STARCRAFT

LIGHTING A FIRE UNDER RV SALES



In the process of reinventing its 100-year-old brand, Starcraft RV was determined to rebrand, grow its dealer base and meet consumer demands. Starcraft’s strategy — offer a full towable lineup with more features at a competitive price. With this strategy, Huebner Marketing's rebrand effort included a new tagline — “Camping, Pure and Simple.” This tagline, along with playful messages and simple designs, were integrated into literature, advertisements, a website redesign, a mobile site and pay per click (PPC) advertising campaigns. Meanwhile, to generate dealer interest, Huebner Marketing physically branded a number of logs with the revised Starcraft logo, then sent those logs to prospects via mail, offering to “light a fire” under their sales. The logs featured personalized labels that steered dealers to a custom URL landing page with a personal video and dealer message that invited them to visit the Starcraft display at the industry tradeshow. Of those targeted by the high-impact, highly-targeted mailer, 11% signed on to become official Starcraft dealers — an incredible response rate and an even better ROI.