Bridging the dealer-consumer divide

In previous cycles, Newmar’s product launches primarily targeted its dealer network for the first few months of launch, with consumers as secondary audiences. However, the Dutch Star, Bay Star and Essex lines, with high consumer demand and strong market positions, needed a strategy that could engage and inform both dealers and prospective buyers directly — and simultaneously.

Snapshot:

• Three products designed specifically for consumer demand
• Simultaneous launch of three products to two audiences

A dual-audience launch strategy

Element Three designed a new launch approach to engage both consumers and dealers, creating a comprehensive, immersive plan with the following components:

Teaser Campaign

Element Three developed a teaser campaign aimed at building anticipation among dealers and potential buyers. This campaign highlighted key features and updates, sparking curiosity and fostering engagement before official launch. Channels in this campaign included:

• Organic Social
• Website
• Paid Social
• Display Advertising
• Email
• Connected TV

Live Virtual Reveal

Traditionally, Newmar’s dealer meeting was exclusive to dealers, but Element Three helped extend this access. By creating a virtual experience, consumers could join dealers in exploring updated features firsthand through the website.

• Interactive Walkthroughs: Newmar’s product managers conducted a live walkthrough — accessible remotely — showcasing enhancements like the new fascia and updated technology integrations for the three coaches.
• Live Q&A: Both in-person dealers and remote consumers could have their questions answered by Newmar’s experts with live Q&A.

Post-event Content Hub

Recognizing the need to serve both audiences with flexible engagement moments after the meeting, Element Three created a content hub where consumers could engage with product information and videos from the show, and dealers could find enablement materials to take advantage of the new and nurtured leads coming in their doors.

Building buzz, dealer strength, and brand affinity

Through this enhanced launch approach, Element Three enabled Newmar to create a more cohesive brand experience and build excitement across both dealers and consumers, achieving the following outcomes:

• Heightened Engagement: The integrated Q&A component encouraged live participation, with both dealers and consumers feeling a part of the Newmar family. The average view duration for the virtual experience was 105 minutes.
• Stronger Consumer Connection: Consumers experienced a “hands-on” walkthrough typically reserved for industry insiders, bringing them closer to the product and brand. Following the event, brand search volume for Newmar increased 22%.
• Enhanced Dealer Support: Dealers received tailored assets to reinforce the excitement locally, equipping them to turn consumer interest into dealership visits effectively. On top of new assets, the event drove over 2,800 assisted MQLs and 1,200 assisted SQLs — creating a new base of potential customers for the dealer network.

By transforming the Dutch Star, Bay Star, and Essex model launches, Element Three successfully bridged the gap between Newmar’s dealers and end consumers. This dual-audience approach demonstrated how an immersive, consumer-inclusive launch could strengthen brand loyalty, support dealer marketing, and establish Newmar as a leader in customer engagement within the luxury RV space.