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. This is the well-stocked Smith & Wesson counter at Hebert Guns. Owners C.J. and Nancy Hebert report that it empties and refills fast. and advertise it heavily in local papers, on the radio and in our mail-outs,” Herbert said. “We let people know our rep, Chad Patrick, would be here both days to answer all their questions about Smith & Wesson products. That’s been very popular and his enthusiasm is contagious.” Hebert recommends looking beyond the manufacturer in planning promotion days. “When planning events like this,” Hebert said, “also look for distributors’ specials, like Ellett Brothers’ limited runs of 500 specially set-up .460 Smith & Wesson revolvers.” Hebert said the M&P pistols, in all calibers and frame sizes, were the hottest sellers during the spring promotion. “The big Glock promotion brings them in, too,” Hebert reported. “We pile up an ample supply of Glocks, again advertising heavily. This year, our new rep, Beau Phillips, who is a certified armorer, offered to inspect any Glock pistol brought into the store. He advised customers on steps to bring pistols back to factory specs, if necessary, and provided lots of expert tips and professional comments on maintenance and handling.” Hebert said those who brought in older 9mm Glocks often bought new .40s, and many of those with full-size pistols purchased compact models for concealed carry. Top sellers this year were .40-caliber Models 22, 23 and 27. “The Glock promotion is so popular that we get early birds coming in scouting our stock, and two months later, those who missed the sale are still coming in based on that advertising. It establishes that we are their source for Glock pistols. And, of course,” Hebert smiled, “we’re signing everyone up for our mailing list.” Circle No. 222 on Inquiry Card How important is a mailing list? “We learned the hard way,” Hebert said. “Four years ago we bit the bullet and hired a marketing consultant. The firm had no particular experience with firearms sales, but marketing is marketing: The principles are the same. We learned a lot about advertising in print, radio, TV — we’ve even done billboards — and that you can’t look at results in the short-term. You have to look at long-term benefits. We carefully spend thousands on advertising now. It all pays off in the long run.” With a marketing plan in place, Hebert says every aspect of getting the word out is for one purpose. “Everything we do is styled to build up our mailing list,” Hebert explained. “First, we selected and bought an existing mailing list. Then we built it through promotions. In conjunction with storewide sales, we’ve offered prizes like a big-screen TV, an upscale outdoor barbecue — we offered $600 items down to $50 stereos. No purchase was required to win, but you had to come in and register to win — that was the key — and they could earn extra points by bringing in a new customer. The response has been fantastic, and our direct-mail program is our most profitable marketing tool.” Here’s another Hebert tip for attracting customers: Close your store. “Do you really want to build excitement? Heavily advertise a big sales event, close your doors for two days and newspaper over all your windows so people can’t see in while you’re decorating and setting up displays. You wouldn’t believe how curious people are, and it pays off.” “You’ve got to spend money — wisely — to make money,” Hebert concluded. “And always play the long game, not the short.” www.shootingindustry.com Hard Way Pays Off 32 OCTOBER 2008