5 Firearms Marketing Alternatives You Haven’t Thought Of Yet

Reaching the over 8 million new gun owners who have recently entered the firearms market is more challenging than ever, especially in the realm of firearms marketing. However, firearm brands that have dedicated time to developing their brand and digital firearm marketing programs are now seeing significant rewards. In 2022, they experienced the third-highest sales record for guns, ammunition, optics, and accessories, with a notable contribution from female buyers.

If you’ve been on the fence about marketing and are now ready to capture this moment, in this article you will learn about:

• Podcasts – Podcasts will continue to be a strong channel in 2024.
• The Parallel Economy – Tap into anti-woke, pro-american networks and social media platforms
• ExpertVoice – Incentivize behind-the-counter retailers and experts.
• 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’re not a big well-known brand like 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 cancelled 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 that will help you get your message out, build your brand and attract new defensive and recreational minded customers.

1. Firearms Marketing Podcasts

The old is new and the new is old. In the last two years we’ve seen a resurgence in podcasts. Podcasts like Dan Bongino, GunTalk and Colin Noir and others offer a way for your brand to reach a broader audience and leverage the trust of the host. According to Influencer Marketing Hub:

• There are over 2 million podcasts
• More than 420 Podcast Listeners
• 78% of Americans Are Aware of Podcasting
• Almost 62% of US Consumers Listen to Podcasts
• 180+ Million Americans Have Listened to a Podcast
• 68% Listen to the Whole Episode

Podcasts are more influential than influencers according to Ad Age.

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. ExpertVoice

ExpertVoice is a website that connects brands with experts in various fields, primarily sales associates and behind-the-counter workers in retail stores like Scheels, Sportsman’s Warehouse, Cabela’s, and thousands of other retailers in the U.S. These experts can try out products and provide feedback and reviews to help promote the products to their followers and communities.

Brands can also use ExpertVoice to offer special discounts and promotions to these experts. It is a platform for companies to connect with and engage influential people who can help promote their products to a broader audience. ExpertVoice harnesses the most effective firearm marketing channel of all: Word of Mouth. By getting listed on ExpertVoice, your brand can connect with the people your customers interact with when in the store actively shopping for gear.

4. Firearms Marketing to Women & Minorities

Women and minorities are a burgeoning segment in the industry as you might already know (Source: NSSF). 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. 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, 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 podcasts, exploring the emerging freedom economy, targeting female audiences, and influencer involvement. Look for things to change again this year with the rise of AI platforms like ChatGPT and Google Bard.

 

 

Article was first written in October of 2020—updated December 9, 2023.