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Shooting Industry February 2013 - Page 20
Outdoor Outdoor marketplace How “Made In The USA” Affects Your Sales J.K. Autry A new survey by Southwick Associates shows the majority of your customers agree hunting and shooting equipment made in the U.S. is of higher quality, making it a top preference when it comes to making purchases. But customers have a price limit when it comes to how much they’ll pay for Americanmade products. Through Southwick’s HunterSurvey.com, the company asked how important it is to buy hunting equipment that is made in the U.S. Nearly 94 percent of hunters said it was very or somewhat important. In addition, 63 percent of hunters believe U.S.-made hunting gear is better than equipment made overseas. So how much more are your customers willing to pay to support American companies? If the “Made in the U.S.A.” product costs up to 5 percent more, 89 percent of hunters say they will buy the American-made product. “All things being equal, sportsmen appreciate American quality and are certainly eager to support American jobs; however, it doesn’t take much of a price difference before economic realities set in, and hunters and anglers are forced to make important decisions about how much they will spend,” said Rob Southwick, president of Southwick Associates. The HunterSurvey.com data reveals that while hunters are comfortable with the 5-percent increase, after that, the numbers begin to drop sharply. Once the U.S. product exceeds 20 to 30 percent in cost, only 36 percent of hunters say they are willing to pay the difference. “There is a reason why imported products take up so much retail space. Hunters and anglers, like all other consumers, want to get more for their limited dollars. As long as U.S. production Made in the USA products are favored by consumers, but shoppers have limits on how much more they will pay. costs remain high — whether related to taxes or other factors — imported products will continue to own a large share of the U.S. market,” Southwick said. Southwick Associates provides valuable data through their monthly surveys. To help improve, protect and advance the shooting sports and outdoor recreation, encourage your customers to participate in the surveys at HunterSurvey.com and ShooterSurvey.com. Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice. For more information on Southwick Associates, visit www. southwickassociates.com. LaserLyte Introduces The Venom Rage Packaging Includes Sticker age’s new broadhead packaging contains a logo sticker that customers can remove and use to show their pride for the brand. Creatively designed as the marquee logo of the packaging, the Rage sticker is designed to be removed for reuse by consumers. “We get requests for decals and stickers all the time,” said Jon Syverson, Rage vice president of sales and marketing. “By putting a sticker inside the product packaging, we are providing our customers with the best broadhead, as well as a way to proudly let everyone know they shoot Rage.” All Rage broadheads include the free sticker as part of the company’s new consumer packaging. For more information, visit www.ragebroadheads.com. L aserLyte recently released the Venom laser for North American Arms’ Black Widow and Mini Master pistols. The halfounce programmable laser fits nicely on the ultra-concealable .22 Magnum NAA pistols. The Venom mounts by removing the existing cylinder pin and installing the LaserLyte integrated laser and cylinder pin configuration. The Venom laser holds the 4x377 batteries, switch and laser in a compact package that is less than 2 inches long. No sighting adjustment is required; the Venom’s fixed-pointof-aim is set at the LaserLyte factory. The battery life is five hours in constant on and 10 hours in the pulse mode. For more information on the Venom, visit www.laserlyte.com or www.facebook.com/LaserLyte. For more on NAA, visit www. northamericanarms.com. R LaserLyte Venom Laser Continued on page 22 Subscribe to SI DIGITAL www.shootingindustry.com