the lazydays brand evolution
DESCRIPTION
Despite being one of the most recognized names on the retail side of the RV industry, Lazydays faced both an economic and branding crisis in the wake of the Great Recession. The 30-year-old company had built its reputation as a dealership whose size and selection of inventory were unmatched. However, the more cautious RV consumer of the post-recession economy would not be lured by lot size and brash claims of being #1. Lazydays's reorganization and the course that immediately followed was a delicate period for the RV dealer. With the future of the company uncertain, Grownman Brand worked closely with new management in managing Lazydays's employee and customer perception. The goal was build on the caring nature that had built Lazydays and evolve the RV dealer’s brand into one centered on customer experience. The resulting metamorphosis turned every customer touchpoint at Lazydays into an experience promising that their passion for the RV lifestyle would be welcomed. To an RVer, coming to Lazydays was like coming home.TRANSCRIPT
The Lazydays Brand Evolution
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Before Lazydays could alter its brand and course, the company needed to look at itself through the eyes of its customers.
Lazydays Branding Workshop
Grownman Brand put Lazydays through our proprietary Branding Workshop in an effort to help the company understand what the customer sees and experiences the moment she engages with them.
The lessons realized in this workshop were invaluable in helping Lazydays align its desires with customer perception.
Lazydays's former logo boasted both an aggressive feel with slanted text screamed of race car machismo. The resulting combination challenged customers in a way that simply would turn off in the new, more cautious economy.
Logo Evolution
Grownman Brand worked to create a new logo for Lazydays that helped shift the company’s brand to value customer experience above all else.
Gone was the aggressive type; In its place, a more inviting style of logo whose golden mark represents the RVer’s journey.
Lazydays's former tagline laid claim to a title that required qualitative clarification. In interviewing scores of Lazydays customers, we learned that many believed every company can claim to be #1 at something.
We also learned from customers that, when it comes to size and value, bigger is not always better.
Instead of an unprovable and challenging claim, the new tagline originated from the customers themselves who felt that coming to Lazydays was like coming home.
The tagline offered RVers a promise that, at Lazydays, they would be treated like family.
“You’ve got to see it to believe it”For a long time at Lazydays, size didn't just matter. It was everything. Much of the Lazydays story revolved around conveying the dealership's physical size and its gargantuan selection of RVs.
In the post-recession economy, Lazydays’s size was an attribute other dealers would use against them. It wasn't long before customers, who may have once marveled at Lazydays's immensity, were walking across the street in search of a better experience.
“If you love RVing, this is home”
Each year, more than a quarter million RVers pass through Lazydays’s doors in pursuit of their dream.
The pressures and worries of the outside world melt away as the RVer’s soul returns to a familiar place that peacefully reminds why the journey began. It’s a place whose warmth and compassion are pure and to an RVer feels like… home.
The Lazydays Promise
We’ll listen. We’ll learn. We’ll stay late. We’ll show up early. !
We’ll strive to exceed your wildest expectations. We’ll make mistakes and correct them to the best of our ability. We’ll do whatever it takes to make your RVing dream come true. !
We’ll be there for you. Our door will always be open.
Part of managing perception during Lazydays's restructuring included maintaining a forthright relationship with the company's partners, employees and, most importantly, its customers. !
BetterLazydays.com was a site that provided clear answers about the direction Lazydays was heading and explained why the next three decades were going to be ever better than the last.
A better Lazydays
A new brand in full force
For years, Lazydays’s presence at the RV industry's most important retail show was waning. Grownman brand helped reintroduce the industry's most beloved retail brand to the Supershow with renewed vigor.
at the Florida RV Supershow
Lazydays stole the show by its focus on customer experience and engaging RVers in ways that surprised and delighted.
The Family of Experts
More than just employees, Grownman Brand tapped into the inner-artist of each man and woman at Lazydays in creating the Family of Experts. !
For an RVer, coming to Lazydays is like coming home. When you're home at Lazydays, the family of experts will treat you right.
A virtual campfire where RVers learn to become better RVers, Better RVing quickly became one of the most respected education resources. These engaging stories feed RVers the information they crave in an entertaining way while helping to keep Lazydays top-of-mind for when its time to buy the next RV.
Part restaurant. Part RV. All fun. The Exit 10 Cafe is a unique experience never-before-seen or duplicated in the RV industry.
Lazydays new website was a perfect online manifestation of the company's CX focus. The content-rich site told a piece of the Lazydays story on every page. Functionally, the site exceeded the daunting task of maintaining up-to-the-second updates of Lazydays revolving inventory. Lazydays.com quickly became a point of great pride of the company, and the envy of the RV industry.
Lazydays.com
