All Posts By

Joshua Claflin

POMA RISE: Virtual One-Day Industry Marketing Event

By Press Release

The Professional Outdoor Media Association (POMA) is hosting a virtual one-day event on June 10th from 10:00 AM – 5:00 PM that will feature industry marketing leaders from Sig Sauer, Polaris, Black Rifle Coffee Co., Source Defense and Garrison Everest.

POMA RISE (Realistic Improvements, Simple Executions) brings a host of innovative business leaders together to help you kick start growth. Each speaker will deliver both inspirational and creative views on how brands can move forward, as well as three solid tactical recommendations for how organizations can not only survive, but thrive, in the post-Great Lockdown landscape.

These speakers are at the top of their game, spanning specialties in digital marketing, social media, e-commerce, content marketing, traditional marketing and beyond.

POMA Speakers

Speakers:

 

REGISTER FOR VIRTUAL EVENT

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

GoWild-Garrison-Everest-Outdoor-Seminar

2020 Vision Seminar: Outdoor Marketing in a New Era

By Events, Press Release

GoWild and Garrison Everest are hosting a free seminar for hunting and shooting brands to provide thought starters and marketing tactics in the post Great Lockdown era.

“Budgets may be frozen but it doesn’t mean we can’t move forward as an industry,” said GoWild Cofounder, CEO, Brad Luttrell. “This isn’t about predicting the future, it’s about relaying thought-starters and actionable tactics brands can consider or execute in the short term without big budgets.”

The event, “2020 Vision,” is a free hour-long seminar hosted online. The no-strings attached presentation will deliver two mini-presentations. The first, from GoWild, highlights changing consumer behaviors. Next Garrison Everest’s President and Founder, Joshua Claflin, will present tactics for marketers and sales teams. The event concludes with a town hall Q&A among attendees.

“COVID-19 could change the gun control debate for a generation, and permanently shift how people shop for shooting and hunting gear,” said Claflin. “There is a rapidly evolving new customer segment, as people who’ve never owned a gun or have sided with the anti-gun crowd are crossing lines. Reaching these customers is going to take shifts in messaging, tactics and marketing strategy.”

Brands interested in attending the free event can visit our landing page. All companies in attendance will receive a complimentary copy of GoWild’s 2019 Hunter Study, a $99 value.

This event is being limited to 25 companies.

REGISTER FOR WEBINAR

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

New Gun Owners Covid 19

3 Things Firearm Brands Need To Do Now In The Era of COVID-19

By Firearms and Hunting

Business owners and marketers must always try to stay out in front of market trends. Like you, I’ve been unable to understand the full effects of the COVID-19 pandemic on our industry. I have only been able to guess what seven months from now will look like. We’ve all witnessed the cancellation of major conferences (NRA) and are watching—in amazement—gun and ammo sales break records. Not to mention a record number of NICS checks, spiking website traffic and search trends.

 

Gun buying trends covid 2020

Hornady spokesman Neal Emery described the demand spike “as the most significant and most rapid the company has ever seen,” saying that it is beyond the scope of what anyone could plan for. (Source: Shooting Illustrated

So with this in mind, I want to ask the question to you (that I have also asked myself): What are you doing to make the most of the flood of new gun owners into our industry? People who’ve never owned a gun or who have sided with the anti-gun crowd are crossing lines. Thanks to the NSSF, the government has designated gun shops as essential businesses. And according to Trevor Burrus of the Washington Examiner, COVID-19 could change the gun control debate for a generation. 

In the following are three action items that will help you make the most of this unique time in our industry’s history. 

1. Clarify Your Message for Beginners

SW Marketing Messaging

Smith and Wesson’s Website

When new gun owners land on your website—can you say that your message is simple to understand? For a long time, the industry has been talking in an echo chamber. If you’ve been around guns for a long time, you know the difference between a slide and muzzle—but for new owners, they most likely do not. Nor will they understand how your particular brand of firearm will help them feel secure, safe, and prepared over your competition. 

Smith and Wesson’s website is a perfect example. Don’t use industry jargon or jumbled home pages that confuse new owners.

Mossberg has the right idea. They have a video that pops up on load that shows how their MC2 Compact helps you feel protected. 

Action Item:  Create a clear welcoming website header like:  

    • Compact 9MM Pistol for Self Defense.
    • The Best AR15 to Defend your Home.
    • Dependable Mags for your Glock 43
    • Elite Performance Ammo in Stock.

Yes, these are not creative, brilliant or clever—and for a reason. When you have people panic buying, simple, clear language will help you increase sales. The brain is attracted to clarity, especially when it is distracted with other things like buying toilet paper. 

And don’t forget to follow up with a call to action like BUY NOW!

2. Create Educational Content and a Sales Funnel

Most brands have bypassed creating content over the years for other forms of advertising—but those who’ve been creating helpful content in the way of videos and blogs will have a significant advantage over brands who haven’t in the months (and perhaps years) to come. I’ll point out Mossberg again, who has been conducting content marketing since 2014. They are using their content to educate new consumers. In the process, they are on boarding a whole new generation of Mossberg owners because Mossberg is guiding them. People have a whole lot of time on their hands right now to learn about guns.

“As we are a privately-owned company, we don’t release sales numbers, but I can state that we cannot build enough guns currently to fulfill those orders,” Mossberg spokesperson Linda Powell said. “This rush feels similar to past responses to crisis, though it has ramped up at a more rapid pace.”

She said tactical and personal defense firearms are most in demand, notably the 590 Shockwave, 590M Mag-Fed and standard 590/590A1 shotguns. (Source: Shooting Illustrated

Sig is also addressing new owners with this blog post

Sig Marketing Messaging

Sig Sauer addressing new customer questions.

 

Action Item: Create helpful content in the form of a video or blog to help new gu owners learn about firearms and how to use them safely. Then utilize email automation to stay top-of-mind to onboard them to your brand—and when your products are back in stock. Your email should move your prospective buyer through a sales funnel to instigate purchase.  

3. Demo Your Products over Zoom?

With so many people getting familiar with Zoom—why not present your products virtually? This is your chance to introduce new customers and gun owners to your brand, products, features, how to be safe, how to store, and where to buy. 

By putting a human face to your brand, you can knock down some stigmas and present your brand and our industry in a positive light. 

Action Item: Launch live product demos on Zoom to new gun owners. 

In conclusion, the time is now to think creatively and get busy. When you look back at this time, will you be able to say you made the most of it, or will you allow it to pass you by? 

If you are looking for guidance on how to get started, please contact us for a free website and marketing assessment. 

SCHEDULE A CALL

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

2020 Trends Affecting The Outdoor, Hunting And Shooting Sports Industry Marketing

7 Trends That Will Affect Outdoor, Hunting and Shooting Sports Marketing in 2020

By Firearms and Hunting

What does the next year hold for outdoor, hunting, and shooting sports marketing?

Last year was a rollercoaster of boom and bust, the proliferation of eCommerce, social media restrictions, the “big” arrival of influencer marketing, NRA shenanigans, virtue signaling, anti-gun democrat presidential come and gos, distributor bankruptcies, CEO shakeups, and big box retail changes.

In this post, I consider a few trends that I think will change the trajectories for marketers and business owners in the outdoor, hunting, shooting sports and defense industries. Here’s what to expect:

1. Millennials Are Now

For years, economists and marketers have been getting everyone in a tizzy about the Millenials. “The Millenials are coming!” – well, they’re here. Millennials now represent (People born between 1982 and 2000 or 18-34-year-olds) 30% of retail sales in the U.S., which amount to 1.4 trillion in spending and half the workforce. (Source: Adobe CMO).

millenial hunters

Photo credit: www.iwla.org

Despite the headlines that speak doom and gloom about declining hunting numbers—mostly due to millennial behaviors—I believe there is a silver lining. As marketers and business owners, the focus needs to change to a more explicit message about the value propositions of our sport to engage this generation and their underlying natural love for experiencing the outdoors.

To make my point, here are a few stats

  • 78% percent of Millennials would choose to spend money on a desirable experience over buying something desirable
  • They incredibly engaged with content and over 38% consider themselves content creators
  • Millennials spend more time outside and money than the average outdoor consumer (Source: oi.org)

The hunting and shooting industry is the epitome of experience and one that is very enjoyable. The trick is attracting and getting these people to experience what it feels like to hear the forest come alive at sunrise, the joy of seeing wildlife in their natural environment, the adrenaline rush of putting a buck in your sights, and the health benefits of fresh organic meat.

“We need to be recruiting in a different way than we have for the last 40 years,” said Brian Lynn, vice president of marketing and communications for the Sportsmen’s Alliance, a national hunting advocacy group. “The overall trend is down from 15 million to 11 million or so. There’s a whole bunch of little things going on. Millennials, it’s not that they’re not hunting or don’t have an interest. We actually see a lot of interest, especially in the locavore movements, field-to-table, field-to-fork-type movements — people wanting to know where their food comes from. The bigger issue is urbanization — people living in big cities, disconnected from their food.” (Source: Denver Post

I am optimistic that hunting will make a come back through the efforts of R3 (Recruit, Reengage and Reactivation), private landowner participation and brands focusing their content on beginners and people outside of the general hunting stereotype. Below is a graph of search engine trends on searches for “how to hunt deer,” “deer license” and “hunt deer” that point to an increased interest on Google since 2004.  

how to deer hunt trends

I think (as we all know), once you get someone into hunting or fishing it gets in their blood and they become hooked for life (pun intended). I think there is something intrinsically wired in us for it—more people need to feel it.

“Earthy crunchy aligns very well with deer hunting,” Charles Evans, 29, who works in hunter recruitment for the Georgia Wildlife Federation, told The Wall Street Journal.

I took a new friend who’s a Millennial to shoot sporting clays last week, and he loved it. We’re making plans for a second shoot next week. R3 efforts work. 

 

2. Field-to-Fork Movement Continues to Grow

I was talking to Kevin Orthman, president of POMA the other day who shared with me (and on LinkedIn) that the media group Chernin Group invested another 50 million (Source: Axios) in Netflix’s MeatEater series. This is interesting on several fronts because any significance in Field-to-Fork paid programming is significant to our efforts.

steven-rinella-meateater

Photo credit: Meateater

 

The question is, can the hunting and outdoor companies bridge the gap between the left-leaning half of the outdoor industry with the more conservative hunting side of the industry. Does this even matter? “The Meat Eater brand and content rally cuts across the whole country,” says  Mike Kerns, President of Digital at The Chernin Group. “The podcast performance for the brand is actually strongest in big DMAs like the Bay Area, Southern California, the Northwest as well as MidWest.”

Be on the lookout for more nature-oriented modern outdoor/hunting brands to emerge. I pointed this trend out in 2018, and it looks like it’s continuing to gain steam.

 

3. Retailers Have to Play Marketing Catchup

Centennial Gun ClubRetail environments (in and out of the industry) continue to struggle while eCommerce continues to grow. A few brands have adopted eCommerce over the last year, one in particular, Daniel Defense, who now sells direct with funding options. This trend will affect dealers and with more disruption to distributors on the horizon (see new Dealer Pro Kelly Brand App), things are definitely changing at the retail level.

NSSF continues to encourage retailers to add ranges, training classes and create a buying experience. Retailers have forgotten how to market effectively due to the boom years of Obama and are having to play catch up.

Customer Experience
Customer experience at the retail (and manufacturer level) needs to be placed under marketing. Customer service can no longer be a silo that just takes support calls, it must be integrated within sales and marketing. HubSpot calls this the flywheel. Retailers and brands must get better at instigating referrals (word of mouth) not only within our personal networks but also activating and incentivizing our customers. Retailers must also begin taking a closer look at their web presence to remain competitive in their local markets. See Centennial Gun Club for a good example on how to accomplish this.

 

4. Going International

President Donald Trump’s administration successfully completed the long-promised modernization of the export control regulations that began more than eight years ago under the prior administration, but which was never completed due to domestic gun control reasons. (Source: NSSF) What this means is that it will be easier for manufacturers to export products.

For starters,

  • The new rules eliminate the $2,256 registration fee.
  • The new rules transfer the licensing responsibilities to the Commerce Department, which means an optic, magazine or stock won’t be under the same scrutiny as a nuclear weapon or surface to air missile.
  • It also means foreign buyers can get their U.S. made products faster
  • Manufacturers don’t have to register with the Directorate of Defense Trade Controls per ITAR. This will help smaller manufacturers
  • You don’t need Congress’ approval to sell 1 Million dollars in contracts

Source: Ryan Cleckner 

Overall, this lessens the burdens on manufacturers to compete in the global marketplace. This can add significant top line revenue to your company’s bottom line.

Hint: Look for an announcement next week (3/2/2020) on how you can take advantage of this immense global opportunity! 

 

5. GoWild! – The Industry’s Answer to Facebook?

GoWild FalconStrike MarketingWhen GoWild started two years ago the vision was to create a place for outdoor enthusiasts to share their adventures and hunts without being banned or shamed by Facebook. Several other companies have attempted to create a platform and failed, but now GoWild is emerging as a company who is making great gains in giving the outdoor community a place on the internet to call home. This is exciting for marketers on several fronts.

  • Engaged audience
  • Social commerce
  • Data and tracking for ROI

WOOX GoWild AdIf you follow the burgeoning ROI stats of Facebook, like you, I am itching—sometimes screaming—to get a piece of this for our clients. GoWild continues to grow by attracting investment dollars along with integrations from the likes of Garmin. I’m excited to see how this platform evolves over the coming year and am looking forward to how GoWild can be used to gain awareness for companies that create quality products.

 

6. Have More Fun in Your Marketing!

There were several great campaigns launched this past year that I think deserve mentioning.

Walther’s “Try Before You Buy” was a great way to differentiate and shakeup the gun buying process that tried to mimic popular subscription models.

Leupold’s Find a Pair” was also a fresh marketing idea. Leupold tied their new sunglasses launch to social media and partnered with their influencers to create a game of hide and seek to raise awareness.

I hope to see more (and do) campaigns like this.

 

7. Instagram Influencer Restrictions

In December, Facebook launched Brand Collabs for Instagram — their attempt to tap the burgeoning billion-dollar influencer marketing industry. If the tool takes off, Instagram could become the go-to for all things influencer marketing. They will use their new product to enforce their “no weapons” advertising policy. According to their announcement last month:

“Our advertising policies have long prohibited the advertisement of these products (firearms), and we will begin enforcement on this in the coming weeks.” 

Speaking with training instructor and influencer Ian Strimbeck of Runennation“As someone that’s been in the industry for almost 10 years I can tell you it wasn’t a matter of if they’d start restricting firearm branded content, but when.”

In my opinion, brands should continue their influencer campaigns for as long as possible. Announcements like this create more confusion than clarity. Instagram nor the Federal Trade Commission requires influencers to tag the companies they’re working with—only to state a declaration that the influencer is a paid spokesperson.

The FTC works to stop deceptive ads, and its Endorsement Guidelines go into detail about how advertisers and endorsers can stay on the right side of the law.

“If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (“material connection”) with the brand. A “material connection” to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services.”

Make certain your influencers know about these rules and disclosures and check with an attorney who knows the firearm industry.

Looking forward, the next year looks interesting as more and more solutions to problems of advertising, community, and lifestyle are getting answered. With Trump’s reelection guaranteed in the Fall, the industry can continue to focus on innovation, getting back to normal (whatever that is), and growing our industry. 

What about you? What trends do you think will affect outdoor marketing in our industry this year? Please comment below.

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

2020 Hunting or Firearm E-commerce Website

5 “Must-Do’s” Before Starting a Hunting or Firearms E-commerce Website 2020

By Firearms and Hunting

Firearms, hunting and shooting brands have awaken to the fact that a strong e-commerce component is critical to doing business in the future—especially now during the COVID-19 pandemic. 

With more retail outlets closing, disruption within distribution, some large firearms and hunting brands are bypassing distribution and dealers and going straight to the customer. The manufacturer / dealer relationship is still vital to most brands, and will remain so, once things get back to normal — but the trends are getting harder and harder to ignore because of customer behavior changes.    

Here are some interesting statistics according to Fortunly:

  • More than 80% of online shopping carts are abandoned before checkout on mobile devices.
  • American consumers spent around $7.4 billion on online shopping during Black Friday 2019.
  • eCommerce sales are expected to surpass $735 billion by 2023.
  • It is estimated that 95% of all purchases will be made online by 2040.
  • eCommerce businesses lose more than $75 billion per year because of bad customer service.
  • eCommerce sales are expected to reach $4.8 trillion on a global scale by 2021.
  • Around 80% of US customers said that free shipping would make them more likely to make an online purchase
  • Credit cards are the most popular payment method for shopping online, followed by electronic wallets and debit cards.

In this post, I want to give you five critical “must-dos” (before you consider how to generate traffic) if you’re evaluating a new e-commerce website initiative that will help you organize your team, save time and make it easier and faster to implement your new e-commerce-based website.

1. Build your e-commerce website for your buyer persona

Before you get to the part of what you want your website to look like, nothing will bring your web team more clarity and focus than understanding your buyer persona.

You most likely have a good idea of who your customer is—but taking the time to understand what they want from your website will make all the difference. Seek to understand what their wants, needs, problems, behaviors, and questions are.

Create a web experience based on them and use story to create clear messaging.  This will ultimately make for higher sales and less abandoned carts.

2. Prepare your product image library

The second step is establishing your product library. If you’re a large manufacturer, you may have over 2000 SKU’s that are jumbled into a hundred different sizes, on gray backgrounds, outdated, or that show your product in a less than ideal format. Since this aspect of the project can take the longest, you can save a lot of time by starting now.

Start by creating a shot list:

  • What products need to be reshot?
  • Which product images can be reused?
  • Locate a lifestyle photographer
  • Have the photographer provide the raw sizes and cropped images set to 1000 x 1000 pixels for use on the website

Sort all these on a spreadsheet so the photographer can easily sort and organize when it comes time to shoot your products. Make sure you place all your products on a white background. Placing products on a clean white background allows your product to be the hero and creates a clear understanding in your customers mind without any unnecessary background clutter.

3. Identify how you’re going to fulfill orders

With over 20,000 (Source: CNS) laws on the books—determining how you want to fulfill orders that comply with federal, state and local laws is the next consideration and if you’re a firearm manufacturer. Below are five considerations.

1. Utilize a third-party cart.
Ruger, for example, utilizes the GearFire and Gallery of Guns.com to sell its products online. All you need to do is apply for membership with your FFL and set up an account. This can also be done through your distributor. This allows your products to be embedded in hundreds if not thousands of online gun store websites and outdoor specialty retailers and takes the hassle out of you (or your staff) having to deal with running your online store. The downfall is you rely on their somewhat antiquated looking shopping cart that doesn’t align with your website’s look and feel.

2. Ship direct to customer via an FFL
Daniel Defense’s website is an example of how to set up a shopping cart where the product is shipped directly to an FFL of your customer’s choosing. They will enter their local FFLs address, notify them that your firearm is being shipped to them, and the FFL will handle all the paperwork. This all happens after the purchase. There are hundreds of shopping cart software solutions on the internet from WooCommerce and Magentoto name a few. Choose the software that best suits your needs and one that you feel is easiest to use. I recommend WooCommerce as it is used by over 21% of all shopping carts on the web if you’re doing a custom install with WordPress. 

UPDATE: I do not recommend signing up with any third-party solutions like Volusion, Wix, BigCommerce and especially Shopify, who as of (August 16, 2018) has banned Franklin Armory from using their platform. When building on these networks, you are essentially handing over your lawful online business that puts you at risk because these providers can shut you down at anytime—sometimes without warning.

ECOMMERCE FFL SHIP DIAGRAM

 

3. Dealer only
Remington, Benelli and Beretta only sell through their dealer network—some use a hybrid (dealer and third-party cart). You can purchase other accessories on their websites, but to purchase a firearm you are redirected to a dealer locator.

4. What States should I NOT ship to?
Some manufacturers do not ship to New York, Illinois or Hawaii. Other states have magazine restrictions like Colorado and California. The anti-gun laws in these States are very confusing and can leave you open to a lawsuit. It’s better to not even take the risk unless you have a good attorney advise you on your options.

5. What shipping provider should I use?
The shipping of firearms seems to constantly change. The main rule of thumb is to always ship to an authorized FFL—never to a personal residence. Below is the latest information from GunBroker.com. If you have any questions, it’s always wise to check with your attorney, USPS, UPS or FEDEX representative.

  • US Mail – unlicensed persons:
    • Unlicensed persons can ship a rifle or shotgun by US Mail.
    • Unlicensed persons cannot ship a handgun by US Mail. Pistols, revolvers, and other firearms capable of being concealed on the person (for example, short-barreled shotguns and short-barreled rifles) are defined as handguns.
    • Postal regulations allow the Post Office to open your package for inspection.
    • Ammunition cannot be shipped by US Mail.

    You can search the US Post Office Postal Explorer site for specific USPS regulations regarding firearms and ammunition (Hazardous, Restricted and Perishable Matter).

    US Mail – licensed persons:

    • Licensed persons can ship rifles, shotguns, or handguns by US Mail. In fact, we suggest you use the USPS, as it is now the most cost-effective way to ship a handgun.
    • To ship a rifle or shotgun, you need only inform the Post Office the package contains a firearm.
    • A licensed manufacturer, dealer, or importer can ship a handgun via the US Post Office if the licensed dealer fills out a US Post Office Form PS 1508 and files it with the local Post Office branch where the handgun is to be shipped.

    You can search the US Post Office Postal Explorer site for specific USPS regulations.

    FedEx Express:

    • FedEx will only ship firearms via their Priority Overnight service.
    • Ammunition must be shipped as hazardous goods via Ground in compliance with “Limited Quantity.” Special labeling is required.


    FedEx Ground
    :

    • FedEx Ground will transport and deliver firearms (excluding handguns) as defined by the United States Gun Control Act of 1968 between areas served in the U.S.
    • Ammunition must be shipped as hazardous goods via FedEx Ground in compliance with “Limited Quantity.” FedEx Ground will accept shipments of ammunition. Special labeling is required.


    UPS
    :

    • UPS will accept handgun shipments by Next Day Air only.
    • Rifles and shotguns can be shipped by UPS ground service.
    • UPS will accept shipments of ammunition. Special labeling is required.

6. Flat rate or box size?
The easiest and most hassle-free way to ship your products is by weight. You can set-up different weight tiers of pricing for all of your products. However, if you’re in a segment that is highly competitive and $5-$10 is a factor in getting the sale, then be prepared to discount your shipping.

 

4. Get the security issues out of the way

The next “must-do” is security and encryption. Everyone who sells online must take precautions for their customer’s data. And with every website now a target for hackers, it’s more important than ever.

1. Payment Processor or Gateway
To take payments online, you first need a payment processor. Authorize.Net acts as the middleman in between you and your merchant bank account that securely transfers funds from your customers’ credit card to your account. During this process, Visa, Mastercard, Amex, and Discover—whatever credit cards you accept on your site all take a percentage of the sale, usually 1.5-2%. Your bank may also charge a percentage as well. Be sure to configure these fees into your product costs.

2. A Secure Socket Layer or SSL is the standard security technology for establishing an encrypted link between a web server and your customer’s browser. This link ensures that all data passed between the web server and browsers remain private and integral. You can purchase an SSL through a number of providers like Symantec, Thawte, GoDaddy or RapidSSL. Your host provider will need to install it for you. Before purchasing an SSL, make sure to ask your host provider what kind of server software they use for example, Apache, Oracle, IBM or others.

3. Terms and Conditions and Privacy Policy pages are essential in protecting your site from users who may encounter problems. These important legal pages on your website ensure your business is protected from any fraudulent behavior from users. Read here for more information and some horror stories. Always get an attorney to look over your T&C and PP before launch. 

4. Secure and Speedy Hosting is usually the last component considered when building your ecommerce website. But beware, there are many services out there who sell you on services and packages you don’t need and who guarantee speed and security but fail to deliver. One #2A friendly company that we recommend is WP Engine. WP Engine provides you with a secure and fast platform to run your WordPress website. For many years years, we have enjoyed little to no downtime, fast speeds and literally no hacks. With Google now ranking websites based on speed, WP Engine remains a good choice for the hunting and firearms industry.

  • Content Delivery Network
  • Included SSL
  • Content Page Performance
  • Fast 24/7 Support
  • Staging Server
  • 24/7/365 Backup

Pick A Plan

5. Consider an Enterprise Solution

For enterprise manufacturers, it may be time to connect your CRM, ERP, and WMS and Ecommerce altogether. Companies like NetSuite, Sage, SAP and other software companies serve larger companies with large global inventories with complex supply chains. These software solutions allow you to manage your inventories in greater detail and with greater efficiency. If you’re a large manufacturer, taking the time to explore these solutions may be what you need rather than a simple shopping cart. A SAP or NetSuite implementation can cost hundreds of thousands of dollars. If that seems like overkill, there are other low to mid-market solutions like Magento Enterprise that can be connected to your back-office operations and warehouse that tracks inventory, shipping, and accounting.

In conclusion, when considering your next e-commerce store, it’s important to identify who your buyer persona is, get a good product image library created, identify what kind of shopping cart setup you want, make sure you have the right security components in place to take payments securely and if you’re an enterprise manufacturer, consider a larger solution to more efficiently run your operations.

By taking into consideration these five “must-dos,” you’ll have what you need to engage a web development firm and make your website project go much faster.

 

hunting-firearm-outdoor-ebook

FREE DOWNLOAD: Website Design Planner for the Hunting, Outdoor and Firearms Industry

A time-saving guide on how to plan an effective website that meets your online business and branding goals.
In this planning guide, we help you and your team think through the critical points of the website design process that helps you form a specifications document to obtain accurate pricing.

Download by filling out this form: 




Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

 

outdoor influencer marketing

How to Track Your Outdoor Influencer Marketing Campaign

By Influencer Marketing

According to a recent survey, 38% of marketers say they are unable to tell whether influencer activity drives sales while 86% are unsure how influencers calculate their fees.

However, with a little strategy and an investment in influencer marketing software—you can negotiate influencer rates more accurately, track your efforts, save time and prove your campaign’s success.

It is estimated that businesses can generate an average of $6.50 for every $1 spent on influencer marketing (Source: Tomson).

As influencer marketing picks up steam (59% of marketers are planning to increase their influencer marketing budgets over the next 12 months, Source: Tomson), new tracking tools like Upfluence, Famebit, Traackr, Mavcrk and others are starting to become more affordable—allowing you as a business owner or marketer in the outdoor industry to track your influencer marketing efforts more efficiently. These programs help you:

  • Save time
  • Find and choose the right influencers
  • Identify fake accounts
  • Negotiate contracts
  • Track results
  • Pay Influencers

According to Obviously, it takes 71 hours to work with just 15 influencers. So the need for tools that help you save time can be beneficial.

Determine Goals

When starting influencer marketing, you must begin with a SMART goal. Goals should be divided into Reach, Impressions, and Engagement.

Sample influencer marketing goal:
(Reach) 2 million prospects to build awareness of my product that drives 1.3 million (impressions) and 500K likes/views (engagement) that increases revenue 20% in 3 months. 

Whatever you’re trying to accomplish, make sure to communicate those goals clearly to the influencer. Below is a breakdown of each.

1. Reach determines the potential audience size you can attain. This is easily calculated by adding up all the followers and subscribers of your influencer’s network across Instagram, YouTube, Facebook, Twitter, and Pinterest as well as a monthly blog or website visits. To get a sizeable reach—choose influencers with larger networks where 60%+ of their audience engages with their content regularly.

2. Impressions determine how many of those people reached actually saw the influencer’s post. You can reach a large audience—but if you can’t access them, low impressions may signal fake followers or low engagement.

3. Engagement involves action. Action is a click, share, view or like. This is the metric you’ll want to track closely as this indicates how effective your influencer is in getting their audience to notice your product and take action.

There are other ways to track the ROI of your influencer marketing

Tracking links and coupon codes, like affiliate marketing, can be used to track sales via your online shopping cart. Make sure to use systems that allow transparency so your influencers can log in and see the deals they’ve generated. Modern online shopping carts like Shopify, Volusion, and WordPress have affiliate tracking functionality built-in.

Website Traffic is also a good indication of your influencer marketing efforts. We utilize Databox as a way to combine all our metrics into one dashboard to report on our efforts.

One of the most significant outcomes of influencer marketing is the content that is generated from your campaign. If blogs are created on an authoritative influencer’s website—then those links will boost your SEO efforts if linked accordingly. Photos, videos, and imagery can be negotiated as part of the contract and reused in your brand’s social media feed or in email campaigns to create consistency in your messaging.

Social listening tools also allow you see what is being said about your product—negative or positive—so you can make any adjustments and nip any terrible customers experiences in the bud before prospective customers see them.

An influencer marketing campaign is one of the best marketing moves your brand can make and can net you over 11 times the ROI of banner ads and PPC when done correctly. However, as with all strategies, you’ll get the best results by tracking progress and adjusting as needed, which means applying the same data-driven mentality as you would to any other strategy (Source: Forbes)

Free Influencer Marketing Consultation


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

shooting-sports-firearms-digital-case-studies

3 “Must Read” Digital Marketing Case Studies

By Case Study, Inbound Marketing, Influencer Marketing, Marketing, SEO, StoryBrand

Most marketers looking to start a digital marketing program for their company in the outdoor, hunting, shooting sports and defense industries are usually met with some resistance from the higher ups.

After all, PR, print, and tradeshow have always been the industry norm. 

If you’re still on the fence about pulling the trigger on the benefits of a cost-effective digital marketing program and are serious about getting on track to building your digital footprint for the future, now’s a good time to reconsider. 

In this post, I share three case studies that we’ve worked hard on over the past 2 years that received some outstanding results.

12-Month Ecommerce Case Study

Garrison Everest was approached by a 2-year old consumer products company who had big growth goals that were having trouble getting traction in the marketplace. Due to the cost of entry to place print advertising—they were looking for other means to make their brand known. 

A rebrand was conducted that included new packaging, logo, and ecommerce website to make their products more appealing and more attractive to prospective buyers. Next, we built out three digital marketing programs that included SEO, email, and industry partnerships. To build brand awareness, the SEO program utilized content and industry writers to build backlinks on popular publisher sites. On-page and off-page optimization was also included. Lastly, we began engaging on social media daily, which added a human component versus a faceless brand image with their followers who in the end, shared the client’s brand goodness with their followers.

 

firearms digital marketing


Results

  • 400% Increase in traffic from the previous year
  • 40% in social media followers across Facebook and Instagram
  • 112% increase in email subscribers 

 The amount invested provided the client with a 624% return on investment. The program paid for itself six times over.

 “That’s like putting a dollar into the stock market and getting six dollars back.”

 

12-Month Influencer Case Study

A mid-growth company was having problems getting its product to penetrate a competitive accessory segment. Print and banner advertising provided diminishing returns, which set them looking for other ways to get more bang for their marketing dollar. Garrison Everest provided an influencer marketing strategy that worked with prominent industry celebrities and social media influencers to raise awareness of their product.

 

Results

  • 9.1 M Impressions
  • 7.2 M Estimated Reach
  • $6.5 CPM
  • 670K engagements

What made this influencer marketing program remarkable was the low CPM. Compare a $6.5 CPM to the cost of placing a banner ad on leading sites where CPM costs can be as high as $25. Influencer marketing provided great value to this company. 

 

24-Month Inbound Marketing Case Study

Faced with growing competition and a changing landscape, a B2B company contacted Garrison Everest to help them differentiate in the marketplace and generate leads and customers online. 

They were already placing large print buys but were not getting good returns, nor were they able to track their results which made them feel like they were throwing their money out the window.   

We started with a comprehensive brand development assignment that led to a website redesign and a 12-month inbound marketing campaign. Over the course of the next 12 months, traffic increased, leads multiplied, and through automation, we were able to nurture those leads into customers. 

The first campaign was so successful that they renewed for an additional 12 months.

 


Results

  • 233% increase in traffic
  • 564 leads
  • 383 new customers
  • 664 additional blog subscribers
  • 225% in social media followers

So does digital marketing work in the outdoor, shooting sports and defense industry? 

Yes, it does— unfortunately banging on this drum is difficult because for most marketers putting all their money towards print, PR and tradeshow is more comfortable. However, with the customer base skewing younger, I would argue traditional is becoming a risky bet. 

Digital marketing is all about daily repeatable tasks. Identify a clear message, the right channels, launch, track, optimize, tweak, rinse, and repeat. 

As you consider this year’s marketing budget, think about what a reliable digital marketing program can do for your company’s growth and the added benefits of a profitable revenue channel that works for you 24/7/365.  

 

 

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5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2020 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

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Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

 

The-Future-of-Firearms-Advertising

What is the Future of Firearms Advertising?

By Firearms Marketing

The onslaught against the firearms industry has never in history been more fervent. Lawsuits are emerging at a disconcerting rate across the U.S., and as a marketer in the firearms industry tasked with advising clients on marketing advice I had to ask the question: 

What is the future of advertising in the firearms industry? 

In this article, I want to share five thoughts that will help you—the firearm marketer or business owner—think through your future advertising efforts to help you navigate and defend against the onslaught of our adversaries’ misunderstanding and the litigious efforts to destroy our industry and the good people in it.


1. What makes advertising effective?

Any piece of advertising (print, tv, radio, digital or otherwise) attempts to let others know about how a product or service can help them survive or thrive. If you are advertising a shoe’s new cushioning system that softens your foot strike or a pillow that enables you to sleep better, copywriters will typically use the following framework:

  1. Identify the customers’ problem 
  2. Offer your product as the solution 
  3. Show how your product solves the problem
  4. Show empathy and authority (why they should listen to you)
  5. Explain the consequences and successes of using your product
  6. Call them to action: Buy Now, Subscribe or Sign up

The above framework can be identified in almost every effective advertisement in the world. And yes, it does work when done correctly. Next time the MyPillow commercial on T.V. interrupts you, see if you can follow the above narrative. 

Advertising a firearm is no different than advertising a Toyota, Dr. Pepper, iPhone, or a pair of Nikes. Advertising seeks to inform potential buyers of a product’s functions and features that moves a buyer towards purchasing your product. By aligning your product’s brand attributes with that buyer’s worldview, you increase the odds of the purchase. We call this the customer transformation. Include an eye-catching image, a call to action along with a sizable media buy, and you’ve got the makings of an effective campaign.


2. But now we’re at risk.

If you’re a firearm brand that places an ad and your product is used in a shooting—even though the Protection of Lawful Commerce in Arms Act protects you—you could become the target of a potential lawsuit.  

gun ad

Photo credit: Remington

The Bushmaster ad being used against Remington Outdoor Co. in the Newtown shootings is now waiting to be heard by the U.S. Supreme Court. If the Supreme Court sides with the plaintiffs and allows the case to proceed, the case would go back to the Connecticut State Supreme Court to determine the merits. That could give the plaintiffs access to Remington’s internal marketing documents during the discovery process. (Source: WSJ)

UPDATE: November 15, 2019
U.S. Supreme Court denied Remington’s petition for review of the state supreme court decision. This means the plaintiffs may be able to gain access to Remington’s marketing materials through the Connecticut court. 

According to Joshua Koskoff, a lawyer for the plaintiffs, “the families lawsuit is intended to shed light on Remington’s calculated and profit-driven strategy to expand the AR-15 market and court high-risk users, all at the expense American’s safety.”

A ruling in favor of the plaintiffs will adversely affect the firearms industry and potentially set a precedence and open up every other industry to litigation. For example, if your tire falls off while you’re speeding and kills five people, those families could sue the tire company because the tire company’s ad told you that you were the kind of driver who likes to drive fast. 

Photo credit: Bridgestone



That’s why you need to understand how to protect your company’s brand from these frivolous lawsuits.

Take action

ATTEND THIS WEBINAR: Marketing Practices Liability in the Firearms Industry
Orchid Advisors and Williams Mullen are sponsoring a Free Webinar Tuesday, November 12, 2019 at 2:00 EST 

Register by filling out the form on Orchid’s contact page and select “Webinar” under “I’d like to learn more about.”

Topics will include

    • A review of the PLCAA, the Connecticut case, and the theory of potential liability.
    • The severity of risk should an industry member get sued for criminal misuse of products.
    • Best practices for monitoring and policing marketing strategies.
    • Additional steps industry members should take to reduce risk.

  firearm advertising webinar
3. Virtue signaling

More and more companies whose CEOs worldview align with anti-gun sentiment and those who disagree with certain products and political positions are steering their ships in the direction of what is called “virtue signaling.” 

Virtue signaling looks like this: 

  • I don’t like your product 
  • Not liking your product can help strengthen my brand 
  • We should come out publicly against your product
  • Taking a position against your product will ‘hopefully’ breath new life into my diminishing brand 

We’ve seen this with Dick’s Sporting Goods and WalMart. You also might recall the Nike ad that featured Colin Kapernick as a way to strengthen Nike’s brand with its’ urban audience.

Photo credit: Nike

 

Shopify removed firearm dealers and manufacturers from using its platform last year. Due to the pressure of financial institutions and gun control groups, we can expect more virtue signaling in the years to come. 

Take action 

Manufacturers and dealers need to create open-source websites and avoid getting caught up in virtue signaling platforms and software companies who are against firearms. i.e. SalesForce. Make sure you know where your intended solution provider stands on the 2nd Amendment.


4. Social media and the ensuing increase in gun ownership

Facebook, Google, YouTube and Instagram make no secret that they are against the firearms industry. The latest bans and advertising restrictions implemented by the largest social media networks make it very difficult for the firearms industry to advertise their products—and from experience seem to be getting worse.

These restrictions are just another way they are shaming the firearms industry out of the public square of debate. However, this isn’t about debate anymore—this is blatant censorship. As customer behavior changes, firearm brands need to look for other strategies to help grow their businesses.

Word-of-mouth (WOM) marketing programs, though once hard to instigate, can now be developed at scale without the use of certain software platforms. Mark Schaefer, a marketing expert and author who spoke at this year’s NSSF CMO summit about the coming “Marketing Rebellion,” talks a lot about people not wanting to be sold—but to be helped because advertising is losing its effectiveness. I tend to agree with him if you’re trying to market toothpaste or car insurance—but not firearms, which is an enthusiast and hobby sport. As a law-abiding gun enthusiast, I enjoy looking at ads in Guns and Ammo and so do other law-abiding gun enthusiasts. 

As violent crime rates increase and would-be presidential contenders like Francis Beto O’Rourke and others tout gun confiscation, people will—by instinct—seek ways to defend themselves. This is one of the reasons the women segment is outpacing any other segment in the industry. They will make their decisions on what their friends and family recommend and only use Facebook and Google to reinforce their intended purchase, which I believe contributes minimally to the buyers’ lifecycle when it comes to purchasing firearms. Last month’s record setting background checks underscores this trend.

Take action

Brands building social media groups and followers on third-party platforms are at risk of losing precious marketing capital. Utilize multiple social media platforms as well as pro-gun and pro-hunting platforms like Powderhook and GoWild. Build great products, utilize your email marketing, SEO/voice and bolster your customer service programs to build word-of-mouth.


5. God, America, Guns, Masculinity, and Trump

Another front on our industry is how advertising restrictions are tied to the #metoo movement, masculinity, and those who support President Trump. Every marketer knows that riding trends can help push a brand message further. Gun industry opponents are utilizing the current culture war to amplify their messages. This is why you see a united attack on Christians, law enforcement, guns, hunters, men, and President Trump. The opposition makes no effort to hide it.  

It will be up to marketing professionals to communicate a message of respect, strength, resolve and defense along with our product’s innovations that stands resolute in the face of these blatant attacks and censorship.

Take action

Review your advertising with firearm legal professionals to mitigate the risks of your advertising. 

 

So, what is the future of firearm advertising?

Regardless of the outcome of the Remington case—firearm advertising, which once required little to no legal involvement will now pressure prudent marketers to add a legal review in their timelines. Some won’t comply, and that is their right. However, with the culture war reaching new heights, fake news, the division in our country getting deeper, and the disregard of the United States Constitution—it’s better to be safe than sorry.

What are your thoughts on the future of firearm advertising? Please comment below. 

 


Josh Claflin StoryBrand GuideJoshua Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

how to write story into your outdoor marketing

How to Write Story Into Your Outdoor Marketing

By Brand Development, StoryBrand

Standing out in the marketplace is really difficult—sometimes impossible. The imagery is getting better. The copy is more persuasive. The products are more durable and it seems like every brand claims the same thing:

  • We Make the World’s_____.
  • We’re the Superior ______.
  • We’re #1 in _____.
  • The Worlds’ Most_____.
  • The Ultimate _____.

Does the above list sound familiar?

There’s nothing wrong with claiming to be the best—if you’re a brand who really is the market leader—you earned it. But for brands less well known, making such claims can be down-right dishonest.  The truth is, if you’re a relative unknown brand making the claim that you’re “the best,” you’re wasting money on marketing and your customers don’t believe you anyway. False claims have caused a backlash in other industries as well as our own.

People have great distrust in brands (and companies) these days (Source: Forbes). It’s been documented that your prospective customers will check out 11 pieces (social media, reviews, blogs, websites, ads, forum review and articles) of content before deciding to hand over their hard-earned money because they are afraid of being cheated or taken of advantage of. When was the last time you bought something for first time over $250 without doing any research online?

To combat this “me-too,” and “I’m the best” mentality, marketers and business owners need to find other ways to get their customer’s attention and break out in the marketplace—and the way to effectively accomplish this is by putting in the time to think through their messaging —a good way to do this is through the power of story.

Story has been around since creation. Story has been hard-wired into our brain as a sense-making device. It helps us understand our environment, situations and how to achieve our goals. Stories engage our imaginations and hold our attention for hours on end. Think about the last great movie you saw. Movies like Jason Bourne, Days of Thunder, Star Wars and Saving Private Ryan are all incredibly captivating.

The same methods used in the movies can also apply to your professional services, tech, active lifestyle or outdoor business.

In the following, I’m going to explain how to write story into your marketing, make your customer the hero and stand out in the marketplace to attract more customers. This process if called StoryBrand.

1. A Character

Make your customer the hero, not your brand.

Every great story starts with a hero. The hero in your business is your customer. As humans, we all want to become something better: better hunters, better shooters, more fit, smarter and more wealthy. We also have personality and character traits like age, income, values, beliefs and interests. Define your customer as the hero in your ads, emails, website copy, and sales letter. Once you start defining what your customer wants, they start paying attention.

Q: How can you make your customer the hero?

Brands that participate in the transformation of their customers win in the marketplace. (Source: StoryBrand)

StoryBrand for the Outdoor Industry

2. Has a Problem

Every hero in every story has a problem that must be solved. Without a problem to be addressed (a bomb to diffuse, a girl to rescue or a disaster to prevent) the story would fall flat and you lose your audience’s interest. It’s up to you to identify what the problem is and how the hero will overcome this problem.

Q: What problem does your product or service solve?

A story gets interesting when the conflict is defined. (Source: StoryBrand)

3. Meets a Guide Who Understands Them

No hero can solve the problem on their own. They can try, but it won’t be as successful nor as exciting. Luke Skywalker had Yoda (and Ben Kenobi), Cole Trickle had Harry Hogge, and Neo had Morpheus.

This is how your brand plays the guide:

  1. First, you must show Empathy. Empathy means to relate. How can you empathize with your customer’s problem?
  2. Second is Authority. Heroes look to guides who have gone before them. If you haven’t gone where your customer wants to go, how can you be the guide?  How have you solved the same problem your customer is trying to solve? This must be communicated clearly to establish trust.

Never position yourself as the hero in your brand’s story. (Source: StoryBrand)

4. Who gives them a Plan

At this point in the story, your customers find themselves at risk. This is the point where most customers will bounce off your website or find themselves confused about what you offer. The purpose of giving them a plan is to break down the steps on what it takes to work with or buy from you. The plan eases any friction points in the buying process and helps your customer move forward.

Q: What are the steps your customer must take to work with you?

A plan alleviates confusion or hesitancy about the next step. (Source: StoryBrand)

5. And Calls them to Action

No story can proceed until the hero is called to action. Your customer will not take action unless they are challenged. You must call them to do something.

  • Buy Now
  • Schedule A Call
  • Sign Up
  • Find A Dealer

are all clear call to actions. This language must be repeated over and over again to make it clear what it is you want your customer to do.

Q: Do you have a clear call to action on your website?

If we don’t have the confidence to ask people to buy from us, they assume our product won’t solve their problem. (Source: StoryBrand)

6. That Helps Them Avoid Failure

Two forces motivate people: avoiding failure and experiencing success. Every human being is trying to avoid a tragic ending. Your customer must know how you will help them be successful.

Q: How will your product or service help your customer avoid failure.

Human beings are sometimes more motivated to avoid a loss than achieve gain. (Source: StoryBrand)

7. Or Ends in Success

As the guide, you must cast the vision of what success looks like if your customer uses your product or services.

Communicate through words and images that your product or service solves your customers’ problems. (Source: StoryBrand)

By understanding these seven principles, you will be able to

  • Stop wasting money on ineffective marketing
  • Get and keep your customers attention
  • Cut through the marketplace clutter of me-too products
  • Attract more customers

StoryBrand Outdoor Marketing

By taking the time to clarify your message and figure out these aspects of your story, you will be able to transform your marketing, attract new customers and stand out in the crowded marketplace.

If you’d like to check out the book StoryBrand or learn more about the process yourself you can:

You can also schedule a call with me, and get a clear plan on how stand out in the crowded marketplace.

 

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5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2020 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

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Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

nashville service brand

6 Secrets To Building A Great Service Brand

By Brand Development


As a new business owner, start-up or consultant looking to break through the clutter, developing a strong reputation for your service is job one. To develop a great service brand, not only do you have to provide an outstanding “service”, you also have to deliver outstanding “customer service”. Done consistently over time—you will begin to frame a strong reputation and build a brand that stands for quality.

If you’ve done your due diligence in identifying what makes you different in the marketplace through the brand development process and have created a professional website, here are 6 secrets to keep in mind when developing a great service brand.

 
1. Use story to clarify your message
Most entrepreneurs and start up business owners don’t take the time to clarify their message. A clear message will help you grow your business faster and be more effective in communicating with your employees, customers and stakeholders. Confusion and distraction is at an all time peak in our culture. Most of your competitors will result to using cute and clever messaging only to find that those with clear messaging are winning more customers.  Every day people are bombarded with information. Because they are being bombarded, they only listen to people (and brands) that communicate clearly. The best way to clarify a complicated message is to use the power of story.

2. Be proactive 

When a project is underway and your customers are asking for things, get ahead of them by thinking through next steps. For example, don’t wait for them to ask where things are, send an email first thing in the morning letting them know where you’re at and how things are going. We use a project management tool like Basecamp to communicate with our clients on a daily basis. The calendar feature allows the client to know exactly what is going on and when they can expect their deliverables. It keeps everyone’s communication documented and organized. If it’s not written down, it doesn’t exist.

3. Be responsive

Don’t wait three days to get back on a request. This goes without saying. Respond to your customers as fast a possible or within 24 hours. Make sure to set expectations on what your office hours and typical response times are. The single biggest problem in any given relationship is poor communication. Communicate well and you will build a great service brand.

55% of customers would pay extra to guarantee a better service.
– Defaqto research.

4. Anticipate needs

If a customer or client emails you a question, respond not only with the answer but with whatever they may be asking for. It may be a file or a document. Think a head. This creates a positive impression on your customers and shows them you’re on the ball and reminds them why they spent top dollar on your service firm.

A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of Consumer Affairs.

inbound-delight5. Delight your customers

To delight your customers and turn them into promoters of your service, continue to solve their problems long after the project is ended. This is a key aspect to a methodology we follow called inbound marketing. By continuing to solve their problems through relevant content, you remain top-of-mind which helps when they are asked for referrals or have other work for your service company to do. It costs 6–7 times more to acquire a new customer than retain an existing oneBain & Company. By delighting your customers, you preempt the competition and save on marketing costs. Do some industry research and provide them with insights they will find helpful. By continuing to answer their questions, you will delight your customer and turn them into promoters of your brand.

6. Show some enthusiasm
As a service company, customers come to you looking for answers. No matter what their product or service is, showing a little enthusiasm at the first point of contact can go a long way. Remind yourself or your employees to smile when taking calls. The smile comes through on the other line. Laugh a little, have fun and make a friend. Be excited to talk to them! Your enthusiasm should also come through in your social media and blog posts.

70% of buying experiences are based on how the customer feels they are being treated – McKinsey.

To build an outstanding service brand, clarify your message, show some enthusiasm, be proactive, be responsive, anticipate your customer needs, delight them by continuing to solve their problems and above all else.

 

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5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

GET THESE 5 KEYS

 

 

 


Josh Claflin StoryBrand GuideJoshua Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

How You Can Outthink Your Competition With Inbound Marketing

By Inbound Marketing

For most startups and growth-stage companies growing market share comes down to a matter of numbers.

You know your product or service is good because you’ve gone to great lengths to ensure that it is.  You’ve received positive feedback from your customers, signed some solid purchase orders or contracts, your website, packaging and brand look great—but you just can’t seem to grow in the way or as fast as you’d like.

Smaller companies struggle to take their businesses to the next level because of the expensive barrier of entry to print advertising, T.V and trade shows.

Market industry leaders—or the goliaths—enjoy market dominance and the bulk of the market because of years of brand building. Their massive marketing budgets are hard to beat, making it seemingly impossible for the David’s or the emerging companies to compete against.

However, as some us well know—to bag the beast—you must outthink the beast.

If you haven’t noticed lately, magazine subscriptions are in decline (Source: Folio) and everything seems to be migrating online. Your customers are going to the internet first to research products. Look at some of these revealing statistics:

  • 61% of global Internet users research products online. (Source: Interconnected World: Shopping and Personal Finance)
  • 93% of online shoppers begin by using a search engine. (Source: Hubspot)
  • 90% of the purchase lifecycle is over before a customer decides to buy (Source: iMedia)
  • 65% of U.S. shoppers research products and services on a computer and make a purchase in-store (Source: Cisco)

… and these numbers are on the rise.

In this article, I give you 6 points about how you can “outthink” your competition by looking at an online strategy first—versus investing more in trade show, TV or print.

1. What is inbound marketing?

Since 2006, inbound marketing has been an effective marketing method for doing business online. Sometimes called “digital” or “content marketing,” “inbound” is the opposite of “outbound marketing.” Where outbound is buying print ads, placing a TV spot and praying for customers; inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests and by solving their problems and answering their most burning questions — you naturally attract website visitors—or inbound traffic—that you can convert to customers and turn them into promoters of your brand. 

An inbound approach also lends credibility and trust to your dealers, partners or affiliates by enabling them to reference great information off your website when their customers are asking for recommendations on what to buy or how your product works.

2. Why inbound marketing now?

Consumer behavior has shifted over the years. The days of “push” advertising and “salesy” tactics have lost their effectiveness. If you think about it, you yourself skip television commercials when watching your favorite show, ignore flashing online ads when surfing news sites, hang up on cold callers, tune out radio ads that you have no interest in and throw the direct mail in the trash. Years of being bombarded with this “intrusive” form of advertising has changed the way consumers prefer to get information about the products they want to buy. Inbound turns outbound on its head. Instead of constantly pushing your message on your customers, you attract them to your website through your content.

Inbound marketing has been proven to generate 54% more leads than traditional paid marketing and saves you $20K on average a year over outbound marketing.

 

3. Helpful content is the secret sauce

Content can be a blog, video, checklist, ebook, whitepaper or a download that attempts to solve your customer’s problems in a relevant way. Blogging is the best way to get started. Did you know that if you’re not creating content on a regular basis, Google will drop your search engine rankings?

For a good example of a blog, take a look at American Express’ blog.

4. What am I going to write about?

Everyone is an expert in something. If writing isn’t your forte, you can always hire someone to help you out. There are hundreds of writers in your industry looking for work. Start by forming a list of questions that you hear most from your customers, dealers or clients. Take that list and form it into a series of blog posts. In time, you’ll have more than enough to write about.

Most companies who blog—are blogging mostly for self-promotional purposes. Your prospective clients or customers don’t want to hear how great you are—they want to hear how you can help them. In the process, you’ll earn their respect, trust and ultimately their wallet.

 

5. Online marketing is not about Facebook and Instagram likes

There are plenty of companies who have thousands of followers and likes on their Facebook/Instagram page. However, those likes don’t necessarily translate into website traffic and sales—especially now that less than 1% of your posts are ever seen by your followers. It is important to show “social proof” but Facebook likes alone does not mean you have an online marketing strategy.

 

6. Get there first

The world, in general is moving more and more online. The companies who start now will have a huge advantage down the road. By owning the online space in your category—be it accounting, consumer products, apps, optics, marketing, consulting etc.—you will gain significant advantage over your competitors.

 

inbound-marketing-guide

FREE EBOOK: THE ESSENTIAL STEP-BY-STEP GUIDE TO INBOUND MARKETING 

In this comprehensive guide, you will learn the 6 essential steps to internet marketing success.

1. Optimizing Your Website
2. Creating Content
3. Implementing a Social Strategy
4. Converting Visitors into Leads
5. Nurturing Leads into Customers
6. Analyzing & Refining Data

DOWNLOAD EBOOK

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President of Garrison Everest, is passionate about helping business and marketing leaders in the outdoor, hunting, adventure and shooting sports industries create clear messaging and digital marketing programs that grow business.

firearms-defense-marketing-webinar

Outdoor Wire: Garrison Everest now offering certified StoryBrand messaging services

By Firearms Marketing, Outdoor

Nashville, Tennessee — Standing out in the competitive outdoor, shooting sports and defense marketplace can be difficult—if not impossible. Everyone says and does the same things that hinder the best products and services from reaching their potential. And with more distractions from smartphones, emails and advertisements, having a clear and concise message is more important than ever.

Garrison Everest is pleased to announce its StoryBrand certification and that it is now offering this proven framework to the outdoor and firearms industry. The StoryBrand framework is based on New York Times best-selling author Donald Miller’s Building a StoryBrand, Clarify Your Message so Customers will Listen. Its framework is built around the power of storytelling that is applied to marketing to help brands communicate more clearly in the age of distraction. StoryBrand helps outdoor, firearms and defense brands do the following:

  • Answer the seven universal story points all humans respond to
  • Understand the real reason customers make purchases
  • Learn to simplify a brand message so people understand and act on it
  • Learn to create the most effective messaging for websites, advertising, email and social media

Thousands of businesses have trusted StoryBrand to help them clarify their message, revolutionize their marketing, and grow their businesses. It has been used in major motion pictures, award-winning websites and ad campaigns.

“I see many brands not communicating clearly as I look across the industry. Confusing messaging is stymieing their growth and perhaps the growth of our industry. StoryBrand helps you clarify your message so customers will listen,” says Josh Claflin, president of Garrison Everest.

Garrison Everest is offering a Webinar: How to Stand Out In the Marketplace with StoryBrand on Tuesday, September 10, 2019 at 1PM (Central Time Zone). Seats are limited and will fill up fast. Save your seat at: https://www.garrisoneverest.com/storybrand-webinar

About Garrison Everest

Do you struggle to stand out in the marketplace? Whether you’re just starting out or looking to take your product or service to the next level, get the guidance, expertise and assurance you need to maximize your marketing dollars, rise above the marketplace noise and beat your competition. Garrison Everest offers several marketing solutions to help you stand out, attract new customers and grow your business. Schedule a call at www.garrisoneverest.com

About StoryBrand

StoryBrand helps brands clarify their message so that customers listen. The StoryBrand framework, which is trusted by over 10,000 organizations, will help you confidently create websites and emails that actually work, without spending a fortune on marketing that doesn’t. Learn more at www.storybrand.com

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

 

firearms defense marketing plan strategy

INFOGRAPHIC – A Simple Firearms Marketing Strategy That Works

By Firearms Marketing

If you had $10-$15,000 dollars to spend on marketing, where would you spend it?

Would you buy some banner ads? Redo your branding? Run an SEO campaign? Do a press release? Put it all on a print ad in Guns and Ammo and let it ride? This is a tough question I get all the time. Most business owners in the firearms, shooting, tech and defense industries struggle with making a determination on what to do when they want to market that they usually just throw up their hands and land on attending a trade show—which doesn’t get them the reach and awareness they are really looking for (at scale) to grow their business.

The below infographic gives you a simple firearms, tech and defense marketing strategy that has been implemented over a thousand times by some of the world’s top brands—and in most cases has quadrupled revenue and has provided a 5x to 8x return on investment. By implementing this simple plan correctly, investing in the long term and committing to improvement, you’ll have a solid marketing program you can build off of for years to come.

 

 

StoryBrand Links:

By taking the time to clarify your message and figure out these aspects of your brand’s story, you will be able to transform your marketing, attract new customers and stand out in the crowded marketplace.

 

 

5-Keys-To-Stand-Out-and-Attract-New-Customers

5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

DOWNLOAD EBOOK

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

 

Sources:

  1. Harvard Business Review: The Curse of Knowledge
  2. Time: You Now Have A Shorter Lifespan than a Goldfish
  3. Campaign Monitor: The New Rules of Email Marketing
  4. INC: 84 Percent of People Trust Online Reviews As Much As Friends
  5. StoryBrand: Clarify Your Message

 

Outdoor Firearms Hunting Advertising Agency

5 Ways To Make Firearm & Hunting Advertising More Compelling

By Firearms and Hunting

 

In recent years, print advertising across all industries have taken a hit. Advertisers are increasingly allocating more of their budgets to online ads and content at the expense of TV and print media.

While TV and online ads will continue to dominate the global ads market, print ads will be relegated to the last spot and have the smallest share in the advertising industry. (Source: Trefis)

Print is also expensive. The average full-page ad in Deer and Deer Hunting can run you $7,975 and for good reason. The quality of content by these publishers as well as the magazine’s reach can’t be beat and are still proven to be viable channels. But, how many times have you placed an ad with high expectations only to see your efforts vanish into thin air?

If you’re struggling or are considering placing an ad to increase sales or build brand awareness, I’d like to share with you five ways to make your firearm or hunting advertising more compelling and how you can tie those efforts in with your inbound marketing efforts to track effectiveness and ROI.

 

firearms advertising1. Use an interesting concept 
As important as photography is, you can make your ad much more efficient by integrating a brand concept into the design to make it more interesting. Take a moment to think about your brand and the value it provides to your customer. Is there a way to incorporate those values or benefits into your spread that not only showcases your product, but that also invokes an emotion to make your advertising more memorable. As the old saying goes, “People may not remember what you said, but they will remember how you made them feel.”

A great example is Crimson Trace. They use a serious face inside a silhouette of a person using a laser in self-defense. They then communicate the mindset of their customer through the copy. 

Use Storytelling To Breakthrough
Story is a sense-making device used since the dawn of time to communicate—our brains are hardwired for it. Used properly, story will give you an edge over your competitors ads—even if their product is better.  The reason why story works so well is that it cuts through the clutter and distraction of today’s cute and clever headlines and clearly communicates the benefits of your product’s benefits without all the fluff. Too many brands play the hero, when they need to be playing the guide. This helps your customer understand your offering faster and helps them become something better e.g., a better marksman, more accurate, more aware, savvier or in some cases more advanced. 

2. Go beyond features and talk more about benefits
If you page through any firearms or hunting magazine almost all of the advertising is based on features. Don’t get me wrong, features are paramount, because they represent the manufacturer’s approach to solving a problem, but the problem is, everyone does this. Everyone says their product is superior, the best, most accurate, most durable or is the next big thing. And while that may be true, your biggest competitor isn’t the other manufacturer; it’s the clutter of “me-to” products in the marketplace.

gun-advertisement-features

Features!

To go beyond the features, you have to determine how your product will benefit the customer, and how this aligns with your brand’s positioning and the intrinsic characteristics of your buyer persona.  How will your knife perform when you’ve downed an Elk back in the dog hair—and it’s getting dark? Does the color of your knife’s handle or the strap on your head-mounted light solve this problem? Does your backpack make it easier to pack out without the hindquarter sliding all over the place?

Communicate the reasons why you built lightweight materials into your stock and hand guards. Tell them why less weight for the operator hiking 20 miles up Korangal valley in Afghanistan help them to go further that contributes to the success of their mission. Show these advantages in your advertising. Seek to connect the features with real-time application.

 

3. Create tension
Today’s consumer has seen it all, and they’re less likely than ever to notice even your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. (Source: Luke Sullivan)

In his book, “Hey Whipple, Squeeze This”, Luke Sullivan explains the importance on drawing from highly emotional concepts to help customers remember your brand by creating tension or conflict.

In an ad placed on SilencerCo.’s website—they combine the oppressive event of the Tiananmen Square protests of 1989 with their goal of communicating legal ownership of suppressors and that we (the public) are being suppressed (stoking the emotions of us red-blooded patriots) from purchasing silencers and that we should stand up for our rights. Combining this imagery with their branding creates a highly, emotional and thought-provoking ad through the use of tension.

SilencerCo-Fight-the-Noise

Photo credit: SilencerCo.

 

4. Use faces
One of the first things we focus in on when we are born is the faces of our family. This isn’t just because they are always around in those first few weeks. The brain has a specific circuit for recognizing faces called the fusiform gyrus, or the fusiform face area. We are hard-wired to respond to faces. In the ads below, what ad are you most drawn to? (Source: Canva)

firearm-hunting-advertising-marketing

 

5. Track for measurement and ROI
Lastly, if you can’t track it, what’s the point of advertising? The answer is likely because companies are now used to understanding what their dollars are doing. When print, TV and billboards were the primary ad spots, attribution was not an easy task. But today, companies have built a habit of understanding how much revenue is generated by their ad spend dollars thanks to the Internet and Google Analytics. (Source: Small Biz Trends) With thousands of dollars invested, it makes sense to try to track your communication. Here are a few ways to do so:

• Create a vanity URL and place it in your ad and use Google Analytics to measure
• Offer a free downloadable offer like an ebook or whitepaper to generate leads
• Offer an incentive like a giveaway to generate leads
• Create a special call in or vanity phone number

By implementing print ad tracking you’re reducing the amount of traffic that is wrongly classified as Direct or Organic search and gaining insight into how your different print efforts are working. With this practice, you will be beyond most companies who do print advertising with little understanding of how their ad performs. (Source: Small Biz Trends)

So to wrap up, use interesting concepts, go beyond just features, create tension, use people’s faces and track your print efforts to understand if your advertising is effective. By taking these extra steps, you can create more compelling advertising and make better marketing decisions. 

 

hunting-outdoor-firearm-advertising

Free Download: Creative Brief Template

Creative briefs help define your advertising concepts and keep projects running smoothly. Use this template to:

  • Connect objectives with creative strategies
  • Build team consensus
  • Align expectations
  • Define clear and measurable goals
  • Create more compelling advertising
Download Now

 


Josh Claflin StoryBrand GuideJoshua Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

How Firearms Companies Can Outthink Their Competition With Inbound Marketing

By Firearms Marketing, Outdoor

For most emerging firearms and outdoor sports companies growing market share comes down to a matter of numbers.

You know your product is good because you’ve gone to great lengths to make it durable, reliable and functional (which is an absolute must in this industry).  You’ve received positive feedback from your customers, signed some solid purchase orders, your website, packaging and brand look great—but you just can’t seem to grow in the way or as fast as you’d like.

Smaller firearms, and outdoor sports manufacturers struggle to take their businesses to the next level because of the expensive barrier of entry to print advertising, T.V and trade shows.

Market industry leaders—or the goliaths—enjoy market dominance and the bulk of the market because of years of brand building. Their massive marketing budgets are hard to beat, making it seemingly impossible for the David’s or the emerging companies to compete against.

However, as some us well know—to bag the beast—you must outthink the beast.

If you haven’t noticed lately, magazine subscriptions are in decline (Source: Folio) and everything seems to be migrating online. Your customers are going to the internet first to research products. Look at some of these revealing statistics:

  • 61% of global Internet users research products online. (Source: Interconnected World: Shopping and Personal Finance)
  • 93% of online shoppers begin by using a search engine. (Source: Hubspot)
  • 90% of the purchase lifecycle is over before a customer decides to buy (Source: iMedia)
  • 65% of U.S. shoppers research products and services on a computer and make a purchase in-store (Source: Cisco)

… and these numbers are on the rise.

In this article, I give you 6 points about how you can “outthink” your competition in the firearms, shooting or outdoor sports business by looking at an online strategy first—versus investing more in trade show, TV or print.

1. What is inbound marketing?

Since 2006, inbound marketing has been an effective marketing method for doing business online. Sometimes called “digital” or “content marketing,” “inbound” is the opposite of “outbound marketing.” Where outbound is buying print ads, placing a TV spot and praying for customers; inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests and by solving their problems and answering their most burning questions about: “What AR-15 should I buy? What do I need in an optic? Or what kind of recoil pad is the best? — you naturally attract website visitors—or inbound traffic—that you can convert to customers and turn them into promoters of your brand. (Source: Hubspot)

An inbound approach also lends credibility and trust to your dealers by enabling them to reference great information off your website when their customers are asking for recommendations on what to buy or how your product works.

2. Why inbound marketing now?

Consumer behavior has shifted over the years. The days of “push” advertising and “salesy” tactics have lost their effectiveness. If you think about it, you yourself skip television commercials when watching your favorite show on the Sportsman Channel, ignore flashing online ads when surfing GunsandAmmo.com, hang up on cold callers, tune out radio ads that you have no interest in and throw the direct mail in the trash. Years of being bombarded with this “intrusive” form of advertising has changed the way consumers prefer to get information about the products they want to buy. Inbound turns outbound on its head. Instead of constantly pushing your message on your customers, you attract them to your website through your content.

Inbound marketing has been proven to generate 54% more leads than traditional paid marketing and saves you $20K on average a year over outbound marketing.

 

3. Content is the secret sauce

Content can be a blog, video, checklist, ebook, whitepaper or a download that attempts to solve your customer’s problems in a relevant way. Blogging is the best way to get started. Did you know that if you’re not creating content on a regular basis, Google will drop your search engine rankings?

For a good example of a blog, take a look at Beretta’s blog.

4. What am I going to write about?

Everyone is an expert in something. If writing isn’t your forte, you can always hire someone to help you out. There are hundreds of industry writers looking for work. Start by forming a list of questions that you hear most from your customers or dealers. Take that list and form it into a series of blog posts. In time, you’ll have more than enough to write about.

Most companies in this industry who blog—are blogging mostly for self-promotional purposes. Shooters, firearms, and outdoor enthusiasts don’t want to hear how great you are—they want to hear how you can help them. In the process, you’ll earn their respect, trust and ultimately their wallet.

5. Online marketing is not about Facebook and Instagram likes

There are plenty of manufacturers who have thousands of followers and likes on their Facebook/Instagram page. However, those likes don’t necessarily translate into website traffic and sales—especially now that less than 1% of your posts are ever seen by your followers. It is important to show “social proof” but Facebook likes alone does not mean you have an online marketing strategy. And with more and more anti-gun sentiment on social media, investing in Facebook is getting risky.

6. Get there first

Today, there are only a few companies in the hunting, firearm and outdoor sports industry doing inbound marketing. From working in multiple industries and in the firearms/outdoor industry with a very well known brand—that the world, in general, is moving more and more online. The companies who start now will have a huge advantage down the road. By owning the online space in your category—be it knives, firearms, tactical rifles, safes, optics, suppressors, EDC etc.—you will gain significant advantage over your competitors.

 

FREE EBOOK: THE ESSENTIAL STEP-BY-STEP GUIDE TO INBOUND MARKETING FOR THE FIREARMS INDUSTRY

In this comprehensive guide, you will learn the 6 essential steps to internet marketing success.

1. Optimizing Your Website
2. Creating Content
3. Implementing a Social Strategy
4. Converting Visitors into Leads
5. Nurturing Leads into Customers
6. Analyzing & Refining Data

Download Now

Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers.