Campground owners know how to advertise offline. It’s something they have been doing for decades, and they have learned what works or doesn’t work for their RV park. Campground directories like Good Sam were a part of that strategy for a long time. Combine that with billboards on the right highways; rack cards spread to dozens of locations or ads in the right newspapers, and you were set.
A change didn’t come overnight, and it didn’t sneak up on anyone. Each year fewer people were looking at or carrying around that bulky directory to find somewhere to stay. They stopped subscribing to newspapers and often had a plan before they drove past the billboard. To be certain, these all still had their place, but were they valued as high as they once were? Were they worth thousands of dollars as they used to be?
These are questions that weren’t asked enough by RV park owners, and who could blame them? It was easy to pick up the phone and reserve a billboard or place an ad. There was no shortage of companies willing to take a credit card and design everything.
By comparison, it was unthinkable to imagine setting up a Google Ads account, to worry about how you ranked in search engines or how RV owners found you on the internet. You knew they were starting to come in and tell you it was through a Google search, but it wasn’t very specific.
People told you repeatedly that RV park advertising was the answer; you just needed to make sure that the advertising was being done on a search engine. Google search made it easier to learn what you needed to know, but many owners of RV parks and campgrounds who didn’t grow up in the internet age had no idea where to begin.
Embedding tracking codes into your website, targeting specific demographics, sounded impossible. It was so much easier to work with the Good Sam sales representative. The potential to create a huge amount of stress when dealing with your campground advertising was not outweighed, in their mind, by the benefits of figuring all of this out.
Today the landscape hasn’t changed much. It’s rare to find an RV park or campground owner who doesn’t know that digital advertising will help them, but the knowledge gap is still an issue. Not to mention the hundreds of options and dozens of websites to choose from. Every day an RV owner would walk through the door, saying they found the campground on a different website.
You could keep throwing money at the problem, but it would be like placing a billboard on a highway no one uses to get to your campground. In the end, the answer might be easier than you think. It might be time to bring in an expert in RV park advertising, one who can help achieve your goals.
How can we help? Our team can have a one-to-one conversation with you about the specific goals you would like to achieve at your campground. In most cases, we’ll recommend a digital advertising campaign customized for you. We’ll make adjustments when necessary, and most importantly, we will show you a return on investment. How else can you know you made a good decision?
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