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Shooting Industry December 2012 - Page 38

2013 New Business Year Dealers Re-Brand To Create Entertainment Experience And Success I By Lisa Parsons-Wraith ndependent gun dealers are the innovators of the shooting industry, as well as its backbone. They have the ability to swiftly identify trends in their market, and move quickly to stock products and provide services their customers want. Election years always create turmoil in the firearms industry, but savvy dealers are looking beyond 2012, and banking on quality products and excellent customer service to create success in 2013. Gun dealers are re-branding themselves and marketing their businesses as part of the entertainment industry. They’re capturing that elusive discretionary dollar by providing products and services that serve a practical purpose, but are also a heck of a lot of fun. Success in the coming year also depends heavily on how dealers market their businesses. The Internet and social media cannot be ignored. People in their 20s and 30s exclusively use their smartphones and computers to gather and share information. In order to capture this group of influential customers, an attractive and informative website with a Facebook link is a must, along with connecting through blogs, Twitter, YouTube and other high-tech tools. Here’s a look at the strategies successful dealers are putting in place to keep their businesses profitable in the coming year. Continued on page 40 38 Subscribe to SI DIGITAL • NEW BUSINESS YEAR SUPER ISSUE 2013

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