Bruce Mekkelsen, co-owner of Mekkelsen RV in Montpelier, Vt., is gearing up for the 51st annual Mekkelsen RV Memorial Day Classic at Thunder Road Speedbowl in Barre, Vt. A partnership the dealership has participated in for nearly 30 years, the event is one of the largest marketing events for the company.
Not only has the partnership been personally rewarding for Mekkelsen —the event combines his love of races and RVs — but the marketing strategy has proved financially beneficial as well. The two-day race draws more than 100 RVs for the weekend and between 5,000 and 7,000 people. Mekkelsen does giveaways, morning coffee and donuts, and plenty of raffles.
“It works really well,” Mekkelsen said. “Some employees actually stay up there overnight and hangout with the camping crowd. It’s usually a good time.”