{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Why You Win","title":"Jeremy Greene of RV Industry Association","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/04a2efb8\"></iframe>","width":"100%","height":180,"duration":2188,"description":"An association can unite an industry, but it still has to earn support across the channel. How do you grow demand for an entire category when every stakeholder has a different priority?\n\nIn this episode, Kyler and John sit down with Jeremy Greene, Vice President of Marketing at the RV Industry Association, to explore how category marketing works across a complex B2B2X ecosystem. Jeremy explains how the association connects industry advocacy with the work required to improve service and build consumer demand.\n\nHe shares how Go RVing helped move the category beyond outdated stereotypes. The conversation also examines why cultural relevance matters more than awareness alone and how an association measures growth beyond immediate retail sales.\n\nFor OEM and dealer leaders, this conversation offers a practical look at how shared investment and disciplined category strategy can build consideration before a customer enters the sales channel.\n\nKey Takeaways:\nRestock the Future Buyer Pool: Keep investing through down cycles so qualified demand exists three to ten years from now\nTurn Product Discovery Into Content: Capture first reactions to hidden features so prospects can picture the product in their own lives\nRecruit Creators From Adjacent Interests: Reach new buyers through creators whose communities reflect interests people already pursue beyond the RV category\nTimestamps:\n(00:00) Meet Jeremy Greene\n(01:23) Marketing across RVIA, RVTI, and Go RVing\n(04:02) Building industry service standards through RVTI\n(06:29) Aligning OEM, dealer, and supplier priorities\n(08:14) Responding to policy pressure and a slower RV market\n(10:42) Why the industry created Go RVing\n(11:43) What experiential marketing revealed about RV buyers\n(17:45) Representing the category without favoring one brand\n(19:23) Competing with travel alternatives and customer indifference\n(21:25) How category marketing changed perceptions of RVing\n(25:02) Keeping RVing relevant through cultural moments\n(29:59)...","thumbnail_url":"https://img.transistorcdn.com/9VBqkUppjqhYPsDQfYliEvQK0lwrc-N9EiJPYADyXy4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83MThk/ZDEzOGRjM2I4YmE0/Y2IwYjAwOGRkYjlh/YzU4Mi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}