Success Dealers Reveal Tactics For The New Business Year By Russ Thurman Capturing 2012 IN T he firearms industry will continue to prosper in 2012, according to most company officials and dealers — this despite a continuing weak economy. amount of money in advertising. “We are spending almost double the amount on TV and radio ads that we have in the past, along with enlarging our focus on social media. This group of customers gets inspired by TV first, radio second, then they go to social media and the web before heading into the store. We plan on continuing this promotional approach, plus adding whatever support we receive from manufacturers during 2012,” Hall said. Continued on page 50 However, the new business year won’t be without its challenges, especially for firearms dealers. Face-to-face daily with increasingly savvy and value-demanding consumers, dealers play a vital role in the success of the industry. What are the challenges they face, and what plans do dealers have to prosper in 2012? “Understanding who the buyers are seems to me to be the big issue for 2012,” said Miles Hall, founder and president of H&H Shooting Sports Complex in Oklahoma City. “What we see is the audience has changed from the past. They have to be reached more often in an effort to get them back in the store.” The new “audience” is worth pursuing, Hall says. “This group is large, and was part of the first wave in ’08 and ’09, and they are now back in for the next step in their journey. They haven’t quite got ‘the fever’ that is the unique heritage and tradition of the shooting sports. Simply put, it is not deeply relevant to them, yet,” Hall said. To pull in these customers, Hall is investing a significant Changed Audience NEW BUSINESS YEAR EXTRA 2012 • www.shootingindustry.com 49
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