This week we are going to talk a bit about a group of people who have the promise to revolutionize the RV industry.
They are young now, but they’re starting to buy RVs. In fact, others say the RV lifestyle is ideally suited for this generation. Of course, we’re referring to Millennials, that group of people born between 1985 and 2004.
Baby Boomers were the bread and butter of the RV industry for the past 18 years after the early boomers turned 55 around 2000. The Baby Boomers have been buying RVs left and right for decades, and they are still retiring at a rate of 10,000 per day.
However, according to Pew Research, Millennials will outnumber Baby Boomers by 2019. This year, there are 74 million Boomers and 71 million Millennials. By comparison, there are 66 million members of Generation X, who were born between 1965 and 1984. As the Boomers pass away, the Millennials will become the largest generation in America.
Baby boomers had a reputation for redefining entire industries. Remember how fast society went from albums and cassette tapes to digital music? Millennials will leave their impact on the world as well.
The guest today is Deserie Lawrence, the chief marketing officer of Blue Water Development, a company that manages seven RV resorts on the east coast. She’s going to describe what Millennials want from a camping or outdoor experience.
She’ll even show how campgrounds can keep guests busy without investing a lot of money in their own infrastructure, but rather by partnering with other adventure firms in their area.
She’ll touch on the types of activities Millennials enjoy, the amenities they want from a campground and the best ways to communicate with that generation.
The last words a millennial wants to hear is “We’ve always done it that way.” Members of this generation are truly agents of change.
Millennials get a bad rap because of their heavy reliance on technology and for their reluctance to embrace adulthood, move out of their parents homes and start families of their own.
But, you know what, they’re doing it and Millennials are making a wonderful contribution to society. They are hard working and industrious, but they are also problem solvers.
They work hard and they play hard. That’s why the RV industry and outdoor hospitality industry has a wonderful opportunity to convert Millennials into lifelong customers before they turn 35.
Imagine how many RVs or camping stays could be purchased over a lifetime if the first RV is acquired before 35.
Blue Water Development has already identified what Millennials are looking for and delivers that type of experience every day. For more information about Blue Water Development’s unique RV resorts, visit www.bwdc.com.
Deserie Lawrence’s marketing advice is that firms must tell the story, not sell the product.
Millennials do not like to be sold. They are more than willing to pay for quality products and memorable experiences.
In fact, Millennials will spread the word and tell a company’s story IF the firm delivers on that quality and experience.