3 Marketing Basics Every Campground MUST Get RIGHT

Marketing is the thing that connects a campground with its target audience. It drives occupancy rates, guest satisfaction, and ultimately, revenue.

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Estimated time to read: 6 minutes

TL;DR:

The outdoor hospitality industry is experiencing unprecedented growth, fueled by rising demand for nature-based travel and the increasing popularity of RVing and camping.

As a result, campgrounds and RV parks are becoming attractive investment opportunities, offering the potential for strong returns in a thriving market.

The success of these investments depends not only on location, amenities, and management but also on the effectiveness of their marketing strategies.

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Marketing is the thing that connects a campground with its target audience. It drives occupancy rates, guest satisfaction, and ultimately, revenue.

Here are three marketing basics that every campground MUST get right:

Photo by Rob Curran on Unsplash

1. Understanding and Targeting the Right Audience

The first step in any successful marketing strategy is a deep understanding of the target audience. Campgrounds can serve a wide variety of guests, each with different needs, preferences, and spending habits. Some examples:

• Young families looking for a weekend escape

• Retirees or snowbirds looking to downsize

• Adventure seekers who love access to outdoor recreation

To effectively market a campground, operators must segment their audience and tailor their marketing messages to resonate with these specific groups.

Audience Segmentation and Personalization

Audience segmentation involves dividing potential guests into distinct groups based on factors such as:

• Age

• Lifestyle/travel preferences

• Budget

Once these segments are identified, personalized marketing campaigns can be crafted to address the unique needs and desires of each group.

Here are 3 common groups campgrounds have traditionally focused on:

1. Families with Children: Marketing efforts might focus on family-friendly amenities such as:

   1. playgrounds

   2. kid’s activities

   3. themed weekends

   4. seasonal events.

   5. Franchises like Yogi Bear’s Jellystone Park Camp-Resorts and Kampgrounds of America, Inc. (KOA) have targeted these campers historically.

2. Retirees: This segment might be more interested in longer-term stays, ease of access, and amenities like:

   1. Wi-Fi

   2. laundry facilities

   3. peaceful environments

Marketing that emphasizes the tranquility of the campground, along with special discounts for extended stays, can be effective.

3. Adventure Enthusiasts: Campgrounds near hiking trails, lakes, or national/state parks can attract this audience by promoting the proximity to outdoor activities, rugged amenities like fire pits or gear rentals, and a sense of community among like-minded travelers.

Properties that are able to successfully identify and market to the proper audience are more likely to maintain high occupancy rates, command premium pricing, and foster strong customer loyalty—all of which contribute to a healthy bottom line. A one-size-fits-all approach or misaligned messaging can result in missed opportunities and underperformance.

Photo by Glenn Carstens-Peters on Unsplash

2. Optimizing Your Website

In the digital age, a campground’s online presence is often the first impression for potential guests. An optimized online presence not only helps attract new visitors but also plays a critical role in converting web visits into bookings.

Your website serves as a digital storefront. It should be visually appealing, easy to navigate, and mobile-friendly. Here’s what you should include:

• Clear and Comprehensive Information: Provide detailed descriptions of the campground’s amenities, sites, and services. Include high-quality photos and virtual tours to give visitors a clear sense of what to expect.

• Booking Functionality: An integrated, easy-to-use booking system is essential. The process should be seamless, with clear pricing, availability, and confirmation details. Guests should be able to book directly on your website.

• SEO and Content Marketing: Optimize your website for search engines (SEO) to ensure it ranks highly in search results for relevant queries. Regularly updated content, such as blog posts about local attractions, camping tips, or guest testimonials, can also drive traffic and engagement.

Photo by William Krause on Unsplash

3. Creating Great Content on Social Media

Social media platforms are powerful tools for building a community around your target audience. An effective social media strategy can significantly enhance a campground’s visibility, drive engagement, and influence booking decisions.

Building a Social Media Presence

A strong social media presence starts with selecting the right platforms. Facebook, Instagram, and TikTok are particularly effective for campgrounds, each offering unique ways to showcase the property and engage with users:

• Facebook: Ideal for creating an online community. The #1 platform for campgrounds today. Campgrounds use Facebook to share updates, host events, and engage with followers through comments and messages. Facebook Groups can also be valuable for building a loyal community and generating new business.

• Instagram: A visual platform perfect for showcasing the natural beauty of the campground. High-quality images and short videos of the campground, its amenities, and surrounding attractions can captivate potential guests. Instagram Stories and Reels can be used for real-time updates and engaging content like behind-the-scenes tours or guest testimonials.

• TikTok: TikTok’s short-form video format offers a dynamic way to engage with a younger audience. Campgrounds can create fun, engaging content. Don’t be afraid to be less formal. Challenges, trends, and user-generated content will work well.

Consistency is key to maintaining an active and engaging social media presence. A well-defined content strategy ensures that posts are regular, relevant, and aligned with the brand’s messaging. Key elements of an effective content strategy include:

• Visual Content: High-quality photos and videos are essential. Showcase not just the physical campground but also the experiences it offers—whether it’s a serene morning by the lake, a family enjoying a campfire, or a breathtaking sunset.

• User-Generated Content: Encourage guests to share their experiences on social media by creating a branded hashtag or offering incentives for tagged photos. User-generated content is highly authentic and can significantly boost engagement.

• Storytelling: Tell the story of the campground, its history, and the experiences it offers. Storytelling can create an emotional connection with potential guests, making them more likely to choose your campground over others.

A campground’s social media strategy is an indicator of its overall marketing strategy. Properties that engage effectively on social media are likely to enjoy higher levels of guest loyalty, increased brand visibility, and a steady stream of bookings. A strong social media presence can also enhance the overall perception of the campground, making it a more attractive destination in a crowded market.

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