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Agenda & Speakers

How Kampgrounds of America Takes a Data-Centric Approach to Designing Effective Customer Loyalty

Wednesday, May 10, 2023 - 9:00 AM - 9:40 AM
While many brands are novices or challenged to get their arms around data, Kampgrounds of America has relied on customer data for 60 years. Almost immediately after the brand’s first campground opened, founder Dave Drum started conducting customer surveys to improve customer experience. Ever since that first survey, Kampgrounds of America has relied on customer data. 
Keeping its finger on the pulse of customer data helps Kampgrounds of America navigate the changing markets and audiences during and after the pandemic. The campground industry as a whole saw drastic changes and growth in its customer base and interests. 
Diane will tell the story of how Kampgrounds of America transformed the brand’s customer loyalty efforts, how it collects and uses customer data, how it has modified an array of camping products, and how the brand builds emotional loyalty among travelers and its franchisees.
Key Takeaways:
  • How the focus on initial customer surveys and a data-centric approach led from first charging customers $1.75 a night in 1962 on land proximate to Yellowstone River in Billings, Montana, to a system of over 500 campgrounds.
  • How Kampgrounds of America built a deep understanding of its customers, with a realization that their needs differed from traditional hotel travelers.  
  • The process of building custom software and processes to address brand needs.  
  • How Kampgrounds of America developed its own customer loyalty program and approach that was customized to address the needs of its customers, and how this new platform drives deep emotional, impactful, and measurable loyalty.


Diane Eichler, Senior Vice President of Marketing, Kampgrounds of America

Diane Eichler, a seasoned marketing, branding and public relations executive, has worked in almost every marketing vertical over the last 25 years. Currently, she serves as the Senior Vice President of Marketing at Kampgrounds of America, Inc. – a role she was promoted to in January 2023 after joining the company the previous September. There, she guides the marketing department, focused on maintaining and expanding the presence of the KOA brand within the outdoor hospitality and lifestyle space. National creative, sales marketing, local marketing, loyalty programs, corporate partnerships, public relations, social media and marketing technology all fall under her purview.
Before her time with KOA, Diane founded and served as the President of Decibel Blue, gaining valuable experience in branding, marketing, advertising, and public relations on both the client and agency sides. She has worked with major players across almost every industry, including Real Estate, Technology, Banking and Finance, Healthcare and Wellness, Non-Profit, Education, Automotive, Sports and Entertainment, Telecommunications, QSR, Retail, Law, Broadcasting, and Hospitality.
Diane launched her career in Los Angeles, working at the acclaimed design agency COY. She moved to Toyota Motor Sales as a Director of Marketing and then was the agency lead for the North American launch of the Toyota Celica, Spyder, and ECHO. As the Director of Communications for Realty Executives International, she supervised teams in developing internal communications and media relations campaigns. As Director of Client Services at SHR Perceptual Management, she worked closely on branding the agency’s marquee accounts, including Andre Agassi, Apple, and Alaska Airlines.

Diane actively participates in philanthropic initiatives including participation with the Juvenile Diabetes Research Foundation’s Rocky Mountain Chapter, HomeAid Colorado, The Heard Museum, Suns 88 Charities, Colorado Women’s Chamber of Commerce, Planned Parenthood, Denver BASICS, Sojourner Center and Phoenix Art Museum.
Diane is a Public Relations Society of America’s Counselors Academy member, a network of industry-leading senior-level PR agency owners, and Public Relations Boutiques International. She holds a Bachelor of Arts from Scripps College in Claremont, California.

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