Nagivating manufacturer and dealer launch complexity

In the RV industry, product launches have traditionally been dealer-centric events—exclusive previews designed to get sales teams excited about new inventory. However, with three popular models ready for their model year updates, Newmar recognized an opportunity to do something different.

In working to do this launch well, Newmar was facing multiple pressures:

Dealer dynamics: Newmar dealers carry multiple competing brands and need compelling reasons to prioritize Newmar product

Timeline pressure: Building consumer anticipation while simultaneously preparing the dealer network for incoming inventory

Dual-audience needs: Creating excitement among both end consumers and dealer partners—two audiences with vastly different motivations

A targeted approach using specific product launch phases

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

Define: Nailing strategy for a dual-audience launch

Together with Newmar, we identified opportunities to engage both dealers and consumers with a single event. A channel strategy was created to ensure maximum impact for both audiences. And success metrics were selected that were unique to each audience and channel.

Create: Asset Development for All Channels

The two audiences and multiple channels for the campaign required a unique set of assets to set the launch of for success:

• Dealer enablement materials and training resources
• Consumer-facing creative assets
• Virtual event production planning

Tease: Strategically Building Anticipation

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.

Building buzz, dealer strength, and measurable business impact

Through this targeted launch approach, Element Three enabled Newmar to successfully bridge the gap between dealers and consumers, creating a cohesive brand experience that delivered results across multiple dimensions:

• 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.
• Channel Orchestration Success: The campaign demonstrated how synchronized dealer and consumer touchpoints amplify each other’s impact.

By transforming the Dutch Star, Bay Star, and Essex model launches, Element Three successfully demonstrated how a targeted approach can deliver exceptional results. This dual-audience strategy showed how flexible execution of our framework can strengthen brand loyalty, support dealer marketing efforts, and establish new benchmarks for customer engagement within the luxury RV space.

Rightsized for a model year refresh

This engagement showcases the flexibility of Element Three’s product launch support. Rather than requiring a full 7-phase implementation, we adapted our approach to match:

• Product context: This launch was for model year refreshes of established products rather than a all-new product or new product segment
• Market position: There was opportunity to build additional momentum around the Newmar brand to further strengthen their brand position
• Client capabilities: The scope and scale of the work was tailored to Newmar’s internal resources and specific objectives
• Timeline requirements: A compressed schedule was appropriate for model year updates

By focusing on the phases that mattered most for this situation, we delivered maximum impact while respecting resource constraints.