Joshua Claflin

Connecting with the over 26.2 million new gun owners who have entered the firearms market in the past five years has become increasingly difficult, particularly within the highly competitive firearms marketing landscape. However, firearm brands that have invested in building strong brands and robust digital firearms marketing strategies are reaping substantial rewards. As we head into 2025, tapping into emerging and innovative marketing channels will be essential for driving growth—provided you’ve laid a solid foundation with your existing efforts.

If you’re searching for some new alternatives beyond the basics to scale your firearms marketing efforts, this article covers:

• Pro 2A Display Ad Platforms  – Topple and Armanet make it possible to reach new audiences on major publisher sites
• The Parallel Economy – Tap into anti-woke, pro-American networks and social media platforms
• ChatGPT SEO – Does your brand show up in AI search?
• Focus on women and minorities – Women and minorities are the largest purchaser segment of firearms over the past 3 + years—are you focused on them yet?
• Influencers – Reach your audience through trusted firearm social media content creators.

If you didn’t make the top 40 list of well-known brands like Sig, Ruger or Smith & Wesson, marketing your firearms brand and line of products for recreational shooting can leave you scratching your head, wondering what to do.

Facebook, Google and YouTube which was once a bastion for firearm, ammunition, and hunting knife companies to advertise, now bans all paid advertising related to direct weapon sales. And Instagram announced in 2020 that they will begin cracking down on influencers who work in the firearms segment. We’ve seen several accounts canceled over this past year.

Fox, the NFL and other major media outlets that used to be friendly to firearm manufacturers have shut the door as well. You may remember when Daniel Defense tried to run an ad in 2003 on the Super Bowl.

Below, I’ve identified five firearms marketing alternatives that you haven’t thought of yet for 2025 that will help you get your message out, build your brand, and attract new defensive and recreational-minded customers.

1. Pro-2A Display Ad Networks

The human brain needs to encounter your message and brand at least seven times (or often times called the Rule of 7) to internalize it and influence decision-making. In today’s cluttered and distracted world, this level of repetition is essential to build awareness effectively. Recently, two new ad platforms Topple and Armanet have emerged, enabling firearms brands to reach demographics traditionally outside the firearms community.

While I was never a strong advocate for banner ads due to historically low ROI, integrating them with email marketing, CRO and social media can energize your sales funnel that drives awareness, traffic, followers and email signups. Here are some facts to know:

• The 728×90 pixel leaderboard banner remains the most popular ad size, utilized by 57% of advertisers.
• Despite click-through rates for banner ads averaging a modest 0.2% to 0.3%, the potential is significant when part of a multi-channel strategy.
• Banner ad spending in the United States is projected to grow from $62.69 billion in 2023 to $82.19 billion by 2028, reflecting a 31.1% increase.

With the average internet user seeing 1,707 banner ads each month, standing out requires creative designs, simplicity, and strong calls to action. We leverage banner advertising to establish a solid market presence and brand recognition. As these platforms evolve, we’re particularly excited about advanced out of network retargeting options.

2. The Parallel Economy

As a growing number of Americans become aware that many of the brands they traditionally supported are diverging from their cherished values, a wave of new companies is emerging. These new enterprises pledge alignment with core American principles such as freedom and nationalism. Networks like PublicSQ, Truth Social, and Mammoth Nation have specifically catered to conservatives distancing themselves from corporate practices associated with “wokeness,” exemplified by companies like Target, Bud Light, Disney, and others.

In response to this shift, an increasing number of shooting sports brands are making their debut on these alternative platforms, seizing the opportunity to connect with a captive audience that shares their values. The growth of these networks is noteworthy, with PublicSq reporting substantial milestones. According to Business Wire, in just 13 months since its nationwide launch, PublicSq has seen its Consumer Members and Businesses on the Platform surpass 1.4 million and 65,000, respectively, as of July 31st. This marks a remarkable growth of 272% and 98% since December 31, 2022, respectively.

The trend extends to direct-to-consumer brands as well, with EveryLife, PublicSq’s inaugural venture in this category, experiencing a robust start. Launched on July 13th, EveryLife generated an estimated revenue of $300,000 in its first 19 days of sales. Impressively, around 60% of EveryLife orders were monthly auto-renew subscriptions, indicating a sustained customer commitment.

Other companies, like Old Guard Pet Co., founded by Dr. Maggie Gooding, exemplify this pro-American shift. Old Guard Pet Co. not only produces pro-American dog food but also actively supports veterans and values aligned with American principles. Well-known firearm brands such as Sig, EOTech, and others are increasingly available through online retailers, signaling a broader shift toward these alternative platforms. It seems only a matter of time before brands themselves migrate to these platforms to reach an audience that resonates with their values.

3. ChatGPT Search

ChatGPT is quickly carving out a slice of Google’s search market by completely changing how people get information. Instead of wading through a list of links like you do with traditional search engines, ChatGPT gives you direct, conversational answers tailored to exactly what you’re asking. It’s faster, more efficient, and perfect for users who don’t have time to dig through pages of results. Plus, its ability to simplify complex topics and personalize responses makes it a go-to for both casual users and professionals.

As ChatGPT continues to evolve with smarter AI and specialized knowledge, it’s proving to be a real contender, offering a fresh, no-nonsense alternative to Google’s traditional search model. We don’t see any suppression for firearm companies and will continue to monitor. But as of now, ChatGPT is looking to give Google a run for its money.

Photo credit: Glock

4. Firearms Marketing to Women & Minorities

Women and minorities are still a burgeoning segment in the industry as you might already know (Source: The Hill). You should consider using content or sponsoring a free shooting class or range day in your local newspaper or county magazine to attract interested customers.

Women are helping change some of the negative stereotypes typically associated with the firearm industry. Firearm manufacturers should consider this trend and do all they can to promote it. Almost all brands like Glock have added women in their imagery and are creating sections in their publications and websites that speak directly to them.

5. Influencers

Influencer marketing is a type of firearm marketing that uses category leaders or celebrities to communicate your brand’s message and content to their vast number of followers and has been a great channel since 2018. Instead of buying print ads or filming commercials, you use the influencer to get the word out for you instead. The industry is taking increased notice of influencers like Guns Out TV, Hickok45, IV8888, and Warrior Poet Society. Influencers who have large networks of trusted followers represent an important component of your marketing mix. By tapping these well-known hunters and shooters, you can gain entrance into larger audiences.

Final Thoughts on Firearms Marketing

Aside from the firearms marketing options mentioned above, you might consider exploring Hulu’s self-serve ad platform, and NewsMax which is being utilized by brands like Strikeman. You may have also come across advertisements by Henry Firearms on popular talk radio shows. Glock has also experimented with commercials that don’t display firearms visually. These are some examples of how you can bypass anti-gun sentiments.

In conclusion, digital marketing can be made more effective and efficient with the use of Pro-2A banner advertising, exploring the emerging freedom economy, preparing for major changes to SEO,  targeting minority and female audiences, and influencer involvement.

 

Article was first written in October of 2020—updated January 2, 2025.

In today’s competitive firearms market, driving sales and maximizing ROI demands a strategic and targeted approach. Navigating the complex landscape of firearms marketing requires more than just a surface-level understanding of the industry—it calls for a comprehensive arsenal of effective tactics. From leveraging digital platforms, adding AI to your workflow, to harnessing the power of compelling storytelling, the key lies in deploying methods that not only elevate brand visibility but also resonate with the firearm enthusiasts’ community.

Crafting a multifaceted marketing strategy tailored to the unique intricacies of the firearms industry is essential for businesses aiming to stand out amidst the crowd. This article delves into the pivotal tactics that can ignite sales and propel your brand towards lasting success. By honing in on the most impactful strategies, you’ll translate marketing investments into tangible results while forging meaningful connections with a discerning audience.

Dig in as we go through the basic frameworks of firearms marketing, where precision, creativity, and a deep understanding of the market are the ammunition for driving remarkable ROI.

Understanding the firearms market

The firearms market is a complex and ever-evolving industry that encompasses a wide range of products, from handguns and rifles to ammunition and accessories. Understanding the nuances of this market is crucial for devising an effective firearms marketing strategy. It’s essential to stay abreast of constantly changing state and federal regulatory changes, industry trends, politics, and consumer preferences to tailor your approach accordingly.

Firearm Market Facts: 

• 26.2 million new gun owners since 2020 (NSSF)
• The U.S. Firearm industry contributes $51.3 billion to the economy.
• The firearms industry employs 169,523 people across the U.S.
• 45% of American households own at least one firearm.
• The U.S. firearm industry is worth approximately $28 billion.

(Source: Zippia)

To truly resonate with the firearms community, businesses need to appreciate firearms’ cultural, political, and historical significance. By recognizing the emotional and practical roles that firearms play in the lives of enthusiasts, collectors, law enforcement, military, CCWs, hunters, competition shooters, and others—marketers can create campaigns that speak to these deeper connections. Furthermore, a thorough understanding of the competitive landscape and market dynamics is essential for identifying opportunities and setting realistic goals for sales and ROI.

PRO TIP: Individuals who own firearms exhibit a wide range of attitudes, interests, sub-cultures, and beliefs. It’s essential to recognize that a one-size-fits-all approach may not be effective in firearm marketing. Before starting a firearm business or conducting marketing, ensure to conduct a thorough investigation.

Participants in National Shooting Sports Month. Photo Credit: NSSM

The importance of marketing in the firearms industry

Marketing serves as the bridge between firearms businesses and their target audience. It’s not just about promoting products; rather, it’s about building firearm brand recognition, establishing trust, and nurturing long-term customer relationships. In a crowded market, effective marketing and exceptional branding can be the key differentiator that sets a firearm brand apart from its competitors.

Moreover, given the sensitive nature of firearms, responsible and ethical marketing practices are highly recommended. This includes adhering to legal regulations and promoting safe and responsible firearm usage. A well-crafted marketing strategy can also help in dispelling myths and misconceptions surrounding firearms, thereby contributing to a more informed first-time buyer, and pushing back on those who seek to ban firearms.

Essentially, marketing in the firearms industry goes beyond merely boosting sales. It involves shaping perceptions and nurturing a culture of respect, empowerment and responsibility. This, in turn, appeals to individuals who wish to defend life, liberty, and property—rights guaranteed to every American under the United States Constitution.

PRO TIP: In light of recent lawsuits and ongoing pressure from anti-gun groups, it’s advisable to review your advertising and marketing practices with legal experts specializing in firearm industry laws.

Attendees at SHOT Show

Target audience and buyer personas

Understanding the target audience is fundamental to the success of any marketing campaign, and the firearms industry is no exception. Firearms enthusiasts encompass a diverse range of individuals, from hunting and sport shooting enthusiasts to collectors and self-defense advocates. Each segment has distinct motivations, preferences, and purchasing behaviors that need to be considered in crafting targeted marketing messages.

There are six firearm market categories (as shown in the Firearms Market graphic above). And within each category—numerous segments and sub-segments.

1. Defense
2. Hunting
3. Competition
4. Enthusiasts
5. Industry
6. Media

Developing detailed buyer personas can provide invaluable insights into the psyche of potential customers. By understanding their demographics, interests, and pain points, marketers can tailor their messaging and offers to resonate with specific segments of the firearms community. Whether it’s addressing the technical specifications that appeal to avid shooters or the historical significance that captivates collectors, aligning marketing efforts with the intricacies of buyer personas is pivotal for driving engagement and conversions.

PRO TIP: Outline your personas early in your marketing to direct your messaging and goals.

Crafting compelling content for firearms marketing

In the digital age, content has emerged as a powerful tool for engaging audiences and driving brand awareness. For firearms marketing, compelling content goes beyond product descriptions and specifications—it’s about telling stories that resonate with enthusiasts on a personal level, answering questions about your product and its unique specifications and innovations. Whether it’s highlighting the refurbishing of a family heirloom or sharing the experiences of individuals whose lives have been positively impacted by responsible firearm ownership, storytelling can humanize brands and forge emotional connections.

Warrior Poet Society Network

In addition to storytelling, educational content that provides valuable insights into firearm maintenance, training, safety practices, and industry developments can position a brand as a trusted authority. This not only fosters credibility but also cultivates a community of informed and loyal followers. Leveraging various content formats such as blogs, videos, trade show presentations, range demos, infographics, and podcasts allows marketers to cater to diverse preferences and capture the attention of a wider audience. All of this serves to drive qualified traffic to your firearms ecommerce website that generates email subscribers and lifetime customers

PRO TIP: Utilize a clear messaging framework to tell compelling stories and clarify your messaging.

Photo credit: Aquilla Ammunition

Leveraging social media for firearms marketing

Social media platforms are a thorny issue in the firearms industry. Rules are hard to understand and at times don’t make sense. The threat of getting cancelled or censored is an ongoing occurrence. Regardless, social media is still an indispensable channel for firearms marketing, offering the ability to reach and engage with a vast audience. From sharing visually captivating images of firearms to fostering discussions around industry-related topics, social media presents a myriad of opportunities for brands to showcase their offerings and connect with enthusiasts.

Creating a consistent and authentic brand presence on social media can humanize the business and facilitate meaningful interactions with followers. Engaging in two-way communication, responding to inquiries, and soliciting user-generated content can further reinforce brand loyalty and advocacy. Leveraging paid advertising on platforms such as Facebook and Instagram are mostly a non-starter but if you have a product that aligns with their rules (safety glasses, ear protection, dry-firing, apparel, holsters, cases etc.) you can use precise targeting, ensuring that marketing messages reach the most relevant audience segments. By maintaining a strategic approach, social media can be used in amplifying brand visibility and driving conversions.

PRO TIP: Given the sensitive nature of firearms, marketers must approach social media with a nuanced understanding of platform policies and community guidelines. Always have a plan B, and don’t build your content on one platform.

Email marketing strategies for firearms businesses

Email marketing remains a stalwart tactic for engaging existing customers and nurturing leads within the firearms industry. Crafting personalized and relevant email content can keep the brand top-of-mind for enthusiasts, whether it’s announcing new product launches, sharing educational resources, or offering exclusive promotions. Building segmented email lists based on customer preferences and behaviors allows for tailored messaging that resonates with specific segments of the audience.

Steinel Ammo Co. Email Marketing

Moreover, email automation can streamline the communication process, ensuring that timely and targeted messages are delivered without overwhelming subscribers. Incorporating visually appealing designs and compelling CTAs can enhance the effectiveness of email campaigns, prompting recipients to take desired actions. Furthermore, tracking and analyzing email engagement metrics provides valuable insights for refining future campaigns and optimizing ROI. When executed thoughtfully, firearm email marketing can foster enduring customer relationships and drive repeat purchases.

PRO TIP: Flexible Email Service Providers (like Klaviyo or HubSpot) work the best. Never conduct cold/spam emailing. It doesn’t work and it ticks your would-be customers off.

Photo credit: Pew Pew Tactical

Search engine optimization for firearms websites

With a plethora of information available online, ensuring that a firearms business’s website ranks prominently in search engine results is crucial for driving organic traffic and generating email subscribers and sales. Implementing sound firearm SEO strategies involves optimizing website content, meta descriptions, and tags with relevant keywords that resonate with the firearms community. Additionally, creating valuable and shareable content that attracts backlinks from reputable sources can bolster the website’s authority and visibility.

Local SEO is particularly important for firearms businesses with physical storefronts, as it helps prospective customers in the vicinity discover and engage with the brand. Ensuring consistent business information across online directories and maintaining positive reviews can bolster local search visibility. Monitoring and adapting to search engine algorithm updates and user behavior trends is essential for staying ahead in the competitive digital landscape. By prioritizing SEO, firearms businesses can establish a strong online presence and attract qualified leads.

PRO TIP: ChatGPT will challenge Google in the coming years. However, by utilizing sound SEO practices, you’ll be able to be found in AI generated responses. Make sure to prioritize exploring new alternative search engines like Brave and Duck Duck Go, as well as traditional platforms like Yahoo!, which continue to be popular among older enthusiasts.

Influencer marketing in the firearms industry

Influencer marketing has emerged as a compelling avenue for firearms businesses to amplify their reach and credibility. Collaborating with firearms influencers who have a genuine passion for firearms and a dedicated following within the community can yield authentic and impactful endorsements. Whether it’s showcasing product demonstrations, sharing personal experiences, or participating in industry events, influencers can lend a human touch to the brand and foster trust among their audience.

Identifying influencers whose values align with those of the brand and whose audience mirrors the target customer base is essential for creating authentic partnerships. Leveraging influencer-generated content across various marketing channels can amplify brand visibility and stimulate engagement. Moreover, tracking key performance indicators such as engagement rates, website traffic, and conversions resulting from influencer collaborations is crucial for assessing the impact on ROI. When executed with transparency and integrity, influencer marketing can be a potent catalyst for expanding the brand’s reach and driving sales.

PRO TIP: Choose influencers that have true influence, not influencers who don’t necessarily have subject matter expertise.

 

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Track your marketing channels for ROI

Tracking and measuring ROI in firearms marketing

Measuring the effectiveness of marketing efforts is imperative for refining strategies and allocating resources judiciously. Establishing clear KPIs aligned with specific marketing objectives—whether it’s increasing website traffic, improving lead generation, or boosting sales—provides a framework for evaluating ROI. Leveraging analytics tools to track and analyze campaign performance across various channels offers actionable insights into what resonates with the audience and where adjustments are needed.

Attributing sales and conversions to specific marketing touchpoints, such as social media campaigns or email promotions, enables businesses to discern which tactics are most impactful in driving revenue. Additionally, calculating the cost of customer acquisition and lifetime value can provide a holistic view of the ROI generated by marketing initiatives. Continuously refining strategies based on data-driven insights and consumer feedback is pivotal for optimizing ROI and staying ahead in the competitive firearms market.

PRO TIP: Conduct quarterly marketing audits to understand what channels are working and what channels are not. Use a tool like Databox to accurately track and monitor your business in real time. These tools provide AI insights to improve your marketing even further.

Conclusion: The future of firearms marketing

As the firearms industry continues to evolve, so too must firearms marketing strategies adapt to the changing landscape. With advancements in AI, technology, shifting consumer behaviors, politics, and evolving regulatory environments, firearms businesses need to stay agile and innovative in their approach to marketing. Embracing emerging digital platforms, harnessing the power of data-driven insights, and upholding sound marketing practices will be essential for driving sustained growth and ROI.

By fostering genuine connections with the firearms community, telling compelling stories that resonate with enthusiasts, and leveraging a diverse array of marketing tactics, businesses can navigate the complexities of the industry and thrive in an increasingly competitive market. The future of firearms marketing lies in a harmonious blend of creativity, authenticity, and strategic precision—a formula that will continue to fuel success and enduring relationships with firearm enthusiasts.

In conclusion, by embracing the multifaceted nature of firearms marketing and honing in on the most impactful strategies, businesses can ignite sales and propel their brands towards lasting success. With a deep understanding of the market and a commitment to consistent and sound marketing, firearms businesses can maximize their ROI and carve a meaningful presence within the firearms community.

This comprehensive approach, coupled with a dedication to continuous improvement and adaptability, will empower firearms businesses to thrive in an industry that demands precision, innovation, and an unwavering commitment to authenticity.

 

The SHOT Show always serves as a great indicator of the state of the firearms, hunting, and outdoor industry. This year, we’re seeing exciting trends emerge that reflect both challenges and opportunities. Whether you’re a veteran in the industry or one of the many young professionals stepping into leadership roles, there’s a palpable sense of evolution in the air.

In this article, I’ll give you a few thoughts from a marketing perspective as I prepare for SHOT Show and what I plan to see and experience the last week in January.

Young Professionals at SHOT 2024. Photo Credit: NSSF

The Rise of Younger Industry Professionals

The industry is experiencing a significant shift as younger professionals take on leadership roles. With fresh perspectives, digital expertise, and a readiness to challenge the norm, they’re redefining how companies operate, market, and connect with customers. Their innovative approaches and tools resonate deeply with the next generation of outdoor enthusiasts. Over the past year, I’ve found myself working with noticeably younger clients—or maybe it’s just a sign that I’m getting older!

The result? Brands that are more connected to their audiences than ever before. If you’re attending SHOT Show this year, expect to see innovative approaches in product offerings and booth experiences driven by this younger cohort.

Silencer Central makes it easy.

Processes: Eliminating Friction

One of the industry’s greatest opportunities lies in streamlining outdated processes. We all watched Silencer Central rise to become the leading suppressor retailer/manufacturer this past year. By addressing friction points in the suppressor purchasing process—like paperwork and compliance—they’ve created a seamless customer experience. This approach has set a standard for other companies to rethink their operations to better serve their customers.

What other areas could benefit from this kind of innovation? There’s room for growth, whether it’s simplifying product registration, improving warranty services, or enhancing the online purchasing experience (i.e., dealer locators). At SHOT Show, keep an eye out for brands, making it easier for customers to say “yes” to their products. 

Materials: What’s New?

The evolution of materials continues to be an interesting trend. Lighter, stronger, smaller, and more durable components are becoming the norm, allowing manufacturers to push the boundaries of design and performance. These innovations, from carbon fiber to advanced polymers, make gear lighter, durable, and functional.

This year, keep an eye out for innovations in coatings, textiles, and lightweight composite materials that maintain durability. The optics and thermal imaging category is also experiencing explosive growth. These advancements not only elevate the user experience but also provide brands and retailers with a crucial competitive edge in an increasingly crowded market.

AI: Friend or Foe?

Artificial intelligence is poised to impact every facet of the industry. From optimizing supply chains to sales/marketing—and enhancing customer interactions, AI offers immense potential. Imagine AI-driven recommendations helping customers find their perfect firearm or optic setup based on their preferences and experience.

However, with these opportunities come challenges. How do we ensure data privacy while leveraging AI? And how will AI shape the creative side of branding and marketing? These are questions worth discussing as the technology becomes more ingrained in our workflows.

Sales: A Trump Slump 2.0?

One lingering question is whether the industry will see a repeat of the “Trump Slump” that followed the 2016 election. Historically, when firearm owners perceive less regulatory risk, sales often dip. But things changed this year when the normal election year bump didn’t happen. While it’s too early to tell if the current political climate will lead to similar patterns, companies should be prepared to weather potential fluctuations in demand.

The key will be focusing on brand loyalty, expanding product lines to reach new markets, and maintaining robust marketing efforts regardless of external factors. As the industry learned in 2017-2021, resilience comes from adaptability.

Branding: The Experience Keeps Improving

If there’s one area where the industry continues to shine, it’s branding. We’ve seen a noticeable shift toward more polished, customer-focused design in recent years. From sleek packaging to immersive storytelling, brands are stepping up their game to create resonating experiences.

As a marketer, the importance of this trend can’t be overstated. Today’s customers are more informed and selective, and strong branding sets a company apart. At SHOT Show, expect to see brands showcasing products and the lifestyle and values they represent.

Silencer Co. booth 2016 is still my all-time favorite.

Technology: An Industry-Wide Embrace

The firearms industry has historically encountered hurdles in adopting modern technology platforms, but that’s starting to shift. Increasingly, tech companies are becoming more open to working with firearms-related products, offering specialized solutions for manufacturers and content creators.

There’s been a growing demand for comprehensive solutions that integrate customer service, marketing, ERP/FFL systems, and sales software. However, Salesforce remains a notable exception, as they do not support firearms companies.

Whether it’s e-commerce platforms like BigCommerce, inventory management systems built for FFLs, emerging ad platforms like Topple, or robust enterprise sales and marketing software tools, the landscape feels like its improving. Even X (formerly Twitter) appears to be allowing the industry to reclaim its voice (Thanks Elon). These advancements empower brands to operate more efficiently and foster stronger audience connections.

Pack Your Bags

As we get ready to pack our bags and head to Vegas for SHOT Show, it’s clear that the industry continues to evolve and grow in exciting ways. Younger leaders are driving innovation, processes are becoming more customer-friendly, and advancements in materials and technology are raising the bar. At the same time, challenges like potential sales slumps and the ethical use of AI remind us of the importance of adaptability and foresight.

For those attending SHOT Show, take a moment to look beyond the booths and products. Engage with the people, explore the stories, and pay attention to the trends shaping our industry’s future. The firearms, hunting and outdoor industries have always been about more than just gear—they’re about our shared passion for adventure, innovation, and freedom. I look forward to seeing you there!

Most new business owners in the firearm industry come from backgrounds other than business or marketing (engineering, training, finance, healthcare, etc.). When it comes time to discuss firearms marketing, most will avoid the subject—because, after all, how many engineers studied marketing in college?

In light of this fact, you may be feeling anxious to do some “sort of marketing,” but you’re not sure what that “sort of marketing” is.

Should you buy a banner ad on Outdoor Wire, develop a full-fledged content department like Springfield Armory, sponsor a woman-focused group like the Well Armed Women, pay $30,000 to go to SHOT show—and what about Facebook and Instagram?

Before you get to the part in your business that requires you to spend some money on marketing—there are four questions you need to ask to ensure that when it does come time to invest in marketing—it will work.

1. Solve a problem that has mass appeal

If you look at the biggest companies and brands in the world, they all have one thing in common—they solve a problem that everyone has: computing (Apple), fast food (McDonald’s), transportation (Ford), fast consumer goods (Amazon). Or they have improved upon an outdated product (coolers) that everyone has to have (Yeti)—or they have brought to market a better product like Magpul’s polymer magazines.

Question: What is the #1 problem your product solves? Find that problem or unique difference and solve it.

2. Quality is job #1

A quality product that is reliable and durable is only the starting line (table stakes) in this industry. If you can’t do that, you need to go back to the drawing board.

According to a leading manufacturer rep, I had the opportunity to talk to the other day stated, “if word gets out on the street, you have a good product—the product will sell itself, just stay out of your own way.”

Question: Is your product of high quality and has it been thoroughly tested?

But this is still not enough—there are two other factors that form the basis of successful marketing—and that is timing and price. If the time is not right for your product, it can suck the life out of your business.

Photo credit: SilencerCo.

3. Is the timing right?

A recent example of hitting the market at the right time is the Maxim 50 by SilencerCo. The Maxim 50 solves a huge problem everyone has: hearing loss and hunting in States where only shotguns and muzzleloaders are allowed.

According to Williams Mullen’s firearm industry practice group, “The Maxim 50 and its permanently attached silencer is not considered a firearm or a suppressor under the NFA.  Individuals looking for a hearing safe gun, whether for hunting, collecting, or recreational shooting, can now purchase one without having to go through the ATF’s burdensome registration process, which requires certain law enforcement checks, fingerprints, law enforcement notifications, a multi-month waiting period, and a $200 tax stamp paid directly to Uncle Sam.”

By integrating the silencer into a muzzleloader platform, SilencerCo. was able to solve a major problem in the market at the perfect time, earning massive industry attention. Upon the product’s release, SilencerCo’s website crashed due to the massive response.

Question: Is the timing right? What trends will fuel your marketing efforts?

4. Is it priced right?

If you can’t achieve good margins on your product, or if you extend yourself by going to market with several products (instead of just one or two), you might be heading down a black hole where there is no return.

According to Entrepreneur, no matter what type of product you sell, the price you charge your customers will have a direct effect on the success of your business. Though pricing strategies can be complex, the basic rules of pricing are straightforward:

• All prices must cover costs and profits.
• The most effective way to lower prices is to lower costs.
• Review prices frequently to assure that they reflect the dynamics of cost, market demand, response to the competition, and profit objectives.
• Prices must be established to assure sales.

A new resource in the industry you may not have heard about is Gun Broker’s Pricing Report. Gun Broker offers access to National Firearm Pricing and Trends to help you understand how to best price your firearms and accessories. GunBroker.com boasts 6 million unique monthly visitors a month and conducts over $3 Billion in cumulative merchandise sales. 

What about sales and distribution?

For most startups and growth-phase manufacturers, distributors typically won’t take you on until you have a sales record. The exception is, of course, you have a breakout product – like the Hudson H9. However, they failed due to lack of planning.  (Good thing Daniel Defense bought the patent and picked up where they left off, but reviews still remain mixed.) So start with the above—develop a winning marketing strategy—and in time—and with some sales hustle, you’ll have distributors taking note. 

5. Count the cost to achieve your goals

Every year, I talk with numerous new business owners who invest in a storefront, acquire tools and materials, source OEMs, and even construct a website—only to discover they lack a strategic approach to marketing the business. It’s crucial to consider marketing and sales right from the outset. Building it alone won’t guarantee customers will come. 

Question: What is it going to take to grow this company after I build it?

In conclusion, by solving a problem that has wide appeal, building a quality and thoroughly tested product, launching at the right time, pricing your product accordingly and counting the cost to achieve your goals will help make your business more successful. Talk to a firearms marketing agency to learn more. 

Firearms and shooting industry companies recognize the importance of a robust firearms ecommerce platform for both current and future success. This awareness has heightened, particularly in response to shifts in consumer behavior driven by the COVID-19 pandemic. As we approach this year’s election cycle, online competition is expected to intensify due to rising global conflicts, increasing crime rates, anti-gun industry attempts at bans, and evolving state politics and laws. To navigate this landscape effectively, it is crucial to grasp the essential elements of conducting business online. This article delves into key aspects to ensure your online presence aligns with success.

In this article, you’ll learn about:

1. How to build your firearms ecommerce website for your buyer persona
2. The importance of preparing your product library
3. Identify product fulfillment methods
4. Security issues
5. Should you consider an enterprise solution?

With more retail outlets closing, disruption within distribution, some large firearms and hunting brands are bypassing distribution and dealers and going straight to the customer. The manufacturer/dealer relationship is still vital to most brands, and will remain so for the foreseeable future — but the trends are getting harder and harder to ignore because of customer behavior changes.

Here are some interesting statistics according to Fortunly:

• More than 80% of online shopping carts are abandoned before checkout on mobile devices.
• American consumers spent around $9.12 billion on online shopping during Black Friday 2022.
• eCommerce sales are expected to surpass $735 billion by 2023.
• It is estimated that 95% of all purchases will be made online by 2040.
• eCommerce businesses lose more than $75 billion per year because of bad customer service.
• eCommerce sales are expected to reach $7.3 trillion on a global scale by 2025.
• Around 80% of US customers said that free shipping would make them more likely to make an online purchase
• Credit cards are the most popular payment method for shopping online, followed by electronic wallets and debit cards.

In this post, I want to give you five critical “must-dos” (before you consider how to generate traffic) if you’re evaluating a new e-commerce website initiative that will help you organize your firearms marketing team, save time and make it easier and faster to implement your new e-commerce-based website if you are a manufacturer or retailer.

1. Build Your Firearms Ecommerce Website for Your Buyer Persona

Before you get to the part of what you want your website to look like, nothing will bring your web team more clarity and focus than understanding your buyer persona.
You most likely have a good idea of who your customer is—but taking the time to understand what they want from your website will make all the difference. Seek to understand what their wants, needs, problems, behaviors, and questions are.

Create a web experience based on them and use story to create clear messaging.  This will ultimately make for higher sales and less abandoned carts.

2. Prepare your Firearms Ecommerce Product Image Library

Photograph products on a clean white background.

The second step is establishing your product library. If you’re a large manufacturer, you may have over 2000 SKU’s that are jumbled into a hundred different sizes, on gray backgrounds, outdated, or that show your product in a less than ideal format. Since this aspect of the project can take the longest, you can save a lot of time by starting now.

Start by creating a shot list:

• What products need to be reshot?
• Which product images can be reused?
• Locate a lifestyle photographer
• Have the photographer provide the raw sizes and cropped images set to 1000 x 1000 pixels for use on the website

Sort all these on a spreadsheet so the photographer can easily sort and organize when it comes time to shoot your products. Make sure you place all your products on a white background. Placing products on a clean white background allows your product to be the hero and creates a clear understanding in your customers mind without any unnecessary background clutter.

3. Identify how you’re going to fulfill orders

With over 20,000 (Source: CNS) laws on the books—determining how you want to fulfill orders that comply with federal, state and local laws is the next consideration and if you’re a firearm manufacturer. Below are five considerations.

1. Utilize a third-party cart.
Ruger, for example, utilizes the GearFire,  Gallery of Guns.com and other providers to sell its products directly online. All you need to do is apply for membership with your FFL and set up an account. This can also be done through your distributor. This allows your products to be embedded in hundreds if not thousands of online gun store websites and outdoor specialty retailers and takes the hassle out of you (or your staff) having to deal with running your online store. The downfall is you rely on their somewhat antiquated looking shopping cart that doesn’t align with your website’s look and feel.

2. Ship direct to customer via an FFL
Daniel Defense’s website is an example of how to set up a shopping cart where the product is shipped directly to an FFL of your customer’s choosing. They will enter their local FFLs address, notify them that your firearm is being shipped to them, and the FFL will handle all the paperwork. This all happens after the purchase. There are hundreds of shopping cart software solutions on the internet from WooCommerce and Adobe Magento to name a few. Choose the software that best suits your needs and one that you feel is easiest to use. I recommend either WooCommerce or BigCommerce.

2024 UPDATE: Payment processors will be your biggest hinderance to selling online. Most of the larger ecommerce platforms are intertwined with processors like Stripe, Paypal and others that restrict firearm sales. I do not recommend signing up with any third-party solutions like Miva, Volusion, Wix, Squarespace, GoDaddy, and especially Shopify, who in August 16, 2018 banned Franklin Armory from using their platform. When building on these networks, you are essentially handing over your lawful online business that puts you at risk because these providers can shut you down at anytime—sometimes without warning. Big Commerce, Adobe/Magento (larger sites) and WooCommerce are better options. There are also FFL-based platforms designed for dealers like Celerant and Orchid that can be more suitable for your needs.

3. Dealer only
Springfield Armory, Benelli and Beretta only sell through their dealer network—some use a hybrid (dealer and third-party cart). You can purchase other accessories on their websites, but to purchase a firearm you are redirected to a dealer locator.

4. What States should I NOT ship to?
Some manufacturers do not ship to New York, Illinois or Hawaii. Other states have magazine restrictions like Colorado, Connecticut, Massachusetts, New Jersey, Vermont and California. The anti-gun laws in these States are very confusing and can leave you open to a lawsuit. It’s better to not even take the risk unless you have a good attorney advise you on your options.

5. What shipping provider should I use?
The shipping of firearms seems to constantly change. The main rule of thumb is to always ship to an authorized FFL—never to a personal residence. Below is the latest information from GunBroker.com. If you have any questions, it’s always wise to check with your attorney, USPS, UPS or FEDEX representative.

• US Mail – unlicensed persons:
  • Unlicensed persons can ship a rifle or shotgun by US Mail.
  • Unlicensed persons cannot ship a handgun by US Mail. Pistols, revolvers, and other firearms capable of being concealed on the person (for example, short-barreled shotguns and short-barreled rifles) are defined as handguns.
  • Postal regulations allow the Post Office to open your package for inspection.
  • Ammunition cannot be shipped by US Mail.

  You can search the US Post Office Postal Explorer site for specific USPS regulations regarding firearms and ammunition (Hazardous, Restricted and Perishable Matter).

  US Mail – licensed persons:

  • Licensed persons can ship rifles, shotguns, or handguns by US Mail. In fact, we suggest you use the USPS, as it is now the most cost-effective way to ship a handgun.
  • To ship a rifle or shotgun, you need only inform the Post Office the package contains a firearm.
  • A licensed manufacturer, dealer, or importer can ship a handgun via the US Post Office if the licensed dealer fills out a US Post Office Form PS 1508 and files it with the local Post Office branch where the handgun is to be shipped.

  You can search the US Post Office Postal Explorer site for specific USPS regulations.

  FedEx (Updated January 14, 2023):

  • Requirements and directions here.
  • Nonlicensees (FFLs) are prohibited from shipping firearms with FedEx.

  
  UPS (Updated January 14, 2024):

  • UPS will accept handgun shipments by Next Day Air only.
  • Rifles and shotguns can be shipped by UPS ground service.
  • UPS will accept shipments of ammunition. Special labeling is required.
  • 2024 restrictions here.

6. Flat rate or box size?
The easiest and most hassle-free way to ship your products is by weight. You can set-up different weight tiers of pricing for all of your products. However, if you’re in a segment that is highly competitive and $5-$10 is a factor in getting the sale, then be prepared to discount your shipping.

4. Get the Security Issues Out of the Way

The next “must-do” is security and encryption. Everyone who sells online must take precautions for their customer’s data. And with every website now a target for hackers, it’s more important than ever.

1. Payment Processor or Gateway
To take payments online, you first need a payment processor. Authorize.Net acts as the middleman in between you and your merchant bank account that securely transfers funds from your customers’ credit card to your account. During this process, Visa, Mastercard, Amex, and Discover—whatever credit cards you accept on your site all take a percentage of the sale, usually 1.5-2%. Your bank may also charge a percentage as well. Be sure to configure these fees into your product costs.

New for 2024: Most payment processors and emerging State laws (especially in California) now require you to verify age before allowing minors to enter your website.  Check with your attorney if this applies to your website.

2. A Secure Socket Layer or SSL is the standard security technology for establishing an encrypted link between a web server and your customer’s browser and is now required on all websites. This link ensures that all data passed between the web server and browsers remain private and integral.

3. Terms and Conditions and Privacy Policy pages are essential in protecting your site from users who may encounter problems. These important legal pages on your website ensure your business is protected from any fraudulent behavior from users. Read here for more information and some horror stories. Always get an attorney to look over your T&C and PP before launch.

4. Secure and Speedy Hosting is usually the last component considered when building your firearms ecommerce website. But beware, there are many services out there who sell you on services and packages you don’t need and who guarantee speed and security but fail to deliver. One #2A friendly company that we recommend is WP Engine. WP Engine provides you with a secure and fast platform to run your WordPress website. For many years, we have enjoyed little to no downtime and fast speeds. With Google now ranking websites based on speed, WP Engine remains a good choice for the firearms industry.

• Content Delivery Network
• Included SSL
• Content Page Performance
• Fast 24/7 Support
• Staging Server
• 24/7/365 Backup

5. Consider an Firearms Ecommerce Enterprise Solution

For enterprise manufacturers, it may be time to connect your CRM, ERP, and WMS and eCommerce altogether. Companies like NetSuite, Sage, SAP and HubSpot serve larger companies with large global inventories with complex supply chains. These software solutions allow you to manage your inventories in greater detail and with greater efficiency. If you’re a large manufacturer, taking the time to explore these solutions may be what you need rather than a simple shopping cart. A SAP or NetSuite implementation can cost hundreds of thousands of dollars. If that seems like overkill, there are other solutions that can be connected to your back-office operations and warehouse that tracks inventory, shipping, and accounting – all who are FFL friendly.

In conclusion, when considering your next firearms ecommerce store, it’s important to identify who your buyer persona is, get a good product image library created, identify what kind of shopping cart setup you want, make sure you have the right security components in place to take payments securely and if you’re an enterprise manufacturer, consider a larger solution to more efficiently run your operations.

By taking into consideration these five “must-dos,” you’ll have what you need to engage a web development firm and make your website project go much faster.

As we move into 2024, the firearms marketing landscape for firearm brands continues to evolve (no surprise there), presenting challenges—and opportunities. It’s crucial to carefully rethink or plan your customer journey, considering aspects like messaging, branding, email, SEO, social media, and permitted paid advertising, as well as upsells and community engagement to keep your brand front and center and your business growing.

Adding to the complexity are the influences of AI, political dynamics (election year), and shifts in consumer behavior. Given these factors, I’m closely monitoring and sharing my top marketing insights and trends for the year.

1. Invest in Branding and Design

Consistent branding and design from Leupold

In an increasingly crowded market, establishing a solid brand identity is and still will be crucial. Brands need to focus on creating a compelling narrative and add their faces to their faceless brand (people want to do business with people) that resonates with their target audience. Striking visuals and cohesive design elements across all platforms, from packaging and direct mail (yes, it still works) to online presence, play a pivotal role in capturing and retaining consumer attention. Consistency in branding helps build trust and recognition, fostering a loyal customer base. But more than that, it will make your brand stand out in your segment and attract more customers. 

TIP: Invest in design this year. With the power of Generative AI, most brands can invest more in their creativity from either in-house design teams, agencies, or private freelancers.  

Image generated by GenAI (What’s wrong with this picture?)

2. GenAI: Harness the Power of Artificial Intelligence

Integrating artificial intelligence (AI) in marketing strategies is becoming more prevalent. AI tools can provide valuable insights into consumer behavior, enabling brands to tailor their messaging and outreach more effectively. Conversational marketing with chatbots, voice/videobots (on the horizon), personalized recommendations, and AI-driven analytics are just a few examples of how GenAI can revolutionize how firearm brands engage with their audience. 

Widely utilized tools such as HubSpot, Upfluence, Klaviyo, and Rank Math expedite the content, design, and development processes, enabling us to gain deeper insights into purchasing behaviors, search engine optimization, predictive analytics, and segmentation.

TIP: If you haven’t, work AI into your workflows. Start with Midjourney, ChatGPT, or BARD or HubSpot’s ChatSpot and begin experimenting. If something doesn’t turn out, keep in mind its getting smarter and better every day. 

3. Enroll in the Parallel Economy and Don’t Forget Your Brand Values

Regrettably, our nation remains increasingly polarized along political lines. And with the election coming up, it will only intensify. The trend of corporate activism, often referred to as “wokeness,” is causing customers to distance themselves from previously culturally influential brands such as Disney, Bud Light, and others. Platforms like PublicSq, Mammoth Nation, and ExpertVoice.com are expected to gain even more traction in 2024. There is already a noticeable shift towards these platforms among online consumers. Customers now have a wide array of choices, with 10-20 options for everything, and brands that effectively communicate novelty and their unique brand values will emerge as standout choices.

TIP: Talk about your brand values for conservation, sustainability, 2A rights, or family values to stand out and break through the clutter. Consumers are actively looking for you! 

4. Amplify Your Brand’s Reach and Engagement with Macro Influencers

Influencer marketing still remains a powerful tool, but budgets are shifting toward macro influencers (50K-100K) – individuals with influence at a much smaller scale and with more diverse and local followings. Collaborating with influencers authentically aligning with your brand’s values (mentioned in point 3) can significantly boost visibility and credibility. Firearm brands should seek partnerships beyond endorsements, fostering genuine connections with influencers who embody the lifestyle and ethos of their target audience. You can get more reach and awareness for less. 

TIP: Find influencers who are plugged into women’s firearm networks, minority firearms groups, and online communities—or start one yourself! What was once very broad, the focus should be narrowed, and messages tailored per audience and their specific interests. 

5. Capture Attention in Seconds with Video and Short Form Content

Video content continues to dominate online platforms, and the rise of short-form videos is unstoppable. Brands should invest in creating engaging and shareable videos that highlight product features, showcase outdoor experiences, and tell compelling stories. Platforms like YouTube Shorts and Instagram Reels will continue to offer a unique opportunity to connect with a younger audience, so crafting content that aligns with these platforms’ trends is essential.

Video Shorts by Warrior Poet Society

TIP: I wouldn’t say I like TikTok and actively steer clear of the platform due to its questionable privacy practices and the fact that it is operated by the Chinese Communist Party (CCP). However, for those willing to explore it, TikTok offers a channel for influencers to connect with a younger audience. I prefer to stick with YouTube and Instagram—for now. It makes me sleep better at night. 

6. Privacy and AI Bans: Navigating Regulatory and Possible Pending Search Challenges

With third-party cookie deprecation looming, brands must prioritize first-party data collection and utilization. Expect to see a shift towards self-service ad platforms and contextual targeting strategies.

The increasing scrutiny and regulation of artificial intelligence pose challenges for marketers. Brands in the firearm industry should stay informed about evolving AI regulations, ensuring compliance with ethical standards and privacy concerns. Proactively adjusting to evolving legal environments will be essential for preserving trust and credibility. Google’s AI is already inclined to suggest negativity towards firearms in search results. This tendency is likely to intensify over time, especially with the influence of the growing multi-million dollar anti-gun industry.

TIP: Create compelling user-first content and prepare for the possibility of a decline in traffic as AI starts providing answers to searchers’ questions that might have otherwise directed them to your blog or website. While everyone else is regurgitating AI generated content, create value based content written by humans. 

In 2024, the marketing landscape for firearm brands is characterized by the dynamic interplay of technology, design, and shifting consumer expectations. Additionally, there are ongoing efforts to de-platform, ban, and exclude those with 2A and self-defense interests from the public square. By considering these tips and trends, you can strategically position your brand as an innovator, effectively connecting with and engaging your target audience through novel and compelling approaches.

Have you got a question? What are your marketing plans in 2024? Post it below.

 

Photo credit: Strikeman