Those who serve our country deserve more than just one month of appreciation. They deserve a lifetime worth of honor and value for the service they’ve given to our country. However, each year, Military Appreciation Month occurs in May, allowing RV dealerships to enhance their messaging to show appreciation for this unique subgroup of buyers.
In light of this timely opportunity, we’ve put together the ultimate guide to RV marketing for veteran RV buyers. This guide will help you boost visibility and show your genuine support for veteran and military communities. In doing so, this value-based RV marketing strategy will help improve your brand reputation and build customer trust.
So, without further ado, take the time to honor those who have served and keep reading to learn how to serve the military community better, this month and year-round.
Understanding the Veteran Buyer
First and foremost, you must understand the veteran RV buyer to develop special buyer programs and incentives. As for the already existing population of campers and RV enthusiasts, veterans and military personnel make up a large portion of the group. A recent survey from the Dyrt app showed that 14.8% of U.S. campers are veterans or active military, roughly double their ~7% share of the general U.S. population.
The same survey also showed that veterans and service members are 33.1% more likely than the average camper to use an RV as their primary camping mode. In fact, the U.S. Department of Veterans Affairs suggests outdoor recreation supports veterans’ well-being, citing a study that spending time in nature helps with social reconnection, inner peace, and psychological healing.
Even more, National Parks offer free lifetime National Park passes for veterans and Gold Star families and free annual passes for active-duty military and their dependents, further promoting their acclimation into the camping community. As for demographics, in general, many veteran buyers tend to be older, financially stable, and more interested in travel or mobile living in retirement than other buyers.
All of the above emphasize the importance of RV dealerships catering to the audience and ensuring their message is designed to resonate. To tailor your RV dealership marketing strategy to respect-driven and service-focused buyers, let’s next discuss how to connect with the group with tips on incentives, messaging, and beyond.
RV Marketing Tips for Veteran RV Buyers
To be successful with your RV dealership marketing strategy for veteran RV buyers, here are some of the top tips from experts in the field.
Offer Meaningful Incentives
Think outside the box, or the standard and generic “10% off”. Instead, create tailored offers that speak to the military community, such as:
- Military-only financing programs
- Extended service warranties
- Exclusive trade-in bonuses
Another pro tip is to seek out local veteran organizations and work with them on co-promotions or offers.
Share Veteran Testimonials or Stories
In marketing, there’s still nothing more powerful than word of mouth or the power of a testimonial. For a special Military Appreciation month or Veterans Day campaign, work on collecting real stories from veteran customers who have embraced the RV lifestyle.
You can use these sound bites and written testimonies as a way to honor the community and drive more sales from veteran RV buyers. Integrating an emotional connection in your campaign is key, no matter what type of campaign you launch, like others spotlighting veteran-owned RV brands, suppliers, or partners, if relevant.
Train Your Sales Team to Serve with Sensitivity
Helping veteran RV buyers starts with empathy. So, training your staff on respectful communication and veteran-specific needs like mobility limitations, budget constraints, or PTSD awareness is crucial to any program or campaign’s success. A simple “Military Appreciation 101” session can go a long way in building trust and ensuring everyone on your team feels confident engaging with veteran customers.
When possible, include veterans in your sales team or dealership events to create authentic connection and show appreciation through action, not just words. These small steps not only improve customer service but also foster a culture of respect and inclusivity across your dealership.
Promote with Purpose
Instead of focusing solely on discounts, align your dealership’s marketing with honor, service, and community values. Build meaningful connections with veteran buyers through campaigns that show genuine appreciation, such as:
- “Nominate a Hero” giveaways
- Flag installations or recognition walls
- Sponsoring Memorial Day weekend events or parades
It’s best to use thoughtful messaging like “Honoring those who’ve served by helping them explore what’s next.” These efforts should reflect lasting respect, not just a seasonal sale.
Stay Committed Year-Round
As mentioned, military and veteran appreciation shouldn’t end in May. To ensure a lifetime of support from veteran RV buyers, be sure that your RV dealership marketing strategy highlights the community year-round. This can help promote long-term brand loyalty and referral benefits with continued outreach.
The Final Word: Gaining the Respect of Veteran RV Buyers
In the end, a well-thought-out RV dealership marketing strategy can honor veterans and military personnel during Military Appreciation Month and year-round. As you’ve learned here today, veteran RV buyers are prevalent in the RV and camping audience and demand intentionally crafted messages and campaigns to meet their unique persona.
Beyond that, creating meaningful, year-long programs can help your RV dealership strengthen community ties, build an integrity-based reputation, and ethically boost sales. This is a mark of success not only in the short term but also in the long term for valuation purposes for a future sale.
Learn more about RVBS to begin taking actionable steps to improve operational excellence today and in the future. The dealership advisors at RVBS have over 60 combined years of experience in the industry and are now lending their expertise to current operators for the utmost success.
Contact our team for tailored operational marketing to boost your dealership valuation, M&A guidance, buyer representation, and beyond.
Roger L. Nuttall served as President of Camping World, Inc. from January 2011. Prior to that, he was the Chief Operating Officer of FreedomRoads, LLC from January 2009 to January 2011, and the Executive Vice President and Chief Financial Officer of FreedomRoads, LLC from November 2003 to December 2015. From 1981 to 1983, Mr. Nuttall was a partner at McKay, Nuttall, and Reid, an accounting and consulting firm. Before that, he held various staff and management positions at Grant Thornton LLP from 1974 to 1981. From 1983 to 2003, Mr. Nuttall served as Chief Financial Officer and board member of Blaine Jensen & Sons, Inc., a multi-dealership RV company. He received a B.A. from Weber State University.
Mike has almost 30 years’ experience in the Recreational Vehicle (RV) Industry and provides advisory and consulting services to clients within that industry.
Scott Degnan is the Partner and Co-founder of RV Business Solutions and President of Degnan Management Group, Inc., a consulting firm.
Dom Bookman is the Chief Operating Officer and Investor Relations lead at RV Business Solutions. With 12 years of experience in the tech industry, Dom is a serial entrepreneur specializing in business development, marketing, and growth strategies for leading brands. He has successfully piloted startups and facilitated multiple exits for early-stage companies.