Winnebago Industries, Inc.

Line of Business

Bottom Line

Target Audiences

• Traditional middle-aged and retirement- age consumers
• Typically, married couples
• Younger affluent couples age 35 - 40

Market Challenges

• Introduce a new line of fuel-efficient (24 mpg) compact Class A motor homes during the energy-conscious mid 1980s
• Expand beyond traditional motor home market to younger, affluent families

Strategies

• Make heavy use of public relations communications venues to maximize return on marketing investment, reaching new audiences through familiar venues
• Educate dealer channel about market position and product value through direct communications program
• Arrange product trials by travel writers with confirmed story assignments

Marketing Services

• Extensive public relations communications directed toward newspapers in all local markets, including numerous seasonal feature articles, new product articles, and publicity of local RV shows
• New Product launch events at the Detroit Auto Show, the LA Show and the Louisville RV shows; Annual events at the LA and Louisville RV shows
• Product evaluations and articles prepared by recognized sports and travel freelance writers, Society of Travel Writers of America members, and editors of key consumer sports, outdoors and travel magazines
• Video News Releases with A and B rolls and scripts, distributed via satellite

Outcomes

• Sales of the new Class A models met expectations in the second year and consistently met projections in subsequent years during the five-year program. (Initial low sales due to dealership and manufacturing problems.)
  
• Sales to younger, affluent couples rose substantially as a percentage of total motor home sales
  
• Winnebago was the recognized number 1 seller of Class A vehicles in two of the five years
• New product line contributed significantly to revenue and marketshare growth
• Monthly circulation clip counts of 2.5 - 4.5 million showed extensive reach to consumers with multiple impressions