Camping Trade World – Issue 05
The fifth issue of Camping Trade World is live now and free to view - essential reading for camping, leisure vehicle and RV industry professionals around the globe. Featuring a wide range of news, insight, features, interviews and interactive multimedia such as videos and podcasts, you won’t want to miss it. What a year 2021 has been for our industry, eh? Will we see another like it? Hard to say, but we decided to compile the latest stats and research in our industry health check, so you can make your own educated forecasts for 2022. And as we enter 2022, another of the industry’s major shows will take place in January in Stuttgart, Germany. We offer a full preview of the CMT show, so you can plan ahead and make the most of attending. If new markets are something you’re thinking about next year, then we can recommend Sweden as a great place to start. Our Doing Business With article gives you an essential dossier on the camping and caravanning market there. Perhaps you’re thinking about upping your marketing game next year? If so, then video content needs to be part of it. Our cover stars for the issue SuperSprings International share their tips on creating engaging and meaningful videos. We ended 2021 by attending a couple of major industry shows at two opposite ends of Europe – read our wrap ups from Utrecht, the Netherlands and Barcelona, Spain in this issue. We also spent time speaking with Benjamin Baur, CEO of caravan, motorhome and RV door expert Konrad Baur. Read the snapshot interview or listen to the full version via our podcast to glean some useful business ideology. If the accessories market is something you’re considering getting into or want to know more about, fear not. Our sector spotlight takes a close look at the trends and product categories that could help you turn a profit. Lastly, we explore why diversity in your business could seriously benefit its future and how you can approach this topic if it’s something you have uncertainty about. Let’s all start 2022 being more diverse and more inclusive.
The fifth issue of Camping Trade World is live now and free to view - essential reading for camping, leisure vehicle and RV industry professionals around the globe. Featuring a wide range of news, insight, features, interviews and interactive multimedia such as videos and podcasts, you won’t want to miss it.
What a year 2021 has been for our industry, eh? Will we see another like it? Hard to say, but we decided to compile the latest stats and research in our industry health check, so you can make your own educated forecasts for 2022.
And as we enter 2022, another of the industry’s major shows will take place in January in Stuttgart, Germany. We offer a full preview of the CMT show, so you can plan ahead and make the most of attending.
If new markets are something you’re thinking about next year, then we can recommend Sweden as a great place to start. Our Doing Business With article gives you an essential dossier on the camping and caravanning market there.
Perhaps you’re thinking about upping your marketing game next year? If so, then video content needs to be part of it. Our cover stars for the issue SuperSprings International share their tips on creating engaging and meaningful videos.
We ended 2021 by attending a couple of major industry shows at two opposite ends of Europe – read our wrap ups from Utrecht, the Netherlands and Barcelona, Spain in this issue.
We also spent time speaking with Benjamin Baur, CEO of caravan, motorhome and RV door expert Konrad Baur. Read the snapshot interview or listen to the full version via our podcast to glean some useful business ideology.
If the accessories market is something you’re considering getting into or want to know more about, fear not. Our sector spotlight takes a close look at the trends and product categories that could help you turn a profit.
Lastly, we explore why diversity in your business could seriously benefit its future and how you can approach this topic if it’s something you have uncertainty about. Let’s all start 2022 being more diverse and more inclusive.
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COMPANY PROFILE SUPERSPRINGS INTERNATIONAL<br />
CTW: Right from the<br />
start video content has<br />
been a central part of<br />
your marketing mix as<br />
a company <strong>–</strong> why is it so<br />
important?<br />
Tom Bateman: Adam Weisner<br />
took on marketing in June 2019<br />
and his primary focus was to<br />
hire someone to take on video<br />
marketing and social media.<br />
This was pre-pandemic when<br />
most people hadn’t made that<br />
shift. Adam is often ahead of<br />
the curve and knew it was a<br />
game-changer for our company.<br />
So, he hired me in July of ’19<br />
and my single focus was to<br />
shoot, edit, and post highquality<br />
video <strong>–</strong> as much and as<br />
often as we could. It became<br />
a huge priority for us very<br />
quickly because we all know<br />
from experience that video is<br />
more powerful than an email,<br />
or a call, or a blog, or anything<br />
else! Videos are shared 1200<br />
per cent more times on social<br />
than links and text combined<br />
TB: YouTube is an area of<br />
focus that we plan to unlock<br />
in 2022. It has become the<br />
new cable TV in most homes.<br />
The most successful video we<br />
have on there is our Trailer<br />
SumoSprings install with<br />
almost 500K views. That one<br />
has unlocked a pretty serious<br />
demand for that product,<br />
with our first exclusive dealer<br />
partnership (United RV)<br />
coming within the first year of<br />
launching that video.<br />
CTW: What is your favourite<br />
video you have produced and<br />
why?<br />
TB: The Journey Better series,<br />
featuring Bridle Path Brats.<br />
No question. That one was a<br />
series of shoots. We usually<br />
get content in one or two days,<br />
but this one was maybe 4 or<br />
5 shoots over the course of 18<br />
months <strong>–</strong> different seasons,<br />
different feels, different<br />
experiences. To be able to<br />
create what felt like a mini<br />
Videos are shared 1200% more times on social than links and text<br />
combined and more than 65% of consumers make a purchase after<br />
they’ve seen watched branded video content on social media.<br />
and more than 65 per cent of<br />
consumers make a purchase<br />
after they’ve seen watched<br />
branded video content on social<br />
media. One thing Adam taught<br />
me quickly was to fail fast.<br />
To try new things, to test and<br />
learn. This has been the most<br />
freeing and effective mindset in<br />
the success we’ve had.<br />
CTW: You have almost 3,000<br />
subscribers on YouTube<br />
which is pretty impressive.<br />
What have been the biggest<br />
video success stories?<br />
documentary was incredible. To<br />
get into the life of Angie and<br />
see what makes her tick was a<br />
different high. Being out on a<br />
ranch at sunrise, the smells, the<br />
sounds, the views <strong>–</strong> I felt like<br />
I was on a movie set. There’s<br />
something transcendent about<br />
a horse ranch.<br />
CTW: Much of your video<br />
content is about stories and<br />
people, rather than just being<br />
glorified advertisements<br />
<strong>–</strong> is this the key to creating<br />
engaging videos?<br />
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