Note: This is the second in a series on how to use social media in marketing your RV dealership.

After speaking with an industry friend about this subject at the NTP Show last week, he forwarded this commentary to me. Because of his position within the industry, he asked that I not identify him, but I think his points are valid and deserve to be discussed.

For years, independent RV dealers have been handing over sensitive financial data and market information to RV Business as the dealerships "compete" for an award. RV Business deserves kudos for recognizing the industry's top dealers. But is the information submitted to the magazine secure from prying eyes? I know RV Business' publisher would never do anything to intentionally sabatoge another business. But, can the parent company to RV Business -- Affinity Group -- be trusted in the same way?

Based on what now appears to be a trend involving Affinity-related companies, there is nothing to stop Affinity's managers from "borrowing" the application forms from RV Business and then using the information on those forms to strengthen their own dealerships.  Camping World currently has 75 locations in America. If the company had the money to expand, where would they want to grow next?

It reminds me of a story in the fast food industry.

I suspect that much of the RV industry was surprised by last week's announcement that the RV/Manufactured Housing Hall of Fame is in dire financial condition and may be forced to close.

As the first RV industry journalist to feature the completed Hall of Fame in May 2007, the building has been a favorite attraction of mine for several years. It showcases the path from where the industry has come and, as a result, it puts into proper perspective where we are today.

The Hall of Fame also plays a big role by immortalizing those men and women who have dedicated their lives to building the industry and helping it grow. It provides a ready contrast between the RVs of the past and the luxurious vehicles we enjoy today.

But, despite its many good aspects, the Hall of Fame has always seemed mysterious to me. I never really could figure out what its mission was or what its plan was to sustain itself. It just felt like it was operating like a state agency that considered itself entitled to exist. Whenever I call the place, whoever answers the phone usually sounds like a cross between Winnie the Pooh's depressed pal Eeyore and Grumpy from Snow White.

Social media marketing should be part of your overall business plan.

Note: This is the first of in a series on how to use social media in marketing your RV dealership

"Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances."

So reads the text of the First Amendment to the Constitution of the United States. Our brilliant founding fathers, who were very familiar with abuse at the hands of powerful people, wanted to ensure that citizens of our new country had to right to say whatever they wanted, whenever they wanted, however they wanted without fear of reprisal. It was so important to them that they left it out of the original Constitution and made it a separate amendment, then placed it in front of every other freedom we as Americans enjoy today.

I was very happy to learn that Heartland RV, or more specifically, the company's law firm Baker and Daniels, had withdrawn the subpoena it had served on me and this publication in December seeking the identity of someone who posted a simple comment to a story we had published. The subpoena should never have been filed in the first place.

It appears as though Stephen Adams, the owner of Affinity Group, has doubled down on Marcus Lemonis by appointing him as CEO of the entire Affinity operation. It certainly was a bold move that raised quite a few eyebrows within the RV industry.

Many people I talk to say that Marcus is the smartest guy in any room he is in. They say he could be exceptionally talented in any career, be it law, politics or business. He's a graduate of Marquette University, one of the nation's most exceptional business schools, where he earned a triple major in economics, accounting and political science. Despite opinion to the contrary, Lemonis is not stupid. But he is shrewd.

In doubling down on Lemonis, I suspect Adams has cooked up an exit strategy for both men. Now that the RV industry is recovering, it is likely that higher sales will help the company's revenue grow. By slashing and burning all unprofitable ventures, and trimming corporate spending to the bone, they will be able to show a profit relatively quickly, I imagine.

But, once they can demonstrate profitability over a year or two, I suspect Adams and Lemonis will take the company public once again, sell stock to investors willing to jump onto the bandwagon a few years or months before the next economic downturn, and parachute to a beach property in Fort Lauderdale or Key West.

 
January 15, 2011