Oct 18

4 Reasons Prospects Get Stuck in Your Online Sales Funnel

By Joshua Claflin Email Marketing

If you have a hunting, outdoor or shooting sports website that was designed to generate email contacts and sales, then you are probably already very familiar with online sales funnels. They start with ads, PR, email or blog articles (like this one) that move prospects through a series of steps that include internal links, emails, CTAS, or lead generators—eventually giving the visitor to your website the chance to take the next step, like buy now.

It’s a proven system, and one that works better than ever in 2021. However, we often meet with business owners and marketers who aren’t having much success with online contact/lead generation. They know that something isn’t working in their funnels but struggle to identify the problem.

There is never going to be a single solution, of course. Problems range from poorly communicated products or even a slow loading website. In our experience, however, most “lack of conversion” types of problems tend to boil down to one of four issues. Let’s look at each one in turn…

1. They Didn’t Have a Real Interest in Your Products

It’s very easy to mistake “website visitor” for “qualified prospect.” You may think the two are interchangeable, but there might be a lot of people who show up to your website without any intention of buying anything.

There are a lot of reasons for this. It could be that you compete in a highly competitive segment like i.e. holsters that require a great deal of searching and research. Or, you may be focused on search terms that have a lot of overlap with another type of product like “hunting scope” vs. “best deer hunting optic.” However, the most common problem has to do with marketers using SEO and paid ads (if you can do paid ads) to increase traffic rather than focusing on conversions.

Your sales funnel only works if you bring in qualified buyers, or at least interested prospects. Focusing too tightly on clicks or impressions just wastes money and opportunities.

2. You Haven’t Built Up Enough Credibility

We can say definitively that almost every business owner in our industry would like to have more qualified customers. The vast majority of them could use help making sense of search engine optimization, social media, and other online marketing channels. And yet, we still have to produce new content updates to stay competitive. Why is that?

The answer, of course, is that these potential customers don’t yet know that you have solutions that can help them. They are aware that they want to achieve a certain result, (secure their electronic fishing equipment, hunt with an AR, or export firearm products) but haven’t yet seen the proof that you can solve their problems. So, you have to demonstrate the possibilities through blog posts, social media, PR, testimonials, and more.

For our clients, we help them create articles, customer testimonials and videos that help prospects see them as the leader in their given segment.

If you have a credibility gap in the sales funnel, it’s always going to hinder conversions. No one wants to explore working with you until they trust you and have faith that you can help them resolve whatever problem they have.

3. Your Sales Funnel Isn’t Set Up Correctly

Your online sales funnel has to start and lead somewhere. What is the offer you ultimately make? Is it a demo, 30-day trial (like Walther’s Try or Buy) or maybe a discount on your product?

In other words, if the final offer in your online sales funnel doesn’t make prospects think “I want that,” then there’s always going to be a bottleneck in the contact/lead generation process.

➡ See this article to fix your sales funnel.

4. Use the Right Sales Funnel Software

So many brands in the outdoor, hunting and shooting sports industry when approaching their sales funnel don’t think that it involves the complete customer lifecycle so they sign up for Mail Chimp or Constant Contact and send a few emails here and there only to see their time wasted when click through rates and sales generate little to no results, which can be frustrating. There are three softwares (hunting and 2A friendly) we use to create highly effective automated sales funnels that work to our client’s advantage:

Klaviyo – Geared specifically for ecommerce brands that provides easy to understand segmentation and SMS.
Keap – A complete CRM and Automation program that can connect your store.
HubSpot – An inbound marketing software for companies that generate over $3M/year that provides a complete end-to-end solution for growth-stage companies.

If you have questions about these solutions, Garrison Everest is certified in all three to help you generate more online sales.

Is It Time to Fix Your Broken Online Sales Funnel?

It doesn’t matter how great your website looks, or how much money was spent on its development – if it isn’t helping you save money or create more sales, then you’re losing money.

Contact our team of business and marketing growth specialists today so we can schedule a free assessment and help you generate a plan that moves your company forward!

Photo credit: Buzz Hayes of Confluence Group

Jun 07

Three Ways to Catch More Subscribers with Outdoor Email Marketing

By Joshua Claflin Email Marketing, Outdoor Industry Marketing

Article first appeared in GuideFitter Journal Summer 2021

Most outdoor businesses struggle to find cost-effective ways to harness their outdoor industry marketing website traffic and generate qualified contacts/subscribers. Many will spend hours creating newsletters only to have no one open them or read them. This work results in wasted time and money and ultimately giving up on making email marketing work.

But what if there were a better way? What if people looked forward to your emails and were compelled to open them?

According to HubSpot, a marketing software company, email generates $38 for every $1 spent, which is an astounding 3800% return on investment, making it one of the most effective marketing options available. Furthermore, over 59% of marketers say email is their most significant source of ROI. So how can you take advantage of this highly effective strategy to grow your business?

This article will introduce you to a simple strategy based on a hypothetical guide service (but can be used for product companies too) we’ve implemented numerous times with clients in the outdoor industry that will help you build brand awareness, generate and nurture leads 24/7/365 and add revenue to your bottom line.

Step 1 – Create a Clear Message based on a Story
Any effective email marketing program should be based on a story-based framework. Psychologists have proven that story is hardwired into our brains. It’s the reason why movies can hold our attention for hours, and campfire hunting stories never get old.

Below is a framework based on a process called StoryBrand™. This framework show you how to write story into your marketing by answering the seven questions your customers are asking in a story-based order. By answering the below questions, you will have all the words you need to write and create an effective automated email program. I’ve also included example responses.

What does your customer want?
They want the fishing trip of a lifetime.
What problem does your product or service solve?
Our guided trips give you memories that last forever.
Have you positioned your service as the solution to their problem? We understand what it’s like to want to fish the most exciting locations in North America, which is why we specialize in dream fishing trips.
How do they do business with you? Or, in other words, how do they go about booking a trip with you?
To book your dream fishing trip, pick your date, complete our questionnaire and submit deposit.
What is the call to action?
Book Now!
What does a successful fishing trip look like?
Smiling faces of past clients with monster trout.
What does it look like if they don’t choose your service?
We make you feel at home and won’t leave you going home empty-handed.

By taking the time to answer the above questions, your business will have a more straightforward message and copy blocks to create the emails outlined below.

For more information on how to clarify your message and write your business’ story, check out this article.

Step 2 – No One Wants Your Newsletter
Once you have your story questions answered, you now need to create a way to collect email addresses. It may come as a shock to you, but prospective customers don’t want to read your newsletter. They want to know more about how you’re going to solve their problem, deliver a world-class experience, and create a lifetime of memories.

Two types of buyers show up on your website: direct and transitional.

Direct buyers are people who know of you, heard about you, or got referred to you and are ready to book.
However, transitional buyers need more information and time to understand what you offer. For this reason, we suggest creating a lead generator. A lead generator is a piece of content (ebook, video series, checklist, or guide) that warms your prospect up to the idea of doing business with you. They should find your lead generator valuable enough to give you their email address. For example, you may create an ebook that showcases the area your fishing in more detail—complete with specifications, maps, fantastic photography, and success stories. Or you may design a “What to Bring to on your Fishing Trip” checklist that gives your prospect a better idea of what to expect that smooths out any fears, concerns, or questions they may have. The idea here is to get them to say, “tell me more.” Put yourself in your prospective client’s shoes and give them something they will find both valuable and memorable.

Step 3 – Write Your Automated Email Sequence the Right Way
Once you’ve had your web developer add a form to your website for prospects to download your lead generator, you now want to keep the interest and momentum going by staying top of mind in their inbox.

The human brain needs to see your brand message 7-8 times before it can be internalized, noticed, and taken action on. Also called the Rule of 7. We live in a high-distraction world, and it’s easy for people to forget why they visited your website, so it’s your job to remind them.

At this point, you’ll want to pull out the answers to your story questions and begin using them to create your copy. Each email should be sent 2-3 days apart at 7 AM to your prospects’ time zone.

The email should also include:

Your logo
Links to your social media accounts
Contact information
One button at the bottom that calls the prospect to Book Now/Buy Now

Welcome Email – The welcome email is just what it sounds like. It’s your chance to thank them for downloading the lead generator and introduce them to your product or service by stating the problem you solve. You may want to welcome them to your family or give them a discount on any future bookings or sales.
Add Value #1 – The second email should offer helpful information. Resist the urge to sell—try to help. For example, you may want to talk about making the most of their guide trip or offering best practices when traveling with equipment.
Add Value #2 – The third email should, again, add value. This time you may want to offer recipes or tips on how to stay warm and dry at altitude in October. Once again, the idea is to warm your prospect up to the idea of doing business with you.
Overcome an Objection – At this point, you should see an average open rate of 50% and click-through rates around 20%. These are good indicators that your prospect is still interested in your service. This email should begin to address any friction points they may be having. Friction points consist of price, the location of your lodge, fitness level, or transportation obstacles. Address those objections and offer solutions with transparency.
Problem and Solution – In this email, list the problems your guide service solves. People book guided trips for all kinds of reasons. Perhaps they’ve always dreamed of fishing the Miracle Mile in Wyoming. Maybe they are taking their son or daughter for their first fishing trip. Or they are looking to create some lifelong memories with their friends. Address these problems and what the customer wants—and tell them how you solved them with past clients.
Deliver a Paradigm Shift – A paradigm shift means your prospective customer thought one way about your guide service but now thinks differently. For example, they may have considered all guide services are the same—when in fact your guide service offers much more. If your service or product is different, explain why that is.
Customer Testimonial/Success Story – Next is the email that tells what your customer’s life looked like before they booked a trip with you and how their life has changed after their trip. Ask for your clients to provide their stories and highlight them in this email.
Close with a Sales Letter – Finally, if they haven’t booked with you but are still opening your emails – offer a time-sensitive incentive like 10% off if you book with us by the end of the month. Ask for the sale with a clear call to action: Book Now! If they open the email, reach out personally to close the sale.

The above sequence gives you almost a month of automated emails. It can be used as a baseline strategy to help you create your email automation program. Once you get these emails set up in your email program, begin testing subject headlines and content to see if you can improve open rates, click-through rates, and bookings.

Your lead generator can also double as an advertisement on social media or other platforms. Use it at trade shows and local events to generate leads.

In conclusion, the above gives you a simple strategy for creating an effective lead generation and automated email workflow. Start by clarifying your message through story-based elements. Create a valuable lead generator in the form of an ebook, checklist, video series, or guide that your prospects will exchange their email address for. Then create a series of eight emails that nurture your prospective leads that keep your guide service top of mind, which incentivizes them to book. Don’t worry about doing it perfectly right away. Like anything, it takes time to get it right. Just by having this strategy in place, you’ll begin to see results that grows your business.

Mar 21

Daniel Defense: The 3-Legged Stool of an Effective Firearm Brand Journey

By Joshua Claflin Firearms Marketing, Brand Development, Branding

Your firearm brand is built by multiple touch points (advertising, customer service, product experience, etc.) repeated day after day, month after month, year after year to establish a collective understanding of what your brand stands for in the mind of your customers and the broader firearm industry.

According to an NSSF survey: Accuracy, Reliability, and Manufacturer Reputation are the most sought after qualities in a firearm—especially an MSR. How do you build a brand that conjures up these same feelings and opinions?

In this post, I’ll outline the journey your brand must take when looking at building an effective long-term brand strategy by using a three-legged stool analogy and the legendary story of Daniel Defense to help you think clearer about how to move your business forward and how to create a stronger brand reputation that increases your brand’s equity and ultimately your success.

Where to start?
Brand strategy is the business case for change at a brand level. It envisages the future position of a brand in the marketplace, based on the company’s wider business aspirations and its ability to deliver and market brands that align with that desired position. (Source: BSI)

When asking what your desired position is—where do you see your company in 5, 10 or 15 years? Do you want to be known as the brand with the most aesthetically pleasing platform? Or perhaps to be referred to as the lightest firearm? These aspirations must be guided by a strategy to get you to a place in the market that belongs only to you in the mind of your customers. Getting to your desired perception may involve taking several paths. It may be first to target and invest in the government sector to establish a reputation before entering the ups and downs of the consumer market. It may be to build your reputation as an OEM first before creating your consumer branded line of products. Whatever your goal is—it must be linked directly to the problem you’re out to solve coupled with a scalable business model that gives you sustainable growth.

Stool Leg 1: Solve the problem

Photo credit: Daniel Defense

Marty Daniel started in 2001 by creating the Big Hole Upper Receiver—which forever improved the way we mount sighting systems to ARs. This led to several other products like the M4 12.0 hand guard that was a direct replacement for the Army Marksmanship Unit. Marty’s product solved a problem in the industry that gave him the starting point of building the reputable brand Daniel Defense is today. His starting point was recognizing a problem and solving it. (Source: Guns & Ammo)

How to get there.
The purpose of brand strategy, is to identify how far the brand must “travel” perceptually in order to be competitive, the benefits of getting there for the business, the purpose and values that the brand culture will need to adhere to in order to make that journey and the competitive resistance that the brand may encounter getting to that end point. It’s the why and the where. (Source: BSI)

Stool Leg 2: Build respect

What aspects of your story must be created and perfected to get you to your ultimate brand destination? Is it an investment in talent? Is it infrastructure? Is it a reputation among law enforcement or the special operations community? Define how you can link your marketing efforts to strategy, product development, operations, and other areas to create unique value for your customers, so you have a compelling story to tell.

After the success of Marty’s upper, and a follow-up sling mount product—he designed the RIS II Rail System and was awarded a lucrative contract with SOCOM. And then won an additional contract with the UK Ministry of Defense’ which in essence proved his engineering prowess and design capabilities as a serious manufacturer. This created the second leg of his stool: Respect.

How to stay there once you arrive.
Staying on top is sometimes much harder to achieve than getting there. So you must ask: “What’s my next success?” What has your brand planned for next? How will you capitalize on what works? Why will that feel like a natural extension of the relationship that your customers already have with you? Your purpose should provide clear guidelines for future development. (Source: BSI)

Stool Leg 3: Scalability

By thinking of itself as a manufacturer of the world’s finest weapon systems—not just rails or rifles—Daniel Defense has extended its development license considerably. It can literally look for new ways to give people experiences they haven’t had and positions them to be one of the largest manufacturers in the industry.

To scale his business, Marty saw three components to add to the momentum of Daniel Defense: In-house equipment (hammer forge machining) that allowed him to control quality, output, and price. This all lead to increased customer service and his intuition to surround himself with competent staff and employees. Today, Daniel Defense is the epitome of an American success story and one of the most admired brands in the firearm industry.

You can build a brand around the three most coveted value propositions in the firearms industry: accuracy, reliability, and a strong reputation—by thinking critically about the journey it’s going to take to get you to your desired brand position. This path may be somewhat familiar of other firearm brands, but proving your product’s ability to fulfill a niche in the industry, proving that your product is reliable and scalable, you have the three legs to sustain your brand that will stand the test of time and win the hearts and minds of those who depend on what you create.

Nov 01

Is Your Firearm Marketing Missing The Mark?

By Joshua Claflin Firearms Marketing

Are you banging your head against the wall from wasting thousands of dollars on your latest ad placement, PR push or website design and still have yet to see results?

Good design and a quality product isn’t enough anymore to cut through the clutter, skepticism nor the noise in the firearms industry.

Companies who want to maximize their firearms marketing efforts must go deeper into understanding how their brand can be leveraged and how content (inbound) can be amplified through placed or earned media (magazine advertising, television, sponsorships, product reviews or trade show) to get the biggest bang for their buck—while building their brand.

Your marketing must be on target to make it effective. Below are 5 points that will help you focus your marketing like a laser.

1. Brand purpose

Can you define your company’s purpose? Your purpose is what gets you out of bed in the morning. Purpose goes beyond just making money. Brands with a strong sense of purpose are more admired, more profitable and attract more customers.

Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it’s not just making a promise that separates one brand from another, but having a defining purpose. (Source: Forbes)

Mission and vision support your purpose—this provides the direction of your company. Mission and vision are then supported by your goals. Every brand is built on goals. Without goals—your brand falls flat that can affect your company’s sales performance, employee productivity and engagement—which will ultimately result in lost revenue and customers. (See right: Strategic Pyramid by Marty Neumeier)

The most successful firearm campaigns today are purpose driven, here are a few good ones:

Sig Sauer – Complete systems provider.
SOG – Gear made especially for adventurous people who like to “live on the edge.”
Beretta – Quality Without Compromise.
Mauser – A symbol for the real, successful hunting experience.

When investigating any one of these brands, you’ll most likely begin to admire them—place them on a higher shelf in your mind or choose them over their competitors.

2. Customer focused

If you’re hoping to launch a marketing campaign without the understanding of who your customers are or what your brand means to them—you might as well throw half your marketing budget out the window. All great marketing campaigns begin with knowing who your buyer persona is. You create buyer persona’s by identifying specifically who you’re talking to by interviewing them to learn more about their pain points, background, demographics, wants, needs and what channels are best to reach them. If you haven’t talked to your customers in a while—it may be a good time to check in with them.

3. Be S.M.A.R.T.

What is it that you hope to accomplish with your marketing? Is it brand awareness, more customers, increase signups to your loyalty program, drive traffic? Is it attainable? Each campaign you initiate should result in some kind of action that can be measured (see next). Define what it is you hope to accomplish with every campaign. See “How To Set SMART Goals”.

4. Measurable

Can your marketing be measured? If you place a printed advertisement, give a presentation, attend a tradeshow or send out a direct mail piece—how can you measure the effectiveness of your investment? A good marketing campaign can be tracked and measured and should be able to provide the data you need to make a more informed decision next time around. An effective way to do this is to create a content offer that you can track back to your website. By offering a free whitepaper or ebook, that gives your customers’ in-depth information on how to solve a problem—you’ll be able to measure the effectiveness of your campaign through traffic generation and lead conversions. See Havalon’s ebook example.

5. Nurture and deliver qualified leads/sales

The number one responsibility of marketers is to deliver qualified leads to your dealers, distributors or sales team. Does your campaign have a way to efficiently qualify leads? By placing your website at the center of your marketing activities, you can effectively track visitors driven by outbound methods to your website.

In conclusion, marketing that hits the mark starts with a well-defined brand that is customer focused, specific, measurable and that delivers qualified leads to your dealers, distributors or sales team. If you’re just placing ads and creating alot of activity in the marketplace and hoping for some kind of response, you may be wasting precious time and money on your marketing.

Sep 22

8 Remarkable Firearm Industry Brands Emerging From The Pandemic

By Joshua Claflin Firearms Marketing

COVID-19 continues to upend entire industries like travel, hospitality, entertainment, events, restaurants, and education, to name a few (Source: McKinsey)—while the outdoor, hunting, firearms, and shooting sports industry has—and continues—to set new sales records. Multiplied by social unrest, riots, lawlessness in our cities and the upcoming election, we have yet to see the end of how high sales will go (that’s if the supply chain can keep up).

It’s been an interesting experience because while the economy around us has spiraled out of control, our industry has not only survived the past 6 months—but has thrived. The only way I can describe it is like being in economic vertigo. Big pieces of the global economy are going one way, but our industry is going another (up).

In this article, I wanted to point out a few brands that I’ve found worth mentioning (that you might not know about) in the times we find ourselves in. If you’re a business leader, director, or marketing/sales professional—the below examples will help you think through your offerings, marketing programs, and perhaps spot future trends.

Photo Credit: Brenton USA

1. Brenton USA – Finding the Whitespace

Bartt Brenton, founder of Brenton USA hunts with ARs. After several years of not finding an AR suitable for hunting, he decided to design his own. Bartt, a former engineer at the world’s largest cyclotron at Michigan State University, brings a fresh approach to hunting with his Performance-Grade AR Hunting Rifles. Brenton approaches his rifles from a hunting perspective—rather than a tactical orientation. This approach means hunter specific controls, sizing, calibers (450 BM, 350 Legend, 6.5 Grendel, 6mm ARC etc.), and components designed for the hunter, not the warfighter. The AR provides the hunter with the latest in firearm design and gives hunters who have decades of experience a whole new hunting experience—and for those returning from overseas, a familiar platform to hunt with.

Why is this remarkable?

I find Brenton USA an excellent example of finding whitespace and growing in an extremely saturated market.

Photo Credit: EasyExport

2. EasyExport – International Firearm Exports

Up until now, exporting firearms, parts, optics, accessories, and suppressors has been a tedious and risky proposition. EasyExport, founded by compliance and export attorney professional Jeff Grody, makes it easier for firearm manufacturers to tap international markets without the hassle of navigating the complexity of export regulations.

EasyExport enables U.S. sellers and lawful foreign purchasers of firearm products to do business easily and legally online by efficiently solving all the regulatory challenges. EasyExport’s interface allows e-commerce companies to vets and qualify approves oversea purchasers that who then seamlessly connect to sellers’ their websites to shop. After the purchase is complete, EasyExport clears the order for shipment after the purchaser has been approved.

Why is this remarkable?
EasyExport solves a complex problem that allows firearm companies to tap the expanding and lucrative international market. EasyExport is currently in BETA with four customers: ETS, Volquartson, TANDEMKROSS and LaRue Tactical and is set to launch later this fall.

Photo Credit: Warrior Poet Society

3. Warrior Poet Society – Building a Community

John Lovell, former 2nd Battalion Army Ranger started like most YouTubers: reviewing products and providing shooting tips— but over time, John’s purpose turned into a movement—just as he intended.

John’s Warrior Poet code: “Be a protector and lover of people” has attracted over 1 million followers across YouTube, Instagram, and Facebook.

Social media giants and big tech continue to demonetize, throttle back and censor accounts that promote capitalism, the military, 2A values, and faith. Seeing the writing on the wall, John and his team launched the Warrior Poet Society Network (WPSN). The channel features content on firearm and personal defense training, leadership, family, and faith that subscribers can access through the website, app, Roku or Amazon Fire.

Why is this remarkable?

Eventually, YouTube, Google, Twitter, Facebook, and Instagram will pull the plug on 2A content. They are quickly moving this direction already because it’s not a matter of if, but when. (Source: Bearing Arms). Several off-YouTube channels exist like Full30.com and GunStreamer.com, but none has attempted to create a branded community with such a defined purpose. I find this remarkable and refreshing.

Photo Credit: TRACT Optics

4. TRACT Optics – Trailblazing E-commerce

COVID has changed consumer behavior forever, and according to new data, this means consumers are:

Making fewer trips to the store
Shopping more online
Looking for deals more regularly
Aligning with brands that share their values

Source: Valassis

Founded by two former employees of Nikon, TRACT Optics, set out to create high-performance optics without the high-retail markup. TRACT launched its online company back in 2015. TRACT utilizes a direct-to-consumer model that allows them to not only manufacture higher-quality performance-grade optics without high retail markup costs but also to deliver a personalized online brand experience.

E-commerce sales have jumped over 42% from last year because of COVID and continue to increase. (Source: DigitalCommerce360) What we’re seeing is more brands shifting focus to online sales. To some companies surprise, COVID has changed opinions on e-commerce: “Hey, this e-commerce stuff works.”

For example, Daniel Defense launched a full e-commerce website early this year, where customers can order rifles direct. Glock announced last month that it is selling through Guns.com. When brands like DD and Glock make a move like this, you can be sure others are soon to follow. These types of tectonic shifts have the potential to change the entire dealer/distributor model forever.

Why is this remarkable?

There are an estimated 5 million+ new first-time gun owners as of this writing (Source: National Review). And we’re still a few weeks away from the election. 2020 will be the biggest sales year the firearms industry has ever seen. If big brands have forgone e-commerce in the past, you can be sure they’re talking about it now. TRACT was one of the early pioneers to step out of industry norms and trail-blaze what is now quickly becoming the new normal.

Photo Credit: FalconStrike USA

5. FalconStrike – Innovation

For years, reducing recoil has been left to rubber pads and expensive contraptions built into stocks—until now. Martin Gaudet, founder, and inventor of the patented FalconStrike has come up with a way to reduce recoil through hydraulics in a compact and easy-to-install pad. As Baby Boomers and GenXers get older, FalconStrike helps more aging joints and the less stout deal with the punishing effects of recoil. The pad borrows its design from the aerospace industry where Martin’s systems have been used on aircraft and in the space program. This understanding has led to a drastic reduction in recoil energy, push back, muzzle rise, and felt recoil. All of these combined factors give shooters more accuracy, comfort, and more time shooting.

Why is this remarkable?

Recoil is a constant when it comes to shooting. Less of it is always a good thing. A softer, more comfortable shooting experience makes a better time for all when smaller calibers can’t be used.

6. True Velocity – Breaking the Mold

I always thought that if the industry could figure out how to mainstream caseless or rechargeable ammo—that it would set the industry on a course that resembles Star Wars. But for now, we’ll have to settle for True Velocity. True Velocity’s premium composite-cased ammunition made from polymer offers distinct advantages over conventional brass-cased munitions, including drastic weight reduction, heat signature elimination, and significantly improved accuracy. The casings are also 100% recyclable.

Why is this remarkable? For decades ammunition has relied on brass casings, but now there seems to be an alternative. This kind of thinking will continue to push the ammo segments into new territory and give consumers a second option. The round has been reviewed and reported to be just as accurate if not better than its’ brass counterpart. How will this change the future of ammo? Right now, ammo backorders have been rumored to stretch out (for some brands) 2-3 years. Finding new ways to manufacture ammo is a problem that needs to be solved.

Photo Credit: Sig Sauer

7. Sig Sauer – Capitalizing on Customer Journey

One-way to quickly become a top 5 gun manufacturer (outside of winning a lucrative military contract) (Source: Shooting Industry) is through understanding how and when to add products to the customer journey. The thinking is if a customer trusts you for one purchase like a pistol, they will trust you for more, like a rifle, optic, and ammunition. And this is what SIG has done. SIGs’ loyal customer base has allowed the company to expand into electro-optics, ammunition, suppressors, and air guns that provide their customers with a “complete system.”

Why is this remarkable?

Most firearm manufacturers get stuck in creating just one product—however, to expand and grow, it may be necessary to expand your offering into other segments as long as you can maintain your brand focus and profitability.

8. MantisX – In-Home Shooting Practice

MantisX is a revolutionary shooting system that helps shooters improve their shooting precision. It can be used on pistols, rifles or shotguns (or bow)—dry fire or live fire. While attached to a pistol or rifle, MantisX analyzes your shooting mechanics, diagnoses issues, and coaches you on how to improve. With so many new shooters coming into the industry and the scarcity of ammo and firearm instructors, MantisX is a good way to practice shooting fundamentals and stay sharp until you can get back to the range.

Why is this remarkable?

MantisX allows me and other experienced shooters the ability to save on ammo while keeping shooting skills sharp until ammo supplies get restocked. New shooters will also benefit.

In conclusion, as the COVID era runs its course, we’re seeing many brands strengthen their position, launch products in uncertainty and pivot to new online opportunities—domestically and internationally. We have a few more months to go, but I concur… “What a crazy year it’s been!”

What about you? What brands have stood out to you during this time?

Aug 25

How To Set SMART Goals For Your Firearms or Hunting Business

By Joshua Claflin Marketing

Setting goals can sometimes quickly become a cruel lesson in futility. Like New Years’ resolutions—you set goals with great motivation and vigor—only to have your best intentions sidetracked by company requests, family life or other distractions. That is unless you’re a part of the only 8% who keep them.

To stay focused on your initiatives—here are three points to help you organize your thoughts and make a plan to achieving them.

1. Create a Vision

If you were given a 50,000 dollar budget to spend on marketing—what would you do with it? Build a better website? Write more content? Produce more videos? Upgrade your photography? Increase sales by 20% within 9 months? The first step to creating a goal is to figure out what you want. If you don’t know what you want, you don’t know what you need to achieve to get there. What do you really want to create for yourself, your business or your brand? How will this benefit you personally? Don’t be afraid to think big. Take fifteen minutes and document your vision. Take note of the details. Try to incorporate all the different angles into your vision to make it effective. (Source: Forbes)

2. Use the SMART method to set your goals

SMART stands for: Specific, Measurable, Attainable, Realistic and Timely – think of these as the ingredients of success. Here’s what they mean and how to apply them:

Specific: Set real numbers with real deadlines. Don’t say, “I want more website visitors,” or “I want to dominate my category.” Look at your website metrics, sales numbers or anything else you have tracked in the past in the form of visits, leads, sales or customers to establish benchmarks. These metrics work, because they are measurable, and they can be used to understand how they affect your bottom line now and in the future.

Measurable: Make sure that you can track your goals. Don’t hide behind buzzwords like “brand engagement” or “social influence.” If it’s leads, how many leads do you want? Don’t pick something out of thin air, pick something you can measure correctly and track.

Put the right tools in place to measure like Google Analytics or other web tracking software like HotJar, Databox, or HubSpot. You can’t measure what you can’t track.

Attainable: Work toward a goal that is challenging but possible. Don’t try to take over the world in one night. How much time is it going to take? How much budget and resources do you have?

Realistic: Be honest with yourself, because you know what you and your team are capable of. Don’t forget any hurdles you may have to overcome, e.g. competitors, economy, changing regulations, talent, etc.

Timely: Give yourself a deadline. Don’t keep pushing towards a goal you might hit “some day.” How long is it going to take? 6 months, 1 year? Set a realistic timeframe. Give yourself enough time to reach your goal, but not too much that it drags on.

By utilizing the SMART method—your goals are much more attainable and measurable. (Source: Hubspot)

Here’s an example of a SMART goal:
Increase visits by 25% (2,250 per month to 3,000 per month) and make $150K in additional revenue by EOY.

3. Write it down!

According to a study done by Gail Matthews at Dominican University, those who wrote down their goals accomplished significantly more than those who did not write down their goals. Who doesn’t want to accomplish significantly more? If you don’t write it down, it doesn’t exist. We all know that having a plan is one thing, but accomplishing that plan is something different.

Get out a big pad of paper and a sharpie and begin writing down your goals and post them on your wall. That way you can refer to them every day and track progress as you cross them off the list.

As marketers and business owners in the hunting and firearms industry, we are always being pulled in 10 different directions. We’re constantly trying to find ways to keep the train on the track. By establishing the above SMART goals, you can alleviate a lot of stress when you don’t know what you’re supposed to be doing. SMART goals keep you laser-focused and on task. Now that your goals have been set—plan it out and get moving. Don’t forget to celebrate each goal as you achieve it!

Aug 12

These 5 Website Elements Will Make Your Outdoor Business More Money

By Joshua Claflin Outdoor Hunting Shooting Sports

Websites have changed a lot over the years. Websites were once solely used to give information about your company. But now websites are ground zero for businesses trying to grow their brand, generate revenue, attract employees, host content and much more.

However, too many businesses get their website wrong because they hire designers or agencies who aren’t very clear on how to communicate their brand’s message and who can’t optimize their site for maximum efficiency—especially in markets that are ultra-competitive and difficult to stand out in.

If you’re struggling to understand how to make your website more effective and need some help, you might want to pass this article on to your designer, agency or web manager to get things back on track.

1. Clear header

The very first thing your website should do when a visitor lands on your homepage or landing page—within 5 seconds—is tell your visitor what you offer in clear words.

I call this the “grunt test.” A caveman should be able to look at your header and grunt what it is you offer. If your website’s header doesn’t’ pass the grunt test – better go back to the drawing board.

Do it right:
In simple words, say what it is you do in 7 words or less. Add a small description underneath if you need to clarify further.

2. Don’t hide the cash register

To the ladies reading this post, what if a guy walks up to you at a bar and says, “hey, let’s get started!”

Your first response would be, “get started doing what?” Then you’d probably throw a drink in his face.

But how many times have you seen this call to action on a website? Call to actions must be crystal clear to be understood. Examples of a clear call to action:

Buy Now
Schedule a Call
Book an Appointment
Check Out

By not having a clear CTA on your website — you’re hiding the cash register. If people don’t know how to buy from you, how can you expect to make any money?

Do it right: “Don’t make me think” is an old mantra from 2003 on web design that is still applicable today. You must tell your prospects what you want them to do. Your call to action should be an up or down answer—that they either accept or reject.

3. How will you help your customer be successful?

Value propositions can sometimes be confusing to understand. A value prop can be simply understood by asking yourself this question: What do I offer that will make my customer successful? Or asked another way: What are the 3-4 reasons my customer should do business with me? I get this question all the time because even in marketing—I also have my own set of competitors to deal with. Value propositions should also explain why your product or service works better than your competitors.

Do it right: Failing not to list the added benefits (or value) to your prospects/customers will make your website less effective.

4. What are the stakes?

On your website, tell your prospects what is at stake if they don’t work with you. You have to show them the future if they don’t act now to get their problem resolved. This can be as simple as writing a before or after or a with or without statement.

Do it right: Show your customers what the future will look like if they work with you.

5. Give your prospect a plan

This section of your website should outline in 3-4 steps how to buy from you. This may seem counterintuitive but you need to explain it. The plan will help decrease the friction points and help them overcome any hesitancies they may have.

Do it right: Like stepping stones in a river, show your prospect how to get to the other side.

To sum up, make sure your header clearly tells what you do and passes the grunt test, add a clear call to action (no wishy-washy get started stuff) how you will help your customer achieve success, the stakes involved if they don’t work with you and the steps needed to get started. By adding these elements in your business, you will see an uptick in revenue.

CLEAR MESSAGING TASKLIST

Is your brand getting noticed?
How much is unclear messaging costing you? The following tasklist will help you (the business leader, director or executive) in the outdoor, hunting, adventure or shooting sports industry determine if your message is clear. It will help you and your team think about how to make your customer “the hero,” and position your brand as the “the guide” that will revolutionize your marketing.

What you get:

Introduction to a 7-part framework to clarify your message
Know what to say and what order to say it in
Give your team a messaging process that can be implemented across all your marketing materials

DOWNLOAD TASK LIST

May 29

POMA RISE: Virtual One-Day Industry Marketing Event

By Joshua Claflin Press Release

The Professional Outdoor Media Association (POMA) is hosting a virtual one-day event on June 10th from 10:00 AM – 5:00 PM that will feature industry marketing leaders from Sig Sauer, Polaris, Black Rifle Coffee Co., Source Defense and Garrison Everest.

POMA RISE (Realistic Improvements, Simple Executions) brings a host of innovative business leaders together to help you kick start growth. Each speaker will deliver both inspirational and creative views on how brands can move forward, as well as three solid tactical recommendations for how organizations can not only survive, but thrive, in the post-Great Lockdown landscape.

These speakers are at the top of their game, spanning specialties in digital marketing, social media, e-commerce, content marketing, traditional marketing and beyond.

Speakers:

Jason Wright – VP of Marketing, Sig Sauer
Gray Rentz – Director, Polaris
Josh Claflin – President, Founder, Garrison Everest
Baker Leavitt – Founder, Digital Mongoose/BRCC
Mark Harper – President and CMO, We Are the Mighty
Chuck Rossi – Cofounder, Open Source Defense

Apr 28

2020 Vision Seminar: Outdoor Marketing in a New Era

By Joshua Claflin Press Release, Events

GoWild and Garrison Everest are hosting a free seminar for hunting and shooting brands to provide thought starters and marketing tactics in the post Great Lockdown era.

“Budgets may be frozen but it doesn’t mean we can’t move forward as an industry,” said GoWild Cofounder, CEO, Brad Luttrell. “This isn’t about predicting the future, it’s about relaying thought-starters and actionable tactics brands can consider or execute in the short term without big budgets.”

The event, “2020 Vision,” is a free hour-long seminar hosted online. The no-strings attached presentation will deliver two mini-presentations. The first, from GoWild, highlights changing consumer behaviors. Next Garrison Everest’s President and Founder, Joshua Claflin, will present tactics for marketers and sales teams. The event concludes with a town hall Q&A among attendees.

“COVID-19 could change the gun control debate for a generation, and permanently shift how people shop for shooting and hunting gear,” said Claflin. “There is a rapidly evolving new customer segment, as people who’ve never owned a gun or have sided with the anti-gun crowd are crossing lines. Reaching these customers is going to take shifts in messaging, tactics and marketing strategy.”

Brands interested in attending the free event can visit our landing page. All companies in attendance will receive a complimentary copy of GoWild’s 2019 Hunter Study, a $99 value.

This event is being limited to 25 companies.

Apr 22

3 Things Firearm Brands Need To Do Now In The Era of COVID-19

By Joshua Claflin Firearms and Hunting

Business owners and marketers must always try to stay out in front of market trends. Like you, I’ve been unable to understand the full effects of the COVID-19 pandemic on our industry. I have only been able to guess what seven months from now will look like. We’ve all witnessed the cancellation of major conferences (NRA) and are watching—in amazement—gun and ammo sales break records. Not to mention a record number of NICS checks, spiking website traffic and search trends.

Hornady spokesman Neal Emery described the demand spike “as the most significant and most rapid the company has ever seen,” saying that it is beyond the scope of what anyone could plan for. (Source: Shooting Illustrated)

So with this in mind, I want to ask the question to you (that I have also asked myself): What are you doing to make the most of the flood of new gun owners into our industry? People who’ve never owned a gun or who have sided with the anti-gun crowd are crossing lines. Thanks to the NSSF, the government has designated gun shops as essential businesses. And according to Trevor Burrus of the Washington Examiner, COVID-19 could change the gun control debate for a generation.

In the following are three action items that will help you make the most of this unique time in our industry’s history.

1. Clarify Your Message for Beginners

Smith and Wesson’s Website

When new gun owners land on your website—can you say that your message is simple to understand? For a long time, the industry has been talking in an echo chamber. If you’ve been around guns for a long time, you know the difference between a slide and muzzle—but for new owners, they most likely do not. Nor will they understand how your particular brand of firearm will help them feel secure, safe, and prepared over your competition.

Smith and Wesson’s website is a perfect example. Don’t use industry jargon or jumbled home pages that confuse new owners.

Mossberg has the right idea. They have a video that pops up on load that shows how their MC2 Compact helps you feel protected.

Action Item: Create a clear welcoming website header like:

- Compact 9MM Pistol for Self Defense.
- The Best AR15 to Defend your Home.
- Dependable Mags for your Glock 43
- Elite Performance Ammo in Stock.

Yes, these are not creative, brilliant or clever—and for a reason. When you have people panic buying, simple, clear language will help you increase sales. The brain is attracted to clarity, especially when it is distracted with other things like buying toilet paper.

And don’t forget to follow up with a call to action like BUY NOW!

2. Create Educational Content and a Sales Funnel

Most brands have bypassed creating content over the years for other forms of advertising—but those who’ve been creating helpful content in the way of videos and blogs will have a significant advantage over brands who haven’t in the months (and perhaps years) to come. I’ll point out Mossberg again, who has been conducting content marketing since 2014. They are using their content to educate new consumers. In the process, they are on boarding a whole new generation of Mossberg owners because Mossberg is guiding them. People have a whole lot of time on their hands right now to learn about guns.

“As we are a privately-owned company, we don’t release sales numbers, but I can state that we cannot build enough guns currently to fulfill those orders,” Mossberg spokesperson Linda Powell said. “This rush feels similar to past responses to crisis, though it has ramped up at a more rapid pace.”

She said tactical and personal defense firearms are most in demand, notably the 590 Shockwave, 590M Mag-Fed and standard 590/590A1 shotguns. (Source: Shooting Illustrated)

Sig is also addressing new owners with this blog post.

Sig Sauer addressing new customer questions.

Action Item: Create helpful content in the form of a video or blog to help new gu owners learn about firearms and how to use them safely. Then utilize email automation to stay top-of-mind to onboard them to your brand—and when your products are back in stock. Your email should move your prospective buyer through a sales funnel to instigate purchase.

3. Demo Your Products over Zoom?

With so many people getting familiar with Zoom—why not present your products virtually? This is your chance to introduce new customers and gun owners to your brand, products, features, how to be safe, how to store, and where to buy.

By putting a human face to your brand, you can knock down some stigmas and present your brand and our industry in a positive light.

Action Item: Launch live product demos on Zoom to new gun owners.

In conclusion, the time is now to think creatively and get busy. When you look back at this time, will you be able to say you made the most of it, or will you allow it to pass you by?

If you are looking for guidance on how to get started, please contact us for a free website and marketing assessment.

CLEAR MESSAGING TASKLIST

What you get:

Introduction to a 7-part framework to clarify your message
Know what to say and what order to say it in
Give your team a messaging process that can be implemented across all your marketing materials

DOWNLOAD TASK LIST

Feb 24

2020 Trends Affecting The Outdoor, Hunting And Shooting Sports Industry Marketing

7 Trends That Will Affect Outdoor, Hunting and Shooting Sports Marketing in 2020

By Joshua Claflin Firearms and Hunting

What does the next year hold for outdoor, hunting, and shooting sports marketing?

Last year was a rollercoaster of boom and bust, the proliferation of eCommerce, social media restrictions, the “big” arrival of influencer marketing, NRA shenanigans, virtue signaling, anti-gun democrat presidential come and gos, distributor bankruptcies, CEO shakeups, and big box retail changes.

In this post, I consider a few trends that I think will change the trajectories for marketers and business owners in the outdoor, hunting, shooting sports and defense industries. Here’s what to expect:

Millennials Are Now
Field to Fork Movement Continues to Grow
Retailers Have to Play Marketing Catch Up
Going International
The Industry’s Answer to Facebook?
Have More Fun with Your Marketing
Instagram Influencer Restrictions?

1. Millennials Are Now

For years, economists and marketers have been getting everyone in a tizzy about the Millenials. “The Millenials are coming!” – well, they’re here. Millennials now represent (People born between 1982 and 2000 or 18-34-year-olds) 30% of retail sales in the U.S., which amount to 1.4 trillion in spending and half the workforce. (Source: Adobe CMO).

Photo credit: www.iwla.org

Despite the headlines that speak doom and gloom about declining hunting numbers—mostly due to millennial behaviors—I believe there is a silver lining. As marketers and business owners, the focus needs to change to a more explicit message about the value propositions of our sport to engage this generation and their underlying natural love for experiencing the outdoors.

To make my point, here are a few stats

78% percent of Millennials would choose to spend money on a desirable experience over buying something desirable
They incredibly engaged with content and over 38% consider themselves content creators
Millennials spend more time outside and money than the average outdoor consumer (Source: oi.org)

The hunting and shooting industry is the epitome of experience and one that is very enjoyable. The trick is attracting and getting these people to experience what it feels like to hear the forest come alive at sunrise, the joy of seeing wildlife in their natural environment, the adrenaline rush of putting a buck in your sights, and the health benefits of fresh organic meat.

“We need to be recruiting in a different way than we have for the last 40 years,” said Brian Lynn, vice president of marketing and communications for the Sportsmen’s Alliance, a national hunting advocacy group. “The overall trend is down from 15 million to 11 million or so. There’s a whole bunch of little things going on. Millennials, it’s not that they’re not hunting or don’t have an interest. We actually see a lot of interest, especially in the locavore movements, field-to-table, field-to-fork-type movements — people wanting to know where their food comes from. The bigger issue is urbanization — people living in big cities, disconnected from their food.” (Source: Denver Post)

I am optimistic that hunting will make a come back through the efforts of R3 (Recruit, Reengage and Reactivation), private landowner participation and brands focusing their content on beginners and people outside of the general hunting stereotype. Below is a graph of search engine trends on searches for “how to hunt deer,” “deer license” and “hunt deer” that point to an increased interest on Google since 2004.

I think (as we all know), once you get someone into hunting or fishing it gets in their blood and they become hooked for life (pun intended). I think there is something intrinsically wired in us for it—more people need to feel it.

“Earthy crunchy aligns very well with deer hunting,” Charles Evans, 29, who works in hunter recruitment for the Georgia Wildlife Federation, told The Wall Street Journal.

I took a new friend who’s a Millennial to shoot sporting clays last week, and he loved it. We’re making plans for a second shoot next week. R3 efforts work.

2. Field-to-Fork Movement Continues to Grow

I was talking to Kevin Orthman, president of POMA the other day who shared with me (and on LinkedIn) that the media group Chernin Group invested another 50 million (Source: Axios) in Netflix’s MeatEater series. This is interesting on several fronts because any significance in Field-to-Fork paid programming is significant to our efforts.

Photo credit: Meateater

The question is, can the hunting and outdoor companies bridge the gap between the left-leaning half of the outdoor industry with the more conservative hunting side of the industry. Does this even matter? “The Meat Eater brand and content rally cuts across the whole country,” says Mike Kerns, President of Digital at The Chernin Group. “The podcast performance for the brand is actually strongest in big DMAs like the Bay Area, Southern California, the Northwest as well as MidWest.”

Be on the lookout for more nature-oriented modern outdoor/hunting brands to emerge. I pointed this trend out in 2018, and it looks like it’s continuing to gain steam.

3. Retailers Have to Play Marketing Catchup

Retail environments (in and out of the industry) continue to struggle while eCommerce continues to grow. A few brands have adopted eCommerce over the last year, one in particular, Daniel Defense, who now sells direct with funding options. This trend will affect dealers and with more disruption to distributors on the horizon (see new Dealer Pro Kelly Brand App), things are definitely changing at the retail level.

NSSF continues to encourage retailers to add ranges, training classes and create a buying experience. Retailers have forgotten how to market effectively due to the boom years of Obama and are having to play catch up.

Customer Experience
Customer experience at the retail (and manufacturer level) needs to be placed under marketing. Customer service can no longer be a silo that just takes support calls, it must be integrated within sales and marketing. HubSpot calls this the flywheel. Retailers and brands must get better at instigating referrals (word of mouth) not only within our personal networks but also activating and incentivizing our customers. Retailers must also begin taking a closer look at their web presence to remain competitive in their local markets. See Centennial Gun Club for a good example on how to accomplish this.

4. Going International

President Donald Trump’s administration successfully completed the long-promised modernization of the export control regulations that began more than eight years ago under the prior administration, but which was never completed due to domestic gun control reasons. (Source: NSSF) What this means is that it will be easier for manufacturers to export products.

For starters,

The new rules eliminate the $2,256 registration fee.
The new rules transfer the licensing responsibilities to the Commerce Department, which means an optic, magazine or stock won’t be under the same scrutiny as a nuclear weapon or surface to air missile.
It also means foreign buyers can get their U.S. made products faster
Manufacturers don’t have to register with the Directorate of Defense Trade Controls per ITAR. This will help smaller manufacturers
You don’t need Congress’ approval to sell 1 Million dollars in contracts

Source: Ryan Cleckner

Overall, this lessens the burdens on manufacturers to compete in the global marketplace. This can add significant top line revenue to your company’s bottom line.

Hint: Look for an announcement next week (3/2/2020) on how you can take advantage of this immense global opportunity!

5. GoWild! – The Industry’s Answer to Facebook?

When GoWild started two years ago the vision was to create a place for outdoor enthusiasts to share their adventures and hunts without being banned or shamed by Facebook. Several other companies have attempted to create a platform and failed, but now GoWild is emerging as a company who is making great gains in giving the outdoor community a place on the internet to call home. This is exciting for marketers on several fronts.

Engaged audience
Social commerce
Data and tracking for ROI

If you follow the burgeoning ROI stats of Facebook, like you, I am itching—sometimes screaming—to get a piece of this for our clients. GoWild continues to grow by attracting investment dollars along with integrations from the likes of Garmin. I’m excited to see how this platform evolves over the coming year and am looking forward to how GoWild can be used to gain awareness for companies that create quality products.

6. Have More Fun in Your Marketing!

There were several great campaigns launched this past year that I think deserve mentioning.

Walther’s “Try Before You Buy” was a great way to differentiate and shakeup the gun buying process that tried to mimic popular subscription models.

Leupold’s “Find a Pair” was also a fresh marketing idea. Leupold tied their new sunglasses launch to social media and partnered with their influencers to create a game of hide and seek to raise awareness.

I hope to see more (and do) campaigns like this.

7. Instagram Influencer Restrictions

In December, Facebook launched Brand Collabs for Instagram — their attempt to tap the burgeoning billion-dollar influencer marketing industry. If the tool takes off, Instagram could become the go-to for all things influencer marketing. They will use their new product to enforce their “no weapons” advertising policy. According to their announcement last month:

“Our advertising policies have long prohibited the advertisement of these products (firearms), and we will begin enforcement on this in the coming weeks.”

Speaking with training instructor and influencer Ian Strimbeck of Runennation, “As someone that’s been in the industry for almost 10 years I can tell you it wasn’t a matter of if they’d start restricting firearm branded content, but when.”

In my opinion, brands should continue their influencer campaigns for as long as possible. Announcements like this create more confusion than clarity. Instagram nor the Federal Trade Commission requires influencers to tag the companies they’re working with—only to state a declaration that the influencer is a paid spokesperson.

The FTC works to stop deceptive ads, and its Endorsement Guidelines go into detail about how advertisers and endorsers can stay on the right side of the law.

“If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (“material connection”) with the brand. A “material connection” to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services.”

Make certain your influencers know about these rules and disclosures and check with an attorney who knows the firearm industry.

Looking forward, the next year looks interesting as more and more solutions to problems of advertising, community, and lifestyle are getting answered. With Trump’s reelection guaranteed in the Fall, the industry can continue to focus on innovation, getting back to normal (whatever that is), and growing our industry.

What about you? What trends do you think will affect outdoor marketing in our industry this year? Please comment below.

Dec 15

How to Track Your Outdoor Influencer Marketing Campaign

By Joshua Claflin Influencer Marketing

According to a recent survey, 38% of marketers say they are unable to tell whether influencer activity drives sales while 86% are unsure how influencers calculate their fees.

However, with a little strategy and an investment in influencer marketing software—you can negotiate influencer rates more accurately, track your efforts, save time and prove your campaign’s success.

It is estimated that businesses can generate an average of $6.50 for every $1 spent on influencer marketing (Source: Tomson).

As influencer marketing picks up steam (59% of marketers are planning to increase their influencer marketing budgets over the next 12 months, Source: Tomson), new tracking tools like Upfluence, Famebit, Traackr, Mavcrk and others are starting to become more affordable—allowing you as a business owner or marketer in the outdoor industry to track your influencer marketing efforts more efficiently. These programs help you:

Save time
Find and choose the right influencers
Identify fake accounts
Negotiate contracts
Track results
Pay Influencers

According to Obviously, it takes 71 hours to work with just 15 influencers. So the need for tools that help you save time can be beneficial.

Determine Goals

When starting influencer marketing, you must begin with a SMART goal. Goals should be divided into Reach, Impressions, and Engagement.

Sample influencer marketing goal:
(Reach) 2 million prospects to build awareness of my product that drives 1.3 million (impressions) and 500K likes/views (engagement) that increases revenue 20% in 3 months.

Whatever you’re trying to accomplish, make sure to communicate those goals clearly to the influencer. Below is a breakdown of each.

1. Reach determines the potential audience size you can attain. This is easily calculated by adding up all the followers and subscribers of your influencer’s network across Instagram, YouTube, Facebook, Twitter, and Pinterest as well as a monthly blog or website visits. To get a sizeable reach—choose influencers with larger networks where 60%+ of their audience engages with their content regularly.

2. Impressions determine how many of those people reached actually saw the influencer’s post. You can reach a large audience—but if you can’t access them, low impressions may signal fake followers or low engagement.

3. Engagement involves action. Action is a click, share, view or like. This is the metric you’ll want to track closely as this indicates how effective your influencer is in getting their audience to notice your product and take action.

There are other ways to track the ROI of your influencer marketing

Tracking links and coupon codes, like affiliate marketing, can be used to track sales via your online shopping cart. Make sure to use systems that allow transparency so your influencers can log in and see the deals they’ve generated. Modern online shopping carts like Shopify, Volusion, and WordPress have affiliate tracking functionality built-in.

Website Traffic is also a good indication of your influencer marketing efforts. We utilize Databox as a way to combine all our metrics into one dashboard to report on our efforts.

One of the most significant outcomes of influencer marketing is the content that is generated from your campaign. If blogs are created on an authoritative influencer’s website—then those links will boost your SEO efforts if linked accordingly. Photos, videos, and imagery can be negotiated as part of the contract and reused in your brand’s social media feed or in email campaigns to create consistency in your messaging.

Social listening tools also allow you see what is being said about your product—negative or positive—so you can make any adjustments and nip any terrible customers experiences in the bud before prospective customers see them.

An influencer marketing campaign is one of the best marketing moves your brand can make and can net you over 11 times the ROI of banner ads and PPC when done correctly. However, as with all strategies, you’ll get the best results by tracking progress and adjusting as needed, which means applying the same data-driven mentality as you would to any other strategy (Source: Forbes)

Nov 06

What is the Future of Firearms Advertising?

By Joshua Claflin Firearms Marketing

The onslaught against the firearms industry has never in history been more fervent. Lawsuits are emerging at a disconcerting rate across the U.S., and as a marketer in the firearms industry tasked with advising clients on marketing advice I had to ask the question:

What is the future of advertising in the firearms industry?

In this article, I want to share five thoughts that will help you—the firearm marketer or business owner—think through your future advertising efforts to help you navigate and defend against the onslaught of our adversaries’ misunderstanding and the litigious efforts to destroy our industry and the good people in it.

1. What makes advertising effective?

Any piece of advertising (print, tv, radio, digital or otherwise) attempts to let others know about how a product or service can help them survive or thrive. If you are advertising a shoe’s new cushioning system that softens your foot strike or a pillow that enables you to sleep better, copywriters will typically use the following framework:

Identify the customers’ problem
Offer your product as the solution
Show how your product solves the problem
Show empathy and authority (why they should listen to you)
Explain the consequences and successes of using your product
Call them to action: Buy Now, Subscribe or Sign up

The above framework can be identified in almost every effective advertisement in the world. And yes, it does work when done correctly. Next time the MyPillow commercial on T.V. interrupts you, see if you can follow the above narrative.

Advertising a firearm is no different than advertising a Toyota, Dr. Pepper, iPhone, or a pair of Nikes. Advertising seeks to inform potential buyers of a product’s functions and features that moves a buyer towards purchasing your product. By aligning your product’s brand attributes with that buyer’s worldview, you increase the odds of the purchase. We call this the customer transformation. Include an eye-catching image, a call to action along with a sizable media buy, and you’ve got the makings of an effective campaign.

2. But now we’re at risk.

If you’re a firearm brand that places an ad and your product is used in a shooting—even though the Protection of Lawful Commerce in Arms Act protects you—you could become the target of a potential lawsuit.

Photo credit: Remington

The Bushmaster ad being used against Remington Outdoor Co. in the Newtown shootings is now waiting to be heard by the U.S. Supreme Court. If the Supreme Court sides with the plaintiffs and allows the case to proceed, the case would go back to the Connecticut State Supreme Court to determine the merits. That could give the plaintiffs access to Remington’s internal marketing documents during the discovery process. (Source: WSJ)

UPDATE: November 15, 2019
U.S. Supreme Court denied Remington’s petition for review of the state supreme court decision. This means the plaintiffs may be able to gain access to Remington’s marketing materials through the Connecticut court.

According to Joshua Koskoff, a lawyer for the plaintiffs, “the families lawsuit is intended to shed light on Remington’s calculated and profit-driven strategy to expand the AR-15 market and court high-risk users, all at the expense American’s safety.”

A ruling in favor of the plaintiffs will adversely affect the firearms industry and potentially set a precedence and open up every other industry to litigation. For example, if your tire falls off while you’re speeding and kills five people, those families could sue the tire company because the tire company’s ad told you that you were the kind of driver who likes to drive fast.

Photo credit: Bridgestone

That’s why you need to understand how to protect your company’s brand from these frivolous lawsuits.

Take action

ATTEND THIS WEBINAR: Marketing Practices Liability in the Firearms Industry
Orchid Advisors and Williams Mullen are sponsoring a Free Webinar Tuesday, November 12, 2019 at 2:00 EST

Topics will include

- A review of the PLCAA, the Connecticut case, and the theory of potential liability.
- The severity of risk should an industry member get sued for criminal misuse of products.
- Best practices for monitoring and policing marketing strategies.
- Additional steps industry members should take to reduce risk.

3. Virtue signaling

More and more companies whose CEOs worldview align with anti-gun sentiment and those who disagree with certain products and political positions are steering their ships in the direction of what is called “virtue signaling.”

Virtue signaling looks like this:

I don’t like your product
Not liking your product can help strengthen my brand
We should come out publicly against your product
Taking a position against your product will ‘hopefully’ breath new life into my diminishing brand

We’ve seen this with Dick’s Sporting Goods and WalMart. You also might recall the Nike ad that featured Colin Kapernick as a way to strengthen Nike’s brand with its’ urban audience.

Photo credit: Nike

Shopify removed firearm dealers and manufacturers from using its platform last year. Due to the pressure of financial institutions and gun control groups, we can expect more virtue signaling in the years to come.

Take action

Manufacturers and dealers need to create open-source websites and avoid getting caught up in virtue signaling platforms and software companies who are against firearms. i.e. SalesForce. Make sure you know where your intended solution provider stands on the 2nd Amendment.

4. Social media and the ensuing increase in gun ownership

Facebook, Google, YouTube and Instagram make no secret that they are against the firearms industry. The latest bans and advertising restrictions implemented by the largest social media networks make it very difficult for the firearms industry to advertise their products—and from experience seem to be getting worse.

These restrictions are just another way they are shaming the firearms industry out of the public square of debate. However, this isn’t about debate anymore—this is blatant censorship. As customer behavior changes, firearm brands need to look for other strategies to help grow their businesses.

Word-of-mouth (WOM) marketing programs, though once hard to instigate, can now be developed at scale without the use of certain software platforms. Mark Schaefer, a marketing expert and author who spoke at this year’s NSSF CMO summit about the coming “Marketing Rebellion,” talks a lot about people not wanting to be sold—but to be helped because advertising is losing its effectiveness. I tend to agree with him if you’re trying to market toothpaste or car insurance—but not firearms, which is an enthusiast and hobby sport. As a law-abiding gun enthusiast, I enjoy looking at ads in Guns and Ammo and so do other law-abiding gun enthusiasts.

As violent crime rates increase and would-be presidential contenders like Francis Beto O’Rourke and others tout gun confiscation, people will—by instinct—seek ways to defend themselves. This is one of the reasons the women segment is outpacing any other segment in the industry. They will make their decisions on what their friends and family recommend and only use Facebook and Google to reinforce their intended purchase, which I believe contributes minimally to the buyers’ lifecycle when it comes to purchasing firearms. Last month’s record setting background checks underscores this trend.

Take action

Brands building social media groups and followers on third-party platforms are at risk of losing precious marketing capital. Utilize multiple social media platforms as well as pro-gun and pro-hunting platforms like Powderhook and GoWild. Build great products, utilize your email marketing, SEO/voice and bolster your customer service programs to build word-of-mouth.

5. God, America, Guns, Masculinity, and Trump

Another front on our industry is how advertising restrictions are tied to the #metoo movement, masculinity, and those who support President Trump. Every marketer knows that riding trends can help push a brand message further. Gun industry opponents are utilizing the current culture war to amplify their messages. This is why you see a united attack on Christians, law enforcement, guns, hunters, men, and President Trump. The opposition makes no effort to hide it.

It will be up to marketing professionals to communicate a message of respect, strength, resolve and defense along with our product’s innovations that stands resolute in the face of these blatant attacks and censorship.

Take action

Review your advertising with firearm legal professionals to mitigate the risks of your advertising.

So, what is the future of firearm advertising?

Regardless of the outcome of the Remington case—firearm advertising, which once required little to no legal involvement will now pressure prudent marketers to add a legal review in their timelines. Some won’t comply, and that is their right. However, with the culture war reaching new heights, fake news, the division in our country getting deeper, and the disregard of the United States Constitution—it’s better to be safe than sorry.

What are your thoughts on the future of firearm advertising? Please comment below.

Oct 18

How to Write Story Into Your Outdoor Marketing

By Joshua Claflin Outdoor Hunting Shooting Sports

Breaking through the marketplace clutter in the outdoor, hunting, adventure and shooting sports marketplace is really difficult—sometimes impossible for companies with smaller budgets. The imagery is getting better. The copy is more persuasive. The products are more durable and it seems like every brand claims the same thing:

We Make the World’s_____.
We’re the Superior ______.
We’re #1 in _____.
The Worlds’ Most_____.
The Ultimate _____.

Does the above list sound familiar?

There’s nothing wrong with claiming to be the best—if you’re a brand who really is the market leader—you earned it. But for brands less well known, making such claims can be down-right dishonest. The truth is, if you’re a relative unknown brand making the claim that you’re “the best,” you’re wasting money on marketing and your customers don’t believe you anyway. False claims have caused a backlash in other industries as well as our own.

People have great distrust in brands (and companies) these days (Source: Forbes). It’s been documented that your prospective customers will check out 11 pieces (social media, reviews, blogs, websites, ads, forum review and articles) of content before deciding to hand over their hard-earned money because they are afraid of being cheated or taken of advantage of. When was the last time you bought something for first time over $50 without doing any research online?

To combat this “me-too,” and “I’m the best” mentality, marketers and business owners in the outdoor, hunting and shooting sports need to find other ways to get their customer’s attention and break out in the marketplace—and the #1 way to effectively accomplish this is by putting in the time to think through their messaging—a good way to do this is through the power of story.

Story has been around since creation. Story has been hard-wired into our brain as a sense-making device. It helps us understand our environment, situations and how to achieve our goals. Stories engage our imaginations and hold our attention for hours on end. Think about the last great movie you saw. Movies like Jason Bourne, Days of Thunder, Star Wars and Saving Private Ryan are all incredibly captivating.

The same methods used in the movies can also apply to your rifle, ammo, optic, safe, retail store, camo, mags, gun range, guide service or firearm instructor business etc.

In the following, I’m going to explain how to write story into your marketing, make your customer the hero and stand out in the marketplace to attract more customers. This process if called StoryBrand™.

1. A Character

Make your customer the hero, not your brand.

Every great story starts with a hero. The hero in your business is your customer. As humans, we all want to become something better: better hunters, better shooters, more fit, smarter and more wealthy. We also have personality and character traits like age, income, values, beliefs and interests. Define your customer as the hero in your ads, emails, website copy, and sales letter. Once you start defining what your customer wants, they start paying attention.

Q: How can you make your customer the hero?

Brands that participate in the transformation of their customers win in the marketplace. (Source: StoryBrand)

2. Has a Problem

Every hero in every story has a problem that must be solved. Without a problem to be addressed (a bomb to diffuse, a girl to rescue or a disaster to prevent) the story would fall flat and you lose your audience’s interest. It’s up to you to identify what the problem is and how the hero will overcome this problem.

Q: What problem does your product or service solve?

A story gets interesting when the conflict is defined. (Source: StoryBrand)

3. Meets a Guide Who Understands Them

No hero can solve the problem on their own. They can try, but it won’t be as successful nor as exciting. Luke Skywalker had Yoda (and Ben Kenobi), Cole Trickle had Harry Hogge, and Neo had Morpheus.

This is how your brand plays the guide:

First, you must show Empathy. Empathy means to relate. How can you empathize with your customer’s problem?
Second is Authority. Heroes look to guides who have gone before them. If you haven’t gone where your customer wants to go, how can you be the guide? How have you solved the same problem your customer is trying to solve? This must be communicated clearly to establish trust.

Never position yourself as the hero in your brand’s story. (Source: StoryBrand)

4. Who gives them a Plan

At this point in the story, your customers find themselves at risk. This is the point where most customers will bounce off your website or find themselves confused about what you offer. The purpose of giving them a plan is to break down the steps on what it takes to work with or buy from you. The plan eases any friction points in the buying process and helps your customer move forward.

Q: What are the steps your customer must take to work with you?

A plan alleviates confusion or hesitancy about the next step. (Source: StoryBrand)

5. And Calls them to Action

No story can proceed until the hero is called to action. Your customer will not take action unless they are challenged. You must call them to do something.

Buy Now
Schedule A Call
Sign Up
Find A Dealer

are all clear call to actions. This language must be repeated over and over again to make it clear what it is you want your customer to do.

Q: Do you have a clear call to action on your website?

If we don’t have the confidence to ask people to buy from us, they assume our product won’t solve their problem. (Source: StoryBrand)

6. That Helps Them Avoid Failure

Two forces motivate people: avoiding failure and experiencing success. Every human being is trying to avoid a tragic ending. Your customer must know how you will help them be successful.

Q: How will your product or service help your customer avoid failure.

Human beings are sometimes more motivated to avoid a loss than achieve gain. (Source: StoryBrand)

7. Or Ends in Success

As the guide, you must cast the vision of what success looks like if your customer uses your product or services.

Communicate through words and images that your product or service solves your customers’ problems. (Source: StoryBrand)

By understanding these seven principles, you will be able to

Stop wasting money on ineffective marketing
Get and keep your customers attention
Cut through the marketplace clutter of me-too products
Attract more customers

By taking the time to clarify your message and figure out these aspects of your story, you will be able to transform your marketing, attract new customers and stand out in the crowded marketplace.

If you’d like to check out the book StoryBrand or learn more about the process yourself you can:

You can also schedule a call with me, and get a clear plan on how to clarify your message and grow your business.

CLEAR MESSAGING TASKLIST

What you get:

Introduction to a 7-part framework to clarify your message
Know what to say and what order to say it in
Give your team a messaging process that can be implemented across all your marketing materials

DOWNLOAD TASK LIST

Sep 06

Outdoor Wire: Garrison Everest now offering certified StoryBrand messaging services

By Joshua Claflin Outdoor, Firearms Marketing

Nashville, Tennessee — Standing out in the competitive outdoor, shooting sports and defense marketplace can be difficult—if not impossible. Everyone says and does the same things that hinder the best products and services from reaching their potential. And with more distractions from smartphones, emails and advertisements, having a clear and concise message is more important than ever.

Garrison Everest is pleased to announce its StoryBrand certification and that it is now offering this proven framework to the outdoor and firearms industry. The StoryBrand framework is based on New York Times best-selling author Donald Miller’s Building a StoryBrand, Clarify Your Message so Customers will Listen. Its framework is built around the power of storytelling that is applied to marketing to help brands communicate more clearly in the age of distraction. StoryBrand helps outdoor, firearms and defense brands do the following:

Answer the seven universal story points all humans respond to
Understand the real reason customers make purchases
Learn to simplify a brand message so people understand and act on it
Learn to create the most effective messaging for websites, advertising, email and social media

Thousands of businesses have trusted StoryBrand to help them clarify their message, revolutionize their marketing, and grow their businesses. It has been used in major motion pictures, award-winning websites and ad campaigns.

“I see many brands not communicating clearly as I look across the industry. Confusing messaging is stymieing their growth and perhaps the growth of our industry. StoryBrand helps you clarify your message so customers will listen,” says Josh Claflin, president of Garrison Everest.

About Garrison Everest

Do you struggle to stand out in the marketplace? Whether you’re just starting out or looking to take your product or service to the next level, get the guidance, expertise and assurance you need to maximize your marketing dollars, rise above the marketplace noise and beat your competition. Garrison Everest offers several marketing solutions to help you stand out, attract new customers and grow your business. Schedule a call at www.garrisoneverest.com

About StoryBrand

StoryBrand helps brands clarify their message so that customers listen. The StoryBrand framework, which is trusted by over 10,000 organizations, will help you confidently create websites and emails that actually work, without spending a fortune on marketing that doesn’t. Learn more at www.storybrand.com

Garrison Everest is offering a Webinar: How to Stand Out In the Marketplace with StoryBrand on Tuesday, September 10, 2019 at 1PM (Central Time Zone). Seats are limited and will fill up fast. Save your seat at: https://www.garrisoneverest.com/storybrand-webinar

CLEAR MESSAGING TASKLIST

How much is unclear messaging costing you?
The following tasklist will help you (the business leader, director or executive) in the outdoor, hunting, adventure or shooting sports industry determine if your message is clear. It will help you and your team think about how to make your customer “the hero,” and position your brand as the “the guide” that will revolutionize your marketing.

Outcomes:

Introduction to a 7-part framework to clarify your message
Know what to say and what order to say it in
Give your team a messaging process that can be implemented across all your marketing materials

GET MESSAGING TASK LIST

Joshua Claflin

1. They Didn’t Have a Real Interest in Your Products

2. You Haven’t Built Up Enough Credibility

3. Your Sales Funnel Isn’t Set Up Correctly

4. Use the Right Sales Funnel Software

1. Brand purpose

2. Customer focused

3. Be S.M.A.R.T.

4. Measurable

5. Nurture and deliver qualified leads/sales

CLEAR MESSAGING TASKLIST

CLEAR MESSAGING TASKLIST

1. Millennials Are Now

2. Field-to-Fork Movement Continues to Grow

3. Retailers Have to Play Marketing Catchup

4. Going International

5. GoWild! – The Industry’s Answer to Facebook?

6. Have More Fun in Your Marketing!

7. Instagram Influencer Restrictions

1. What makes advertising effective?

2. But now we’re at risk.

3. Virtue signaling

4. Social media and the ensuing increase in gun ownership

5. God, America, Guns, Masculinity, and Trump

So, what is the future of firearm advertising?

1. A Character

2. Has a Problem

3. Meets a Guide Who Understands Them

4. Who gives them a Plan

5. And Calls them to Action

6. That Helps Them Avoid Failure

7. Or Ends in Success

CLEAR MESSAGING TASKLIST

CLEAR MESSAGING TASKLIST

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