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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SUPERSPRINGS INTERNATIONAL COMPANY PROFILE<br />
TB: People are drawn to<br />
people. It’s why we watch<br />
vlogs, docuseries, click on a<br />
thumbnail of a face rather than<br />
a product. Adam’s vision from<br />
the beginning was to tell stories<br />
because that’s what life is made<br />
up of and that’s what makes us<br />
tick. It just so happens that our<br />
suspension is one small part of<br />
a bigger story. It’s our honour<br />
to tell those stories through<br />
video. Our passion is to build<br />
a brand and vision that people<br />
want to be a part of. We’re<br />
seeing that start to happen.<br />
CTW: Has your video content<br />
creation helped to engage<br />
and grow the SuperSprings<br />
International online<br />
community?<br />
TB: No question. When Adam<br />
and I started creating video<br />
and running social media<br />
together, we had next to no<br />
following. Instagram was at<br />
300 followers and today we’re<br />
at 32K. There was no TikTok<br />
with. Why is it important?<br />
How does the content<br />
differ? Do you have any user<br />
generated stuff on there?<br />
TB: Every platform is different.<br />
Facebook has a primary<br />
demographic, as does Instagram,<br />
TikTok, LinkedIn and so on.<br />
One thing we learned really<br />
early on was that you can’t<br />
treat every platform the same.<br />
They all have unique audience’s<br />
and nuances. There’s slang that<br />
works on Instagram that doesn’t<br />
work on YouTube or LinkedIn.<br />
I can post a longform story on<br />
YouTube and LinkedIn, but I<br />
have to change it for Instagram<br />
and TikTok. With TikTok<br />
specifically, you typically<br />
have a younger audience and<br />
videos are driven by trending<br />
pop songs. Users expect quick<br />
videos with immediate payoff.<br />
The generation of thumb<br />
scrolling will not wait for a<br />
payoff <strong>–</strong> the video has to grab<br />
attention in the first couple<br />
seconds or it’s on to the next.<br />
Users expect quick videos with immediate payoff... the generation<br />
of thumb scrolling will not wait for a payoff <strong>–</strong> the video has to grab<br />
attention in the first couple seconds or it’s on to the next.<br />
and again, today we have 30K<br />
followers. Then add to that our<br />
Facebook, LinkedIn, YouTube,<br />
Twitter and Pinterest. Video is<br />
king on every single platform.<br />
We’ve also built the right team,<br />
with Josh Perez, our creative<br />
associate, joining us a year ago<br />
and driving the growth and<br />
social community.<br />
CTW: You have a growing<br />
and thriving presence on<br />
TikTok <strong>–</strong> tell us about that as<br />
I think it’s still not a platform<br />
many companies are familiar<br />
CTW: A lot of companies<br />
know they ought to have<br />
some video content but<br />
aren’t always able to produce<br />
stuff of high quality. Do you<br />
think it could be counter<br />
intuitive? Is it better to only<br />
use video if you can produce<br />
content of good quality?<br />
TB: I think people hear “high<br />
quality” and get nervous. I<br />
know I did. But I think all<br />
that really means is being<br />
thoughtful about your company,<br />
your audience, and your<br />
34 | www.campingtradeworld.com
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