Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Lisa Parsons-Wraith Hosting Events Draws Women Into Your Store nventive ways to bring new customers Lace president. “We get them there and “Supporting women will hopefully into your store can really help boost then — hopefully — get them to take an help that segment grow,” Campeau said. your bottom line. You need to bring interest in the outdoors.” “The more we get women involved, the new customers in to get your cash registers more likely they are to buy. It definitely ringing, and where women are concerned, Community Support brings new people into hunting and shootCamo & Lace is able to put together such ing, and that can do nothing but good for food and fun are serious draws. Hosting or sponsoring events that intro- an incredible event at a low cost because the whole industry.” duce women to the outdoors and outdoor the community supports them — especially Campeau said supporting Camo & gear gets a dealer’s name out into the com- Williams Gun Sight and Outfitters. Lace events has been a very low-cost munity and increases a store’s way to introduce women to customer base. One gun shop the store and range. and range in Michigan has had “It doesn’t cost us more than great success in increasing their opening the facility and providprofile with women by partnering a few donations,” Campeau ing with the women’s outdoor said. “From our standpoint, group Camo & Lace. they do a lot for us. They repCamo & Lace is a nonprofit resent us in a positive manner group whose motto is “Putting and do a lot of volunteer work. the mother back in nature.” We help each other out.” They accomplish their goal by As a result, Campeau has introducing women to the outseen a lot of new shooters come doors through hunter education to the range. courses designed for women and “They bring new people and taught by women. The courses new customers to us and those include important hunter safety people are buying guns and information, but to keep it fun, accessories,” Campeau said. Camo & Lace always tries to “Women are a segment of the incorporate door prizes, raffles market with buying power.” and refreshments. The organiza- With Camo & Lace, women teach women, adding to ladies’ comfort level. The Expo is also a chance tion also offers classes in handfor manufacturers to reach a gun shooting, shotgun shooting, target audience. Charles said “Tom Wright, the owner of Williams, representatives from scope, ATV and birding, camping, fishing, hiking, archery is always supportive of women,” Charles trailer companies have all taught classes and wild game cooking. For the past six years, Camo & Lace said. “He donates his facility and really at the Expo and have had a chance to has teamed up with Williams Gun Sight helps us out.” share their products with female attendDan Campeau, chief operating officer ees. Bringing in a representative from and Outfitters in Davison, Mich., to conduct a Spring Expo for women. The event at Williams Gun Sight, said supporting one of the big firearm manufacturers can includes four classes, a one-year Camo & the Expo and working with Camo & Lace really provide great feedback as to what Lace membership, a continental breakfast is good business. women want from their guns. and a wild game lunch and prizes — all for just $40 per person. as a shooting expo or as simple as a fashThis event is unique in that the Expo ion show or gear demonstration. By workdoesn’t focus solely on shooting — the eaming up with a local shooting club ing with a local shooting club, you share organizers try to offer a little something to hold a fashion show is sure to gen- some of the responsibilities and guarantee for everyone. Traditional outdoor seminars like Beginning Handgun, Shotgun erate interest in the line and bring more a motivated base of attendees. It’s a great and Archery; Fly Casting; Tanning and women into your store. Dealers have a way to test interest in new products and Skinning; and Clay Shooting share the greater advantage over the Internet be- get feedback on what women need from bill with unusual classes such as Asset cause in a store, women are able to feel your gun store, as well. The real benefit, though, is solidifying Management; Learning to Handle ATVs; the fabrics and try on the clothing, making a sale much more likely. your female customer base while drawing Trailering and even Yoga. Hosting events for women can be as big in new customers. “We try to incorporate something for everyone,” said Laura Charles, Camo & I Dealer Advantages T 20 JUNE 2008 www.shootingindustry.com