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 Or they have improved upon an outdated product (coolers) that everyone has to have (Yeti)—or they have brought to market a better product like Magpul’s polymer magazines.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.  (Good thing Daniel Defense bought the patent and picked up where they left off, but reviews still remain mixed.) So start with the above—develop a winning marketing strategy—and in time—and with some sales hustle, you’ll have distributors taking note. 

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. 

Frequently Asked Questions

1. Why is it important to evaluate your marketing before spending money?

Evaluating your marketing upfront helps prevent wasted budget and misaligned tactics. By clarifying goals, audience, and messaging first, firearm brands can invest in strategies that drive measurable results instead of guesswork.

2. What are the most important questions to ask before starting firearm marketing?

Ask yourself: Who is my ideal customer? What problem does my product solve? What results do I expect from marketing? And how will I measure success? These questions define focus, budget, and clear performance expectations.

3. How can I identify my ideal customer in the firearms industry?

Study your sales data, customer feedback, and audience demographics. Segment by use case—hunting, competitive shooting, self-defense—and create detailed buyer personas. Understanding who you serve drives message clarity and conversion.

4. What’s the biggest mistake firearm brands make when marketing?

Many jump into paid ads or new platforms without clear strategy. Without knowing the customer’s problem or a defined message, even great creative fails to convert. Strategy and clarity always come before tactics.

5. How can I measure whether my firearm marketing is working?

Track ROI through key metrics like website traffic, leads generated, cost per acquisition, and email engagement. Use CRM and analytics tools to connect marketing activity to real sales outcomes.

6. How does messaging affect marketing results?

Clear messaging is the foundation of effective marketing. When customers quickly understand how your product helps them, conversion rates rise. Confusing or feature-heavy copy causes them to disengage or move on.

7. What should my firearm marketing budget include?

Include brand strategy, content creation, email automation, and SEO. Avoid spending heavily on ads until your brand story and digital foundation are established—it ensures every dollar produces maximum return.

8. How can I know if my marketing partner understands the firearm industry?

Look for agencies with proven firearm or outdoor experience, compliance knowledge, and measurable results. Review case studies and ensure they understand both your audience and platform restrictions.

9. When is the right time to invest in firearm marketing?

Invest when you have a clear product-market fit, consistent fulfillment, and defined goals. Rushing into marketing too early can drain resources before systems and messaging are ready to convert leads effectively.

10. How can Garrison Everest help firearm brands invest wisely?

Garrison Everest helps firearm and outdoor brands clarify their message, create measurable strategies, and build marketing systems that drive ROI—ensuring your investment delivers long-term growth.

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

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.

Thousands of hunting, outdoor and firearms companies register for SHOT Show each year to showcase new products, evaluate the competition, network and work to sign new dealers/distributors for their products. SHOT Show is the eight largest trade show in the world with:

• 52,000 attendees
• 2,000+ media
• 115 countries

From booth design and construction, marketing collateral, travel, accommodations, sponsorships, and the hassle of transporting your products to and from SHOT Show costs can begin to pile up.

As a business owner, sale professional or outdoor industry marketing professional, you want to make the most out of your SHOT Show investment because so much goes into making it a success. For some companies, it’s the one and only chance they’ll have all year to make their sales quotas, determine if their new products have merit and to foster new business relationships.

For others, it’s just another marketing program to check off the list. In this post, I’ve outlined six consecutive ways to optimize your SHOT Show registration and ROI and get more out of next year’s SHOT Show (or any other hunting, outdoor and firearms industry trade show).

1. Calculate your SHOT Show Costs and ROI

With so much time, money and effort invested in SHOT Show—one might ask: Am I getting the most out of it? What am I missing? In order for the next 5 points to make sense, you need to start by understanding how to calculate your ROI so you have a benchmark on what you need to break even.
Use this simple equation: (Gross Profit – Marketing Expenses) / Marketing Expenses

**Example SHOT Show costs (Team of 8):

• 10×20 booth, design, production, registration and space: $40,000
• Party for team and A-list customers: $16,000
• Flights and travel: $7,000
• Accommodations: $15,960 ($399/night at the Palazzo)
• SWAG: $5,000
• Food/other: $20,000

Total Costs: $103,960
Gross Profits = $______

ROI = (Gross Profit – $103,960) / $100,000

*The above does not take into account the annualized return of a customer over time or (LTV).

Use this calculation to establish your benchmarks and sales goals. This can also help you decide whether or not SHOT Show is worth attending next year.

2. Attend SHOT Show Exhibitor Academy

If you’re new to attending a trade show, it can seem overwhelming. To make sure you’re well-prepared, the NSSF offers the SHOT Exhibitor Academy.

The SHOT Show Exhibitor Academy is specifically designed to help current exhibitors improve their overall SHOT Show experience, boost their return on investment (ROI), and maximize their exhibit’s impact. The best part? It’s completely free!

During this series, the NSSF (The Firearm Industry Trade Association), the organizers of the SHOT Show, along with hotel and contractor partners,  share their extensive knowledge on how to successfully exhibit, market, and present your products and services to the thousands of industry buyers who will be exploring the SHOT Show floor. Any exhibitor at the 2024 SHOT Show or a vendor at the 2024 Supplier Showcase can participate.

3. Know your prospects

Do you really know who your customers are? The answer is probably “yes,” but you need to take it a step further. Have you taken the time to understand what their pain points and biggest challenges are? Where do they go for information? What do they expect from a product or service like yours? By conducting research on your *ideal* customer, you’ll be able to have a more useful conversation with prospective distributors and dealers when it comes time to make the introduction. 

Whether you manufacture hunting knives, optics, rifles, tree stands or hunting apparel—knowing your buyer persona is the first step in getting a higher trade show ROI.

4. Create a downloadable offer to generate leads

Last year’s SHOT Show may have been a success, but did you connect with those prospects you didn’t have time to talk to? In the melee of the “gotta-meet-this guy,”  handshakes and small talk, you may have missed that one prospect that was ready to place a substantial purchase order. This is where creating a content offer comes into play. By creating an ebook, media kit, whitepaper or video that answers your prospects’ questions, you will be able to re-engage, hold their interest and attention through your website and track their responses by gathering their contact information in return for a free downloadable offer. This is a great way to maximize your lead generation efforts because it builds your brand and thought leadership—regardless of whether or not you scanned their badge.

5. Add CTAs to your SHOT Show Advertising

Now that you have a content offer, place a call to action (or CTA) on all of your SHOT Show materials and advertisements, including your business cards, pop-up banners, demo screens, catalog, brochure or dealer receipts. Add a call to action that tells your prospect what to do next by visiting your website to download your free offer. When you get them to your landing page, ask the right questions to understand who they are, what company they are with and what they are most interested in. This information will give you a good understanding of how to best approach them. Use other suggested offers to further their engagement.

6. Follow-up and utilize a CRM

After the show, be sure to follow-up promptly. Data has shown the faster you follow-up, the higher the likelihood you will convert your prospect to a customer. Utilize your CRM to close the loop on your prospects and to stay organized. This will also help you calculate ROI and LTV.

• 50% of sales go to the first salesperson to contact the prospect. (Source: Inside Sales)
• If you follow up with a web lead within 5 minutes, you’re nine times more likely to convert them. (Source: Inside Sales)

Don’t overlook social media—especially Instagram. SHOT Show is a great way to build your network for future social selling and content marketing initiatives. You should be creating stories and reels and posting your day’s activities to create some buzz. Just make sure you’re only taking pictures of your booth!

7. Nurture leads with email marketing

Sometimes your prospect may need a little nurturing to get them across the finish line, especially if you’re a new brand. This is where you can use their contact data to send emails for additional content offers in order to move them down your sales funnel. Create content based on the three buyer stages: Awareness –> Consideration –> Decision.

• Email marketing has a 2x higher ROI than cold calling, networking or trade shows. (Source: Marketing Sherpa)
• Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)

8. Is the cost of SHOT Show worth it?

For smaller, less-known brands, exhibiting at SHOT show is an immense expense that may bring little in return. Your marketing dollars could be better spent elsewhere over the year to build your brand’s awareness. When small brands and clients ask me about SHOT, my response is: “if you’re not there, you’re not there.”  It’s great to be with other people in the industry, see the latest products, catch up with friends, and meet new prospects and clients. However, if you walk away with no purchase orders, media coverage, a valuable contact, or feeling like it wasn’t worth it—you may want to use your marketing budget to invest in improving your product or building your brand. Try attending again in a year or two so you’ll have a good group of dealers who are interested in seeing and buying your product to make your SHOT show worth it.

If you have attended SHOT Show (or are considering registering), you know the chaos, cost and exhaustion it takes to attend, exhibit and finish successfully. You can maximize your lead generation efforts by calculating your ROI, establishing your buyer persona, creating a downloadable offer on your website, adding CTAs to your trade show collateral, following up promptly, utilizing your CRM and nurturing leads through email marketing. These tactics will give you a better ROI at your next big industry trade show.

Need help with SHOT Show? We offer booth design services, collateral design, CRM setup and more! Contact us today!

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.