Joshua Claflin

Most new business owners in the firearm industry come from backgrounds other than business or marketing (engineering, training, finance, healthcare, etc.). When it comes time to discuss firearms marketing, most will avoid the subject—because, after all, how many engineers studied marketing in college?

In light of this fact, you may be feeling anxious to do some “sort of marketing,” but you’re not sure what that “sort of marketing” is.

Should you buy a banner ad on Outdoor Wire, develop a full-fledged content department like Springfield Armory, sponsor a woman-focused group like the Well Armed Women, pay $30,000 to go to SHOT show—and what about Facebook and Instagram?

Before you get to the part in your business that requires you to spend some money on marketing—there are four questions you need to ask to ensure that when it does come time to invest in marketing—it will work.

1. Solve a problem that has mass appeal

If you look at the biggest companies and brands in the world, they all have one thing in common—they solve a problem that everyone has: computing (Apple), fast food (McDonald’s), transportation (Ford), fast consumer goods (Amazon). Or they have improved upon an outdated product (coolers) that everyone has to have (Yeti)—or they have brought to market a better product like Magpul’s polymer magazines.

Question: What is the #1 problem your product solves? Find that problem or unique difference and solve it.

2. Quality is job #1

A quality product that is reliable and durable is only the starting line (table stakes) in this industry. If you can’t do that, you need to go back to the drawing board.

According to a leading manufacturer rep, I had the opportunity to talk to the other day stated, “if word gets out on the street, you have a good product—the product will sell itself, just stay out of your own way.”

Question: Is your product of high quality and has it been thoroughly tested?

But this is still not enough—there are two other factors that form the basis of successful marketing—and that is timing and price. If the time is not right for your product, it can suck the life out of your business.

Photo credit: SilencerCo.

3. Is the timing right?

A recent example of hitting the market at the right time is the Maxim 50 by SilencerCo. The Maxim 50 solves a huge problem everyone has: hearing loss and hunting in States where only shotguns and muzzleloaders are allowed.

According to Williams Mullen’s firearm industry practice group, “The Maxim 50 and its permanently attached silencer is not considered a firearm or a suppressor under the NFA.  Individuals looking for a hearing safe gun, whether for hunting, collecting, or recreational shooting, can now purchase one without having to go through the ATF’s burdensome registration process, which requires certain law enforcement checks, fingerprints, law enforcement notifications, a multi-month waiting period, and a $200 tax stamp paid directly to Uncle Sam.”

By integrating the silencer into a muzzleloader platform, SilencerCo. was able to solve a major problem in the market at the perfect time, earning massive industry attention. Upon the product’s release, SilencerCo’s website crashed due to the massive response.

Question: Is the timing right? What trends will fuel your marketing efforts?

4. Is it priced right?

If you can’t achieve good margins on your product, or if you extend yourself by going to market with several products (instead of just one or two), you might be heading down a black hole where there is no return.

According to Entrepreneur, no matter what type of product you sell, the price you charge your customers will have a direct effect on the success of your business. Though pricing strategies can be complex, the basic rules of pricing are straightforward:

• All prices must cover costs and profits.
• The most effective way to lower prices is to lower costs.
• Review prices frequently to assure that they reflect the dynamics of cost, market demand, response to the competition, and profit objectives.
• Prices must be established to assure sales.

A new resource in the industry you may not have heard about is Gun Broker’s Pricing Report. Gun Broker offers access to National Firearm Pricing and Trends to help you understand how to best price your firearms and accessories. GunBroker.com boasts 6 million unique monthly visitors a month and conducts over $3 Billion in cumulative merchandise sales. 

What about sales and distribution?

For most startups and growth-phase manufacturers, distributors typically won’t take you on until you have a sales record. The exception is, of course, you have a breakout product – like the Hudson H9. However, they failed due to lack of planning.  So start with the above—develop a winning marketing strategy—and in time—and with some sales hustle, you’ll have distributors taking note. (Good thing Daniel Defense bought the patent and picked up where they left off, but reviews still remain mixed.) 

5. Count the cost to achieve your goals

Every year, I talk with numerous new business owners who invest in a storefront, acquire tools and materials, source OEMs, and even construct a website—only to discover they lack a strategic approach to marketing the business. It’s crucial to consider marketing and sales right from the outset. Building it alone won’t guarantee customers will come. 

Question: What is it going to take to grow this company after I build it?

In conclusion, by solving a problem that has wide appeal, building a quality and thoroughly tested product, launching at the right time, pricing your product accordingly and counting the cost to achieve your goals will help make your business more successful. Talk to a firearms marketing agency to learn more. 

Firearms and shooting industry companies recognize the importance of a robust firearms ecommerce platform for both current and future success. This awareness has heightened, particularly in response to shifts in consumer behavior driven by the COVID-19 pandemic. As we approach this year’s election cycle, online competition is expected to intensify due to rising global conflicts, increasing crime rates, anti-gun industry attempts at bans, and evolving state politics and laws. To navigate this landscape effectively, it is crucial to grasp the essential elements of conducting business online. This article delves into key aspects to ensure your online presence aligns with success.

In this article, you’ll learn about:

1. How to build your firearms ecommerce website for your buyer persona
2. The importance of preparing your product library
3. Identify product fulfillment methods
4. Security issues
5. Should you consider an enterprise solution?

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 for the foreseeable future — 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 $9.12 billion on online shopping during Black Friday 2022.
• 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 $7.3 trillion on a global scale by 2025.
• 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 firearms marketing team, save time and make it easier and faster to implement your new e-commerce-based website if you are a manufacturer or retailer.

1. Build Your Firearms Ecommerce 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 Firearms Ecommerce Product Image Library

Photograph products on a clean white background.

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,  Gallery of Guns.com and other providers to sell its products directly 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 Adobe Magento to name a few. Choose the software that best suits your needs and one that you feel is easiest to use. I recommend either WooCommerce or BigCommerce.

2024 UPDATE: Payment processors will be your biggest hinderance to selling online. Most of the larger ecommerce platforms are intertwined with processors like Stripe, Paypal and others that restrict firearm sales. I do not recommend signing up with any third-party solutions like Miva, Volusion, Wix, Squarespace, GoDaddy, and especially Shopify, who in August 16, 2018 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. Big Commerce, Magento (larger sites) and WooCommerce are better options. There are also FFL-based platforms designed for dealers like Celerant and Orchid designed for dealers that can be more suitable for your needs.

3. Dealer only
Springfield Armory, 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, Connecticut, Massachusetts, New Jersey, Vermont 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 (Updated January 14, 2023):

  • Requirements and directions here.
  • Nonlicensees (FFLs) are prohibited from shipping firearms with FedEx.

  
  UPS (Updated January 14, 2024):

  • 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.
  • 2024 restrictions here.

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.

New for 2024: Most payment processors and emerging State laws (especially in California) now require you to verify age before allowing minors to enter your website.  Check with your attorney if this applies to your website.

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 and is now required on all websites. This link ensures that all data passed between the web server and browsers remain private and integral.

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 firearms 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, we have enjoyed little to no downtime and fast speeds. With Google now ranking websites based on speed, WP Engine remains a good choice for the firearms industry.

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

5. Consider an Firearms Ecommerce 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 HubSpot 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 solutions that can be connected to your back-office operations and warehouse that tracks inventory, shipping, and accounting – all who are FFL friendly.

In conclusion, when considering your next firearms ecommerce 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.

As we move into 2024, the firearms marketing landscape for firearm brands continues to evolve (no surprise there), presenting challenges—and opportunities. It’s crucial to carefully rethink or plan your customer journey, considering aspects like messaging, branding, email, SEO, social media, and permitted paid advertising, as well as upsells and community engagement to keep your brand front and center and your business growing.

Adding to the complexity are the influences of AI, political dynamics (election year), and shifts in consumer behavior. Given these factors, I’m closely monitoring and sharing my top marketing insights and trends for the year.

1. Invest in Branding and Design

Consistent branding and design from Leupold

In an increasingly crowded market, establishing a solid brand identity is and still will be crucial. Brands need to focus on creating a compelling narrative and add their faces to their faceless brand (people want to do business with people) that resonates with their target audience. Striking visuals and cohesive design elements across all platforms, from packaging and direct mail (yes, it still works) to online presence, play a pivotal role in capturing and retaining consumer attention. Consistency in branding helps build trust and recognition, fostering a loyal customer base. But more than that, it will make your brand stand out in your segment and attract more customers. 

TIP: Invest in design this year. With the power of Generative AI, most brands can invest more in their creativity from either in-house design teams, agencies, or private freelancers.  

Image generated by GenAI (What’s wrong with this picture?)

2. GenAI: Harness the Power of Artificial Intelligence

Integrating artificial intelligence (AI) in marketing strategies is becoming more prevalent. AI tools can provide valuable insights into consumer behavior, enabling brands to tailor their messaging and outreach more effectively. Conversational marketing with chatbots, voice/videobots (on the horizon), personalized recommendations, and AI-driven analytics are just a few examples of how GenAI can revolutionize how firearm brands engage with their audience. 

Widely utilized tools such as HubSpot, Upfluence, Klaviyo, and Rank Math expedite the content, design, and development processes, enabling us to gain deeper insights into purchasing behaviors, search engine optimization, predictive analytics, and segmentation.

TIP: If you haven’t, work AI into your workflows. Start with Midjourney, ChatGPT, or BARD or HubSpot’s ChatSpot and begin experimenting. If something doesn’t turn out, keep in mind its getting smarter and better every day. 

3. Enroll in the Parallel Economy and Don’t Forget Your Brand Values

Regrettably, our nation remains increasingly polarized along political lines. And with the election coming up, it will only intensify. The trend of corporate activism, often referred to as “wokeness,” is causing customers to distance themselves from previously culturally influential brands such as Disney, Bud Light, and others. Platforms like PublicSq, Mammoth Nation, and ExpertVoice.com are expected to gain even more traction in 2024. There is already a noticeable shift towards these platforms among online consumers. Customers now have a wide array of choices, with 10-20 options for everything, and brands that effectively communicate novelty and their unique brand values will emerge as standout choices.

TIP: Talk about your brand values for conservation, sustainability, 2A rights, or family values to stand out and break through the clutter. Consumers are actively looking for you! 

4. Amplify Your Brand’s Reach and Engagement with Macro Influencers

Influencer marketing still remains a powerful tool, but budgets are shifting toward macro influencers (50K-100K) – individuals with influence at a much smaller scale and with more diverse and local followings. Collaborating with influencers authentically aligning with your brand’s values (mentioned in point 3) can significantly boost visibility and credibility. Firearm brands should seek partnerships beyond endorsements, fostering genuine connections with influencers who embody the lifestyle and ethos of their target audience. You can get more reach and awareness for less. 

TIP: Find influencers who are plugged into women’s firearm networks, minority firearms groups, and online communities—or start one yourself! What was once very broad, the focus should be narrowed, and messages tailored per audience and their specific interests. 

5. Capture Attention in Seconds with Video and Short Form Content

Video content continues to dominate online platforms, and the rise of short-form videos is unstoppable. Brands should invest in creating engaging and shareable videos that highlight product features, showcase outdoor experiences, and tell compelling stories. Platforms like YouTube Shorts and Instagram Reels will continue to offer a unique opportunity to connect with a younger audience, so crafting content that aligns with these platforms’ trends is essential.

Video Shorts by Warrior Poet Society

TIP: I wouldn’t say I like TikTok and actively steer clear of the platform due to its questionable privacy practices and the fact that it is operated by the Chinese Communist Party (CCP). However, for those willing to explore it, TikTok offers a channel for influencers to connect with a younger audience. I prefer to stick with YouTube and Instagram—for now. It makes me sleep better at night. 

6. Privacy and AI Bans: Navigating Regulatory and Possible Pending Search Challenges

With third-party cookie deprecation looming, brands must prioritize first-party data collection and utilization. Expect to see a shift towards self-service ad platforms and contextual targeting strategies.

The increasing scrutiny and regulation of artificial intelligence pose challenges for marketers. Brands in the firearm industry should stay informed about evolving AI regulations, ensuring compliance with ethical standards and privacy concerns. Proactively adjusting to evolving legal environments will be essential for preserving trust and credibility. Google’s AI is already inclined to suggest negativity towards firearms in search results. This tendency is likely to intensify over time, especially with the influence of the growing multi-million dollar anti-gun industry.

TIP: Create compelling user-first content and prepare for the possibility of a decline in traffic as AI starts providing answers to searchers’ questions that might have otherwise directed them to your blog or website. While everyone else is regurgitating AI generated content, create value based content written by humans. 

In 2024, the marketing landscape for firearm brands is characterized by the dynamic interplay of technology, design, and shifting consumer expectations. Additionally, there are ongoing efforts to de-platform, ban, and exclude those with 2A and self-defense interests from the public square. By considering these tips and trends, you can strategically position your brand as an innovator, effectively connecting with and engaging your target audience through novel and compelling approaches.

Have you got a question? What are your marketing plans in 2024? Post it below.

 

Photo credit: Strikeman

Reaching the over 8 million new gun owners who have recently entered the firearms market is more challenging than ever, especially in the realm of firearms marketing. However, firearm brands that have dedicated time to developing their brand and digital firearm marketing programs are now seeing significant rewards. In 2022, they experienced the third-highest sales record for guns, ammunition, optics, and accessories, with a notable contribution from female buyers.

If you’ve been on the fence about marketing and are now ready to capture this moment, in this article you will learn about:

• Podcasts – Podcasts will continue to be a strong channel in 2024.
• The Parallel Economy – Tap into anti-woke, pro-american networks and social media platforms
• ExpertVoice – Incentivize behind-the-counter retailers and experts.
• Focus on women and minorities – Women and minorities are the largest purchaser segment of firearms over the past 3 years—are you focused on them yet?
• Influencers – Reach your audience through trusted firearm social media content creators.

If you’re not a big well-known brand like Ruger or Smith & Wesson, marketing your firearms brand and line of products for recreational shooting can leave you scratching your head wondering what to do.

Facebook, Google and YouTube which was once a bastion for firearm, ammunition, and hunting knife companies to advertise, now bans all paid advertising related to direct weapon sales. And Instagram announced in 2020 that they will begin cracking down on influencers who work in the firearms segment. We’ve seen several accounts cancelled over this past year.

Fox, the NFL and other major media outlets that used to be friendly to firearm manufacturers have shut the door as well. You may remember when Daniel Defense tried to run an ad in 2003 on the Super Bowl.

Below I’ve identified five firearms marketing alternatives that you haven’t thought of yet that will help you get your message out, build your brand and attract new defensive and recreational minded customers.

1. Firearms Marketing Podcasts

The old is new and the new is old. In the last two years we’ve seen a resurgence in podcasts. Podcasts like Dan Bongino, GunTalk and Colin Noir and others offer a way for your brand to reach a broader audience and leverage the trust of the host. According to Influencer Marketing Hub:

• There are over 2 million podcasts
• More than 420 Podcast Listeners
• 78% of Americans Are Aware of Podcasting
• Almost 62% of US Consumers Listen to Podcasts
• 180+ Million Americans Have Listened to a Podcast
• 68% Listen to the Whole Episode

Podcasts are more influential than influencers according to Ad Age.

2. The Parallel Economy

As a growing number of Americans become aware that many of the brands they traditionally supported are diverging from their cherished values, a wave of new companies is emerging. These new enterprises pledge alignment with core American principles such as freedom and nationalism. Networks like PublicSQ, Truth Social, and Mammoth Nation have specifically catered to conservatives distancing themselves from corporate practices associated with “wokeness,” exemplified by companies like Target, Bud Light, Disney, and others.

In response to this shift, an increasing number of shooting sports brands are making their debut on these alternative platforms, seizing the opportunity to connect with a captive audience that shares their values. The growth of these networks is noteworthy, with PublicSq reporting substantial milestones. According to Business Wire, in just 13 months since its nationwide launch, PublicSq has seen its Consumer Members and Businesses on the Platform surpass 1.4 million and 65,000, respectively, as of July 31st. This marks a remarkable growth of 272% and 98% since December 31, 2022, respectively.

The trend extends to direct-to-consumer brands as well, with EveryLife, PublicSq’s inaugural venture in this category, experiencing a robust start. Launched on July 13th, EveryLife generated an estimated revenue of $300,000 in its first 19 days of sales. Impressively, around 60% of EveryLife orders were monthly auto-renew subscriptions, indicating a sustained customer commitment.

Other companies, like Old Guard Pet Co., founded by Dr. Maggie Gooding, exemplify this pro-American shift. Old Guard Pet Co. not only produces pro-American dog food but also actively supports veterans and values aligned with American principles. Well-known firearm brands such as Sig, EOTech, and others are increasingly available through online retailers, signaling a broader shift toward these alternative platforms. It seems only a matter of time before brands themselves migrate to these platforms to reach an audience that resonates with their values.

3. ExpertVoice

ExpertVoice is a website that connects brands with experts in various fields, primarily sales associates and behind-the-counter workers in retail stores like Scheels, Sportsman’s Warehouse, Cabela’s, and thousands of other retailers in the U.S. These experts can try out products and provide feedback and reviews to help promote the products to their followers and communities.

Brands can also use ExpertVoice to offer special discounts and promotions to these experts. It is a platform for companies to connect with and engage influential people who can help promote their products to a broader audience. ExpertVoice harnesses the most effective firearm marketing channel of all: Word of Mouth. By getting listed on ExpertVoice, your brand can connect with the people your customers interact with when in the store actively shopping for gear.

Photo credit: Glock

4. Firearms Marketing to Women & Minorities

Women and minorities are a burgeoning segment in the industry as you might already know (Source: NSSF). You should consider using content or sponsoring a free shooting class or range day in your local newspaper or county magazine to attract interested customers.

Women are helping change some of the negative stereotypes typically associated with the firearm industry. Firearm manufacturers should consider this trend and do all they can to promote it. Almost all brands like Glock have added women in their imagery and are creating sections in their publications and websites that speak directly to them.

5. Influencers

Influencer marketing is a type of firearm marketing that uses category leaders or celebrities to communicate your brand’s message and content to their vast number of followers. Instead of buying print ads or filming commercials, you use the influencer to get the word out for you instead. The industry is taking increased notice of influencers like Guns Out TV, Hickok45, IV8888, and Warrior Poet Society. Influencers who have large networks of trusted followers represent an important component of your marketing mix. By tapping these well-known hunters and shooters, you can gain entrance into larger audiences.

Final Thoughts on Firearms Marketing

Aside from the firearms marketing options mentioned above, you might consider exploring Hulu’s self-serve ad platform, which is being utilized by brands like Strikeman. You may have also come across advertisements by Henry Firearms on popular talk radio shows. Glock has also experimented with commercials that don’t display firearms visually. These are some examples of how you can bypass anti-gun sentiments.

In conclusion, digital marketing can be made more effective and efficient with the use of podcasts, exploring the emerging freedom economy, targeting female audiences, and influencer involvement. Look for things to change again this year with the rise of AI platforms like ChatGPT and Google Bard.

 

Article was first written in October of 2020—updated December 9, 2023. 

In today’s competitive firearms market, driving sales and maximizing ROI demands a strategic and targeted approach. Navigating the complex landscape of firearms marketing requires more than just a surface-level understanding of the industry—it calls for a comprehensive arsenal of effective tactics. From leveraging digital platforms to harnessing the power of compelling storytelling, the key lies in deploying methods that not only elevate brand visibility but also resonate with the firearm enthusiasts’ community.

Crafting a multifaceted marketing strategy tailored to the unique intricacies of the firearms industry is essential for businesses aiming to stand out amidst the crowd. This article delves into the pivotal tactics that can ignite sales and propel your brand towards lasting success. By honing in on the most impactful strategies, you’ll translate marketing investments into tangible results while forging meaningful connections with a discerning audience.

Dig in as we go through the basic frameworks of firearms marketing, where precision, creativity, and a deep understanding of the market are the ammunition for driving remarkable ROI.

Understanding the firearms market

The firearms market is a complex and ever-evolving industry that encompasses a wide range of products, from handguns and rifles to ammunition and accessories. Understanding the nuances of this market is crucial for devising an effective firearms marketing strategy. It’s essential to stay abreast of constantly changing state and federal regulatory changes, industry trends, politics, and consumer preferences to tailor your approach accordingly.

Firearm Market Facts: 

• Across the United States, 16.4 million firearms were sold in 2022.
• The U.S. Firearm industry contributes $51.3 billion to the economy.
• The firearms industry employs 169,523 people across the U.S.
• 45% of American households own at least one firearm.
• The U.S. firearm industry is worth approximately $28 billion.

(Source: Zippia)

To truly resonate with the firearms community, businesses need to appreciate the cultural, political, and historical significance of firearms. By recognizing the emotional and practical roles that firearms play in the lives of enthusiasts, collectors, law enforcement, military, CCWs, hunters, competition shooters and others—marketers can create campaigns that speak to these deeper connections. Furthermore, a thorough understanding of the competitive landscape and market dynamics is essential for identifying opportunities and setting realistic goals for sales and ROI.

PRO TIP: Individuals who own firearms exhibit a wide range of attitudes, interests, sub-cultures, and beliefs. It’s essential to recognize that a one-size-fits-all approach may not be effective in firearm marketing. Before starting a firearm business or conducting marketing, ensure to conduct a thorough investigation.

Participants in National Shooting Sports Month. Photo Credit: NSSM

The importance of marketing in the firearms industry

Marketing serves as the bridge between firearms businesses and their target audience. It’s not just about promoting products; rather, it’s about building firearm brand recognition, establishing trust, and nurturing long-term customer relationships. In a crowded market, effective marketing and exceptional branding can be the key differentiator that sets a firearm brand apart from its competitors.

Moreover, given the sensitive nature of firearms, responsible and ethical marketing practices are highly recommended. This includes adhering to legal regulations and promoting safe and responsible firearm usage. A well-crafted marketing strategy can also help in dispelling myths and misconceptions surrounding firearms, thereby contributing to a more informed first-time buyer, and pushing back on those who seek to ban firearms.

Essentially, marketing in the firearms industry goes beyond merely boosting sales. It involves shaping perceptions and nurturing a culture of respect, empowerment and responsibility. This, in turn, appeals to individuals who wish to defend life, liberty, and property—rights guaranteed to every American under the United States Constitution.

PRO TIP: In light of recent lawsuits and ongoing pressure from anti-gun groups, it’s advisable to review your advertising and marketing practices with legal experts specializing in firearm industry laws.

Attendees at SHOT Show

Target audience and buyer personas

Understanding the target audience is fundamental to the success of any marketing campaign, and the firearms industry is no exception. Firearms enthusiasts encompass a diverse range of individuals, from hunting and sport shooting enthusiasts to collectors and self-defense advocates. Each segment has distinct motivations, preferences, and purchasing behaviors that need to be considered in crafting targeted marketing messages.

There are six firearm market categories (as shown in the Firearms Market graphic above). And within each category—numerous segments and sub-segments.

1. Defense
2. Hunting
3. Competition
4. Enthusiasts
5. Industry
6. Media

Developing detailed buyer personas can provide invaluable insights into the psyche of potential customers. By understanding their demographics, interests, and pain points, marketers can tailor their messaging and offers to resonate with specific segments of the firearms community. Whether it’s addressing the technical specifications that appeal to avid shooters or the historical significance that captivates collectors, aligning marketing efforts with the intricacies of buyer personas is pivotal for driving engagement and conversions.

PRO TIP: Outline your personas early in your marketing to direct your messaging and goals.

Crafting compelling content for firearms marketing

In the digital age, content has emerged as a powerful tool for engaging audiences and driving brand awareness. For firearms marketing, compelling content goes beyond product descriptions and specifications—it’s about telling stories that resonate with enthusiasts on a personal level, answering questions about your product and its unique specifications and innovations. Whether it’s highlighting the refurbishing of a family heirloom or sharing the experiences of individuals whose lives have been positively impacted by responsible firearm ownership, storytelling can humanize brands and forge emotional connections.

Warrior Poet Society Network

In addition to storytelling, educational content that provides valuable insights into firearm maintenance, training, safety practices, and industry developments can position a brand as a trusted authority. This not only fosters credibility but also cultivates a community of informed and loyal followers. Leveraging various content formats such as blogs, videos, trade show presentations, range demos, infographics, and podcasts allows marketers to cater to diverse preferences and capture the attention of a wider audience. All of this serves to drive qualified traffic to your firearms ecommerce website that generates email subscribers and lifetime customers

PRO TIP: Utilize a clear messaging framework to tell compelling stories and clarify your messaging.

Photo credit: Aquilla Ammunition

Leveraging social media for firearms marketing

Social media platforms are a thorny issue in the firearms industry. Rules are hard to understand and at times don’t make sense. The threat of getting cancelled or censored is an ongoing occurrence. Regardless, social media is still an indispensable channel for firearms marketing, offering the ability to reach and engage with a vast audience. From sharing visually captivating images of firearms to fostering discussions around industry-related topics, social media presents a myriad of opportunities for brands to showcase their offerings and connect with enthusiasts.

Creating a consistent and authentic brand presence on social media can humanize the business and facilitate meaningful interactions with followers. Engaging in two-way communication, responding to inquiries, and soliciting user-generated content can further reinforce brand loyalty and advocacy. Leveraging paid advertising on platforms such as Facebook and Instagram are mostly a non-starter but if you have a product that aligns with their rules (safety glasses, ear protection, dry-firing, apparel, holsters, cases etc.) you can use precise targeting, ensuring that marketing messages reach the most relevant audience segments. By maintaining a strategic approach, social media can be used in amplifying brand visibility and driving conversions.

PRO TIP: Given the sensitive nature of firearms, marketers must approach social media with a nuanced understanding of platform policies and community guidelines. Always have a plan B, and don’t build your content on one platform.

Email marketing strategies for firearms businesses

Email marketing remains a stalwart tactic for engaging existing customers and nurturing leads within the firearms industry. Crafting personalized and relevant email content can keep the brand top-of-mind for enthusiasts, whether it’s announcing new product launches, sharing educational resources, or offering exclusive promotions. Building segmented email lists based on customer preferences and behaviors allows for tailored messaging that resonates with specific segments of the audience.

Steinel Ammo Co. Email Marketing

Moreover, email automation can streamline the communication process, ensuring that timely and targeted messages are delivered without overwhelming subscribers. Incorporating visually appealing designs and compelling CTAs can enhance the effectiveness of email campaigns, prompting recipients to take desired actions. Furthermore, tracking and analyzing email engagement metrics provides valuable insights for refining future campaigns and optimizing ROI. When executed thoughtfully, firearm email marketing can foster enduring customer relationships and drive repeat purchases.

PRO TIP: Flexible Email Service Providers (like Klaviyo or HubSpot) work the best. Never conduct cold/spam emailing. It doesn’t work and it ticks your would-be customers off.

Photo credit: Pew Pew Tactical

Search engine optimization for firearms websites

With a plethora of information available online, ensuring that a firearms business’s website ranks prominently in search engine results is crucial for driving organic traffic and generating email subscribers and sales. Implementing sound firearm SEO strategies involves optimizing website content, meta descriptions, and tags with relevant keywords that resonate with the firearms community. Additionally, creating valuable and shareable content that attracts backlinks from reputable sources can bolster the website’s authority and visibility.

Local SEO is particularly important for firearms businesses with physical storefronts, as it helps prospective customers in the vicinity discover and engage with the brand. Ensuring consistent business information across online directories and maintaining positive reviews can bolster local search visibility. Monitoring and adapting to search engine algorithm updates and user behavior trends is essential for staying ahead in the competitive digital landscape. By prioritizing SEO, firearms businesses can establish a strong online presence and attract qualified leads.

PRO TIP: Make sure to prioritize exploring new alternative search engines like Brave and Duck Duck Go, as well as traditional platforms like Yahoo!, which continue to be popular among older enthusiasts.

Influencer marketing in the firearms industry

Influencer marketing has emerged as a compelling avenue for firearms businesses to amplify their reach and credibility. Collaborating with firearms influencers who have a genuine passion for firearms and a dedicated following within the community can yield authentic and impactful endorsements. Whether it’s showcasing product demonstrations, sharing personal experiences, or participating in industry events, influencers can lend a human touch to the brand and foster trust among their audience.

Identifying influencers whose values align with those of the brand and whose audience mirrors the target customer base is essential for creating authentic partnerships. Leveraging influencer-generated content across various marketing channels can amplify brand visibility and stimulate engagement. Moreover, tracking key performance indicators such as engagement rates, website traffic, and conversions resulting from influencer collaborations is crucial for assessing the impact on ROI. When executed with transparency and integrity, influencer marketing can be a potent catalyst for expanding the brand’s reach and driving sales.

PRO TIP: Choose influencers that have true influence, not influencers who don’t necessarily have subject matter expertise.

 

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Track your marketing channels for ROI

Tracking and measuring ROI in firearms marketing

Measuring the effectiveness of marketing efforts is imperative for refining strategies and allocating resources judiciously. Establishing clear KPIs aligned with specific marketing objectives—whether it’s increasing website traffic, improving lead generation, or boosting sales—provides a framework for evaluating ROI. Leveraging analytics tools to track and analyze campaign performance across various channels offers actionable insights into what resonates with the audience and where adjustments are needed.

Attributing sales and conversions to specific marketing touchpoints, such as social media campaigns or email promotions, enables businesses to discern which tactics are most impactful in driving revenue. Additionally, calculating the cost of customer acquisition and lifetime value can provide a holistic view of the ROI generated by marketing initiatives. Continuously refining strategies based on data-driven insights and consumer feedback is pivotal for optimizing ROI and staying ahead in the competitive firearms market.

PRO TIP: Conduct quarterly marketing audits to understand what channels are working and what channels are not. Use a tool like Databox to accurately track and monitor your business in real time.

Conclusion: The future of firearms marketing

As the firearms industry continues to evolve, so too must firearms marketing strategies adapt to the changing landscape. With advancements in technology, shifting consumer behaviors, politics, and evolving regulatory environments, firearms businesses need to stay agile and innovative in their approach to marketing. Embracing emerging digital platforms, harnessing the power of data-driven insights, and upholding sound marketing practices will be essential for driving sustained growth and ROI.

By fostering genuine connections with the firearms community, telling compelling stories that resonate with enthusiasts, and leveraging a diverse array of marketing tactics, businesses can navigate the complexities of the industry and thrive in an increasingly competitive market. The future of firearms marketing lies in a harmonious blend of creativity, authenticity, and strategic precision—a formula that will continue to fuel success and enduring relationships with firearm enthusiasts.

In conclusion, by embracing the multifaceted nature of firearms marketing and honing in on the most impactful strategies, businesses can ignite sales and propel their brands towards lasting success. With a deep understanding of the market and a commitment to consistent and sound marketing, firearms businesses can maximize their ROI and carve a meaningful presence within the firearms community.

This comprehensive approach, coupled with a dedication to continuous improvement and adaptability, will empower firearms businesses to thrive in an industry that demands precision, innovation, and an unwavering commitment to authenticity.

 

Email marketing in the firearms industry continues to be a viable and cost-effective way to reach current customers and build trust with those who’ve yet to buy from you.

With more and more channels being taken away from  firearm marketers (Facebook/Instagram Ads, YouTube, Google PPC, etc.) email marketing is one of your brand’s greatest ways to generate revenue.

A few quick stats: 

• 61.9% of emails are opened on mobile devices.
• 60% of email campaigns are read on mobile.
• 80% of people delete emails that aren’t optimized for mobile.
• ROI: Marketers make $42 for every $1 spent on email marketing.
• Segmented campaigns: Segmented email campaigns drive 30% more opens and 50% more click-throughs.
• Email checking: 99% of people check their email every day.

In this post, I’ll outline the four principles of an effective email marketing framework to help you make your firearms marketing more effective.

1. Start with mobile

81% of smartphone users say email is the most popular activity they use their phone for. (Source: Pew Research) With this statistic in mind, it’s important for marketers in the firearm industry to design and develop emails with a mobile first strategy. Most popular email platforms like Klaviyo or HubSpot provide mobile-based templates built-in. Just make sure when testing your campaigns that you check them in a mobile browser to make sure they load fast, the type is large enough to read, and the call-to- actions look correct.

2. The significance of firearm email marketing and segmentation

When asked to rate the statement: “Most of the marketing emails I receive include no content or offers that are of interest to me.” 63% agree or strongly agree. (Source: HubSpot)

Data suggests that context is just as important as content. Don’t send offers for hunting products to people who are only interested in concealed carry or vice-versa if you have multiple product lines.

“Segmentation is the first step in personalization.”

Get started with segmentation by using forms that ask users to self-identify. Start by identifying your buyer personas and create lists within your database or marketing automation software around customer groups with the same interests.

For example, a form element that asks a website visitor to signup for your newsletter or downloadable user manual may look like this:

What best describes you?

• Hunter
• Recreational Shooter
• Competition
• Military
• LEO

This will help you understand more about who your customers are so you can move closer to personalizing your offers.

3. The power of personalization

94% of businesses say personalization is critical to their current and future success. (Source: eConsultantcy).

After segmentation, the first step in personalization is to have a way to sort your database contacts according to their interests within the broader segment. The second is to be able to identify what behaviors (actions) they took on your website to identify other areas of your product offering they might be interested in.

Behavioral marketing (BM) is perhaps one the biggest advancements in email marketing in recent years. With the rise of Artificial Intelligence (AI), and event driven email technology, digital firearm marketers can become even more targeted and precise. (Source: Email Vendor Selection) BM can offer a distinct competitive advantage to companies wishing to optimize their firearm digital marketing and automation further.

What is behavioral firearm email marketing?
Rather than maintaining simple ‘lists’ of customers, behavioral email marketing software allows you to build up an individual profile for each of your subscribers and sort them accordingly.

Behavioral email campaigns are based on the actions that your customers do (or do not take) when interacting with your business’ website. This allows you to send emails that truly matter to each individual recipient. (Source: Email Vendor Selection)

Using our example above, you may have a customer who has identified them self as a hunter—but who has also visited your web page that sells choke tubes for turkey hunting at a middle price point. With behavioral marketing, you would send them an offer for a choke tube in the context of turkey hunting at the price point they’re interested versus a generic choke tube offer (or nothing at all). By using context, you’ll provide a more meaningful interaction and meet your customer at the right place and the right time—when they are actively looking for a choke tube for turkey hunting.

Statistics show that contextual emails (such as transactional and trigger-based campaigns) have an average open rate of around 50%, while offer-based emails have an average open rate of around 22%.

Behavioral emails are effective because they are triggered based on a prospect’s behavior. As a result, these emails are almost never a surprise. They are an expected reaction to an action taken by a user.

That’s the true power of behavioral emails – they are activated by the user, not the marketer. (Source: HubSpot)

4. The importance of data-driven analysis, optimization and automation

Analytics is the engine that powers the growth of your business. (Source: Hubspot)

Without a good and “understandable” analytics tool, you won’t know how to improve your email marketing efforts. Analytics helps you get away from “the send and pray you get a good click through rate” approach, that most conduct. Tools with A/B testing, dynamic content and the ability to use a customer’s name, past purchases and interests can help you understand what messages are working and what aren’t and help you become a better digital marketer in the process.

Add in an automated welcome series and you now have a 24/7/365 marketing program running.

When starting an email marketing program, begin with a mobile-first approach, start segmenting as soon as possible, personalize through behaviors and use automation and a robust analytic tool to send event-based emails. By incorporating these four principles and optimizing over time, you can turn your email marketing program into one of your most profitable marketing channels.

Selecting the right firearms marketing agency can prove to be a challenging endeavor, particularly for busy business owners who find themselves juggling an array of responsibilities each day. The multifaceted nature of this decision adds an extra layer of complexity to their already hectic schedules:

• Payroll you’ve got to make
• The new armorer you have to hire
• Review the CNC machine replacement
• A sales team meeting at 4
• The new product design project plan
• Plus you got to make plans for this weekend’s shoot

When it comes to your branding, firearms marketing or design—your thoughts immediately go into overdrive when you remember that one of your customers commented that your website did not pull up for them on their iPhone. You’ve also seen a steady decline in online sales, most likely due to the recent Google algorithm update. Your sales team needs new collateral that showcases the new product line and the packaging needs updating, plus you got to get ready for SHOT Show.

But where to start? The designer you used last time missed the mark. The web design firm you called doesn’t work with firearm companies and they think “a slide” is one found down at the local park. Choosing a firearms marketing agency can be a daunting and time-consuming process. You need someone you can trust. Someone who is responsive, trustworthy, reliable and knows what they’re doing. The problem is finding those people—the diamond in the rough—someone who meets your expectations and will get the job done right and prove that your investment was worth it.

If you’re looking for a new firearms marketing agency—here are 8 things that will help you choose the partner that solves your toughest business challenges.

1. Start by clearly defining the problem

Simple enough… but not so fast. When beginning any kind of marketing we don’t go far enough to define what the problem actually is. A good firearm marketing agency will get to the heart of your challenges and pain points to help you make the right decisions—not through a hard sell like a haggling car salesman—but someone who truly takes an interest in your business and cares about your success.

Here are a few challenges we commonly hear:

• Our message is confusing
• Our website isn’t generating sales
• Blocked on social media
• Our brand image is out-dated
• We need to launch a new product
• We need to reach the right customers

A good firearms marketing agency with years of experience will be able to get to the heart of the matter.

See this article: Do I Really Need A Firearms Brand Strategy?

2. Set goals

Be specific about your goals. Is it a revenue goal?  Can you really double sales in one year? The more defined your goals are the better the marketing agency will be to suggest strategies and a budget to achieve your goal. Use the SMART goal method to set specific benchmarks that will move your business forward.

3. Does the firearms marketing agency have a proven process?

Processes are important because they define a linear way of solving a problem and accomplishing an objective in the most efficient way possible. Most firearm marketing agencies will follow some type of process. Make sure it is clearly defined so you know what to expect as you move through the project. The process should be easily found on the agency’s website or be communicated on the initial call in a project management tool.

4. Verify references

In today’s world, everyone is a skeptic. One way to make sure that the firm is ‘solid,’ is to see if they have a good set of testimonials. Look on Facebook, Google and other social networking sites to see if reviews exist. Check their case studies page to see past experiences and how they’ve helped other businesses with similar problems.

5. What do they specialize in?

Today’s best agencies are specialists in email, traffic and contact generation, SEO, influencer and social media and focus on solving challenges in one industry. They can offer traditional and digital services to meet your needs and know how outbound and inbound marketing methods fit together to offer you a range of solutions to achieve your goals. They want and desire to earn ‘trusted advisor’ status shedding the horrid ‘vendor’ designation. The most successful agencies desire and thrive on their client’s successes and truly show interest and passion about their service or product. Also be sure to check their certifications. HubSpot, Google, Email etc. certifications mean they’ve put in the time to deliver best practices.

6. Are they problem solvers?

What is the principal’s experience? Do they have a good track record in the industry and the business acumen required? There are a number of firms out there who lack true experience in solving real-world business problems. Ask for past examples or how they might approach your current marketing challenges.

7. Do they practice what they preach?

Does the firearms marketing agency have a strong and identified brand? Are they themselves implementing the programs they are suggesting to you? It will be important that they understand the firearms industry. This will save you time so you don’t have to teach them about the subtleties of our industry. Other industries are far more advanced in marketing and branding tactics than the firearms category, so knowing how your customers are reacting to other industry tactics and strategies is just as important because they will expect the same from you. Especially now that the industry has added over 5 million new gun owners.

8. Do you click with them?

80% of the time your intuition is the best way to choose a firearms marketing agency. If you are compatible as people, you most likely will work well together—assuming everything else adds up. I’ve had many opportunities over the years to work with well-known brands but in the end, we just didn’t click. Business and marketing is all about people and relationships. Pick an agency you like, who can get the job done and who you can work with.

In conclusion, a firearms marketing agency will know how to get to the heart of the problem, help you set achievable goals, know the industries nuances, have a clearly defined process, good references and testimonials, a specialized service offering, are natural problem solvers, practice what they preach, and are people you like.

Most firearm companies struggle to carve out their own niche in the firearms industry and maximize their brand’s unique selling proposition (what makes you different from your competition) because they overlook a critical firearms marketing strategy used by today’s top brands.

With over 400* firearms and ammunition manufacturers (Source: First Research), 30+ different optic companies, 20+ suppressor companies and a thousand more who produce products in the $30+ Billion dollar firearms industry today, one might ask—if you’re starting a new firearms company—how is it possible to compete in this highly concentrated, regulated and competitive industry?

In this article, I want to draw your attention to one of marketing’s most valuable methodologies called “positioning”—and how you can use it to help your hunting or firearms brand break away from the pack.

For some context, let’s imagine you are trying to build a new shotgun brand for entry-level pheasant hunters that’s water-resistance, and that costs less than the current leading brands. I will use this example throughout the article, but first, let’s define what positioning is.

What is positioning?
The concept of “positioning” was created by market and branding pioneers Al Trout and Jack Reis back in the late 60’s and explained in their book: Positioning, The Battle for the Mind. If you haven’t read the book, I highly suggest checking it out.

Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through outbound (advertising, trade show etc.) or inbound or content marketing. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. It is also sometimes called product positioning. 

So how do you go about finding your new product’s positioning? There are two initial steps that you need to do first.

1. Define your purpose
What gets you out of bed in the morning besides the motivation to make money? What is the sole purpose of why your company exists? Customers are drawn to companies that stand for something other than just making a profit. (Source: Inc.) Is it to increase a hunter’s safety? Is it to bring a greater level of protection for concealed carry? Or using our shotgun example, is it to provide novice hunters a way to take up pleasant hunting without spending a fortune?

Whatever your purpose is, write it down and put it on your wall. When the mission isn’t going well and the vision seems like a mirage, a strong purpose will keep getting you out of bed and people coming back to work, day after day. (Source: Marty Neumeier)

2. Find the whitespace
Now that you know what your purpose is, you can define what your positioning is (positioning is tied very closely to purpose). Look for the “whitespace” in your intended market segment—meaning an open slot that other brands don’t occupy in your target customer’s minds.

As you look at the viability for your shotgun product—you know that there are three other shotgun brands in the market. One is higher priced, and the other two are positioned for more experienced hunters who are willing to pay a higher price leaving open a huge space for another brand to move in and offer an entry level shotgun at a slightly lower price point.

This is called finding the whitespace. A space in the market no other brand occupies.

3. Hack your competition’s positioning
A second step in finding and determining where the whitespace is—is to do some reconnaissance on your competition’s website, social media accounts and press releases to determine what piece of the market they seem to be going after.

If your competitors seem scattered and unfocused—meaning they are trying to be someone to everyone—than this can be used against them by focusing your brand messaging specifically at the customers you want to attract—in this case, entry-level pheasant hunters.

The narrower you can focus your brand and its message to a specific segment the more effective your marketing will be. (Source: Adage) You must seek to be known for “one thing,” that your customers will find viable, interesting and worth paying attention to. In today’s overcrowded and noisy marketplace of giveaways and me-too products, where the typical person is exposed to 250-500 advertisements a day—brands must find ways to stand out.

A great example taking place in the industry today is SilencerCo’s #fightthenoise campaign. This campaign’s goal is to pass legislation that lifts the NFA ban on suppressors. Not only is SilencerCo. the hottest brand going, but they are using this inventive marketing strategy to build awareness for a greater cause under the purpose of hearing/noise protection. In the process, this effort is allowing them to build and position their brand and sell silencers at the same time—while benefiting the industry as a whole. Brilliant.

3. Define your positioning statement
A positioning statement is the What, Who, How and Why of your brand. By creating a positioning statement, you further distil your brand’s message that gives you the key differentiators to expand upon in your advertising, content marketing, and elevator pitches. This also helps you and your team to understand what it is that makes your product unique that supports your sales efforts. You can’t sell efficiently without a clear positioning statement.

It’s important to point out that our hypothetical shotgun company “wants families to spend more time together.” This purpose will allow the brand to use imagery that reflects its purpose and have a more unique and memorable brand focus in the segment. 

5. Qualitative customer interviews
Next, validate your assumptions by interviewing your intended customers. When it comes to positioning—it’s important to understand how your customers view your brand’s product and how they describe it. The adage, “It’s not what you say about your brand, it’s what they say about your brand” —is what counts. This is a crucial step in defining your positioning as it will further inform all future marketing initiatives and decisions. Interviews also eliminate any assumptions you may have and gives you and your team the understanding and confidence to create effective marketing.

What if I have no customers?
Start with your assumptions of who your product will appeal to. Upon launching your business, analyze and be prepared to pivot quickly if the messaging and target market is not resonating with your messaging. Draw upon quantitative industry data from the NSSF to get a better understanding of your intended customer. Other sources like Hoovers can also provide insight.

6. Define your buyer persona
I speak a lot about the importance of defining who your buyer persona in my articles. Once you have collected your interview data, it’s time to focus your efforts specifically on how your particular product solves their problems or how it will appeal to them.

Get as granular as you can to put your customers in the context of using your product and how your positioning will appeal to them.

• Basic details about persona’s role
  What do they do for a living and how did they get there?
  What is their level of education?
  What are their biggest challenges?
  Where do they get their information?
• Key information about the persona’s business/company
  List facts like employees, management structure, competitors etc.
  What does their brand stand for? Check their website (if applicable) to learn more.
• Relevant background info, like education or hobbies
  What do they typically do in their spare time. Are they rushed for time, busy parents? Weekend warriors? Workaholics?

7. Implementation
Now that you have defined your positioning and buyer persona, you can begin mapping out how your positioning implements on your website. Your website is the hub of all your marketing efforts. It is your #1 salesman, working for you 24/7/365. The firearms and hunting industry lags behind other industries in their understanding and approach to fully utilizing the web as their main marketing channel. With over 72% of all purchases starting with a web search (Source: Pardot), your T.V. and print marketing should seek to drive your audience to your website through some incentive so your messaging and positioning can be analyzed and evaluated. This will help you determine if your marketing is getting traction.

Utilize your sales funnel to decide how to move your customers to your desired outcome. Begin creating messages for each stage of the sales funnel based on your positioning. Utilize analytics, heat mapping and tracking on your website to test each phase and include A/B testing to optimize the messaging and workflows to optimize your efforts—whether that be increasing blog subscribers, social media followers, social media shares or sales.

In conclusion, to find your positioning, define your brand’s purpose, find the white space, hack your competitors positioning, define your positioning statement, conduct customer interviews (quantitative and qualitative), define your buyers persona and implement your positioning through your sales funnel on your website.

By taking the time to understand your positioning, your brand will be better equipped to stand out in today’s highly competitive hunting and firearms industry.

* Some sources report 5,400 manufacturers. 

Photo credit: USARMS

The firearms industry is going through a period of adjustment following the exceptional surge in firearm sales during the COVID-19 pandemic, and the situation is further complicated by record high inflation. This has resulted in a multitude of conflicting reports regarding the industry’s overall health, where a few are reliable while most are not.

During times of sluggish sales, especially in a particular segment of the gun industry, it’s possible to boost your business cost-effectively through consistent and creative marketing efforts, provided you know where to begin.

In this post, I will address four questions that a friend in the firearms industry recently asked me about firearms marketing strategies during slow periods. I hope these answers will offer you valuable insights on how to enhance your online sales in a budget-friendly manner if your segment is experiencing a slow down.

Q1. What should a company think about when determining its marketing strategy in a slower economy?

A: It’s generally accepted that it costs three times more to find a new customer than it does to sell to an existing customer. In a slow economy (or when sales slow), focusing on your current customer base by using cross-sell/upsell tactics and customer-only incentives through email should be part of your plan to boost/sustain sales. Firearm enthusiasts tend to be fiercely loyal to the brands in which they put their trust. If you’re not showing love to your current customers via email marketing and social media—they may go somewhere else. Firearm manufacturers can no longer afford to have a one-way conversation with their customers, especially in a slow economy.

Q2. How does the slower economy affect, if at all, the mix of print vs. digital marketing?

A: A majority of firearm companies have not moved with their customers online. We need to remember firearm customers are also buyers of smartphones, music, cars, home repair services, technology etc. Over 60% of people begin research for these products and services on search engines. I believe traditional marketing is still important in the firearms industry because a lot of the opportunities other industries have available have been taken away from firearm brands (Facebook Ads, YouTube, and Google PPC). However, as firearm enthusiasts become younger, more urban and more ethnic, a magazine will not be the first place they go to research guns.

Q3. What are some low-budget but effective marketing tactics firearm companies should consider?

A: Influencer marketing has always been part of a smart marketing mix in the firearms industry. I believe it’s never been more important given the rise in fake news and manipulative advertising. Influencer marketing can be a low-cost way to reach hunters/shooters who have trusted followers on Facebook, Instagram, and Twitter.

The second—and just as important—is combining email marketing with segmentation, abandoned cart, personalization and automated workflows. These programs have shown to have a high-rate of return on investment and are a highly effective way to convert new customers, retarget old customers and keep current ones engaged.

Q4. What marketing strategy or tactic is absolutely crucial these days — and why?

A. Today, companies still need a marketing budget that mixes print, tv and trade show—but when things slow down, digital and e-commerce can deliver more bang for the buck. This is especially important for manufacturers with smaller budgets and a small list of dealers. By focusing on helping your customers become better in whatever their particular interests are (recreational, competition, home defense, tactical etc.) along with an innovative product roadmap, firearm brands will be able to remain fresh and relevant.

Customers want to hear from the brands they trust. When your brand is the most trusted and top of mind—customers are more likely to choose your brand over any alternatives.

What do you think? Comment below or send me an email.