Creating OEM and dealer clarity in Airstream’s co-op program
Airstream
Bridging the gap between OEM and dealer marketing efforts
Airstream, in partnership with Element Three, set out to re-engineer its dealer marketing program to not just increase sales but to fundamentally enhance how dealers and the OEM could engage customers throughout the buying journey. Traditionally, co-op programs in the RV industry led to a competitive clash between dealers and OEMs over the same prospects. This drove up advertising costs, complicated brand messages, and led to a disjointed customer experience. The newly designed AMP (Airstream Marketing Program) sought to replace this contention with cohesion, ensuring that marketing dollars were spent efficiently and effectively, amplifying both reach and impact.
7.8%
Higher Sales for
Enrolled Dealers
75
Avg. Additional Monthly Visitors
to Enrolled Dealers
43%
Lower Cost Per Lead
THE PROBLEM
Balancing brand building and moving inventory
The core challenge was clear: co-op marketing efforts often resulted in the OEM and dealers cannibalizing each other’s efforts, competing for the same prospects at crucial stages of the customer journey. Airstream required a novel approach that could maintain brand preference through the customer journey from OEM to the dealer while empowering dealers to effectively move inventory at the point of sale.
THE SOLUTION
Corporate-owned awareness with a lower-funnel focus for dealers
The revitalized approach facilitated by Element Three strategically segmented how marketing impacted a prospective customer journey. Airstream owned top- and mid-funnel activities, focusing on brand-driven storytelling and awareness to drive brand and product preference. Dealers were equipped to target the bottom of the funnel with precision, engaging in-market prospects with tactical local advertising, notably through targeted use of digital marketplaces like RV Trader.
Tactics we deployed:
- Marketplace Specific Campaigns: Tailored advertising on platforms like RV Trader helped dealers engage with prospects actively seeking RV purchases.
- Differentiated Media Spend: Airstream and its dealers utilized separate but complementary media strategies to optimize the funnel from awareness to purchase.
- Data-Driven Marketing: Real-time analytics and A/B testing informed ongoing campaign adjustments, enhancing both reach and conversion rates.
- Shared Financial Investment: Airstream matched dealer marketing investments, magnifying their buying power and market presence.
“The E3 team we work with is awesome. From ad creative, to HubSpot wisdom, to the amazing project management team—they feel as though they are part of our internal team.”
The Creative
Airstream is all about enabling consumers’ outdoor lifestyles. Research on each targeted customer allowed us to create effective messaging and imagery that speaks to the end uses of an Airstream. For avid flier, we added a twist and redefined the term “Earn your miles.” For skiers, we leaned into the idea that you can rest while at the slopes and actually ski more—which is something they already want to do. This concept expanded further into overlanding, kayaking, and more over the course of the campaign.
Lower-funnel creative for dealers became more product focused—so customers could see the details of their potential RV inside and out.
Browse other Airstream projects
If you, like Airstream, sell through a dealer network and must balance the needs of both your company and your dealer partners, we’re the partner who can help you level up. Browse other Airstream case studies to see how.
A River of Leads for Airstream: Driving Action with HubSpot and Facebook
Speaking to the Emotions that Happen Well Before the Sale
How a Little Adventure Made a Big Impact for Airstream
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