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Give Us a Call Today! 317.296.7314

Modern Trailer Sales

Client Summary

Modern Trailer Sales is a family-owned RV dealership that has been helping customers enjoy their camping experiences since 1951. Modern Trailer Sales offers a wide selection of new and pre-owned RVs including Keystone, Forest River, Coachmen, and many more.

Their Challenge

In 2012, Modern Trailer Sales saw the changing trends in their industry and knew they needed to capitalize on the growth taking place in the RV market. They hired Element212 to help them revamp their brand identity, messaging, and sales strategy to grow in this market.

Our Strategy

After recognizing the shift in trends in the RV industry, our team strived to first understand the needs of the target market and to bridge the communication gap between the company and their ideal customers.

With our goal to strengthen their brand identity and sales strategy, we focused on building strong brand awareness and getting the products and service promotions in front of their ideal customers.

1. Client Research

Element212 conducted customer focus groups, secret shopping, competitive analysis, surveys, and brand insights that included individual team and customer interviews. The goal from our research was to uncover a clear S.W.O.T. analysis and gain a full perspective of their brand.

2. Targeted Marketing Campaign

From our research, we develop a targeted marketing campaign and bridged the communication gap between the company and their ideal customers to improve lead conversions.

3. Brand Awareness
We started with developing a new brand promise, corporate logo and tag line. We created dual marketing strategies to help build their brand awareness while also getting products and service promotions in front of their ideal customers.
4. Ongoing Marketing Strategy

Today, we are continuously developing brand-awareness and lead generation campaigns as part of a two-fold strategy approach to reach potential new customers and nurture current customers. Modern Trailer Sales collaborates with our design and strategy team to create print and digital messaging that clearly and quickly communicates their brand differentiators and promotional calls to action.

5. Integrated Approach

Our integrated approach reaches customers through multiple touchpoints: Marketing through print and signage, tradeshow marketing, and paid digital advertising on platforms such as Facebook, Instagram, YouTube, web display networks, and keyword-targeting ads. Strategic targeting is a key to this success.

6. Advertising Strategy

The cost per click and reach are monitored daily so that we can guide the advertising strategy for optimal performance. Daily analysis of ad performance and conversions enables us to respond quickly to market changes and stay ahead of competitors in an ever-changing online climate. Our average cost per click is always below industry average on all platforms.

The Result

Through our collective marketing efforts, Modern Trailer Sales has seen record growth over the past 6 years. With increased customer traffic Modern Trailer Sales has added to their RV inventory, growing from under 200 RVs to well over 300 on average. They have added more storage space as well as a second full-service maintenance building.  As of 2018, Modern Trailer Sales is currently ranking third in the state for the total number of units sold, which is the highest ranking they have achieved in a very competitive market. They have also doubled their number of service bays (now 14 total bays) and added an indoor storage facility.

> 1
Additional Units in Inventory
1 rd
in State for Number of Units Sold
1 x
Number of
Service Bays

The Result

Through our collective marketing efforts, Modern Trailer Sales has seen record growth over the past 6 years. With their increased customer traffic Modern Trailer Sales has added to their RV inventory, growing from under 200 RVs to well over 300 on average. They have added more storage space as well as a second full-service maintenance building.  As of 2018, Modern Trailer Sales is currently ranking third in the state for the total number of units sold, which is the highest ranking they have achieved in a very competitive market. They have also doubled their number of service bays (now 14 total bays) and added an indoor storage facility.

> 1
Additional Units in Inventory
1 rd
in State for Number of Units Sold
1 x
Number of
Service Bays

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand Insights Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand Insights Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.