Key Takeaways:
- Even in an economic downturn, a well-designed lead-generation campaign can deliver strong response rates. 
- Differentiation (clear USP), campaign disruption, a compelling offer, a strong landing page, engaging video, and direct-response copy form a powerful 6-step framework. 
- Multichannel execution—direct mail, landing page, video, online ads—helps amplify results and cut through clutter. 
- The member-only resort case shows that even a higher-commitment offer (membership) can convert well if positioned, messaged and offered correctly. 
During economic uncertainty…
Even in a recession…. response rates can skyrocket.
That is what happened for a RV resort that used 6 powerful steps to success.
During a recession, response rates generally go down for most products and services. 
And, when there is a lot of competition… and your prospect doesn’t know you… it is worse. 
So, how do you cut through the clutter and skepticism to get out your message?
That was the problem faced by Colorado River Adventures, a members-only vacation destination designed for RV enthusiasts. 
Located in the Southwest United States, it boasts 7 resort destinations. 
The company had been sending out traditional lead-generation mailing pieces and online ads but had noticed a recession response dropoff in the previous two years. 
They enlisted my Creative Direct Marketing Group team to create a powerful new multichannel campaign that would increase their quality leads and pre-sell the prospects on the benefits of a members-only resort. 
We had to overcome two difficult hurdles to make this campaign successful…
Hurdle #1: Fierce Competition
In the United States, the competition for RV resorts is fierce. Thousands of resorts compete, each touting its unique appeal. 
CDMG had to show that Colorado River Adventures was different enough from the competition to warrant consideration. 
Hurdle #2: Membership
The second hurdle was more difficult. Since Colorado River Adventure resorts were for members only, CDMG had to convince prospects that it was worth the significant cost and commitment to join, rather than paying for RV vacations separately or, in some cases, not at all. 
To accomplish our goal, I created a 6-step process for success. 
Step 1 – Positioning
The first step was to fashion a Unique Selling Proposition (USP) around the members-only aspect of the resorts:
A private, spacious oasis totally unlike crowded public parks, it is a place where members-only means friendship, familiar faces, and a sense of security that can only come from a supportive community. 
The campaign also promoted the value of Colorado River Adventures’ network of different locations. 
Instead of a single campground, prospects have access to a backwoods hideaway, an exciting Colorado River gambling getaway, or an active golf and water sports vacation. 
Colorado River Adventures has covered every vacation mood for prospects. With this new positioning, Colorado River Adventures became more than an RV campsite. It became a unique destination for the discerning RV enthusiast. 
Step 2 – Create a Campaign That Stands Out
We designed a multichannel campaign with the magalog title RV Vacationer to showcase these dynamics. 
A magalog looks and feels like a magazine, but it’s a powerful direct-response sales piece—an infomercial in print. 
This dynamic direct mail piece would be able to cut through the clutter and disrupt any complacency. Instead of a traditional envelope mailing, the mailing now looked like an informative RV magazine for RV buffs. 
We tested two RV Vacationer front covers. Both were built around the idea that the prospect was receiving the “The Best RV Resorts in the Southwest” issue. 
Once inside the magalog, the main article detailed “editors’ picks” for amenities that the discerning RVer needs in a quality resort: spaciousness, privacy, and loads of nearby activities, among other qualities. 
Sidebars broke up the main copy, spotlighting all there was to do at Colorado River Adventures resorts, including entertainment for the kids, RV safety tips, off-beat activities, and so on. 
These resort features were then promoted using Colorado River Adventures resorts. 
Step 3 – Create a Powerfully Irresistible Offer
Prospects were told that, as RV Vacationer readers, they were eligible for a free 3-night stay and a package of gifts, such as a deluxe dinner for two and a free gas card. 
The more attractive the offer, the harder it is for them to refuse. 
Step 4 – An Effective Landing Page
You never want prospects to go to your corporate website. Rather, you want them to go to a landing page tracking with the magalog and digital ads.
A powerful landing page was created for prospects who needed to do more research to continue the “story” of Colorado River Adventures. 
The site had easy-to-use maps, loads of customer testimonials, and an additional spotlight on the valuable invitation to visit. 
We also created a fun newsletter sign-up to boost lead-generation efforts. 
Step 5 – Direct Response Video
An engaging direct response video with large pictures and unique rollover graphics added to the experience on the landing page.
The exciting video made the location and experience come alive. 
Step 6 – Direct Response Copy
The unifying secret to higher response is direct response copy. Our trained copywriters used the time-tested, friendly persuasion copy that maximizes response. 
Thanks to CDMG’s 6-step process, the campaign exceeded the client’s expectations and significantly boosted the resort’s leads and sales conversions – despite a recession. 
If you’re having trouble cutting through the clutter and standing out from your competition, call Michael today at 615-933-4647 or email him at [email protected].
Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success
In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 
We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits.
Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 
Why CDMG?
- Proven Success: 120 prestigious awards in 2024 alone. 
- Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
- Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
- Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 
Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 
Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 
Are you ready to see how we can drive your growth?
Call Michael at 615-933-4647 or email him at [email protected]. Don’t wait—start transforming your marketing results now with CDMG, Inc. 
Act now, grow faster, and achieve more with CDMG. 
FAQs:
Q: How long did the campaign take to implement from start to finish?
A: a multichannel campaign with magalog, landing page, video, and offer typically takes several weeks to over a month for creative development, testing, and launch.
Q: Is this approach only applicable to resorts or RV-destinations?
A: No — the 6-step framework (positioning, standout campaign, irresistible offer, landing page, video, direct response copy) is applicable to many lead-generation direct sales B2C and B2B campaigns
Q: What makes the “irresistible offer” in step 3 effective?
A: The offer included a free 3-night stay + deluxe dinner + free gas card. It’s high value, low risk to the prospect, and tied to the core experience (RV vacation) which helps pre-sell the membership.
Q: Could the landing page simply be the corporate website?
A: No you should not send prospects to your corporate site, but to a dedicated landing page aligned with the campaign. 
Q: Why use a magalog in direct mail?
A: The magalog format mimics a magazine, which helps grab attention and adds perceived value compared to a standard envelope mailing. 
About Craig Huey:
Craig Huey is president of Creative Direct Marketing Group (CDMG), one of America’s leading direct response advertising agencies.
For over 40 years, Craig has helped companies generate millions in leads and sales through accountable, data-driven marketing strategies that combine classic direct response with the latest AI innovations.