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 used RVs, including Keystone, Forest River, Coachmen, and many more.

Their Challenge

In 2012, Modern Trailer Sales witnessed the changing trends in the RV industry and was looking for an opportunity to capitalize on the growth taking place in the market. The company’s brand identity needed an overhaul and a more integrated marketing strategy to help them compete
and grow in the RV market.

Our Strategy

The Element212 team worked toward reaching the goal of strengthening their brand identity and sales strategy. We focused on building strong brand awareness and getting the products and service offerings in front of their ideal customers through research and an integrated marketing approach.

By conducting customer focus groups, secret
shopping, competitive
analysis, surveys, and team and customer interviews, we gained insights into their brand’s full perspective to inform our marketing efforts.

From our research, we developed targeted marketing campaigns
and work toward bridging the communication gap between the company
and their ideal customers, improving lead conversions.

We continue to develop 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.

We continuously conduct audience testing and restructure keywords, campaigns, ad groups, and conversions to achieve more relevant audiences and searches. We monitor the ad performance daily and respond promptly to
market changes to stay ahead of the competitors and market trends, guiding the advertising strategy for optimal performance. Modern Trailer Sales enjoys an average cost per click consistently below the industry average on all platforms, allowing them to compete with higher spending competitors in their market.

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.

The Result

Through our marketing efforts and their commitment to their brand differentiators, ModernTrailerSales has seen record growth over the past 8 years. The market research led to re-aligning their brand promise to their marketing message, optimizing the digital advertising strategy, and revamping their brand identity to better represent their unique service offerings.

Year-Over-Year Growth in 2018-2020

Impressions: +64%
Clicks: +150%
CostPerClick: -75%
Total Ad Spend: -35%
Conversions: +24%
Impressions: +15%
Reach: +81%
Clicks: +135%
CostPerClick: -72%
Total Ad Spend: -35%
New Units Sold: +11%

With their increased customer traffic, Modern Trailer Sales has added to their RV inventory, growing from under 200 RVs to over 300 on average. They also have expanded their facilities, including additional storage space, full-service maintenance building, and service bays. Today, Modern Trailer Sales ranked third in the state for the total number of units sold with their market share continuing to increase.