Building brand preference among Newmar dealers
Newmar
Creating a unique experience for dealers to introduce the new model year
More and more, RV buyers are younger and more hungry for adventure long before retirement. RV sales across the industry prove that, and so does a steady uptick in visits to U.S. National Parks. So how can we help an RV company like Newmar meet customers where they are in their journey into a life of adventure? It starts all the way back with the dealers. From concepting to creating custom experiences to donning ranger outfits, Element Three helped Newmar create a unique experience for dealers as they explored the new model year at the annual Newmar Dealer Meeting.
91
Dealerships
2
Countries
13+
Products to showcase
For years the Newmar Dealer Meeting (has) set the standard for the RV industry. We set out to create a unique and memorable experience for this annual event, creating an environment where dealers explore new product in a unique and inspired setting.
– Darren Halbig, Executive Creative Director
The problem
How do you generate dealer excitement year after year?
Newmar dealers are experts at selling Newmar RVs; there’s no doubt about it. But even the experts need a jolt of inspiration now and then. That’s what Newmar’s annual meeting is designed to do: give dealers the first look at what’s new, what’s improved, and what they can offer their customers going into the new fiscal year. That in itself presents a unique challenge: how do you keep excitement and enthusiasm high, year after year? How do you continue to give dealers an edge in their market and their mindset?
The Solution
Bringing adventure to the showroom floor
If the customer is thinking about adventure and enjoying it right from the doorstep of their RV, it was our job to get Newmar dealers in the same mindset. And nothing says road trip adventure like America's national parks. So we brought them to life, right there on the showroom floor. From signage to custom sculptures, we immersed dealers in an adventure-inspired experience that they could turn around and use to inspire their customers in the coming year.
The Results
Reinvigorated and ready to sell
Newmar had a banner turnout for their Dealer Meeting, and most importantly, got orders from their dealers to produce coaches throughout the 2023 model year. Dealers left the event with a sense of pride in their partnership with Newmar, a reinvigorated spirit to sell coaches, and a few pieces of swag: a hat, a backpack, and a keychain that allowed anyone access to the playlist that had played throughout the event. And with their own experience in mind, they were able to return home to their own customers, fully aware of the kinds of experiences they were creating by putting people inside a Newmar coach.
Impact of the work: 100% dealer attendance, majority of 2023 orders placed at event, and shared enthusiasm.
Behind the scenes: experiential design
Adventure doesn’t come to life because of a single pop-up banner. To really inspire the mindset we wanted dealers to be in, it took creativity and immersive experiential design. When dealers stepped into the showroom, they were transported to Arches National Park, where a custom-made facsimile of Delicate Arch stood for dealers to pass under and they were greeted by three “park rangers.”. As they continued to walk through the exhibit hall, they walked through the other three parks. Decor in each of the three areas matched its “park,” like cacti and sagebrush in Arches and lanterns and boulders in Mammoth Cave. A unique Spotify playlist built with songs focused on travel and nature also played quietly throughout the hall.
A custom adventure playlist
It's not just the sights that make the adventure; it's also the sounds. That's why we curated a Spotify playlist with songs focused on travel and nature, which played throughout the event hall and was shared with dealers afterward.
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