyword within the same campaign. 3. Google Ad campaigns can be coordinated for several purposes, including promotions, products, services, and general branding. Some keywords cost much more than others. Financial and legal keywords, for example, are much more expensive than e-commerce or hotels. Another unique aspect of paid search is intent. For example, advertisers know that when a person searches for “Toyota dealer near me” they’re a much hotter lead than a person who is searching for “Toyota models” or “when was the first Toyota made.” Analyzing the search keywords that bring people to your website is a great way to find useful insights for your paid search strategy. Finding the right high-volume, low-cost keywords is really important on paid search. We’ve outlined this tactic (and other money-saving hacks) in this free Google Ads eBook . Good Google advertisers know that when you hone in on your high-converting keywords, you can easily justify the relatively high CPA.
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How Do Facebook and Google Fit Together? While these platforms have many differences, they both can play key roles within your PPC strategy. WordStream says it best: Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy. However, it necessitates a dual advertising strategy that aligns with the strengths of each respective platform. Although marketing messaging can — and arguably should — remain consistent across both Google Ads and Facebook Ads, it’s vital to understand how best to use each platform for maximum ROI and greater business growth.
As you start out on each platform, commit to analyzing the results and improving your campaigns over time. It doesn’t happen overnight, but with the right knowledge and dedication, your business can make a splash on Google and Facebook. If you know the personas of your core customers, start on Facebook, where you can find very granular targeting options. If you’d like to dive into those options, see our roundup of our top Facebook ad targeting tips for auto dealers.
On the other hand, if you don’t have a keen sense of your demographics, you can still find your core customers by researching and selecting the right keywords for Google Ads. In either case, the budget (and its allocation) depends on the competition and the volume of traffic you need to convert visitors to your website. Get the Data Your Dealership Needs Budget allocation poses one of the most challenging aspects of digital marketing for automotive. That’s why 9 Clouds bases all of its decisions on data, and why we report that data to you in the form of eBooks, webinars, case studies, and more. If you’d like to learn more about advertising on Facebook and Google, download our 2020 Performance Benchmarks Report today. This handy PDF is chock full of real-world insight for auto and RV dealers. DOWNLOA
DOWNLOAD THE BENCHMARK REPORT
The Author : John Nelson As the creative director at 9 Clouds, John leads a team of talented marketers. When he was little, he wanted to be a mechanic. Instead of fixing cars, John and his team are making cars easier to sell. Learn more about John.
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Dealer Registration Still Open for 2021 RV Dealers Convention/Expo Register for the 2021 RV Dealers Convention/Expo, set for November 8-12 at Paris Las Vegas! The convention/expo will be returning to an in-person format and bring together dealers, manufacturers, and RV industry business partners for the premier dealer education and networking event of the year. View the 2021 RV Dealers Convention/Expo Event Matrix, the education component of the RVDA Convention is carefully planned by industry leaders to meet dealer demand for relevant education using only top-rated presenters. Each year the Convention/Expo Committee integrates new presenters into the speaker lineup. The RVDA Convention/Expo Committee and staff are working hard to bring dealers relevant educational content and new speakers. Updates are available on the convention website, Facebook, LinkedIn, and Twitter. “RVDA volunteer leaders and staff are looking forward to seeing everyone at Paris Las Vegas in November,” said RVDA President Phil Ingrassia. “It’s been an extraordinary period of expansion and change since dealers last met in person at the convention in 2019. This year’s RV Dealers Convention/Expo will be an ideal way to share ideas on how to keep the momentum going in 2022 and beyond.”
Marks: (in-store) on at select workwear Book your room with the RVDA room Discounts block – stay at Paris or stay Bally’s. Companies interested in partnership, sponsorship, exhibiting, and Vendor Training +Plus opportunities As a member in the RVDA, you and your staff are eligible for a 10% can contact Julie Newhouse atdiscount jnewhouse@rvda.org. on the numerous items listed on the member program card. isTopresented receive a 10% discountRVDA on select that and are available The RV Dealers Convention/Expo by RVDA, of items Canada, the Mike exclusively to RVDA members, please show your card at the checkMolino RV Learning Center. Follow the convention on social media using #RVDAConEx out counter. This offer is only available for in-store purchases.. and visit www.rvda.org/convention for regular updates.
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Question and Answer for Sales Leaders By Dave Kahle Q. How can we get inside sales to do some proactive sales activities each day? We expect our inside salespeople to use some of their time to shift into the proactive mode to make outbound phone contact to existing and new business. But it is hard for them to do this regularly. I wish I had $5.00 for every time I came across this question. I would have retired years ago. Let me answer it in two ways. First, how do you get inside sales to be proactive? Answer: You don’t. It is far easier to refloat the Titanic than it is to get a group of essentially reactive customerservice-type personalities to change their mode of operation and make proactive phone calls. That’s because of the personality of the typical inside/customer service person. Generally, the people who fill these positions are very reactively oriented. By that I mean that if a customer comes to them with a problem, they will knock down walls to fix the problem and help the customer. They are great helpers and problem-fixers. That personality characteristic is one of their strengths, and one of the reasons they are good in that job. However, if you ask them to make ten phone calls to people who are not expecting the call – proactive calls, in other words – they will lose sleep the night before worrying about it. And tomorrow, when they are supposed to do this proactive calling, they will discover that the amount of other work they have to do has swelled up and crowded out the time that they had dedicated to proactive phone calls. They rarely get to it because “other stuff” gets in the way. So, the first answer is “Don’t bother trying.” You will be swimming against the current, expending great quantities of time and energy trying to make work something that is probably not going to work. You’ll find yourself and your inside salespeople becoming increasingly frustrated. Instead, hire someone who can be totally dedicated to proactive work. Keep their job description pure: no reactive stuff, only proactive calls.
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There is a rule here: When a person has responsibility for both reactive and proactive calls, the reactive will always swell disproportionately, crowding out the proactive. Now, it may be that the circumstances of your situation will not allow you to hire a new person and create a new position. If that is the case, then you need to consider my second answer. Second: How do you get inside sales to be proactive? If you must, you follow these guidelines: 1. Make the task extremely specific. It is not, “Proactively call ten people and see if they need anything.” Instead, the task should be, “From 3 PM to 4PM every Tuesday, call the ten people on the list I give you, and make this 50-word presentation which I have written out, word for word, for you. The more specific is the task, the more likely it is to happen. 2. Train them in the task. Don’t expect that they automatically know how to do what you want them to do. One of the reasons that they are uncomfortable making proactive out-bound calls is that they have little experience and virtually no confidence. You have to inject some confidence into them. Confidence only comes from one of two places: experience or practice. So, provide them some practice. Hold a two-hour training session. Have everyone role-play the phone call several times. Identify all the possible responses. Create strategies for each. Get them to memorize the script. Help them to feel confident in making the call. 3. Measure and publish their progress. Keep track of how many calls each person makes, and how successful each call is. Share those numbers with everyone in the group. 4. Reward all success. When someone has a successful call, praise that person in front of everyone. Lavishly reward them for doing what you asked them to do. Success begets success. Make a big deal of everyone’s success so that they feel more capable of doing this job. As you can see, this is a lot of work and requires high-touch involvement on management’s part. It may be that the cost, in time and effort, is more than the potential reward.
Originally Published: https://www.davekahle.com/inside-salespeople/ Dave Kahle is one of the world's leading sales authorities. He's written twelve books, presented in 47 states and eleven countries, and has helped enrich tens of thousands of sales people and transform hundreds of sales organizations. Sign up for his free weekly Ezine. His book, How to Sell Anything to Anyone Anytime, has been recognized by three international entities as "one of the five best English language business books.” Check out his latest book, The Good Book on Business
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Click for more info *Terms & Conditions apply
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Marks: Discounts (in-store) on select workwear As a member in the RVDA, you and your staff are eligible for a 10% discount on the numerous items listed on the member program card. To receive a 10% discount on select items that are available exclusively to RVDA members, please show your card at the checkout counter. This offer is only available for in-store purchases..
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ONLINE DAMAGE REPAIR ESTIMATOR
ONLINE DAMAGE REPAIR ESTIMATOR
The easy-to-navigate online system will help an RV service department to prepare consistent, data-supported,claim estimates for insurance companies and RV owners. Users will be able to create an accurate, itemized estimate using the software, while having the option to save all photos and supporting documents with the estimate using the ‘upload file’ feature. Dealers can sign-up for a free, no-obligation, 30‐day trial of The Damage Repair Estimator On-Line by calling (440) 336-0703 or by sending an email to wrcamp1@aol.com. After the trial, a monthly subscription fee recurs automatically until cancelled. RVDA of Canada # 145-11331 Coppersmith Way, Richmond, BC V7A 5J9 Phone (604) 718-6325 Fax (604) 204-0154
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The Mike Molino RV Learning Center (RVLC) is an Q affiliation of the Recreation Vehicle Dealers Association of America. RVLC offers technical publications, certification programs, online learning, and workshops, all designed exclusively for dealership staff.
The RV Learning Center partnered with The Ohio State University’s Center for Education and Training for Employment have developed Certifications, Competency Profiles, and instructional materials in the following areas: Service Manager
Service Writer/Advisor
Warranty Administrator
Parts Manager
Parts Specialist
RVDA of Canada # 145-11331 Coppersmith Way, Richmond, BC V7A 5J9 Phone (604) 718-6325 Fax (604) 204-0154
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Click here to register: JohnDeere.ca/
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Deadline: August 31, 2020
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on hotel Access to Choice Hotels program discounts of 15-20% at over 325 hotels in Canada & 6,300 hotels worldwide, & some complimentary services at select hotels. Aeroplan or Choice Privileges points can be earned. Book travel be online, on your mobile device or via a toll-free number.
on select Exclusive discounts up to 35% off select FedEx services when shipping within Canada, to the US, or internationally. If you have a FedEx account, simply enroll in this program through the dedicated FedEx webpage that can be found at the member link If not, see the member benefit page for a link to do so. View FedEx services at www.fedex.ca.
Introducing member benefit from John Deere ! RVDA of Canada members are now eligible for an upgraded John Deere Rewards membership-which unlocks extra discounts on equipment, parts and merchandise. Enroll today! It’s simple , fast & free. Check JohnDeere.ca/rvda
Marks: Discounts (in-store) on select workwear As a member in the RVDA, you and your staff are eligible for a 10% discount on the numerous items listed on the member program card. To receive a 10% discount on select items that are available exclusively to RVDA members, please show your card at the check-out counter. This offer is only available for in-store purchases.
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Discounts and offers for top attractions,shows and other entertainment! Exclusive discounts and offers for all your stay at Home and work from home needs including, Disney+ subscription, Showtime subscription, black Friday pricing for computers/laptops audiobooks and much more! Access the program now through the RVDA of Canada member site .
Perkopolis Member Discount Program Great perks on everyday products and services! Perkopolis is continuously sourcing exclusive offers and benefits for you! Use your Perkopolis membership to enjoy great savings on entertainment, travel, attractions, shopping, health, wellness, sports and more! Click here for more information
Petro-Canada SuperPass Credit Card Discount With use of the Petro-Canada SuperPass credit card, members of Explorer RV Club & RVDA of Canada can realize significant savings, convenience, control & security. Click here for an information / application form & contact information,
Telus Business on the go! Save with exclusive offers and stay connected on the go with Telus Business RVDA members save up to 25%* on select business mobility plans when you activate or renew with TELUS. Click here for more information
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News from RVDA
RVDA of Canada Mission Statement:
Newsletter Editorial Staff
The RVDA of Canada is a national federation which exists to protect and promote the interests and welfare of RV Dealers across Canada in order to enable the industry to maximize its potential.
The RVDA of Canada Member Newsletter is produced and distributed through the national association office : RVDA of Canada, Richmond BC For Inquiries please contact us at: #145 – Coppersmith Way Richmond, BC V7A 5J9 Ph: (604) 718-6325 Fax: (604) 204-0154 www.rvda.ca powered by rvhotlinecanada.com Emails : Eleonore Hamm, eleonore_hamm@rvda.ca Anita Lien, anital@rvda.ca Amee Inocencio, ainocencio@rvda.ca
Post your Positions at
www.RVCareers.ca
To post a job, simply go to the employers tab and log in using your RVDA of Canada user name and password. Contact RVDA of Canada at 604-718-6325 or e-mail if you do not have this information. WWW.BUYLOCALRV.CA RVDA of Canada’s “BUY LOCAL” campaign promotes “Buy your RV close to home. It’s better in the long haul, to consumers. We encourage you to download a copy of brochure available at the member’s website.
Board of Directors Executive Committee Chairman, Gord Bragg Hub City RV Lantzville, BC Vice-Chairman, Josée Bédard Roulottes Chaudière Lévis, Quebec Treasurer, Dale Hopkins RV City Morinville, AB Past Chairman, Herb Cowen Pike Lake Golf Centre, Pike Lake, ON Directors Jim Gorrie GNR Camping World
Ken Dobson Leisure Time Sales
John Krohnert Platinum RV Sales
Kyle Kehoe Kehoe RV
Jonathan Stone Stone’s RV Center
Dean Goerzen Go RV
Marc Rémillard Centre du Camping Rémillard
Greg Nikkel NR Motors Ltd.